Google Local Pack: A Comprehensive Guide to Achieving Higher Rankings

Local SEO is all about increasing search visibility for businesses that serve their communities face-to-face. It’s more important than ever, with 85% of consumers using the internet to find local businesses.

At the top of the local search results, you'll often find the Google Local Pack those three business listings that appear with a map on top of regular Google search results.

Having your business featured in the Local Pack is like claiming the prime spot on the high street, ensuring you're noticed by consumers looking for your product or service in your area.

This comprehensive guide will take you through the critical steps to boost your local search ranking, beat your competitors, and secure those coveted spots in the Google Local Pack.

Understanding the Google Local Pack

The Local Pack is an obvious section on the first page of Google’s search results. It is especially prominent when users search for local information, such as "plumbers near me" or "best pizza in [Your City]." Featured businesses appear in a list of three, with a map to the right highlighting their locations.

The Local Pack is prime online real estate for local businesses. It’s where you want to be to draw in the majority of prospective customers. In a mobile-first world, Local Pack results are often the only thing users see without having to scroll down.

Image Source: Backlinko

How Is the Google Local Pack Different From Organic SERPs?

The Google Local Pack differs significantly from other organic search results in several ways.

Primarily, it features a more visual layout, displaying a map and location markers, making it easier for users to see the physical proximity of businesses to their search location.

This visual distinction is crucial as it immediately draws user attention and is often the first thing they'll engage with.

Furthermore, the Local Pack includes key business information such as address, hours, and ratings at a glance, while other organic listings require users to click through to find this information.

It not only saves time for the searcher but also gives the businesses in the Local Pack a competitive edge as it may lead to quicker decisions and actions by potential customers.

Image Source: Birdeye

The Importance of Google Map Pack for SEO

The Google Map Pack, often referred to as the Local Pack, has become a critical element for local SEO strategy due to its prominent placement and relevance to local searches. Here are several reasons why businesses need to aim for inclusion in the Map Pack:

• Enhanced Visibility: Appearing in the Map Pack significantly increases a business's online visibility. Since it is placed above traditional organic listings, it dominates the search result page, making businesses within it more likely to be noticed by potential customers.‍
• Increased Traffic and Conversion Rates: A listing in the Google Map Pack often results in higher click-through rates. Because it provides essential information upfront, such as location, ratings, and business hours, potential customers are more likely to visit the business, both online and offline.‍
• Mobile-Friendly Experience: With the increase in mobile searches, the Google Map Pack is optimized for mobile devices, offering a seamless experience for users on the go. This mobile-first approach aligns with current consumer behavior patterns, as a significant number of local searches are performed on mobile devices.‍
• Local Relevance: Google’s Map Pack is tailored to show businesses that are most relevant to the user's location and search query. This ensures that listed businesses are presented to the right audience at the right time, increasing the likelihood of attracting genuinely interested customers.‍
• Trust and Credibility: The Map Pack also includes user-generated content, such as reviews and ratings, which can enhance business credibility. New customers often rely on the experiences of others, and prominent positive reviews can heavily influence their decision-making.‍
• Competitive Advantage: Securing a spot in the Map Pack can provide a competitive edge, especially if your competitors are not featured. It positions your business as a top choice in the area and can significantly impact your local market share.

Businesses cannot afford to ignore the Google Map Pack when it comes to local SEO. A strategic approach to earning a place within it can lead to improved local search visibility, more foot traffic, and ultimately, increased sales.

Key Local SEO Ranking Factors

To secure a spot in the Google Local Pack, understanding the factors that influence local SEO ranking is essential. Google's algorithm for local search considers a variety of elements to determine which businesses are most relevant to the user's query. Here are some of the primary ranking factors:

• Proximity: How close your business is to the searcher’s location at the time of the query?
• Relevance: How well your business profile matches the search intent of the user, including the use of accurate categories and detailed service descriptions?
• Prominence: This takes into account how well-known your business is, which can be influenced by the number of quality backlinks, review count, and overall review score.
• Google My Business: The optimization of your Google My Business (GMB) account is critical. This includes providing complete and accurate information, posting regular updates, and engaging with customer reviews.
• On-Page SEO: Your website's content quality, local keyword optimization, and relevance to your business category also impact your local search ranking.
• Citations: Listings of your business on online directories and local business associations, maintaining consistency in your Name, Address, and Phone number (NAP) information across these citations.
• User Behavior: Click-through rates, mobile clicks to call, check-ins, and social media shares are indicators that users find your business valuable and trustworthy.

Image Source: 99firms

By focusing on these factors, businesses can improve their visibility in local searches and increase their chances of being featured in the highly sought-after Google Local Pack.

How Can You Rank in the Google Local Pack?

To rank in the Google Local Pack, businesses must deliberately optimize their online presence for local search. Here’s what you need to do:

Step 1: Claim and Optimize Your Google Business Profile

A. Creating Your Google Business Profile

If you haven't created a Google My Business Profile (GMB), now known as Google Business Profile (GBP), listing for your business, this is priority number one. Visit the GBP website and follow the necessary steps to add your business details. Ensure that you include your business name, address, phone number (NAP), website, and category of service. Take time to write a detailed description of your business, including services, hours, and any other relevant information.

B. Verify Your Business

Google will need to verify your business by mail or phone call to confirm it is a legitimate entity that operates from the address provided. This can take a couple of weeks but is a crucial step to complete.

