Google Local Pack: Boost Local Visibility & Rank Higher

In today's digital world, local search is crucial for capturing customers who are near a business. One of the more significantly powerful resources that Google provides local businesses is the Google Local Pack. The Google Local Pack improves search by giving you a list of local results that are relevant to your search query, and allows prospective customers to find the services they are looking for, as close to them as possible.

What is the Google Local Pack?

The Google Local Pack is a function that shows a few local businesses that are relevant to the user's search. It appears at the top of the search results page and usually includes a map, business names, ratings, addresses, and contact information. It primarily works in favor of businesses that cater to local customers, such as restaurants, specialty shops, and service providers.

Key Characteristics of the Local Pack:

Map Integration: The Local Packs show a map demonstrating the locations of businesses that are included in the pack.

Business Information: Each pack listing usually displays the business name, address, phone number, website link, and customer ratings.

High Visibility: Local Packs appear in a visible manner, often above organic search results, so they are readily available and visible to the search user.

When Do Local Packs Show Up? 

The Google Local Pack shows up in response to a query under certain circumstances. The Local Pack is most likely to show when: 

1. Local Search: Queries with location-based keywords such as "coffee shops near me" or "plumbers in [city name]" are a great trigger for the Local Pack. 

2. Service Queries: Queries for services that are understood as at a physical/original location or establishments to provide the service, like "best pizza delivery" or "car repair" in the Local Pack. 

3. Brand Queries: If you query defined brands or name a business, the Local pack is offered to present the business as intended in a blended form.

4. Activity Driven Queries: Queries for certain activities that something as location-based events, specific to localities, such as “live music near me” or “farmers market today”, can trigger a Local Pack.

How Do Local Packs Appear?

Local Packs' relationship to Google Place Packs is determined through Google algorithms, which use countless signs to choose which local businesses are selected and displayed. As for how they typically display:

1. Selection of Businesses:  Google makes choices based on the relevance to the search, how close the businesses are to the user's location, and the strength of their online presence.

2. Overall Quality: Google considers reviews, ratings, and completeness of business listings.

3. Visual Display: They will visually display packs in a visually appealing way, often as a listing and display of the map showing the locations. Users can click on each listing and find more information.

How to Optimize Your Pages to Appear in the Local Pack

If you want to be visible to local customers, one way to increase visibility is to optimize your webpages for the Google Local Pack. Here are some suggestions to improve your odds:

1. Claim and Optimize Your Google Business Profile

Claim your Google Business Profile (formerly Google My Business) and complete the profile completely with the correct name, address, phone number, website, and hours of operation.

2. Use Location Keywords

Use keywords that involve your location and include that in your website content, metadata, and descriptions. As the owner of a bakery in Chicago, your keywords might include "Chicago bakery" or "best pastries in Chicago."

3. Request Customer Reviews

Customer reviews are extremely important and carry a lot of weight in determining your position in the Local Pack. Use your Google Business Profile to encourage customers to leave reviews if they are satisfied, and respond to your reviews with thanks and appreciation.

4. Ensure NAP Consistency

Having Name, Address, and Phone (NAP) consistency across all online sources (website, social accounts, local directories) is essential. There is no way to overstate the value of consistency when it comes to name, address, and phone number. Inconsistencies are a source of confusion for search engines, and they ultimately affect your rankings.

5. Optimize for Mobile

Statistics show that many local searches happen on a mobile device. Make sure you have a mobile-friendly website and all the pages and content load quickly and easily usably on mobile.

6. Use Local Schema

With local business schema, you can add information about your business that search engines will be able to pick up on through the schema on your website. The purpose of local schema is to help search engines understand your business better, possibly improving your visibility with localized mobile search.

How to Track Your Appearance in the Local Pack on SERP

Monitoring your position in the Google Local Pack is a simple way to keep track of your online visibility and effectiveness with local search engine optimization (SEO).  Here are some suggestions for finding out how you stack up:

1. Google Search Console

Google Search Console is a great tool for getting a glimpse of how your website is ranking or performing in search results.  Now, it doesn't provide you with any specific information about the actual Local Pack results, but it will provide you with a better picture of your overall visibility, with some performance against specific keywords.

2. Google Business Profile Insights

Inside your Google Business Profile, you will see insights into how customers found your listing, which includes search queries, views, and actions taken (for example, calls and website visits).  This is very useful data to use to track local visibility.

