What is the Google Local Pack
The Local Pack is a section of Google’s search results that shows local businesses related to your query. Whenever your query contains local intent, Google will show you three local businesses that can answer your query.
Some time ago these local packs were also referred to as 7-packs, as they featured 7 popular business packs. Due to increasing mobile phone usage, Google reduced their –pack to just three results — with some changes to the way the algorithm ranks local results. Now when you search for local businesses on a desktop or phone, you’ll be shown the 3-pack.
Why should you be aware of local packs?
The Local 3 pack appears in the #1 position 93% of the time. When something local is searched, Google shows 46% of its search results. This means that businesses that are optimized for local search on Google have a better chance of ranking in search results. In other words, it’s a big advantage for small businesses.
According to ThinkWithGoogle, 50% of consumers who search locally on their smartphone visit a store within a day, and 18% of those searches lead to a purchase within a day. Not only that, but since 2011, the number of “near me” search queries from mobile has increased 34 times.
Most people don’t go beyond the first page of Google when searching online, and for local searches, this first page focuses on the 3-pack. 78% of these local-mobile searches result in offline purchases, meaning every local search query in your area can bring in new customers and revenue.
In the MOZ case study, they analyzed where users were clicking when arriving at their local search results. Studies have shown that:
- 44% of people clicked on local packs.
- 8% chose to load “local results”.
- 29% clicked on organic listings.
- 19% clicked on paid results.
Why is Google 3-pack important?
The Google 3-pack refers to the top three local businesses that appear in Google Maps search results when someone searches for a local business or service. Being listed in the 3-pack can be important for businesses because it can lead to increased visibility and potentially more foot traffic, phone calls, and website visits. Being listed in the top three can indicate to potential customers that a business is highly relevant and trustworthy, which can help drive conversions. Additionally, appearing in the Google 3-pack can also help businesses compete against their local competitors and establish their brand in their local market
How to Optimize for the Google Local 3-Pack
- Ensure that your business information is accurate and consistent: This includes your business name, address, phone number, and website URL.
- Ensure that your business information is accurate and consistent: This includes your business name, address, phone number, and website URL.
- Obtain and manage online reviews: Encourage customers to leave reviews on your Google My Business profile, as well as on other review sites such as Yelp and TripAdvisor.
- Use relevant keywords in your business description and categories: This helps Google understand what your business does and makes it easier for potential customers to find your listing.
- Add photos and videos to your profile: High-quality photos and videos give customers a better understanding of your business and can increase your chances of appearing in the Local 3-Pack.
- Utilize Google Posts: This feature allows you to share news, promotions, and events directly on your Google My Business listing.
- Get listed in local directories: Listing your business in online directories such as YP.com, Bing Places, and Apple Maps can improve your visibility in local search results.
- Monitor your online reputation: Regularly monitor your online reputation and respond to any negative reviews in a professional and timely manner.
- Encourage customers to leave reviews: Encourage happy customers to leave reviews on your Google My Business profile.
- Monitor your competition: Regularly monitor your competition and see what they’re doing to rank higher in local search results.
- Keep your Google My Business profile up-to-date: Regularly update your profile with new information, photos, and posts to keep your listing fresh and relevant.
How can your business rank for the local pack?
Google’s algorithm considers many factors when displaying their local packs. Although their algorithm is highly complex and mysterious, experts point to these three factors as important: business information, website SEO, and online reviews.
Business Information
Google is always looking to provide the best information and experience to its visitors. As a result, they want to make sure that any business they display in search results “answers” visitors’ intent as well as possible. Key factors like proximity, category, and keywords will help them do this. As just mentioned, Google pulls this information from all Google My Business listings. If you haven’t yet set up a Google My Business listing for your small business, do so now. But keep in mind that your profile is 100% complete and optimized.
Online reviews
We’ve been talking a lot lately about the importance of reviews for small businesses. There are many benefits to creating a review, but I haven’t mentioned the local pack yet. Online reviews are an important part of Local Pack’s algorithm and can make or break your chances of nabbing one of those coveted spots. Google reviews in particular have a real impact on search rankings.