TALK TO AN EXPERT1-866-523-5551

What is Google’s Local Pack?

map with locations highlighted
Table of Contents
    Add a header to begin generating the table of contents

    The Google Local Pack is an important feature for local businesses online visibility. It displays nearby businesses in response to search queries, using the searcher’s location to tailor more specific results. This visibility in the Local Pack helps businesses attract more local customers, increasing foot traffic and driving sales. Optimizing for this feature is essential for businesses aiming to leverage online searches for real-world growth.

    What is the Local Pack?

    The Google Local Pack is a feature in Google’s search results that displays a list of nearby businesses relevant to the user’s search. It typically shows a map, alongside details like business names, ratings, and addresses, for searches with local intent—such as “coffee shops near me” or “veterinary services.” This makes it easier for users to find and choose local businesses directly from the search results page, highlighting the importance of local SEO for businesses looking to attract more customers from their area.

    Components of the Google Local Pack

    • Map: A map highlighting the locations of the listed businesses, helping users find their locations easily.
    • Business Listings: The Local Pack typically displays three business listings, though this number can vary. Each listing includes the business name, rating, operational hours, and sometimes a brief description or attributes like “women-led” or a snippet of a review. The businesses shown are selected based on their relevance to the search query, their location proximity to the searcher, and their Google Business profile optimization.
    • Filters: Users can filter results based on ratings, hours of operation, and other criteria, making it easier to find businesses that meet their specific needs.
    google local pack of restaurants near me

    How Does the Local Pack Work?

    Google determines the Local Pack’s listings based on the search algorithm’s interpretation of the most relevant results to the user’s search, focusing on proximity, prominence, and relevance. A search with local intent can be identified in several ways:

    • Geographic area, such as a town or city, in the search term (e.g., “pet grooming in Miami”).
    • Using “near me” in the search query, with Google utilizing GPS tracking to pinpoint the user’s location.
    • Entering a service or business type without additional geographic information, prompting Google to infer local intent and factor in the user’s location.

    Why is the Local Pack Important?

    How to Rank in the Local Pack

    The Google Local Pack is an asset for local businesses aiming to maximize their online presence and connect with customers.

    1. Visibility

    The Local Pack prominently features businesses at the top of Google’s search results, providing unmatched visibility. This is especially important when consumers turn to online searches first when looking for products or services. Being featured in the Local Pack ensures that a business is one of the first options seen by potential customers, significantly increasing the likelihood of being chosen over competitors. This visibility is not just about being seen; it’s about being seen at the crucial moment when a customer is looking to make a decision.

    Consumer Behavior Trends: Up to 98% of consumers use the internet to find local businesses (On The Map Marketing). Notably, 72% of consumers that conducted a local search visited a store within five miles, highlighting the Local Pack’s effectiveness in driving physical store visits. “Near me” searches have surged over time, growing by over 900% in two years, which points to the increasing reliance on online searches for local information and services (HubSpot Blog).

    2. Traffic and Sales

    Inclusion in the Local Pack can lead to a noticeable uptick in both website and store traffic. For businesses with an optimized online presence, this means more clicks through to their website, where potential customers can explore offerings, make reservations, or purchase products. For brick-and-mortar establishments, it translates to more people walking through the door, as the Local Pack also provides users with directions and operational hours. This increased traffic is a direct pathway to higher sales volumes and revenue.

    High Engagement and Conversion: The Local Pack features prominently in Google searches, with 44% of local searchers clicking on Local Pack listings. This level of engagement is higher than organic (29%), paid (19%), and other local results (8%), emphasizing the Local Pack’s potential to drive traffic. Local searches have a high conversion rate, with 80% leading to a conversion within a day (BusinessDIT).

    3. Competitive Edge

    Ranking in the Local Pack offers a competitive advantage. Since the Local Pack appears above traditional search results, businesses featured in it are more likely to be visited than those that are not. This positioning is particularly advantageous in competitive local markets, where standing out from the crowd can be challenging. Being featured in the Local Pack signals to potential customers that a business is a top contender in its area for the services or products offered, encouraging them to choose it over competitors not displayed in the Pack.

    To capitalize on these benefits, businesses should focus on optimizing their Google My Business listing, gathering positive reviews, and implementing local SEO strategies to improve their chances of ranking in the Local Pack (Local SEO Tools & Tips).

    4. Trust and Credibility

    The Local Pack enhances a business’s trust and credibility through the inclusion of ratings and reviews. Customers increasingly rely on reviews to make informed decisions, viewing them as personal recommendations. A high rating and positive reviews can sway potential customers to choose one business over another, as they indicate a proven track record of customer satisfaction. Managing and responding to these reviews, whether positive or negative, further allows businesses to demonstrate their commitment to customer service and satisfaction, enhancing their reputation and trustworthiness in the eyes of potential customers.

    Unfortunately, negative reviews can and do occur and while many can be adequately handled with a well-crafted reply, others remain which may not be indicative of the service they experienced. Our comprehensive step-by-step guide on how to remove negative Google reviews was created to assist with this specific issue.

    According to BrightLocal, 46% of Google searches have local intent, and 93% of these searches display a Local Pack. About 50% of mobile local searches lead to a store visit within 24 hours, with 78% resulting in an offline purchase.

    BusinessDIT reveals that the Local Pack has a 500% higher conversion rate than organic or paid conversions. Businesses in the Local Pack receive 126% more traffic and 93% more actions. Additionally, 80% of local searches lead to a conversion within a day.

