Establishing and expanding their online visibility has grown more crucial for local business owners over the past ten years. This is primarily because increasing brand awareness online may swiftly increase offline purchases.
Ranking in the Google Local Pack is one of the finest methods for a company to stand out and acquire an advantage over its competitors.
What is the Google Local Pack?
When a user inputs in a search query with local intent, the Local Pack shows up at the top of search engine results pages (SERPs). The Local 3 Pack, Google 3 Pack, Google Map Pack, or Snack Pack are some of its variant titles.
What does “3 pack” mean exactly?
This “local SERPs pack” is distinct from the other organic search results and displays the top three results as selected by Google’s search algorithm. You should come here if you are a brick-and-mortar store owner!
The top three results come with a click-to-call option for mobile users, an address, business hours, and an average star rating from customer evaluations, together with a map that pinpoints their specific location.
How does Google identify a local search?
There are several ways for Google to tell when a user is conducting a search with a local purpose, including the ones listed below:
- The name of the chosen geographic area, such as the town or city, will be included in the user’s search term. ‘Hair salon in Syracuse, NY,’ as an illustration.
- In their search query, a user will include “near me.” For instance, “hair salon nearby.” To pinpoint the location from where a user is searching, Google will utilize GPS tracking.
- Without providing any additional information, a user will type their search term, such as “hair salon.” In order to determine the most pertinent results, Google will rely on the user’s location and the fact that they are probably looking for a hair salon to visit.
What differentiates the Google Local Pack from the organic SERPs?
The Google Local Pack features obvious calls to action, such as visiting the website or calling the business, which is the primary visual difference. The Local Pack includes brief details about a business that the user will presumably find useful, such as location and operating hours. This is another significant distinction.
These features increase the value of these rankings for both the searcher and the top local companies.
History of the Google Local Pack
Since 2015, local SERPs have included the Google Local 3 Pack. Prior to this, a list of seven results without a map was displayed by Google.
Three instead of seven results is much easier to read on mobile devices, and the inclusion of a map makes it clearer to the user where the results are located.
Why should I care?
Data shows that 46% of the 40,000 Google searches conducted worldwide per second have a local aim. This translates to a sizable number of people looking for information in their area each and every day.
The statistics also indicate that a Local Pack will appear in the results for at least 93% of Google searches with a local focus.
Additionally, roughly 50% of individuals conducting a local search on a phone will go to a nearby establishment in response to this inquiry within 24 hours.
Furthermore, 78% of these searches will eventually lead to a physical transaction.
These statistics underline the significance of being found by consumers who are willing to buy when they conduct local searches.
How can I move up in the Google Map Pack listings?
You must first claim your Google Business Profile in order to begin moving up the Google Map Pack results (formerly known as Google My Business).
You must fill out your Google Business Profile (GBP) with the necessary data after you’ve claimed it. This entails filling up all required fields and uploading pictures of your company.
Google mostly considers the following factors while determining which GBP results to return for a query.
- Proximity: How close to the customer is your business?
- Prominence: How well-known your company is
- Relevance: How well your company matches the search query.
Additionally, the algorithm will give preference to listings that are kept up to date and accurate with relevant information about the business.
Since most customers won’t scroll past the first page of results, it’s important that your company ranks high for a broad range of different target keywords. The next stage in increasing your online visibility should be Local Pack SEO after your listing has been claimed and optimized.
In local rankings, it frequently happens that small local firms beat large national chains.
This is so because the Google algorithm prefers well-designed GBP listings over more traditional SEO ranking elements when it comes to local SERPs.
What about Google Maps?
Users can click to view more results under the Local Pack Google listings, which takes them to Google Local Finder (see image below). This is a more thorough list of nearby companies that are pertinent to the search query. It’s crucial to understand that Google Maps and Local Finder are not the same things.
Visit our specific topic on the contrast between Google Local Finder and Google Maps.
Securing Local Search Success
As an owner of a physical location, you shouldn’t belittle the significance of appearing in the Google Map Pack. Although there are numerous steps you may take on your own, you may want to hire a company to assist you. Check out our in-depth post on local ranking factors if you want to start learning more about local SEO.
It’s essential to keep in mind that Google results will change as you check your rankings from different locations as you move along with your local search strategy. Google will always be aware of your location and will only provide results that are pertinent to where you are right now.