Google’s Local Trust Pack: Another Layer of Trust for Local Service Owners

In a yet another step towards providing authentic and reliable search results, Google has launched its Local Trust Pack services in local advertising.

The green checkmark next to some of the search results is the new norm and is a symbol of trust for customers.

greenbadge

The greenbadge is displayed next to advertisers that participate in this new layer of trust.

Google’s confidence in this program is evident from the fact that these search results appear on top of the search result pages. 

Benefits of the Badge

While the badge is a seal of trust and reliability for the customers, for the service provider, it opens the door to Local Services Ads (LSA) which is Google’s local trust pack.

It is a cost-per-call advertising inventory unit that is very unlike anything we have known in marketing.

benefit of greenbadge

Source: Search Engine Land

Google Guaranteed and Google Screened

Badges can be earned under two different programs, Google Guaranteed and Google Screened. While the former, and more mature of the two, now includes a wide range of Home Services besides some others, the newly minted Screened program aims at the Professional Services providers.

The Google Screened badge will provide a seal of authenticity to these service providers as it would mean that the service professional’s background is verified and Google backs their expertise.

Here’s what it looks like:

google guaranteed

Source: Search Engine Land

How can Service Providers Earn the Badge

Google performs a laborious and rigorous background check on the professionals before granting the badge. Of course, all of this happens through third-party agencies on the ground and therefore can take weeks or, even months before the information is authenticated.

While it adds trust to their profile and therefore increases chances of being hired, more important than that is the doorway to the LSA that gets them direct calls.

However, what remains to be seen is that how many of the businesses can qualify for the program and how many out of them have the skills and patience to interact with the advanced functioning of the call-based advertising inventory.

 

Selina

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