You may have heard of the Google Local Pack if you’re a local business owner. It is a valuable tool that can raise your website’s visibility in search results and increase website traffic. Everything you need to know about the Google Local Pack, including what it is, how it functions, and how to optimize your company to appear in it, will be covered in this blog post.
What is the Google Local Pack?
The Google Local Pack is a section of the search engine results page (SERP) that shows local businesses related to a user’s search query. The Local Pack appears at the top of the search results, just below the ads and the organic search results. It typically shows three local businesses and their contact information, ratings, and reviews.
For example, if you search for “pizza delivery near me,” the Google Local Pack will show you three places in your area that offer delivery.
How does the Google Local Pack work?
The Google Local Pack uses a complex algorithm to determine which businesses appear in the search results. The algorithm considers several factors, including the user’s location, the relevance of the business to the search query, and the business’s overall reputation.
Your business must have a Google My Business (GMB) listing to appear in the Local Pack. This free listing includes information about your business, such as your address, phone number, and hours of operation. You can also add photos, videos, and other information to your listing to attract potential customers.
Once you have a GMB listing, you must optimize it to improve your chances of appearing in the Local Pack. This involves adding accurate and detailed information about your business, including your hours of operation, services offered, and contact information. You’ll also want to encourage customers to leave positive reviews, boosting your business’s visibility in the Local Pack.
How does Google identify a local search?
The user’s location, search query, and intent are some of the criteria that Google uses to determine a local search. Google recognizes a local search when a user types in location-specific keywords (for example, “coffee shops near me”) and uses its location to show results relevant to the user’s location.
To better understand the searcher’s intent and present more relevant results, Google also uses additional signals, such as the user’s search history and prior interactions with nearby businesses. In addition, Google may also show local results for queries that are not explicitly location-based but are probably pertinent to the user’s current location (for instance, “plumber” when the user searches from home).
How to optimize your business for the Google Local Pack
Now that you know what the Google Local Pack is and how it works, let’s talk about optimizing your business to appear in it.
Claim and verify your Google My Business listing
The first step is to claim and verify your GMB listing. This involves creating a Google account, adding your business information, and verifying your business ownership. Once your listing is verified, you can optimize it by adding photos, videos, and other information about your business.
Optimize your business information.
You’ll want to optimize your business information to improve your chances of appearing in the Local Pack. This includes adding accurate and detailed information about your business, such as your address, phone number, and hours of operation. You’ll also want to ensure your business category is accurate and up-to-date, which can help Google match your business to relevant search queries.
Get more positive reviews.
Positive reviews can help boost your business’s visibility in the Local Pack. Encourage your customers to leave reviews on your GMB listing and respond to all positive or negative reviews. This shows Google that you’re actively engaged with your customers and can improve your overall reputation.
Use high-quality photos and videos.
Your business can attract more customers by using high-quality images and videos. Use high-quality pictures that clearly show off your goods or services, and consider including videos showing customers what goes on behind the scenes at your company.
Optimize your website for local search.
Finally, you’ll want to optimize your website for local search. This involves adding relevant keywords and location information to your website’s content and building local backlinks and citations. You can also add a Google Map to your website
to make it easy for customers to find your location.
Google Local Pack Fields And Features
Google Maps offers a range of features for businesses and consumers – most of which serve to provide a better user experience.
Google Maps aims to make it easier for users to find and interact with the business they seek in local searches.
As a marketer or business owner, there are a few essential Google Map Pack features you should know:
- Business name – The name of the business; when clicked, the hyperlinked business name directs users to the complete Google Business Profile listing
- Rating – Number and quality of reviews; typically displayed as both a number (out of 5) and as stars
- Price – The assumed cost of a business’s services or products, typically displayed as a series of dollar signs (e.g., $$$)
- Address – The physical address for the business
- Open/Closed – Specifies whether a business is currently open or closed based on its business hours
- Hours – The hours a business is open or closed; include the day and times (open to close)
- Description – A concise description of the business (e.g., “Seasonal Italian cuisine & wine pairings”)
- Service options – Specify whether a business offers in-store pickup, online ordering, dine-in, delivery, etc.