    Search Engine Journal notes that nearly one-third of all mobile searches are location-specific. Moreover, 99% of consumers have used the internet to find local businesses in the last year, underscoring the importance of optimizing for the Google Map Pack.

    1. Claim and Optimize Your Google Business Profile

    • Foundation: Start by creating or claiming your Google Business profile. This step is crucial as only claimed businesses are eligible to appear in the Local Pack.
    • Detailing Your Profile: Ensure your profile is as detailed as possible, including accurate contact information, operating hours, and genuine photos of your business. The completeness of your profile can influence its visibility and attractiveness to potential customers.

    2. Prioritize Key Factors

    Google’s algorithm for the Local Pack focuses on:

    • Proximity: How close your business is to the searcher.
    • Prominence: Your business’s popularity, which can be influenced by reviews, events, and local content.
    • Relevance: How well your business matches the search query. Regularly updating your profile with accurate and detailed information can improve these aspects.

    3. Implement Local SEO Strategies

    • Content Optimization: Use local keywords in your company description and throughout your online content to match local search queries.
    • Encourage Reviews: Reviews play a significant role in your Local Pack ranking. Prompt happy customers to leave positive feedback and respond to all reviews to show engagement.
    • Website Optimization: Embedding Google Maps on your website, especially on the contact page, enhances user experience and may contribute to better local rankings.

    4. Engage in Continuous Improvement

    • Quality Over Quantity: Focus on acquiring high-quality backlinks and listings in reputable directories. Google assesses the authority of your business based on the quality of external references.
    • Stay Updated: Google regularly updates its algorithm, which can affect your Local Pack standing. Keeping abreast of these changes and adjusting your strategy accordingly is vital for maintaining or improving your rank.

    There isn’t a one-size-fits-all strategy to guarantee a spot in the Local Pack, but understanding and implementing these foundational elements can enhance your chances. Local SEO is multifaceted, involving optimizing your Google Business profile, improving your website for local search, and building a solid online reputation through reviews and content. Prioritize these strategies to increase your visibility in local searches, driving more traffic both online and in-store.

    Frequently asked questions

    What is Google's Local Pack?

    Google’s Local Pack is a section within Google’s search results that displays a list of local businesses relevant to a user’s search query. It typically shows businesses on a map and includes key information such as the business name, ratings, and contact details. This feature is especially prominent for searches with local intent, like “coffee shops near me” or “best plumber in [City].”

    How does Google determine which businesses appear in the Local Pack?

    Google uses a variety of factors to determine which businesses appear in the Local Pack, including relevance to the search query, distance from the searcher’s location, and the prominence of the business online (which can include factors like SEO, reviews, and Google My Business optimization). Google aims to provide users with the most relevant local options, so accurate and complete business information along with positive reviews can improve a business’s chances of appearing in the Local Pack.

    Why is my business not appearing in Google's Local Pack?

    Your business might not appear in Google’s Local Pack due to issues like inaccurate or incomplete information in your Google My Business profile, lack of optimization for local SEO, insufficient reviews, or high competition in your area. Ensuring your business information is accurate across the web, garnering positive reviews, and using local keywords in your online content can help improve your visibility.

    How often does the Local Pack update?

    The Local Pack can update frequently, as Google constantly scans for the most relevant and up-to-date information to provide to its users. Changes in a business’s information, user reviews, and even shifts in local search behavior can prompt updates. While there is no set schedule for these updates, it’s essential for businesses to keep their information current to maintain or improve their Local Pack standing.

    How important are reviews for ranking in the Local Pack?

    Reviews are highly important for ranking in the Local Pack, as they contribute to a business’s online prominence and trustworthiness. High-quality, positive reviews can significantly impact your Local Pack ranking, as Google considers both the quantity and quality of reviews when determining relevancy and quality of service. Encouraging satisfied customers to leave positive reviews is a key strategy for improving your Local Pack visibility.

    What strategies can businesses use to improve their Local Pack rankings?

    Businesses can improve their Local Pack rankings by optimizing their Google My Business profile with accurate, comprehensive information and relevant keywords, gathering high-quality reviews from customers, ensuring NAP (Name, Address, Phone Number) consistency across all online platforms, and enhancing their website’s SEO with local keywords. Posting regularly to your Google My Business profile and engaging with customers through reviews and Q&A can signal active management and relevance to Google.

    Let's Chat!

    Interested in what Guaranteed Removals has to offer? Get a free no-obligation quote!

    Let's Chat!

    Interested in what Guaranteed Removals has to offer? Get a free no-obligation quote!

    Let's Chat!

    Interested in what Guaranteed Removals has to offer? Get a free no-obligation quote!

    Let's Chat!

    Interested in what Guaranteed Removals has to offer? Get a free no-obligation quote!

    Let's Chat!

    Interested in what Guaranteed Removals has to offer? Get a free no-obligation quote!

    Let's Chat!

    Interested in what Guaranteed Removals has to offer? Get a free no-obligation quote!

    Let's Chat!

    Our Reputation Specialists are standing by to answer all of your questions

    Let's Chat!

    Our Reputation Specialists are standing by to answer all of your questions

    Let's Chat!

    Our Reputation Specialists are standing by to answer all of your questions

    Let's Chat!

    Our Reputation Specialists are standing by to answer all of your questions