As a local service-based business, restaurant, coffee shop, or traditional store owner, your primary goal is to get more customers and make more sales.
Sales are the oxygen for your business and it is important to be visible in your community to keep customers coming back. Outside of your storefront, one of the most visible positions your business can be in is on the first page of the search engine results pages. More specifically, the Google Maps Pack.
But what is it, exactly? And more importantly, how can it generate more sales for your local business, and what can you do to ensure your business appears on it?
The Google Map Pack is a feature on Google that shows the top three local businesses for a certain search query.
The Google local pack is how Google prioritizes local searches so users have more relevant business listings based on what they are searching.
If you Google "coffee shops near me," you'll see three businesses displayed on the screen's left side.
The Google Map Pack features three coffee shops near you and provides information such as the name of the coffee shop, the address, business hours, and online reviews.
You'll also notice a "More places" button that takes you to the full Google Maps results page.
When a customer clicks on one of the three business featured on the Google maps pack, they are directed to Google maps where they have a more detailed view of the business profile.
The Google local pack is not just beneficial for finding customers through local search in your area. If you, for example, search "local restaurant in Wall, New Jersey," the Google Maps results will show you local business listings from Wall, New Jersey like you were searching "near me" from nearby the business address.
This can help potential customers discover you when they plan to take a trip near your business location and let your target customers find you.
The Google Map Pack, also known as Google Local Pack or Google 3-Pack, is a pillar of a local SEO strategy and a great way to increase your online visibility, receive more phone calls, and improve your brand presence.
Why should you focus on the Google Maps for your local business?
The Google Map Pack is premium real estate in local results for any business category. If you are a service-based business, then you want your local community to find you. Customers are more likely to trust businesses that they find in these organic results because it tells them that Google believes your business is reputable.
Here are some quick stats about the Google Map Pack:
- In 2018, 46% of all searches on Google were for local businesses. (Source: BrightLocal)
- The top three results in the Map Pack get 75% of all clicks. (Source: Search Engine Land)
- 80% of consumers say they would use information from the Map Pack to choose a local business near them. (Source: HubSpot)
- The mobile searches with phrases "near me" and "today(or tonight)" have increased by 900+% (for example, "coffee shops near me" and "coffee shops near me today").
There are a lot of benefits you derive when you start optimizing your business for Google Map Pack.
How does the Google Map Pack work?
As a search engine, Google uses algorithms and several factors to determine which businesses should be displayed on the Google Map Pack rankings.
There is no assurance that Google will consider one factor over the others. However, previous experiences shared by successful local businesses show that some factors have been used over the years and have worked out well in ranking their businesses. So we can consider using this factor for you and your business.
These factors include your business's Google My Business listing, reviews & ratings, and distance from your customer's location.
Typically, businesses that are featured in Google local search results in the map packs have strong positive feedback from their customers. These are businesses that have worked hard to improve search volume through SEO efforts.
The first step you can take to start ranking higher in Google search, at the local level, is to create your Google Business Profile (we'll refer to it by its more well-known name, Google My Business).
Google My Business Listing
One of the most important factors that can help you rank in the Google Map Pack is a Google My Business (GMB) listing.
Your GMB listing is what appears when someone searches for your business on Google Maps or the search engine results page (SERP). However, Google My Business isn't the same as Google Map Pack.
Google My Business is a great way for small businesses to get the most out of their online presence. The free tool lets you manage what customers see when they find you on Google maps and in the knowledge panel on search. It's the easiest way to create and update your business info—like hours, contact info, and photos—and add or claim your business listing on Google.
It includes important information about your business, such as your business name, business location, phone number, operating hours, website URL, photos, and reviews.
After you verify your business's legitimacy by using the verification code mailed to your business address, make sure that all of your business information is accurate and up-to-date.
Another way to optimize your GMB listing is by adding keywords to your business description.
Choose keywords that best describe your business and what you offer. For example, if you're a local coffee shop, you might want to use keywords such as "coffee," "tea," "espresso," "cappuccino," etc.
Recently, Google discontinued the Google My Business app. Small businesses, especially mobile users, can now update their Google listings from their mobile devices using the Google maps app.
If you are on your computer and logged in to your Google account, you can edit your business information by searching for your business name and editing directly on the search result page.
Reviews and Ratings
Another factor that Google considers when determining which businesses to feature in the Map Pack is reviews and ratings.
Google uses several signals to determine the quality of your reviews. These signals include how many reviews you have, how recent they are, and whether or not the reviewer has a verified purchase.
Make sure to encourage your customers and clients to leave reviews for your business. The more positive reviews you have, the higher your chances of ranking in the Map Pack.
You can send follow-up emails or text messages after they've made a purchase or by adding a link to your Google Maps listing on your website or social media accounts.
If you're struggling to collect reviews, we recommend using an app like Repuso to help you collect reviews. They have a great feature that allows you to ask for positive feedback via text or email.
When the user clicks on the link, they can select whether they had a positive or negative experience. If they click negative they are directed to a form to leave feedback, but if they click positive then they are directed to a web page that has links to your Google reviews and other listings.
Distance from the user's location
Proximity has become an even more important factor for Google's local search results with the recent algorithm update. Local SEO experts are now forced to find more innovative ways to increase local rankings from Google searches for their clients.
If you're a local business owner, it's important to be as close to your target market as possible. This way, you'll have a higher chance of appearing in the Map Pack when someone searches for a business like yours in their area.
You can improve your chances of ranking in the Map Pack by adding your city or town to your keywords. For example, if you own a coffee shop in Los Angeles, you might want to use the keyword "coffee shops in Los Angeles."
Remember: Using long-tail keywords like the one above is a great way of optimizing for search engines like Google. It isn't a myth; SEO experts have confirmed that they still work.
What are the benefits of ranking in Google Local Pack?
Several benefits come with appearing in the Google Map Pack.
Some of these benefits include:
Increased exposure for your business
When you appear in the Map Pack, you get exposure to a new group of potential customers. These are customers who you might not have marketed your business to.
When they search for products or services you sell, they immediately notice you if you appear in the Google Map Pack. Therefore, appearing in the Google Map Pack is a form of marketing.
If you want more people to visit your website or store, appearing in the Map Pack can help. The Map Pack is a list of websites and stores that Google shows to people who are looking for something specific.
Improved search engine ranking
Ranking in the Map Pack can also help improve your overall ranking in Google's SERP.
Any marketing agency would tell you that ranking your web pages at the top of Google search is challenging. That is why optimizing your online listings for local search and competing to be one of the three businesses listed in the map pack can help your business drive more revenue through organic search without a huge budget going into search marketing trying to rank your web pages.
How to Track the Performance of Your Local Search
There are a few tools out there that can help you monitor the performance of your local listing.
Google provides many of its own tools, including Google Search Console and Google Analytics. These tools provide a great overview of the performance of your website on search results and let you know what pages are performing the best.
Brightlocal is another great tool that can help you monitor your rankings on a local level. The tool allows you to track your rankings on Google search, Google Maps Pack, and Bing Places.
Time to Start Ranking in Google Maps Pack!
So there you have it! Some tips on how to rank in the Google Maps Pack. If you want to increase your exposure and get more customers to patronize your business, follow these tips, and you'll be on your way to success.
Do you have any questions about the Map Pack or how to optimize your GMB listing? Leave a comment below, and we'll be happy to help.
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