C. Optimization

Once verified, revisit your GBP listing and ensure all fields are complete and up-to-date. Use high-quality images and add a virtual tour if applicable. Encourage customers to leave reviews and be prompt to reply to any comments. You can also use a QR code generator to create QR codes that make it easier for customers to access your GBP listing. Remember, activity on your GBP listing is a ranking factor so keep it current.

Step 2: Consistent NAP+W Across the Web

Inconsistent business information across the web can harm your local SEO efforts. Ensure your business's name, address, phone number, and website (NAP+W) are identical on your GBP listing and on every online platform where your business is cited.

We're talking local directory listings, social media profiles, your website's contact page, and anywhere else you might be listed. This consistency builds trust with search engines and potential customers, increasing the likelihood of being featured in the Local Pack.

Step 3: Local Keyword Research

To rank in local searches, you need to understand the terms people use to find businesses like yours. These will often include the name of your city or neighboring towns.

Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find local keywords that have the right mix of search volume and opportunity. Long-tail keywords like “vegan restaurants in downtown LA” can be highly effective at driving targeted traffic.

Step 4: On-Page Local SEO

A. Localize Your Website Content

Ensure to update your website's content with the local keywords you've meticulously researched. Make sure to incorporate these keywords into service pages focusing on specific local areas, enrich your blog content with these targeted keywords, and create engaging landing pages dedicated to local events or promotions happening in your area. This strategic approach will help boost your website's visibility and relevance to local audiences, ultimately driving more traffic and potential customers to your site.

B. Add Schema Markup

Schema markup can give your website a local SEO boost by helping search engines understand your content and business more contextually. Use LocalBusiness or Place schema markup to highlight your NAP+W information and any service areas.

Further Reading: How to Use Schema Markup for Boosting Local SEO

C. Mobile Optimization

Local searches are frequently conducted on mobile devices, emphasizing the importance of optimizing your website for mobile-friendliness. Ensure seamless navigation for users by providing quick access to your business's name, address, phone number (NAP), and clear driving directions. This user-friendly approach enhances the overall user experience, making it easier for potential customers to find and engage with your business.

Step 5: Create Local Content and Build Local Citations

A. Create Local Content

Blog posts and articles discussing local events, and current news updates, or highlighting how your business contributes to the local community can play a significant role in positioning you as a respected local authority figure. By establishing this authority, you can enhance your credibility and visibility within the community, ultimately leading to improved local search rankings.

B. Build Local Citations

Citations are mentions of your business name, address, and phone number on other web pages, even if there is no link to your website. The more accurate and consistent citations you have, the more trust you’ll build with Google, increasing your chance of featuring in the Local Pack.

Step 6: Encourage Reviews and Manage Listings

A. Encourage Positive Reviews

Positive reviews act as word-of-mouth endorsements for online customers. Encourage satisfied customers to leave a review on your GMB listing or other review sites. Keep in mind that businesses with high review scores are more likely to be featured in the Local Pack.

B. Listings Management

Consistently monitor and update your business listings across various platforms to ensure the information is accurate and consistent. This can be done manually or with the help of listing management services, which can streamline the process.

Step 7: Local Link Building

Link building is important for traditional SEO, but when it comes to local search rankings, the focus should be on local links. These are links from websites that are local to your community or related to your business's industry within your geographical area.

Local link-building tactics can include sponsoring local events, joining local business associations, or being active in your community. Be sure to highlight these local links on your website's 'local news' or 'our community involvement' section.

Step 8: Monitor Your Local Search Performance

Regularly tracking your business's local search performance is key to understanding the impact of your SEO efforts and identifying areas for improvement. Utilize tools like Google Analytics to monitor website traffic, while Google Search Console can provide insight into how often your site appears in search results.

Track your rankings for local keywords in particular, and keep an eye on where you stand in the Google Local Pack. Monitoring these metrics enables you to tweak your strategy and respond to changes in search algorithms or competitor tactics swiftly.

It’s also beneficial to watch customer behavior and interaction with your listings, such as click-through rates and other engagement metrics. This information will inform you if your presence is effectively driving actions that can lead to conversions.

Step 9: Be Patient and Persistent

Local SEO is not just a one-time effort but rather a strategic, long-term investment in your online presence. It requires patience as search engines need time to acknowledge the modifications you make to your website and listings.

Moreover, with new businesses constantly entering the competition and established ones evolving, staying ahead in the Local Pack rankings demands continuous optimization and updates to ensure your visibility and relevance in the digital landscape.

In addition to the aforementioned steps for improving local SEO, businesses can also leverage white-label services to manage their online listings efficiently. DashClicks offers comprehensive white label listing services that allow businesses to outsource the management and optimization of their local citations.

These services are designed to ensure that business information is accurate and consistent across all platforms, enhancing the visibility and credibility of the business in local search results.

By using DashClicks' white-label solutions, companies can save time and resources while benefiting from expert management of their online presence, which can be a pivotal factor in securing a spot in the Google Local Pack.

Conclusion

Appearing in the Google Local Pack can significantly boost your business’s visibility and draw in local customers. The steps outlined in this guide are crucial for ranking well in local searches and outshining your competitors. Remember that each step is just part of a broader local SEO strategy, and continuous attention and refinement will be necessary to maintain a strong presence in the Local Pack.

Start with the basics, ensure your online presence is consistent and up-to-date, and keep building on local relationships and content. By following these steps, staying patient, and being persistent, you’ll give your business the best chance to feature in the Local Pack and grow your local customer base.