The Local Pack is a group of three local Google Business profiles that appear at the top of Google’s search results for queries with local search intent.
This is what the local pack looks like:
Google displays the Local Pack when the algorithm determines you’re looking for a nearby local business or service.
For example, if you search for “coffee near me” or “dentist in Boston”, you’ll see the Local Pack at the top of the organic search results.
Google understands your search intent and displays local businesses relevant to your search.
It’s worth noting that you’ll often see three organic results and one sponsored (paid) result.
Each listing in the Local Pack typically includes:
The Local Pack is Google’s way of giving users quick access to local businesses that are relevant to the search.
That’s why being featured in the Local Pack is so important!
Think of it like the prime real estate on the search engine results pages.
The Local Pack is the first thing most users see, which means it’s a golden opportunity for local businesses to get more customers.
What Will I Learn?
The Local Pack is important because it significantly increases your business’s visibility online and drives real leads and sales.
It’s one of the most important parts of local SEO.
The reality is that the Local Pack gets more clicks than any other links or listings in the search results.
This is especially true for businesses with an optimised Google Business listing.
But that’s not all…
The Local Pack is even more important for searches made on mobile devices.
Why?
Short answer – Because it takes up even more space on the screen.
Digital marketing statistics show that 80% of local searches done on a mobile device end up converting into a sale.
Crazy, right?
That’s why it’s so important to get as much visibility as possible for local searches made on mobile devices.
And the Local Pack is the best way to do it!
Remember:
Because the Local Pack only features the top 3 results, it’s actually a huge competitive advantage.
It gives you an edge over your competition and puts you in front and centre with your customers.
The Google Local Pack works by using a combination of ranking factors to determine which businesses are most relevant and in close proximity to the searcher.
It’s possible that Google will even personalise the results slightly for individual users.
That means if we sat next to each other and did the exact same search, you might get a slightly different Local Pack than I would.
Interesting, right?
Here’s a breakdown of how it works:
These are the top three factors that determine whether you will rank in the Local Pack.
But there are also some secondary factors that Google will often consider.
These include:
Google’s local search algorithm is complex, but its main goal is to connect users with quality local businesses.
The truth is that you need to prove to Google that you are a quality and trustworthy business.
How do you do that?
Let me show you what needs to be optimised to rank in the local pack.
Optimise these key factors to rank in Google’s Local Pack:
This is priority one.
Your Google Business profile is the most important ranking factor for the Local Pack.
Start by claiming and verifying your Google Business Profile.
Then, fill out every section with accurate, detailed information about your business.
This includes choosing the most relevant categories for your business and adding high-quality photos to showcase your products or services.
You should regularly update your profile with new posts to keep it fresh and engaging.
The more information you provide on your Google Business listing, the more Google will understand your business and who your ideal customer is.
That’s exactly what you want!
NAP stands for Name, Address and Phone Number.
Your NAP should be identical across every online platform and website you’re mentioned on.
This includes your-
Why is this so important?
Consistency in your NAP information helps Google verify your business’s legitimacy, significantly improving your chances of appearing in the Local Pack.
Google uses more than one source to verify that your business is real and trustworthy.
The algorithm looks at how many times and all the places your business is mentioned online to get a clearer picture.
So, you want your business listed in relevant local directories and industry-specific platforms.
For example:
The key here is quality over quantity. Aim for citations on reputable sites relevant to your business and location.
Ensure your business information is accurate and consistent across every local citation you build – Specifically your NAP!
You’d be surprised how many local businesses still don’t have a website.
Having a quality website and optimising it properly can help you rank in the Local Pack. This is especially true if you’re in a competitive market.
To optimise your website for local SEO, add your city and service area in the title tags, headers, and content.
Does your business serve multiple areas?
Here’s an advanced local SEO strategy:
This boosts your credibility in Google’s eyes and also in the eyes of your customers!
Use this on page SEO checklist to learn more about optimising your site for search.
Link building is essential for SEO.
Google looks at backlinks like endorsements. The more links you have, the more trustworthy and authoritative your business looks.
That’s why you need quality links if you want to rank in the Local Pack!
Focus on getting links from local sources like:
Participate in local events or sponsor local organisations to earn natural, relevant backlinks.
There are so many link building strategies that you can use to boost your local SEO. The thing to keep in mind is quality backlinks over quantity.
You’ve optimised your Google Business Profile, but now you want to boost it with genuine 5-star reviews.
Ask happy customers to leave reviews on your Google Business Profile.
Ensure that you provide a direct link to the review section of your profile to make it easy as possible.
Reviews are an essential part of ranking in the Local Map Pack.
Don’t forget to respond to ALL reviews – Both positive and negative.
Keep your responses professional and polite. This shows that you value customer feedback and actively engage with your audience.
Implement local business schema markup on your website.
Schema helps search engines understand specific information about your business, such as your:
And more! Google will then display this information in the SERPs, giving you more visibility like this:
Cool, right?
The easiest way to implement schema is by using a plugin like RankMath.
You simply install the plugin and activate the local schema tab. RankMath takes care of the rest!
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