Consumers are using Google to find local businesses providing the products or services they need. Whenever you search for local businesses, Google shows a map at the top of the search results. This map pack is also known as Google local pack and appears in more than 30% of all first-page search results. This makes it the most frequently displayed search results feature along with Featured Snippets for relevant searches.
Most of the businesses affected by the Google local pack are those servicing a specific area. These businesses include delivery services, plumbing, repair service providers, and other local businesses such as dental care facilities, hair salons, restaurants, and more. Given the presence of this Local Finder in top search results, many consumers skip the organic results because the local 3-pack offers the information they need right away.
What is Google local pack?
The Google local pack or local 3-pack is a collection of the three most relevant results from a local search.
20 years ago, if a homeowner needed a screwdriver, they would get a phone book, look up “hardware stores,” identify a store closest to their home, drive there, and ask the person on the counter, “do you sell screwdrivers?” If they happen to be out of screwdrivers, the seller would draw the homeowner a map to a nearby hardware store, and the process starts all over again!
Now that consumers are walking around with small computers in their pockets, much of the preliminary search is done within a few seconds through mobile research. If you need any product or service, just perform a simple Google search, and the top three relevant and nearby businesses will pop up instantly.
Whenever you search for a “pizza restaurant near me” or car dealership in Ottawa,” Google understands that you are looking for a local service provider or local business. You will get a local 3-pack card at the top of SERPs. Based on your location, Google will provide the most relevant Google Business Profile listings with great reviews and ratings. Here is a screenshot of the Google local pack.
Alt-text: business profile, Google Business profile
The local 3-pack is often displayed above other organic results or listings and takes up a big chunk of real estate on the page #1 results. Once a consumer gets the three options in the local pack, there’s a good chance they will be done searching. Local businesses that don’t show up have lower chances of attracting potential customers through local searches.
Therefore, optimizing your Google Business listing is crucial if you want your business to compete at a local level. Remember, your competitors are also implementing a similar strategy, which is why it can be overwhelming to outrank them. However, partnering with experts in local SEO and Google Business optimization can help you optimize, maintain, and monitor your business listings across the areas you serve. This will also improve your online presence and traffic.
If you are just looking at your site analytics, you’re missing out!
Many consumers perform research on the internet before making decisions about what business to contact or the premises to visit in person. While most local business owners know that they must pay attention to their business website analytics, they also forget that the preliminary online research includes local business listings.
Sure, 75% of consumers use a brand’s website as part of their purchase decision-making process. However, an even more significant percentage of consumers (87%) also consider local listings such as Google Business listing. Therefore, going beyond site analytics to understand how your business ranks in local search results affect in-person visits to your local business.
A recent survey by Sparktoro revealed that in 62% of local searches, the consumer does not click search results to visit a website. Instead, such consumers get the information they require from local business listings that popped up at the top of their local search. For local businesses, if you’re not at the top, there is a good chance you are invisible to your target audience.
The anatomy of the Google local pack
For many local businesses, a local –pack includes the following aspects.
- Location on a map
- Google ratings (based on Google Business listing)
- Phone number
- Business open hours
- Directions
- Website link
The standard Google local pack displays the essential details consumers searching for this business type would want to know. This is meant to help them find what they are looking for without searching or scrolling any further.
Alt-text: business profile, business hours
Besides the local 3-pack, some local searches yield a local teaser pack. Suppose you search for “luxury hotels near me.” The local results you get might be similar to the local 3-pack but with more elements of features. These include pricing, booking options, amenities, testimonials, and images.
Just like the regular local 3-pack, the local teaser pack has a location map and reviews. What if you are not running a hotel? Does it apply to other business types? Well, the local teaser pack appears for most reservation-driven businesses.
How to optimize your business listing for the Google local pack
To get a higher rank in the local 3-pack, implement the following basic steps.
- Choose the perfect location for your business
The better your business location is, the fewer offline direct competitors you have. That means you have a chance of attracting a higher number of consumers and a higher probability of getting into the Google local pack! Suppose a homeowner is looking for a plumber in Ottawa. If your plumbing company is located at Ottawa center, there is a good chance it will show up in the top results.
However, the results will also vary depending on the searcher’s location. Keep in mind that Google has strict terms of service regarding Google Business Profile. So, stating an invalid address or violating other policies could result in the suspension of your business listing.
This is an important step that you shouldn’t ignore if you want to rank better in the Google local pack and other local search results. Once you have created your GMB account, claim or create your Google Business listing and verify it as a business owner.
- Optimize your Google Business Profile
To stand out in Google’s local ranking system, you must take full advantage of your Google Business listing. Here’s how to optimize it.
- Add accurate business information such as name, phone number, address, description, attributes, and other details that will help consumers find you.
- Add the services or products that you offer. Be sure to specify the product or service category and the areas you serve.
- Create an informative business description with various keywords associated with the main services you provide.
- Optimize the description, category, and services or products. Use keywords or search phrases that your target audience is using.
- Maintain NAP (name, address, and phone) data consistency across your online listings and website.
Do not forget to add FAQs, posts, images, and reviews to your Google Business Profile. Please don’t buy fake reviews. Instead, motivate your previous clients to leave authentic feedback and ratings on your Google Business listing. Remember, 93% of consumers check reviews before choosing a local business to buy from.
- Optimize your business website for mobile usage and local search
Prominence, relevance, and distance are some of the top factors that influence local search rankings. That means if you want your business to rank better in local search results, your site must be relevant (optimized for the right search terms or keywords). The business should be located within the searcher’s geographical area and should offer value to customers.
Your website must also be well optimized for mobile uses. Remember, the Google local map 3-pack was created to ensure higher mobile usability. So, do not forget the responsiveness of your business website.
Conclusion
Featuring in the Google local pack is an efficient way of getting found by your target audience. To achieve this, you must create/claim your Google Business listing and optimize it carefully. Given the ever-changing SEO landscape, you may want to get an expert who can help you optimize your Google Business Profile, optimize your business website, and implement an online marketing strategy that can help your business rank higher in the local search results.
