Text snippets shown in Google Business Profiles highlighting why a business is relevant for a specific query.
Why Justification Matters
Justification is a critical part of modern local SEO because it is a clear, unambiguous signal that your website’s content is aligned with a user’s search. In the past, ranking was based on proximity and keywords. Today, Google’s algorithms are much more sophisticated and can read the content on your website, in your Google Business Profile (GBP), and in your reviews to find specific phrases that match a user’s query. Justification is the result of a job well done; it’s the direct output of a comprehensive local SEO strategy. It directly influences your click-through rate, as a user is much more likely to click on a result that has a clear, compelling justification.
Across Different CMS Platforms
The way you optimize for justification depends on your CMS and how you manage your content.
WordPress
WordPress users can optimize for justification by creating high-quality, in-depth content that addresses specific user needs. For example, a restaurant could write a blog post about “The Best Vegan Options in Our Menu.” This content can be used by Google to justify a listing in a search for “vegan food near me.”
Shopify
For Shopify, a key part of optimization for justification is to provide detailed product descriptions and to encourage customer reviews. A product description that mentions “sustainable materials” or “vegan leather” can lead to a justification in a search for those terms.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for justification. The best way is to write clear, descriptive content for your services and products. You should also ensure that your Google Business Profile is complete and up-to-date, as Google often pulls justifications from there.
Webflow
Webflow gives you granular control over your content. You can build a system that allows you to add specific features or attributes to your services, which can be used to generate justifications in search results.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically pulls specific keywords from a page and adds them to a structured data markup, which can be used by Google to generate a justification.
Across Different Industries
The way you optimize for justification depends on your industry and your target audience.
E-commerce
E-commerce sites can get a justification for a product that is in stock or on sale. The best way to optimize for this is to use Product schema and to ensure your inventory is up-to-date.
Local Businesses
Local businesses can get a justification from a review or a menu item. A review that mentions “great service” can lead to a justification in a search for “best service near me.”
SaaS Companies
SaaS companies can get a justification for a specific feature or a free trial. The best way to optimize for this is to use structured data for your features and to have a clear call-to-action on your landing pages.
Blogs
Blogs can get a justification for a specific keyword or a topic. A blog post that mentions “how to bake sourdough bread” can get a justification in a search for that term.
Do’s and Don’ts of Justification
Do’s
- Do optimize your Google Business Profile. Your GBP is the primary source for justifications.
- Do encourage customer reviews. A review that mentions a specific keyword can lead to a justification.
- Do create high-quality, in-depth content. This is the foundation of a good local SEO strategy.
Don’ts
- Don’t use keyword stuffing. This can lead to a penalty and will not help you get a justification.
- Don’t use fake reviews. This is a violation of Google’s guidelines and can lead to a severe penalty.
- Don’t focus on justifications alone. They are a result of a good local SEO strategy, not the cause.
Common Mistakes to Avoid
- Failing to use your Google Business Profile. This is the most common mistake. Your GBP is the most powerful tool for local SEO.
- Not encouraging reviews. A lack of reviews can prevent you from getting a justification.
- Not using structured data. Structured data can help Google understand your content, which can lead to a justification.
FAQs
How do I get a justification for my business in local search?
You get a justification by providing Google with a clear signal that your business is a great match for a user’s search query. This can be done by optimizing your Google Business Profile, encouraging reviews, and creating high-quality, in-depth content.
Is a justification a ranking factor?
No, a justification is not a direct ranking factor. It is a result of your good local SEO. However, it can significantly boost your click-through rate, which can indirectly lead to better rankings.
What is the difference between a justification and a rich result?
A justification is a short, bolded phrase that appears in local search results and explains why a business was chosen. A rich result is a more prominent listing that often includes images, star ratings, or other information. A justification is a type of rich result.
Can a justification harm my SEO?
No, a justification will not harm your SEO. It is a positive signal that your business is a great match for a user’s search query.
What is the best way to monitor my justifications?
You can monitor your justifications by performing a local search for your business and your target keywords. You should also check your Google Business Profile Insights for a clear understanding of your performance.
