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Every savvy small- and medium-sized business (SMB) owner aims to secure a top spot on Google search results. In the fiercely competitive landscape of online marketing, achieving this can be immensely rewarding, with a first-place ranking capturing around 30% of search traffic and 90% of total clicks.
Most people will only find you through search engines. — Arnie Kuenn
Google’s search engine leverages location data to deliver more relevant results and enhance user experience. While it can be tough to stand out among local competitors, focusing on local optimization significantly boosts your business’s chances of appearing in search engine results. This is where Google’s Local Pack becomes crucial.
Most Google search users have encountered the Google Local Pack, even if they don’t know it by name. The Local Pack is a Search Engine Results Page (SERP) feature that appears on the first page for queries with local intent. It includes a map highlighting business locations and listings for three relevant businesses.
For SMBs, optimizing their online presence for local SEO is vital because of the Local Pack. When potential customers search for a query, the Local Pack showcases the top three most popular and relevant businesses, along with essential details like contact information. This data is displayed in Google’s search results based on the user’s estimated location.
The Local Pack, often called the Local 3-Pack, is usually located beneath a map and displays the business name, address, phone number (NAP), business hours, and star rating. While there is a “view more” option, being among the top three listings for searches in your local service area is highly advantageous. Take a look at the example below:
A little while ago Google displayed the first seven business results for local searches known as the “7-Pack.” But with constant improvement in the smartphone landscape and changes to the Google algorithm ranking for local results, the 7-Psck was cut down to three. Whether you are searching for a business near you using a desktop or mobile device, Google will display the 3-Pack.
Every decision that a growth hacker makes is informed by growth. Every strategy, every tactic, and every initiative is attempted in the hopes of growing. Growth is the sun that a growth hacker revolves around. – Neil Patel
Neil Patel emphasizes the importance of growth-focused strategies in every aspect of marketing. Applying this mindset to local SEO, getting your business into the Local 3-Pack is a critical step for improving your Google ranking and driving business growth.
Making your online presence known in the Local Pack is essential. Securing a spot in the Local 3-Pack can range from relatively easy to extremely challenging, depending on your local competition and industry. To increase your chances, your business needs robust SEO strategies, including:
1. Optimize On-Page Content for Local Search – Although the physical location of a business may seem irrelevant for online shoppers, the actual business address is important to search engines. Google requires the exact address of a business so that it can effectively include your website for searches around the physical location. If a business has multiple locations, it is vital to create unique pages for each individual, physical place you offer services or products. This way, it is clear which location each page represents when Google crawls those pages. You may also want to embed each page with Google Maps and Schema markup on the NAP.
2. Use Appropriate Directory Listings – While it can be tempting to submit business NAP information on all directories, it can be a costly mistake. Posting on low-quality and spammy directories can have a negative online effect. Here is a list of quality directories to consider:
A presence on relevant and high quality directories helps boost exposure. It can also benefit the business with a link back to its website.
3. Correct Citations – “Citation” is the term used when a business’ information is listed on another website. To create relevant and effective citations, you need to provide the NAP, description, category, and keywords, and the website URL. Here are several ideas to keep in mind:
4. Positive Reviews – One of the factors Google uses to determine the Local 3-Pack is the number of quality reviews a business has. An online review is a powerful element for SEO. According to a Zendesk research report, 90 percent of customers said that online reviews can be a major factor when deciding whether to trust a business.
The competition for getting into the Local Pack can be tough. Local SEO Search understands every business owner’s need to increase online presence and successfully boost search engine rankings. If you are in need of expert guidance and want to send tangible results, please give us a call at (416) 888-8756 and we’ll explore the ways you can stay competitive and on top of the Local 3-Pack.
