The importance of featuring in the Local Pack.
When it comes to local search engine optimisation (SEO), appearing in the Local Pack is one of the most effective ways to drive visibility and traffic to your business. The Local Pack, or Map Pack, refers to the three most relevant local businesses that Google highlights at the top of search results for queries with local intent. For small and medium enterprises (SMEs), this feature is a game-changer, offering prime visibility for attracting potential customers.
What is the Local Pack?
The Local Pack is the box that appears at the top of search results, typically including:
- A map showing the locations of businesses.
- A list of three local businesses with essential details like:
- Business name
- Address
- Phone number
- Average review rating
- Operating hours
For example, if someone searches for “marketing agency near me,” the Local Pack will display the top three relevant businesses based on proximity, relevance, and prominence.
Why competing in the Local Pack matters
High visibility
Appearing in the Local Pack means your business is one of the first results seen by users, often even before organic search results.
Improved credibility
The Local Pack is highly trusted by users, with reviews and verified business information helping to establish trust.
Higher conversion rates
Searches with local intent, such as “near me” queries, often lead to immediate actions like phone calls, visits, or purchases.
How to compete effectively in the Local Pack
- Claim and Optimise Your Google Business Profile (GBP):
- Ensure your business is listed on Google and fully optimised.
Add accurate and consistent information, including your address, phone and opening hours.
- Ensure your business is listed on Google and fully optimised.
- Claim and Optimise Your Google Business Profile (GBP):
- number, operating hours and website link.
- Use high-quality images to make your profile visually appealing.
- Prioritise Local SEO on Your Website:
- Use location-specific keywords (eg: “funeral services in Taunton”).
- Include your city or region in titles, meta descriptions, and headers.
- Create dedicated pages for different service areas if applicable.
- Encourage Positive Reviews:
- Actively request reviews from satisfied customers, as businesses with higher ratings and review counts are more likely to rank in the Local Pack.
- Respond to reviews (both positive and negative) to show engagement and build trust. Google likes this responsive approach.
- Ensure Consistent NAP Information:
- Your business’s Name, Address, and Phone number (NAP) should be consistent across your website, social media profiles, and online directories.
- Build Local Backlinks:
- Collaborate with local organisations, blogs, and directories to earn high-quality backlinks.
Sponsor or participate in local events to gain mentions and links.
- Collaborate with local organisations, blogs, and directories to earn high-quality backlinks.
- Optimise for Mobile Users:
- A significant percentage of local searches are conducted on mobile devices, so ensure your website is mobile-friendly and fast-loading; it takes less than 0.5 seconds to lose interest and even the most patient of visitors will abandon the site after3 seconds.
- Leverage Localised Content:
- Create blog posts, videos, or guides that highlight your connection to the community, such as participating in local events or offering area-specific tips.
- Use Schema Markup:
- Implement structured data (schema) on your website to provide search engines with clear information about your business’ location and services.
Measuring success in the Local Pack
To track your progress and performance in the Local Pack, focus on these metrics:
- Google Business Profile Insights: Monitor how often your profile is viewed and the actions users take (eg: clicks, calls, or directions).
- Local Search Rankings: Use SEO tools to track your visibility for relevant local keywords. If you have Google Analytics integrated into your website you will be able to find out this information more easily.
- Customer Reviews and Ratings: Keep an eye on your review count and average rating to ensure you remain competitive and keep confidence high in your business.
Final thoughts
For SMEs, competing in the Local Pack is a crucial part of any local SEO strategy. By focusing on Google Business Profile optimisation, local keywords, reviews, and a strong connection to your community, you can boost your chances of appearing in the coveted top three results. With the Local Pack offering unparalleled visibility and trust, it’s an opportunity no small business can afford to ignore.
If you need any help in conquering this avenue feel free to give us a call. Good luck!