Are You Using Google’s Local Pack
According to Google, there’s been a drastic increase in local searches. In fact, the search engine found a 500 percent increase in the number of “near me” searches with either, “can I buy,” or, “to buy.” That’s a massive increase — and a monumental opportunity for local businesses.
It’s also a big reason why local businesses should invest their time in Google’s Local Pack.
What is a Google Local Pack?
Whether you’re new to search engine optimization (SEO) or familiar with the digital marketing strategy, Google Local Pack or Google Map Pack is something you may have never heard of before. A Google Map or Local Pack is a type of search result exclusive to local businesses.
If you search for, “subs near me,” for example, Google will generate a standard list of results.
Before those results, however, it’ll display an image of Google Maps for your area, as well as three local results that match your query. In the example above, you can see those three separate results — Mother’s Subs, Jimmy Johns, and Justine’s Pizza and Subs.
Note, however, that each contains different information. While each business displays an address, only Mother’s Subs and Jimmy John’s include information on the type of food or kind of restaurant, such as, “comfort food,” or, “no-frills counter-serve sandwich chain.”
The reason these listings show that information is because these businesses optimized their Google My Business listing. They’ve provided as much information as possible, which enables Google to provide even more information to users.
5 reasons to use Google’s local three pack
As a local business, there are tons of reasons to use Google’s local three pack, including these five:
1. INCREASE YOUR SEARCH RESULTS RANK
In 93 percent of all searches with local intent, Google’s three pack appears. That’s a massive opportunity for your business to appear at the top of local searches — especially when you consider the intent of these searches.
Your searchers are looking for immediate service. Whether they’re looking for a place to eat, a place to sleep, or a place to shop, they’re ready to make a purchase. If you can rank at the top of the page for those keywords, why not?
Earn a spot in the local three pack, and you’ll rank at the top of search results. That delivers immense benefits to your business, as 33 percent of all search traffic goes to the number one position — that’s more traffic to your website and more revenue for your company.
2. CONNECT WITH YOUR LOCAL CUSTOMERS
With almost 90 percent of users searching for a local business once a week, the local three pack on Google offers your company the chance to connect with consumers from across the area. Whether they’re tourists or locals, you can connect with them by ranking in Google’s local pack.
Many users also take action after searching for a local business — as demonstrated by these statistics:
- More than 75 percent of local searches lead to a phone call
- Around 50 percent of local searches on smartphones lead to an in-store visit that day
- More than 70 percent of users conduct a local search before visiting a business
Now, more than ever, consumers are relying on local search to find businesses near them. If your business doesn’t occupy a spot in the local search pack, it’s unlikely users will discover and visit your location — and that impacts your success in the market.
3. OUTRANK YOUR LOCAL COMPETITORS
Another reason why your business should take a proactive approach to local packs? They can help you outrank competitors in your area. Whether your competitors rank in the local three pack or not, invest the time to optimize your listing and take the top spot.
Earn a spot in Google’s local pack with the following tips:
- Complete every field on your Google My Business listing
- Encourage shoppers to leave reviews on your Google My Business listing
- Earn links from local websites, such as a newspaper or school
Note, you want to avoid any black-hat practices when optimizing your business for Google.
When looking to build your number of reviews, for instance, avoid incentivizing the act and instead inform shoppers through promotional and business materials, such as receipts, brochures, and business cards.
4. INCREASE YOUR PROFITS
With more than 75 percent of local searches on a mobile device resulting in an offline purchase, you can trust that ranking in Google’s local pack grows your company’s revenue. The local pack provides you a prime position to engage and convert users.
Plus, it offers them plenty of information about your business, including:
- Hours
- Location
- Products
- Services
- Atmosphere
- Price
- And more
By providing this additional information, you’re ensuring the satisfaction of the people who visit your store. Instead of arriving and expecting a sit-down meal, for example, users will know ahead of time that you’re more of a to-go place for subs.
That can lead to positive reviews, which helps your rank in the local search pack.
5. IMPROVE YOUR BRAND AWARENESS
Another perk of the local pack is that it can stimulate brand awareness. By reading your reviews and viewing your images, users learn about your company and understand the features that make up your business.
That can encourage them to visit your business, versus another local company. That brand awareness can also serve as an opportunity towards building brand loyalty, which can lead to another positive review on your Google My Business listing and a repeat customer.
As the dominating search engine in the U.S., Google is essential to attracting new customers and retaining existing ones. Even for local businesses that operate on offline transactions, Google is critical — that’s why the local packs are so valuable, and why you need to use them.
SOURCES
https://www.thinkwithgoogle.com/consumer-insights/near-me-searches/
https://www.google.com/business/
https://blog.hubspot.com/marketing/local-seo-stats
https://blog.hubspot.com/marketing/local-seo-stats