Google might extend the Google Guarantee to some local organic search opportunities, potentially altering how small businesses stand out.
In late July, there were reports that Google appeared to be offering enhanced profile features to Google My Business members.
For $50 a month, local businesses not already part of Google’s Local Service Ads (LSA) program are being offered badging and backing similar to the Google Guarantee.
This shift toward bolstering organic search, in addition to paid options, is noteworthy.
It also presents interesting implications for both local businesses and consumers.
Let’s analyze what this means and where Google’s efforts might be heading.
### What Is Happening With Google Guarantee?
First, let’s refresh on the Google Guarantee.
The program, previously limited to paying Google Local Service Ads customers, awards a recognizable green badge to reputable, Google-vetted service providers.
The program’s value lies in leads.
Businesses pay per direct sales lead, boosted by enhanced rankings in Google’s search results.
The guarantee also protects consumers from fraud by offering refunds if a service provider is illegitimate, making consumers more likely to opt for the Google-backed option.
The difference between this new offer and the existing LSAs is that it’s Google’s first move to support businesses not already in their ad program.
This could be a significant change for organic search.
For $50, small businesses can distinguish themselves from other local service providers, a challenging task given the limited budgets and time constraints of small business owners.
### What’s Behind Google’s Potential Move?
This new offering could be a strategy to attract more businesses into the LSA funnel.
By allowing small businesses to experience the benefits of Google’s guarantee and ranking boost, the company hopes they will recognize the value and be willing to invest more.
However, this move may also signify a shift from Google’s original intent behind its guarantee program.
Initially, the program aimed at combating spam and fraud.
Google charged a premium to ensure that listings remained safe from competitors and bad actors.
Now, by extending the program to organic search and opening the guarantee to more businesses, it’s clear the company’s focus is on ensuring the legitimacy of their results and drawing more partners into their ad ecosystem.
### How Google Guarantee Changes May Affect Consumers and Business
For consumers, the benefits are straightforward.
More guaranteed businesses mean better search results and less risk when making significant financial decisions on service providers.
If the service gains enough traction in a particular area, one could argue that Google is helping reduce fraud and bad business practices at a local level.
For local businesses, the effects are multifaceted.
A $50 fee for the guarantee is relatively inexpensive and likely costs less than current local advertising efforts.
It’s also potentially the cheapest way a small business can enhance its organic ranking while converting leads.
However, it’s uncertain how businesses will respond.
If businesses start losing customers to a competitor with a Guarantee badge, the $50 fee will seem necessary.
Conversely, there’s concern that if too many businesses adopt the badges, their significance might diminish.
It’s also a risk for Google—by pushing local businesses into this program, they might appear greedy.
### The Bottom Line on Google Guarantee Changes
The expanded Google Guarantee will be intriguing to follow for industry observers.
Google targeting small businesses outside its LSA program indicates that the company’s sales funnel is expanding.
The opportunity for small businesses to enhance their organic search leads through the program will yield data that marketers will keenly analyze.
#### More Resources:
– How to Use Google My Business to Boost Your Content & SEO
– Google My Business Adds 4 New Attributes
– How to Get More from Your Google My Business Listing
