So there you are, typing your own business name into Google like a proud parent searching for their kid’s school photo… and nothing. Maybe page two. Maybe page six. Meanwhile, your competitor—who, let’s be honest, isn’t half as charming as you—pops up right there in the Maps box with 47 five-star reviews and a profile picture that looks suspiciously like it was taken during Mardi Gras.
The question hits like a brick: Why are they showing up… and I ain’t?
Well, here’s the short answer: Google isn’t playing favorites. It’s playing data. If your competitor is showing up and you’re not, it’s because their digital house is in order and yours might still be under construction with no roof and a welcome mat that says “under maintenance.”
Let’s talk about local SEO—the reason your competitor is drinking your milkshake online.
The Basics: What Even Is Local SEO?
Local SEO is what makes a business show up when someone types in things like “best shrimp po’ boy near me” or “emergency plumber in New Orleans.” It’s Google’s way of figuring out which businesses are nearby, relevant, and trustworthy enough to be worth putting in front of a searcher who’s probably in a hurry and definitely on their phone.
If regular SEO is a big gumbo pot of keywords and links, local SEO is like making sure the pot is on the right stove, in the right kitchen, in the right neighborhood. Google loves proximity, consistency, and a good reputation—and if you’re missing even one of those, it’s likely you’re not showing up where it matters.
The Map Pack: The Cool Kids’ Table
Ever notice that little box that shows three businesses when you search for a service? That’s called the Map Pack, and it’s where all the clicks go. If your business isn’t in it, you’re basically the restaurant on Bourbon Street without music or beads. You’re there… but no one’s looking.
Getting into the Map Pack means optimizing your Google Business Profile. That’s your online storefront, and it needs to be polished. Business name, hours, service areas, categories, photos, reviews—all of it. If your competitor updates their info weekly and yours still says “Closed Sundays” even though you’ve been open on Sundays since 2018… well, Google notices that stuff.
Keyword Intent: The ‘Why’ Behind the Search
Here’s where things get spicy. It’s not just what people search—it’s why. Someone typing “roof repair” might be doing research. Someone typing “emergency roof repair Lakeview” is on their roof with a bucket. One is curious. The other is desperate. Guess which one is more likely to call?
This is called keyword intent, and Google is surprisingly good at reading between the lines. Your site and content need to match that intent. That means pages targeting different needs—some for people just browsing, some for people ready to buy, and yes, some for those who typed their search with a single trembling thumb during a thunderstorm.
NAP Consistency: Not Just for Toddlers
NAP stands for Name, Address, Phone number—not the 3 p.m. siesta after a heavy lunch. Google wants to see that your NAP info is consistent across every corner of the internet: Yelp, Facebook, industry directories, even that old Yellow Pages listing that somehow still exists.
If one site says your number ends in 1111 and another says 4444, Google gets nervous. Nervous Google = lower rankings. It’s like wearing mismatched socks to a job interview—technically functional, but definitely not helping your case.
Reviews: The Digital Word of Mouth
Google looks at reviews like your aunt looks at casserole recipes—carefully and with a touch of judgment. Lots of good, recent reviews? Great. Long gaps or complaints about your “weird smell”? Not great.
Also, if you’re ignoring your reviews—positive or negative—that’s a red flag to Google. Responding to reviews shows you’re alive, active, and engaged. That matters. Think of it like replying to someone who shouted your name on the street. If you ignore them, they’ll stop yelling. So will Google.
Content: Fuel for the Fire
Posting regular, useful content on your site tells Google you’ve got something to say—and that it’s worth listening to. Blogs, service pages, FAQs, neighborhood-focused landing pages… all of that helps signal relevance.
Just don’t write generic fluff. “We care about our customers” isn’t content. It’s background noise. Write like a human. Talk about real questions real people ask. Use local references. Mention Lakeview, Gentilly, or Mid-City. Google eats that stuff up like red beans on a Monday.
So Why Are They Showing Up and You Ain’t?
Because they’re doing all of this—or at least enough of it to stay ahead. They’ve got a well-optimized Google Business Profile, local citations that match, intent-driven content, active review management, and a site that doesn’t look like it was built during the MySpace era.
And maybe—just maybe—they hired someone to help them stitch all these moving parts together into a strategy instead of hoping for online miracles.
Final Scoop
Local SEO isn’t glamorous. It’s not loud. But it works like a second set of hands. Done right, it brings in leads, keeps the phone ringing, and helps people find the business at the exact moment they’re ready to act.
So if you’re still hiding on page four of Google and wondering why the phone’s not ringing, the answer might be simple: it’s time to clean up the digital house, feed Google what it’s hungry for, and stop treating your online presence like a set-it-and-forget-it situation.
And if nothing else, at least double-check that your phone number is right.
