Local SEO promises great things for small businesses: visibility in their target area, qualified traffic, and new customers. But when it comes to results on Google Maps or the “Local Pack,” an unsettling question is being raised by independents: has Google started favoring large chains, pushing local artisans and shop owners to the sidelines?
The Local Pack – A Showcase That Feels Biased
When someone searches for a plumber in Marseille or a bakery in Lyon, Google displays a boxed section featuring three main results, often accompanied by a map. This block, called the “Local Pack,” captures the majority of clicks. However, it’s increasingly dominated by the same types of players: national chains, franchises, and highly optimized multi-service platforms.
Why is that? Because these structures benefit from significant advantages:
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Mass-optimized Google Business Profiles
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Large-scale customer review campaigns
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Paid ads (SEA) that indirectly boost visibility
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Strong domain authority from centralized websites
A Growing Structural Inequality Driven by Data
Google has access to highly refined behavioral data: click-through rates, directions requested on Maps, time spent on-site, and more. Large chains naturally generate more of these statistical signals—even when the customer experience doesn’t always match the numbers. Do these metrics bias the algorithm in favor of corporate giants?
A local craftsman with 30 five-star reviews might still rank below a national chain with an average rating of 3.8, simply because it has 200 reviews spread across 50 locations. This algorithmic logic gives the impression that Google prioritizes quantity over quality.
The False Positives of Local SEO
Another major issue: fake profiles. Some franchises create hundreds of listings in cities where they have no real presence, penalizing businesses that have been rooted in those communities for years. While this violates Google’s guidelines, penalties are rare.
Additionally, platforms like Doctolib, Treatwell, or StarOfService dominate local keyword rankings through geo-targeted landing pages, siphoning visibility from true local businesses without even offering direct services in those areas.
Can Local Businesses Still Win the SEO Battle?
Yes—but it requires a clear and consistent strategy. Here are some essential tactics:
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Optimize your Google Business Profile (photos, descriptions, categories…)
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Regularly collect and respond to authentic reviews
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Create a localized website with relevant content
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Build local backlinks (partners, local government, local press…)
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Generate behavioral signals through localized campaigns
But without expert support, it’s difficult to keep up with Google’s algorithm updates or to fix technical issues that hurt your local SEO.
Don’t Stay Invisible – Get the Right Support
At Linkeo, we’ve been helping artisans, shop owners, and small businesses boost their local visibility for over 20 years. Our experts guide you in taking back control of your Google rankings using concrete, effective, and localized solutions.
Whether you need to optimize your Google Business Profile, build a website that ranks long-term, or improve your online reputation through customer reviews, we support you every step of the way. Because the best showcase is the one your future clients see first.
📩 Want to be visible where your customers are searching? Contact Linkeo today.
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