- Tag – A feature that designates the type of business (e.g., “Italian” or “Men’s clothing store”)
Many more features are included in the complete Google Business Profile listing, including the website link, phone number, photos, popular times, directions, customer reviews, and more.
Benefits of Appearing in the Google Local Pack
Appearing in the Google Local Pack can offer several benefits for your business. Here are just a few:
- Increased visibility: The Local Pack appears at the top of the search results, making it more likely that potential customers will see your business.
- Improved reputation: Positive reviews and high ratings can help improve your business’s reputation and attract more customers.
- Higher click-through rates: Businesses that appear in the Local Pack tend to receive more clicks and website traffic than those that don’t.
- Better targeting: The Local Pack is specifically designed to show businesses relevant to a user’s search query and location, making it more likely that the users who find your business will be interested in your products or services.
How is the Google Local Pack different from organic SERPs?
The Google Local Pack and organic SERPs (search engine results pages) are different in several ways:
- Display Location: The Local Pack appears at the top of the search results and includes a map and three local businesses. Organic SERPs appear below the Local Pack and have local and non-local websites.
- Search intent: The Local Pack is designed to show businesses relevant to a user’s location and search query. Organic SERPs show websites are pertinent to the search query regardless of location.
- Ranking factors: The Local Pack’s ranking factors differ from those for organic SERPs. While both use factors like relevance and authority, the Local Pack also considers the user’s location, the completeness and accuracy of the business listing, and the number and quality of reviews.
- Click-through rates: The Local Pack receives higher click-through rates than organic SERPs because it displays at the top of the search results and includes a map and contact information for the local businesses.
Local businesses can use the Google Local Pack to increase their visibility in search results and draw in more local clients. However, businesses that operate internationally or nationally and want to reach a larger audience should prioritize organic SERPs.
Frequently Asked Questions
Q: How do I know if my business appears in the Local Pack?
A: To check if your company is showing up in the Local Pack, run a Google search using the name of your company or related keywords, and see if your listing shows up at the top of the search results, below the ads.
Q: How do I improve my business’s chances of appearing in the Local Pack?
A: To improve your business’s chances of appearing in the Local Pack, you can optimize your Google My Business listing by adding accurate and detailed information, encouraging positive reviews, and using high-quality photos and videos. You can also optimize your website for local search by adding relevant keywords and location information and building local backlinks and citations.
Q: Can I pay to appear in the Local Pack?
A: You can’t pay to appear in the Local Pack. The algorithm that determines which businesses appear in the Local Pack is based on various factors, including the user’s location, the relevance of the business to the search query, and the business’s overall reputation.
Q: Can my business appear in the Local Pack for multiple locations?
A: Yes, suppose your business has multiple locations. In that case, you can create separate Google My Business listings for each location and optimize them individually to improve your chances of appearing in the Local Pack for each location.
Q: What if my business isn’t showing up in the Local Pack?
A: Suppose your business isn’t showing up in the Local Pack. In that case, it could be due to several factors, including incomplete or inaccurate business information, lack of positive reviews, or competition from other local businesses. Try optimizing your Google My Business listing and website for local search and encouraging more positive reviews to improve your business’s chances of appearing in the Local Pack.
Q: How can I claim my Google My Business listing?
A: You can claim your Google My Business listing by creating a Google account, adding your business information, and verifying your business ownership. You can then start optimizing your listing by adding photos, videos, and other information about your business.
Q: Can I appear in the Google Local Pack without a Google My Business listing?
A: No, you must have a Google My Business listing to appear in the Google Local Pack.
Q: What factors does Google use to determine which businesses appear in the Local Pack?
A: Google uses a complex algorithm that considers several factors, including the user’s location, the relevance of the business to the search query, and the business’s overall reputation.
Conclusion
The Google Local Pack is a valuable tool for local businesses looking to improve their visibility in search results and attract more customers. By optimizing your Google My Business listing, encouraging positive reviews, and optimizing your website for local search, you can improve your chances of appearing in the Local Pack and reaping the benefits that come with it. So if you’re a local business owner, take advantage of this powerful marketing tool and give your business the visibility it deserves!
