When Google identifies a search has local intent, they will provide a list of 3 local businesses that they take from Google My Business. In this article, we will dive in and answer some questions on what is the local pack, which is also known as the Google 3-Pack? People stopped calling the 3-pack because in the past Google experimented with showing 4 or 5 listings, though it normally only shows 3 business listings.
What is the Local Pack?
The Local Pack is a feature of Google’s search engine results page (SERP) that displays three local businesses related to a user’s query. The Local Pack plays a vital role in facilitating the search for local businesses. Unlike traditional search engines that display a long list of search results, the Local Pack highlights three local businesses related to the user’s query, making it easier for them to find what they’re looking for.
The businesses listed in the Local Pack are accompanied by essential details such as their name, address, phone number, and website link. This information is presented in a clear and concise manner, enabling users to make informed decisions quickly.
With the Local Pack, users can now find local businesses with a few clicks, eliminating the need to browse through multiple pages of search results. The Local Pack is an innovative feature that provides an efficient and user-friendly experience that is designed to help users find local businesses quickly.
What is the difference between local pack and local teaser?
The Local Pack is a feature of Google’s SERP that displays three local businesses related to a user’s query. The Local Teaser, on the other hand, is a feature of Google Ads that allows businesses to create ads specifically targeting local customers. The Local Teaser appears in the same area as the Local Pack but does not include any information about the business.
How to Optimize for the Local Pack
Optimizing for the Local Pack involves creating an optimized profile on Google My Business (GMB), performing on-site SEO on your business website, building citation links, and getting reviews.
Optimize Google My Business
One of the most crucial steps is to create an optimized profile on Google My Business (GMB). This means taking the time to fill out all the necessary information, including the business name, address, phone number, and hours of operation. You need to fill out all the form fields that are relevant. Make sure that this information is accurate and up-to-date, as this will impact how easily potential customers can find and contact your business.
On-page SEO Optimization for Your Business Website
On-page SEO optimization is a crucial aspect of any successful business website. By optimizing your website’s content, structure, and HTML code, you can increase your chances of ranking higher in search engine results pages (SERPs). This means that potential customers can find your website easily and quickly, leading to increased traffic and ultimately, more sales.
To optimize your website for on-page SEO, you should focus on several key elements. Firstly, your website’s content should be well-written, informative, and relevant to your target audience. This includes using appropriate keywords and phrases throughout your content, but not overusing them to the point of keyword stuffing.
Secondly, your website’s structure should be clear and easy to navigate. This means using descriptive URLs, proper header tags, and organizing your content into logical categories and subcategories.
Thirdly, your HTML code should be clean and well-structured. This includes using appropriate meta tags, alt tags for images, and optimizing your website’s code for faster loading times. By focusing on these key elements, you can ensure that your website is fully optimized for on-page SEO. This will not only help you rank higher in SERPs, but it will also provide a better user experience for your website visitors.
Add Local Keywords
You should incorporate relevant local keywords into your Google My Business profile, website content, blog posts, and other online materials. In GMB, make sure your description, products and services sections are filled out and use local keywords. By using location-specific terms, you can help Google understand the focus of your business and improve your chances of showing up in local search results.
Use the same or similar keywords on your website. I’ve seen websites using words like heating and cooling. Then those words are never mentioned in their GMB listing, just HVAC. So try to keep your message and descriptions consistent.
Build Citations & External Links
In addition to optimizing GMB, building citations and links from other websites can also help improve your visibility in the Local Pack. This can be achieved by finding all the major business listing sites and submitting your business name, address and phone number to the listings. You can also get links by reaching out to other local businesses, industry organizations, and other relevant websites to request links and citations. By building these connections, you can help establish your business as a trusted and valuable resource within your local community.
Generating Customer Reviews
Finally, leveraging customer reviews is another effective way to optimize for the Local Pack. While its not the primary ranking factor, a good quantity of positive reviews do give you a boost in rankings. It will also help improve your visibility in search results and can also help build trust with potential customers. Encouraging customers to leave reviews on your GMB profile and other review sites can be an effective way to boost your online reputation and improve your chances of appearing in the Local Pack.
Can you do local SEO without a website?
Yes, it is possible to do local SEO without a website. However, having a website will always be more beneficial for local SEO than not having one. And the impact is so large that you will have a hard time ranking high without a website. Your website provides an additional platform for your businesses to showcase your products and services. Since website builders are relatively cheap, even a small starter website is going to give you a high return on a rather small investment.
Understanding Google’s Algorithm for the Local Pack
Google relies on a complex mechanism to select the businesses that appear in its Local Pack, a feature that enables users to find nearby companies quickly and easily. The process involves an algorithm that evaluates several factors that determine how relevant a business is to a user’s search query.
As we mentioned above, your keywords, GMB profile, website, citations and reviews contribute to high rankings. However, one of the key components of this algorithm is called prominence. This is the distance between the user’s location and the business, which helps Google show results that are geographically relevant. You can a highly optimized business, but you are 5 miles away from the search user while another business is 1 block away. They are going to get listed ahead of you.
Quality content on a business’s website is also an important factor in deciding its ranking. Google’s algorithm evaluates the relevance and quality of a website’s content to determine whether it is a good fit for a user’s search query. This means that businesses that have well-written, informative content on their websites are more likely to appear in the Local Pack.
Tips for Improving Existing Local Pack Rankings
To improve existing rankings in the Local Pack, businesses should focus on optimizing their GMB profile and website. These are the two areas that can control that can quickly change results.
You need to first understand where you rank in search. We have a free Google Local SEO audit tool that you can use to check your rankings. Identify keyword searches where you are ranked but you are not in the top 3. Usually if you are ranked 4th though 10th, you are in striking distance of getting into the Local Pack. Increase the amount you use those keywords on your website and inside your GMB descriptions. Just don’t be spammy about it!
Leveraging Reviews to Improve Your Local Pack Rankings
Reviews are an important factor when it comes to improving rankings in the Local Pack. You should encourage customers to leave reviews on Google My Business. Also, look at your existing reviews and make sure you respond with a reply to the review.
Is doing a local SEO worth it?
Yes, doing local SEO can be beneficial for businesses looking to increase visibility in their local area. By optimizing content for local keywords and leveraging reviews from customers, businesses can improve their rankings in the SERP and attract more customers from their target market. Additionally, optimizing for local SEO can help businesses build trust with potential customers by providing more information about their business online.
If you need help with your local SEO, then start by getting a free Google Local SEO audit