When your business is listed in an online directory, it is known as a structured citation. These citations increase exposure and website domain authority while associating your business name with existing high-authority sites like Yelp—all of which is favorable to Google. To create an effective structured citation, include full business contact information on your directories and be consistent with formatting.
The Featured Snippet section appearing inside the first page of Google is an incredibly important section to have your content placed within. I did a study of over 5,000 keywords where HubSpot.com ranked on page 1 and there was a Featured Snippet being displayed. What I found was that when HubSpot.com was ranking in the Featured Snippet, the average click-through rate to the website increased by over 114%.
One of my best pieces of advice when it comes to SEO for small businesses is to truly spend some time understanding your audience and their intent. Even if your website is perfectly optimized, if it’s done for the wrong audience, you will not see good traffic. Google is taking audience intent into account more and more, as updates like RankBrain try to understand the semantics of a search query and not just the literal definition of the words. If you can comprehensively answer the questions your audience is asking, your site will rank highly in Google organically.
Local results favor the most relevant results for each search, and businesses with complete and accurate information are easier to match with the right searches. Make sure that you’ve entered all of your business information in Google My Business, so customers know more about what you do, where you are, and when they can visit you. Provide information like (but not limited to) your physical address, phone number, category, and attributes. Make sure to keep this information updated as your business changes. Learn how to edit your business information
This is not to say that small businesses can’t show within the top organic results. If your business is located in a less competitive market or industry, like a nail salon in a small town, you have a better chance of ranking high in organic results. Most small businesses find it easiest to rank within local results, though small businesses can also rank high in organic results by investing in search engine optimization efforts.