Take a Deep Dive into Google’s Local Pack

When somebody searches for a local business, they often come across a feature at the top of Google’s search results called the “Local Pack.” This is a section that shows a map and a list of local businesses connected to the search query. 

Google’s Local Pack displays three local businesses with their basic information, including the business name, ratings, phone numbers, and even their hours of operation. This feature is created to give users quick and relevant information, making it easier to find the product or service they need. 

The purpose of the Local Pack is simple: to help users find local enterprises quickly and efficiently. With this feature, users find essential details without needing to browse through multiple search engine results pages (SERPs).

Companies that appear in the Local Pack are more likely to get clicks. For small businesses, this translates into increased traffic, phone calls, and more sales. Therefore, earning a spot in the Local Pack gives local enterprises an edge in the competitive market. 

However, this raises two key questions: how does a business rank in the Local Pack, and what factors influence Google’s decision? Google’s algorithm for the Local Pack is different from that of general searches. Hence, to land a spot in the Local Pack, businesses must consider relevance, prominence, and distance as their key ranking factors.

Relevance is how well a business matches what the user is searching for. Google tries to show results that are more likely to meet the user’s intent. If someone searches for “SEO service near me,” agencies delivering SEO applications and digital marketing services in nearby locations will have a higher likelihood of being listed in the Local Pack.

Moreover, prominence refers to how well-known or reputable a business is. This factor is influenced by elements such as the number of reviews, the quality of those ratings, and how often the company is mentioned across the web. Businesses with positive reviews and strong online authority are more likely to appear in the Local Pack.

A well-reviewed digital marketing company with tons of positive mentions across directories is more likely to rank higher than an agency with minimal online engagement. This potential impact makes it necessary for businesses to actively encourage customer reviews and establish a robust online reputation.

Another ranking factor is proximity, which considers how far a business is from the searcher’s location. If someone is looking for “SEO services Franklin,” Google will prioritize agencies located in or near Franklin, New Jersey. A business that is physically closer to the searcher will have an advantage. Others can still show up in the Local Pack if they have a strong profile and good local relevance.

To increase their chances of showing up in the Local Pack, businesses must have an optimized Google Business Profile. This tool allows companies to provide critical information like their address, contact details, operation hours, as well as website links. Having an authentic and up-to-date profile is crucial because Google relies on this information. 

It is also vital that businesses maintain consistent details across all online listings, local directories, and platforms. Inaccurate data can confuse Google and hinder the business’s chances of emerging in the SERPs and Local Pack. 

Apart from optimizing and regularly revamping Google Business Profile, it is also paramount to actively gather reviews from satisfied customers to prove trust and authority. Positive feedback boosts credibility, enhances online reputation, and plays a substantial role in strengthening local search rankings.

The Local Pack is a robust tool for local businesses to upgrade their visibility and attract more customers. By focusing on the ranking factors and maintaining an accurate and well-optimized online presence, companies can boost their odds of being featured. Leveraging these strategies may help them to advance to the top of local searches and get noticed by more consumers. 

Read this infographic from Landau Consulting to learn more about the advantages of appearing in the Local Pack.