Appearing in Google's local pack results helps guarantee that nearby customers find your business when they're looking online for products and services that you offer.
For businesses with physical locations or those offering local services, getting featured in Google's local pack can have a significant impact on overall visibility and sales by driving traffic both on and offline.
If you're relatively new to the intricacies of local search, you may have questions like, what is Google's local pack, and how can you earn a spot in it? We'll cover all of that and more below!
What Is Google's Local Pack?
Google's local pack, often referred to as the local 3-pack or the Google 3-pack, is a section in Google's search engine results pages (SERPs) that displays the top three local businesses relevant to a user's search query. It appears prominently in both desktop and mobile searches, right below any paid ads and above the organic search results, making it a prime spot to rank in for any business seeking to attract more local customers online!
Each result listed in the local pack is pulled directly from Google Maps, and includes essential information from the business's Google Business Profile (GBP), including the business name, average star rating, number of reviews, business hours, address, and a map location (pin).
For example, if someone searches for "best plumber near me," Google's local pack will display three top-rated plumbing service providers in the searcher's vicinity, offering the user several choices of plumbers to call. Users can also click "See more results" at the bottom of the local pack to launch a full-screen map view with a longer list of relevant businesses if they want to compare more options.
Additionally, clicking on any individual result displayed in the local pack will expand its GBP listing, which provides more in-depth information, including photos and videos, reviews, services, attributes, and popular times. Depending on what GBP features the business has enabled, users may be able to contact the business or even place an order or make a booking directly from its Google Business Profile.
What Is the Google 3-Pack's Role in Local SEO?
In simple terms, the local pack is Google's way of showcasing the most relevant businesses to users with local search intent.
Local intent searches, or searches in which users seek products, services, or information in a specific area, make up a large portion of overall Google searches. By highlighting relevant local businesses in a highly visible section of the results page, Google makes it easier for users to quickly find what they need.
It's important to understand that the local 3-pack is dynamically generated. In other words, it doesn't stay the same for every user, or even for similar searches.
The local pack results are influenced by the user's location, the relevance of the business, the business's proximity to the searcher, and other local search ranking factors related to the overall prominence of the business online (including its reputation, particularly as indicated by reviews).
This means that even if a business does not rank in the local 3-pack for a specific search conducted by one user in a certain area, it has plenty of opportunities to rank in the local pack for other searches.
How Can You Get Into the Local Pack?
Earning a coveted spot in Google's local pack requires a comprehensive, well-executed local SEO strategy, starting with optimizing your Google Business Profile and extending to other local SEO best practices, especially collecting and managing reviews.
Optimizing Your Google Business Profile
A fully optimized GBP is the foundation for local pack visibility. Ensure that your business name, address, phone number, and hours are up to date and consistent with other listings, and that your profile includes all relevant categories. You should also regularly add new, high-quality photos and videos. The more complete and engaging your profile, the better your chances of ranking in the local pack.
After you've taken care of the basics, analyzing the Google Business Profiles of competitors who are currently ranking in the local 3-pack can give you some ideas for what to do to improve your chances of appearing in the local pack.
For example, you might see that the top three competitors have a certain number of reviews or a higher average review score, so you could focus on implementing strategies to improve your own reviews and catch up with the competition. Or, you might notice that they have additional categories that you don't currently have selected, which you could consider adding to your profile (if relevant).
Collecting and Managing Reviews
Google uses reviews as an important ranking factor when determining which businesses to include in the local pack.
Positive reviews not only help you rank higher, but also improve your reputation among potential customers and boost profile engagement, which can in turn improve your rankings even more. So, make sure to encourage satisfied customers to leave reviews, and make it easy for them to do so by providing them with a Google review link.
You should also respond promptly to all feedback, both positive and negative, to manage your online reputation. Try to view any negative feedback as an opportunity for improvement, which can lead to more positive reviews in the long term, ultimately increasing your chances of appearing in the local pack down the road.
Pro tip: Using Local Falcon's Reviews Analysis Reports can save you tons of time on sentiment analysis and provide actionable recommendations on how to improve your Google Reviews!
Why the Local Pack Matters
Ranking in Google's local pack isn't just about increasing visibility as a vanity metric, but rather driving tangible results. Businesses featured in the local pack typically experience more website visits, phone calls, and foot traffic, leading to more sales and a better ROI on local SEO efforts.
When potential customers are searching for businesses nearby, they tend to trust the businesses Google highlights at the top of the page in the local pack results. With so many businesses vying for the attention of local customers in local search results, securing a spot in the local 3-pack can give you a significant advantage over the competition.
Depending how strongly your local competitors are ranking, securing a spot in the Google 3-pack can sometimes be a long, uphill battle. But, with dedication and consistency, you can work your way up and start ranking in the local pack for key terms at specific points on the map, ensuring your business stands out when and where customers need you the most!
