If you’ve ever searched Google for something like “coffee shop near me” or “best plumber in [your city],” then you’ve already encountered the Google Local Pack, the prominent box of three business listings that appears at the top of local search results, right below the ads.

Table of Contents

Getting listed in the Local Pack is like hitting digital gold for local companies.But what exactly is the Local Pack, and how can your business get featured? Let’s break it down.

What Is the Google Local Pack?

The Google Local Pack feature, often known as the “Map Pack” or “3-Pack,” displays a map along with a list of the top three local company results that are most pertinent to the user’s query. Each listing typically includes:

Business name
Reviews and star rating
Business category
Address
Hours of operation
Phone number
A link to the website or directions

It’s the first thing most users see when they conduct a local search, and it significantly influences buying decisions. In fact, studies show that businesses in the Local Pack receive more than 40% of local search clicks more than organic listings.

How Does Google Choose Who Gets Featured?

Google uses a mix of algorithms and ranking factors to determine which businesses appear in the Local Pack. The three key factors are:

Relevance – How well your business matches the searcher’s intent.
Distance – How close your business is to the location of the searcher or the location specified in the query.
Prominence – How reputable and well-known your company is, both online and off.

To get a spot, these factors must be improved. Let’s explore the strategies that can help you optimize for each one.

1. Claim Google Business Profile and Optimize it

The first and most critical step is claiming and fully optimizing your Google Business Profile (formerly Google My Business).

Key optimization tips:

Accurate Information: Make sure your name, address, phone number (NAP), website URL, and business hours are correct and consistent across the web.
Business Categories: Choose primary and secondary categories that accurately reflect what you do.
Photos and Videos: Add high-quality photos of your products, storefront, team, or services. Businesses with photos receive 42% more requests for directions and 35% more clicks to their websites.
Business Description: Use this space to highlight your services, specialties, and what sets you apart.
Posts and Updates: Regularly post updates, offers, events, or news through the “Posts” feature to keep your profile active.

2. Get More (and Better) Reviews

One of the most effective local SEO techniques is reviews, which have an impact on both visibility and client trust.

Strategies for building reviews:

Ask for them: Request reviews from satisfied customers via email, text, or in person.
Make it easy: Share a direct link to your review page.
Respond to reviews: Thank your customers and professionally address any negative feedback. Google takes responsiveness into account.
Use reviews as content: Embed them on your website, social media, and marketing materials to build trust.

Positive reviews can significantly increase your chances of ranking in the Local Pack and they boost conversion rates too.

3. Optimize for Local SEO On-Page Signals

Your website still plays a critical role in local search visibility.

Key website SEO tips:

Local Keywords: Incorporate relevant keywords with geo-modifiers like “dentist in Bethesda, MD” throughout your site.
Title Tags & Meta Descriptions: Make them compelling and local-focused.
Location Pages: If you serve multiple areas, create dedicated landing pages for each location.
NAP Consistency: Make sure that your company’s name, address, and phone number correspond precisely to your GBP.
Mobile Optimization: Mobile devices are used for the bulk of local searches. Ensure your site is responsive and fast.

4. Build Local Citations

Local citations are online mentions of your business’s NAP on directories and websites.

Important citation sites include:
Yelp

Bing Places
Apple Maps
Facebook
Yellow Pages
Better Business Bureau (BBB)
Industry-specific directories

Consistency is key. Google verifies that your company’s information is consistent online. Discrepancies can hurt your chances of ranking.

5. Focus on Local Link Building

Backlinks are still a major SEO factor and locally relevant backlinks can give you a significant edge.

Ideas for earning local backlinks:

Sponsor local events or charities
Partner with local businesses
Submit guest posts to local blogs or news sites
Get listed in local chambers of commerce or business associations

These links not only improve authority but also strengthen your local relevance in Google’s eyes.

6. Leverage Behavioral and Engagement Signals

User behavior is another critical ranking factor. Google pays attention to how users interact with your listing and website.

Ways to improve engagement:

Use compelling CTAs in your Google Business Profile
Keep your hours up-to-date to avoid disappointing customers
Add clickable elements to your site like call buttons and map embeds
Offer online booking or messaging to encourage interaction

The more people click, call, and engage with your business listing, the more Google sees you as a trusted, popular local option.

7. Monitor and Update Regularly

Local SEO is not a one-and-done process. Rankings can shift frequently based on updates to Google’s algorithm or changes to competitor profiles.

Regular tasks:

Update your GBP as business details change
Post new content weekly or monthly
Track performance with tools like Google Business Insights and Google Analytics
Audit your citations and backlinks

Staying active sends signals to Google that your business is current and engaged with your customers.

The Value of Being in the Local Pack

Getting listed in the Google Local Pack is about more than simply visibility; it’s also about conversions and trust. These listings dominate the top of the page, grab attention, and give users all the information they need to choose you without even clicking through to your website.

Companies who are regularly included in the Local Pack encounter:

Increased website traffic
More phone calls
Higher foot traffic
Greater brand credibility

If you’re not showing up in the Local Pack, there are chances that your competitors are ranking there and they’re reaping the rewards.

Conclusion: Need Help Getting Into the Local Pack?

One of the most effective strategies to expand a local business is to rank in Google’s Local Pack, but this calls for planning, perseverance, and constant optimization.

If you want to improve your local visibility but don’t have the time or expertise to manage all the moving parts, partnering with a dedicated local SEO expert can make all the difference.

Auxilium Technology, a leading Local SEO company in Maryland, specializes in helping businesses like yours get noticed in local search results. From optimizing your Google Business Profile to building strong local citations and generating high-impact reviews, their team can help you climb the ranks and stay there.

Do you want to gain more local clients and earn a spot in the Local Pack? Contact us today to start controlling your neighborhood market.