Local Pack

What Is The Local Pack?

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 local pack

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.

sponsored listing in google local pack

Each listing in the Local Pack typically includes:

  • Business name
  • Star rating and number of reviews
  • Address and distance from the searcher
  • Business hours
  • Phone number
  • Business website
  • Image of the business

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.

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Why Is The Local Pack Important?

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.

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How Does The Google Local Pack Work?

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:

  1. Relevance – Google looks at how well your business matches the search intent, including the business category, services offered, and website content.
  2. Distance – Google considers the search query’s location and the searcher’s current physical location to local businesses.
  3. Prominence – Google uses factors like reviews, citations, backlinks, and current rankings in the SERPs to assess how trustworthy and well-known a business is.

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 Business Profile: Is your Google Business Profile claimed, verified, and fully optimised?
  • User Behavior: Do users show positive signals when engaging with your Google Business listing and website?

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.

We have publish tons of SEO case studies

How Do I Rank In The Local Pack?

Optimise these key factors to rank in Google’s Local Pack:

1. Optimise Your Google Business Profile

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.

claim google business listing

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!

2. Ensure NAP Consistency Online

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-

  • Website
  • Social media profiles
  • Business Directories
  • Local platforms

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.

3. Build Lots Of Local Citations

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:

  • Restaurants: Yelp, TripAdvisor, Zomato
  • Hotels: Booking.com, Expedia, Hotels.com
  • Medical Practices: Healthgrades, Zocdoc, Vitals

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!

4. Optimise Your Website For Local SEO

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:

  • Create location-specific pages with unique content for each location you service. That generally means having a location-specific page for each suburb or area you’re targeting.
  • Use keyword research tools to identify key areas that have specific search volumes.
  • Then, create specific pages that cater to those areas.
  • Make sure that the content feels hyper-local by mentioning local landmarks and highlighting jobs you’ve done in that area.

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.

5. Earn High-Quality Local Backlinks

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:

  • Chambers of commerce
  • Local news sites
  • Other local business sites
  • Relevant blogs

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.

6. Get As Many 5-Star Reviews As Possible

You’ve optimised your Google Business Profile, but now you want to boost it with genuine 5-star reviews.

encourage customer 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.

7. Use Schema Markup To Get More Visibility

Implement local business schema markup on your website.

Schema helps search engines understand specific information about your business, such as your:

  • Address
  • Phone number
  • Business hours
  • Ratings

And more! Google will then display this information in the SERPs, giving you more visibility like this:

example of local business schema

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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Frequently Asked Questions

Yes, the “Local 3 Pack” and the Local Pack are the same thing. Both terms refer to the three local business listings that are displayed at the top of Google’s search results for queries with local search intent.
Local SEO is the process of optimising your business’s online presence to attract more customers from search engines like Google. It primarily focuses on improving visibility in Google’s local search results, including the Local Pack, Google Maps, and organic rankings for location-specific searches.
Local SEO keywords are search terms that include a specific location or "near me"phrases. The user is looking for a local physical business or service. Examples of local SEO keywords include "pizza delivery in [city name]" or "doctor near me".

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