A simple question I keep coming back to

When I look at a local business online, I've started asking three questions:

Can it be found?

Would it be chosen?

Can it be contacted easily?

They're simple questions, but they uncover a surprising number of problems.

A business can rank well and still not look trustworthy. It can have great reviews but make it difficult to contact someone. Or it can have an excellent website that almost nobody discovers.

I've found that looking at those three things together is much more useful than obsessing over any single marketing metric.