3. Local Search Rank Tracking Tools

There are specialized local search SEO tools like BrightLocal, Moz Local, or Whitespark that will track your local search rankings. The tools will allow you to monitor your position in the Local Pack concerning your target keywords.

4. Manual Searching

You can always do a manual search for your keywords and see if your business shows in the Local Pack. This is a great option if you want a quick look.

5. Analytics Tool

A tool like Google Analytics can assist you in clearly tracking where your incoming traffic is coming from. From the metrics it provides you will also see your local search referral traffic, which will help you identify if you are leveraging your local search efforts effectively.

The Google Local Pack is a powerful enhancement of the search experience for the individual user searching for a local business or service. Understanding when, where and how Local Packs appear and effectively installing the appropriate site optimizations can help you build your site as a meaningful Canadian SERP asset.

Through proper enhancement of your Google Business Profile, identifying the right local keywords and gaining customer reviews, you will improve your visibility as users search for information locally. Also tracking your own ranking through metrics like SEARCH CONSOLE report and local rank tracking tools can help you refine your strategy and improve your results. The opportunity provide by the Google Local Pack is significant in further strengthening your online presence to draw local customers.

The Impact of Appearing in the Local Pack on SEO

The Google Local Pack is a vital feature for businesses that rely on local customers. Appearing in this prominent section of search results can significantly enhance your online visibility and influence your overall SEO strategy. In this post, we will explore the various impacts of being featured in the Local Pack.

1. More Exposure

Pedestal Positioning - Not Ours

1. Our Local Pack appears at the top of the page, in the search results--above all organic listings. If your Restaurant/Local Service is at the top of the page, customers searching for Local businesses will see your business.
2. Increased Exposure: not only will businesses that appear in the Local Pack show a map-- it's also a visual representation for the customer to easily look at their location in the Local Pack compared to the query they are searching.

2. Higher Click Rates

Clicking Directly - to OUR Business

1. Increased Engagement: The listings in the Local Pack will almost always have click rates much higher than standard organic listings. Customers will engage with businesses listed with a map and relevant information than a business they just see in an organic search.
2. One, Two, and Three! (like baseball) In your Local Pack, information is available with your business address, phone number, rating, and easy access to get in touch or get to your business!

3. Improved Brand Awareness

Local Authority

1. Perceived Authority: Your business's perceived authority and credibility in the local market are enhanced by showing up in the Local Pack. Users will generally trust a business that shows up in the local pack they see us as the authority.
2. Increased Familiarity: Being shown in the Local pack regularly builds brand awareness, making it more likely that consumers will select your business over a competitor.

4. Increased User Engagement

Increased Engagement

1. Testimonials: Customer ratings and reviews feature in the local pack and can impact user behaviour. A strong, positive review can create trust and influence the behaviour of a potential customer to choose your business.
2. Call to action: Many users will click on your contact information or get the directions showing up in the local pack. You have therefore increased user engagement.

5. Local SEO Benefits

Heightened Local Relevance

1. Local Keywords: One way that local pack can help improve your overall local SEO strategy and rankings for related keywords is simply by showing up in the local pack. Shown in the local pack, tells directory and search engines that your business is relevant for local searches.
2. Increased local traffic: The greater the number of users discovering your business through local searches, will inevitably lead to an increase in foot traffic, phone calls, or online orders.

6. Competitive Edge

Distinguish Yourself From Your Competitors

1. Get Noticed in Local Searches: Even in crowded industries, being in the Local Pack distinguishes you from your competitors (organizations that have not optimized their local listing).
2. Advertising to a Wider Customer Base: The Local Pack can help you reach a wider audience, especially for users who you are sure did not know your business existed.

7. Future Benefits

Your Business Continues to be Visible

1. Continued Traffic: Once you have established yourself in the Local Pack, your business will continue to receive traffic in the future, bringing you ongoing SEO benefits and continued customer acquisition.
2. Ability to Change: Location in the Local Pack will keep you aware of changing local search trends and provincial, state, or regional shopping preferences.

According to the information above, earning a placement in the Google Local Pack has a significant impact on your SEO strategy and undoubtedly increases visibility, click-through rates, and brand recognition. You can improve your chances of being a valuable SERP feature through your Google Business Profile set up, soliciting customer reviews, and practicing best practices for SEO in a local landscape.

The benefits created by being a part of the Local Pack can extend beyond traffic and deliver long-term business growth and financial success in your local market. Take advantage of the power of local SEO and leverage the Local Pack to bring in more customers and better your business.