Local Justifications (What They Are & How To Get Them)

A local justification is a featured snippet of text that is displayed on Google My Business listings in Local 3-Pack, Local Finder, and Google Maps results.

An example of a local justification

This shows that the particular business is relevant to the search query, and provides a competitive edge that makes listings stand out, likely increasing engagement by improving click-through rates.

Here are the different types of local justifications that can display in search results:

Website Justifications

Website justifications are sourced from information obtained from the website that is linked in the Google My Business listing. This information can be sourced from the homepage, location page, or service pages.

An example of a website local justification

How to influence: Optimize the homepage or local landing page with a mention of the target keyword, and include additional mentions (and variations) of the keyword in the navigation, internal links pointing to the target page, and throughout the main content of the service page.

Service Justifications

Service justifications are sourced directly from content found in the Service section of Google my Business listings.

An example of a service local justification

How to influence: Using the Services section of Google My Business, add the target keyword as a service, and add a supporting description about the service.

Review Justifications

Review justifications are snippets of text that are sourced from Google My Business Reviews.

An example of a review local justification

How to influence: Create a review acquisition campaign that prompts customers to leave a detailed review about the product or service that they received.

Post Justifications

Post justifications showcase snippets of content sourced from Google My Business posts.

An example of a post local justification

How to influence: Create a posting strategy that includes highlighting products or services, and include the target keyword or partial match within the content of the post.

Menu justifications highlight menu items relevant to a user’s search, and are sourced from the Menu feature within the Google My Business Dashboard. These local justifications may also be sourced from menu content on the website and on 3rd Party platforms such as Grubhub.

An example of a menu highlight local justification

How to influence: Provide complete information in the Menu section of the Google My Business Dashboard. Additionally, all relevant menu items should be included on the business’s website and applicable 3rd Party providers of delivery services.

Sold Here Justifications

The “sold here” justification highlights products and product categories that match the search query.

An example of a sole here local justification

How to influence: It’s currently unknown how this information is sourced. Your website should include complete information about products and categories with detailed descriptions, schema, and a meaningful site structure.

In Stock Justifications

Google highlights products sold by local businesses with the “in stock” justification, and is sourced from aggregated data across the web

An example of an in stock local justification

How to influence: Participate in Google’s free local product listings program. Google highlights products sold by local businesses with the “in stock” justification, and is sourced from aggregated data across the web.