Why It’s Important to Be Featured in Google’s Local Pack
What’s in this article
- Introduction to the importance of being featured in Google’s Local Pack for local SEO and customer engagement.
- Explanation of what Google’s Local Pack is.
- Why it’s important for a business to be seen in the Local Pack.
- How to increase your chances of being featured in the Local Pack.
In recent years we have seen drastic changes to search engine result pages, due to smartphones, and in particular, how we search on them. There has been a steadily increasing trend of users searching with local intent while moving from one place to another.
Nowadays, our smartphones can deliver location information to Google; giving us location-relevant results right in the palm of our hands.
Searches like ‘cafes close to me’ or ‘bottle’o near me’ are amongst the most popular searches carried about by users on Google, making increasingly apparent the need for local businesses to optimise their information for this purpose.
With a stark three spaces available in Google’s ‘local pack’ displaying at the top of search results pages, there is more pressure for businesses to optimise and tighten their digital marketing strategy and incorporate local SEO in a variety of ways, including creating a Google My Business (GMB) listing.
So, what is Google’s local three-pack?
Google’s local SEO 3 pack, is a list containing the top three organic results which display for searches with local intent. The results display in tandem with a map indicating the locations of these three businesses. A snapshot of information for each business (such as PSA) appears beneath, including links to:
- Contact each business
- Access business websites
- Directions to business addresses
In recent years Google introduced an opportunity for customers to leave reviews and post photographs – displayed next to your business name – providing customers with an avenue to be heard and influence how users see your business.
Why do I need to be seen in the local pack?
Simply put, just being featured in the top three is a sure way to local organic traffic through to your website. Don’t just take out word for it; this is informed by research which indicates that the click-through rate for featured business is much higher.
Users often click on the first result they find, meaning that if you run a local business, a feature in the local three-pack is critical to the success of your SEO strategy.
Need help building quality backlinks to your site?
If you do wish to build links for your business site, get in touch with a trusted Gold Coast SEO company such as Heart Digital, who provide eCommerce SEO services, Google Ads services and much more.
How do I increase my opportunity of being featured?
An optimised Google My Business listing is a crucial step towards getting featured. These days, it is vital for your listing to display accurate information, this means current addresses, phone numbers and names. Google picks up all the consistencies and inconsistencies of the information relating to your business, including your site and other locations across the net.
Bear in mind that if Google cannot identify accurate information that relates to your business, they will instead display the information they think is relevant. In essence, this can be detrimental to your business.
In addition, there are a few extra things Google has shared which can give you the leverage to gain further exposure for your business:
- Confirm your business’ exact location with a Google My Business code. The code is sent by post to your business address
- Add photos of your business
- Encourage your customers and visitors to leave reviews on Google
Of course, there are a variety of other SEO factors that can impact your local SEO and organic traffic levels. Having a mobile-friendly website with relevant local links can do wonders to increase the likelihood of being featured.
As for now? It is a better time than any to invest your time in optimising your site, business information and listings to have the best possible chance of being featured with Google’s local three-pack for free.
FAQs
What is Google’s Local Pack?
Google’s Local Pack is the group of three local business listings that can appear near the top of search results for location-based searches. These results usually appear with a map and a snapshot of each business, including contact options, website links, directions, reviews, and sometimes photos. It is designed to help users find nearby businesses quickly when they search with local intent, such as looking for a cafe, shop, or service near them. For local businesses, this placement can be valuable because it puts important business details in front of users early.
Why is appearing in Google’s Local Pack important?
Appearing in Google’s Local Pack is important because it gives your business a prominent position in local search results. Users often choose from the first results they see, especially when they are searching on mobile and want a nearby option quickly. The page explains that being featured in the top three can help drive local organic traffic to your website and support your wider SEO strategy. With only three spaces available, the Local Pack can be highly competitive, so businesses need to make local SEO and listing optimisation a priority.
How do local searches affect small businesses?
Local searches affect small businesses because many users search while they are on the move and ready to act. Smartphones can provide location data to Google, which allows search results to show nearby and relevant businesses. Searches such as “cafes close to me” or “bottle’o near me” show how common local intent has become. If your business is not optimised for these searches, nearby customers may find competitors instead. A strong local presence helps your business appear when people are actively looking for what you offer in their area.
How can a business improve its chances of appearing in the Local Pack?
A business can improve its chances by creating and optimising a Google Business Profile with accurate details. Your business name, address, and phone number should be current and consistent across your website, listings, and other online locations. Google checks for both consistency and inconsistency, so incorrect information can harm visibility. The page also recommends confirming your exact location with a Google verification code, adding photos of your business, and encouraging customers to leave Google reviews. A mobile-friendly website and relevant local links can also support local SEO performance.
Why do reviews and photos matter for local SEO?
Reviews and photos matter because they influence how users see your business in local search results. Google allows customers to leave reviews and post photographs next to your business name, which gives other users a quick impression before they click, call, or visit. Positive reviews can help build trust, while poor or missing reviews may make users hesitate. Photos can also make your listing feel more real and useful, especially for people comparing nearby options. Together, reviews and images support your visibility, credibility, and customer engagement in Google’s Local Pack.
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