HomeOur BlogWhat Are Google Local Justifications and Why Do They Matter for Your Website and GBP?

What Are Google Local Justifications and Why Do They Matter for Your Website and GBP?

If you’re like most people, you probably think of Google as the world’s largest search engine. And while that’s certainly true, there’s a lot more to Google than meets the eye. In addition to being a search engine, Google is also a powerful tool for local businesses.

One of the most important features of Google for local businesses is the Google Business Profile (GBP). Your GBP is essentially your business’s Google listing, and it’s what comes up when people search for your business on Google.

One of the key components of your GBP is your Google local justification. Let’s talk more about it below.

Types of Google Justifications

Justifications are small snippets that Google displays in the local pack to “justify” the presence of the business and its inclusion in the results for that particular search.

Basically, your local justification is a succinct justification of why your company is the greatest option for local clients. There are several types of justifications. The type you see highlighted in the local pack varies based on what you search.

Website Mentions Justifications

As part of you Google Business Profile, this type of justification often links to the page on your website where the content was taken. A photo and meta description might be present. You can test whether Google notices a particular term you’d like to have highlighted as a justification by optimizing the GMB landing page with it. It’s great to see that your on-page techniques will support your justification efforts because you have complete control over the content of your website.

Website Mention Justification

Review Justifications

If reviewers use preferred keywords in the reviews on your Google Business Profile, the review justification can be influenced. If you have a lot of reviews from happy customers, Google is likely to show this type of justification in the local pack. This is a great way to show potential customers that your business is reputable and trustworthy. One thing to remember, though, is that review justifications are not always positive. This is why you should always encourage your customers to actively participate in review postings.

review justification

Google Posts Justifications

You can think of Google Posts as mini blog posts that you can create directly on your GBP. Google Posts are a great way to showcase your business’s latest news, special offers, and other information that you want potential customers to know about. It’s worth noting that Google Posts expire after seven days, so it’s important to keep your posts up to date.

Google Post Justification

In-Stock Justifications

This type of justification is taken from products that are in stock and available for purchase on your website. If you have products that are in stock and available for purchase on your website, it’s important to make sure that they’re listed in the “In-Stock” section on your GBP. This is an effective approach to demonstrate that you have what customers are searching for and help them make a purchasing decision.

Sold Here Justifications

Justifications that read “Sold Here” let customers know that you sell the item they’re looking for. A checkmark appears in front of the justification to indicate their presence. Unfortunately, you cannot influence this justification.

Services Justifications

This type of justification is taken from the “Services” section on your Google Business Profile. This is a relatively new feature, and it’s still rolling out to businesses in certain industries. If you have a service-based business, it’s important to make sure that your services are listed in the GBP “Services” section. This is a great way to show potential customers what you have to offer and help them decide if your business is the right fit for them.

Menu Justifications

This is another relatively new feature, and it’s still in the testing phase for certain sectors. If you have a restaurant or a business that offers food and drink, make sure that your menu is listed in the GBP “Menu” section. This is one of the most effective methods to demonstrate your restaurant menu to potential customers.

Provides Justification

Lastly, these are service-based justifications like “Sold Here”. They use the “Services” section of a brand’s Google Business Page. Be careful when you list these services in the GBP “Services” section, however, because they need to be relevant to the keywords.

Why Are Google Local Justifications Important?

Google local justifications are important because they help you stand out from the competition in the local pack. They also help customers decide, whether it’s related to purchasing or opting for services, by providing additional information about your business. Justifications are also a great way to showcase what makes your business unique and demonstrate why customers should choose you over the competition.

How Can You Improve Google Local Justifications?

Here are a few tips to improve your justifications:

  • Encourage your customers to leave reviews on your Google Business Profile. The more reviews you have, the more likely you are to get a review justification.
  • Make sure that your Google Posts are up to date and relevant to potential customers.
  • If you have products that are in stock and available for purchase on your website, make sure they’re listed in the GBP “In Stock” section.
  • If you have a service-based business, make sure your services are listed in the GBP “Services” section.
  • If you have a restaurant or a business that offers food and drink, make sure your menu is listed in the GBP “Menu” section.

How Numero Uno Web Solutions Can Help in GBP Optimization

Numero Uno Web Solutions is a leading digital marketing agency that specializes in Google Business Profile optimization. We can help you improve your online visibility and attract more customers to your business. We have a team of experienced and certified professionals who are up to date with the latest trends and algorithms. Contact us today to learn more about our services and how we can help you grow your business.

About Adrian Newman, BA

President, Numero Uno Web Solutions


Adrian has been in the performance marketing industry for over 25 years and is the co-founder of Numero Uno Web Solutions.

Adrian has been involved in virtually every facet of direct and digital marketing from copywriting and graphic design to database management and production.

A BA graduate of York University, Adrian has volunteered as a mentor with his alma mater's Career Mentorship Program for students with disabilities and has been a director for public real estate investment trust.

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