A focal point in the realm of search engine optimization, the local pack is a source of amplified online visibility and increased traffic. This article provides a comprehensive guide to understanding, navigating, and leveraging the full potential of local packs.
What are local packs?
The local pack, also known as Google's Local 3-Pack, is a feature of Google search results. These are the top three local business listings that appear directly underneath the map in Google's organic search results when a location-based search is executed. This local pack usually features the business name, address, and customer rating, linking the user directly to the business's website or Google Maps for directions.
The introduction of local packs was a significant strategic move by Google to cater to the growing volume of local searches. With the rising trend of ‘near me’ searches, the Local 3-Pack has become an invaluable resource for local businesses looking to increase their digital visibility.
Being featured in the local pack is a goal for countless businesses. By providing users with relevant, location-centric information without the need for extra clicks, Google’s Local 3-Pack not only streamlines user experience but also offers a competitive edge to businesses fortunate enough to be featured in it.
Why are local packs important?
The potential of local packs extends far beyond digital exposure. It’s the capacity to establish a strong local web presence, to expand reach, and to drive higher CTRs. Here’s why focusing on local packs is crucial for your business:
Elevated visibility
The local pack appears at the very top of the search results page, even before the organic results. This position offers a higher level of visibility to the included businesses and helps with brand recognition. The increased exposure often translates to more customer conversions.
Direct interaction
Local packs provide users with the necessary business information facilitating faster and more direct communication. Users can visit the website, find directions, or call the business directly from the local pack, boosting business-to-customer interaction.
Trust building
Being included in the Google local pack means Google trusts your business information’s accuracy and relevancy. This trust is implicitly passed on to users, enhancing your business’s online credibility.
Types of local packs
Google categorizes local packs into two types: the Standard Local Pack and the Sponsored Local Pack. They both serve the primary purpose of showcasing local businesses, but there’s a distinction in how they operate and influence user behavior.
Standard local pack
The Standard Local Pack features three local businesses most relevant to the user’s search query. They are free and earned solely through optimizing the business’s online presence.
Sponsored local pack
The Sponsored Local Pack, also known as Local Finder Ads, is a paid advertising space similar to the Standard Local Pack. Businesses can opt to pay to boost their visibility in local searches through this pack, which appears above the Standard Local Pack.
Examples of local packs
Google local packs display differently depending on the nature of the search query. Here are three examples to illustrate further.
“Coffee shop near me”
In this search query, Google will display a local pack featuring the top-rated coffee shops within your current vicinity, including their addresses, reviews, and operating hours.
“Hardware store Brooklyn”
Here, Google will show a local pack of hardware stores located in Brooklyn, even if you’re searching from a different location. This is especially useful for remote planning or business trips.
“Fast food open now”
In this example, Google understands that the user is interested in fast food restaurants that are currently open. The local pack will list businesses that satisfy all these conditions, delivering tailored results.
Handy tips about local packs
Here are some tips to maximise your business’s chance to land a spot in the Local Pack.
Optimize your Google My Business listing
Your listing is crucial for ranking in local packs. Accurate and up-to-date information, plentiful positive reviews, and regular activity like updates, can improve your chances.
Focus on local SEO
Proactively manage your online presence, focusing on local keywords, high-quality backlinks, and locally relevant content.
Maintain consistency
Keep your Business Name, Address, and Phone number (NAP) consistent across all platforms. Inconsistencies can harm your local SEO and your chances of being featured.
Conclusion
Local packs are Google’s answer to “near me” and location-based searches. They streamline the path from search query to business interaction, offering unparalleled visibility, amplified reach, and enhanced customer engagement. As role models in optimizing local SEO, businesses landing in these packs enjoy a competitive advantage that gives a considerable boost to their bottom line.
Frequently Asked Questions
What are local packs?
Local packs, also known as Google’s Local 3-Pack, are listings of local businesses that appear at the top of Google’s organic search results.
How can I appear in the local pack?
Google considers many factors while deciding which businesses to feature in the local pack. Keeping your Google My Business listing updated and focusing on local SEO can improve your chances.
Can I pay to appear in the local pack?
Yes, Google offers paid spaces in the “Sponsored Local Pack” to businesses looking to boost their visibility in local search results.