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Google has modified its algorithm to take location into account in its search engine results page (SERP) listings in order to assist those users in finding the localised search results they’re looking for. Google Local Pack, which connects consumers to certain local companies they may be hoping to find, is another significant search feature. 

There are many ways businesses of all sizes can improve their search visibility. For small and medium businesses, one of the best and most effective ways to do this is by enlisting their business under Google My Business (GMB), under the GMB, your business can be listed as one of the top three responses to a user’s search query as a part of Google Local Pack. 

What Exactly Is Google Local Pack? 

The listings in Local Packs come from the Google My Business directory, unlike organic search results, which are drawn from Google’s index of websites. A map of the area is also included in the Local Pack, and a button labelled “More Places” leads to the Google Local Finder (the complete list of local businesses). 

You must fill out your Google Business Profile with the necessary data after you’ve claimed it such as contact number, location, reviews, etc. This entails filling up all required fields and uploading images of your company.

Google mostly takes into account the following while determining which business results to return for a query.

Proximity: How close to the customer is your business?

Prominence: How well-known your company is – based on reviews & feedback. 

Relevance: How well your company matches the search query. 

Additionally, the algorithm will give preference to listings that are kept up to date and accurate with relevant information about the business. You can take the help of an SEO agency to help you rank on top of the Local Pack results if you are not sure how to do this. 

Let us now look at some of the features of Google Local Pack from which your business can benefit and the best practices to improve your local pack. 

Google Map Pack 

The top-ranking local listings for your location or the search location are displayed in the “Google Map Pack” (also known as the Google Local Map Pack), a prominent part of the Google local search results.

The algorithm recognises that the user’s search goal is to locate a physical location, these Google Maps results typically appear above the conventional organic search results. Businesses are mentioned in the Google Map Pack along with their address, phone number, operating hours, and other useful details.

Benefits of Google Map Pack include:

• More qualified leads via phone calls
• More local web traffic 
• Geo-specific listings 
• Enhanced visibility. 

Be sure to add the following to your Map Pack while creating it: 

• Rating & Reviews 
• Contact details 
• Working hours 
• Price range 
• Description 
• Address 

In most cases, you can also add the link with a call-to-action button (CTA) to your official website and it is a good idea to include this and can help you in increasing your website search rankings.

Viewers have the option to click on the “More Places” option at the bottom of the Local Pack to view more businesses besides the top three.

The searcher can easily find the information they require with the help of all of these built-in capabilities. Additionally, it facilitates and expedites the decision-making process.

Best Practices For Benefiting From Google Local Pack 

The first thing you need to do is get a Google My Business listing and then adhere to the following to get a local pack listing: 

Add ALL Information About Your Business 

The likelihood of you being favoured by Google’s algorithm increases with the completeness of your business profile. Make sure all of your information—including your physical address, business category, and important company characteristics—is correct and up to date. Google uses this data to decide if your company is pertinent to a given search. 

The information you provide here will be very important for how Google defines you and matches you to relevant search searches. 

Additionally, write an optimised business description that includes your keywords. You can take the help of a content writing agency to help you with this. Keep in mind that the visibility of your GMB profile can be significantly influenced by the information you include. 

Add Images 

Just like reviews help prospects make sense of how your business is and allow them to make purchase decisions, images add to the scope of influencing the prospects to purchase from you. This has also become one of the most popular local digital marketing tactics out there. 

Users of search engines utilise images of a business’s outside, interior, menu, and other components to decide whether they would like to visit it. By including these images, you may supplement the Google Local Pack information about your company. This can definitely help you in improving the organic search rankings of your business. 

Verify Your Location 

To guarantee correctness for all location addresses, Google offers a simple verification process. Your digital marketing agency can easily be able to verify this for your business. 

You must complete their application, after which you may anticipate receiving a verification code in the mail in only three to five days. You have a better chance of appearing in the Local Pack and on the map pin that appears with the name of your business if you have this verification.

This impacts not only your Local Pack rankings but also how you appear in organic search results and on Google Maps. Visit your Google My Business page to verify the status of your verification and finish it if necessary. 

Always Update Information As It Changes 

It is important that you notify Google if there are changes in your business. Maybe the store hours changed or you moved to a new location. Whatever it may be, add it to your GMB profile. Some businesses also add their unique selling proposition (USP) to their listing and this can work wonders for your local pack ranking. 

It is no longer a secret that well-optimised GMB profiles are recognised and given preference by the Google algorithm. You may improve your chances of being in the Google Local Pack and winning by concentrating on SEO, being determined, and taking the appropriate steps.

All the best!