If you’ve searched for your own products or services lately, you’ve probably noticed something frustrating, instead of seeing local businesses at the top, you often see aggregators like Yelp, Angi, TripAdvisor, or HomeAdvisor. These large platforms dominate local search results because they have massive budgets, thousands of pages, and years of domain authority.
But in 2025, small businesses can still win. You can’t outspend aggregators, but you can out-strategize them by targeting the gaps they leave and building local authority that search engines value.
Why Aggregators Dominate Local SERPs
Before building a strategy, it’s important to understand why these platforms rank so well:
- Domain Authority – Years of consistent traffic and backlinks give aggregators a huge SEO advantage.
- Content Scale – They create thousands of location + service pages, covering nearly every keyword variation.
- Link Ecosystem – They naturally earn links from media outlets, blogs, and users sharing their listings.
- Strong CTR Signals – Because they often appear in the top three results, their high click-through rates reinforce their ranking.
How Small Businesses Can Compete
1. Own Your Branded Search Results
Aggregators sometimes rank for your own business name, especially if you have a weak website or inconsistent NAP (Name, Address, Phone) data.
Action Steps:
- Optimize your Google Business Profile (GBP) so it appears first for branded queries.
- Use your brand name in title tags, H1s, and meta descriptions across your site.
- Build branded backlinks from local news, partners, and sponsorships.
2. Target Long-Tail and GEO-Modified Keywords
Aggregators compete for broad terms like “plumber in Tampa,” but they often ignore hyperlocal searches such as:
- “Emergency plumber near Seminole Heights”
- “Eco-friendly lawn care Palm Harbor”
- “Child-friendly dentist in Clearwater FL”
Action Steps:
- Create local landing pages for each neighborhood, service type, or special feature.
- Include real local details (landmarks, events, area-specific testimonials) to improve relevance.
3. Leverage Your Google Business Profile to Capture Map Pack Clicks
Aggregators rarely appear in the local 3-pack for map results because they’re not tied to one location.
Action Steps:
- Post weekly GBP updates (offers, events, tips).
- Add geo-tagged photos and videos.
- Encourage recent reviews mentioning specific services and locations.
4. Create Content Aggregators Can’t Match
Your competitive advantage is authenticity. Aggregators don’t have your local insights, stories, or personal customer experiences.
Content Ideas:
- Case Studies – “How We Helped a Clearwater Family Move into Their Dream Home in 3 Days”
- Local Guides – “The Ultimate Roof Repair Checklist for Florida’s Hurricane Season”
- Behind-the-Scenes – “A Day in the Life of Our Tampa Bay Fishing Charter Crew”
5. Build a Local Link & Mention Strategy
Local backlinks send strong signals to Google that you are relevant to a specific geographic area.
Action Steps:
- Sponsor local events and request a backlink from the event website.
- Partner with local bloggers or influencers for features and reviews.
- Get listed in niche local directories that serve your exact audience.
6. Focus on Better Conversion Optimization (CRO)
Even if aggregators outrank you in some cases, you can still win the lead when users click through to your site.
Action Steps:
- Use trust signals: testimonials, badges, associations, certifications.
- Add clear CTAs: “Call Now,” “Get Your Free Quote,” “Book a Consultation.”
- Optimize for mobile-first users with fast load speeds and easy navigation.
How a Local Business Beat an Aggregator
A St. Petersburg HVAC company was competing against Yelp, Angi, and HomeAdvisor for “AC repair St. Petersburg FL.” By:
- Creating separate service pages for each neighborhood,
- Posting weekly GBP updates,
- Partnering with local media for backlinks,
They moved from position 8 (page two) to position 3 in just six months — outranking two major aggregator pages in the process.
Competing with aggregators in local search isn’t about beating them everywhere, it’s about winning where it matters. By targeting hyperlocal keywords, owning your branded search, maximizing your Google Business Profile, and creating content they can’t replicate, small businesses can carve out a space in the SERPs and attract high-quality leads.
Action Step: Start with a local SEO audit. Identify which keywords aggregators are outranking you for, then build a targeted content and GBP optimization plan to chip away at their dominance.
