For businesses and entrepreneurs, the local listings feature (or Local 3-pack as it was once referred to) is a huge benefit for reaching new markets.

From curious searchers to users knowing exactly what they’re looking for, the local SERP feature can increase visibility through  map packs, Google Business Profiles, and other vital pieces of information.

In this article we’ll dive into the role Local Pack SERPs play in SEO, and how businesses can better optimize to drive leads. 

What is the Google Local Pack?

Basically, the Google Local Pack is a featured result that appears with location-based organic searches. It shows a map of business locations and details of those businesses. Google typically shows three business listings with an additional drop down navigation to show more.

Other vital pieces of information on these listings include: business name, address, operating hours, customer reviews, and contact information. It can also show pictures, menu, or list of services offered.

How Does the SERP Features Local Pack Work?

Local packs work via organic search. Ultimately, when users search location-based queries, such as “near/in/around me” or “near/in/around [city, town].” or a host of other queries, Google adjusts the local pack by search query and location. Many users use local packs to find restaurants, bars, stores, and other local businesses that would best serve their needs.

Since local packs work based on location, sometimes using mobile devices can alter search results. For example, a phone set to one city may generate local packs for that city regardless of where the user is searching from. Geo-coordinates should be set correctly to generate accurate results.

Why Should SEOs Care about the Local Listings SERP Feature?

First of all, when the local listing SERP feature appears, it’s almost always in positions 1-3, giving it the highest visibility on the SERP. 

We noticed a slight decline the previous two months, where prior to that, it was still growing in the frequency across the number of queries it appeared. 

Check back for an update later this year to see if that continues. 

October 2022 - September 2024 Trend Research Grid | seoClarity

The frequency on mobile is 36% greater than desktop. 

September 2024 Research Grid | seoClarity

The industry trend is always interesting to note so you can decide if this SERP feature is important for the site you work on. In this case, most frequently, Travel and Tourism and Business & Industrial (industry category for most product keywords) indicate the highest percentage of queries showing the local listings SERP feature. 

September 2024 Research Grid | seoClarity

How Can Businesses Utilize Local Packs for SEO?

While local packs help users navigate location-based searches, it can also help business – especially with organic search online and foot traffic. Here are some reasons why businesses should focus on SEO local packs:

Online Visibility

Google local packs are hard to ignore because they’re right on top of organic SERPs! If your business is featured in the top three listings, it’s already drawing in curious eyes.

Smoother User Experience

Users will have an easier time navigating local packs with information right in front of their eyes. It makes for a smoother user experience to have business hours, products or services, and/or associated images in plain sight. Optimizing Google’s Business Profile with accurate, up-to-date information is critical to your local strategy.

Drives Clicks

With this in mind, users are more likely to take action when they see your business provides what they’re searching for! This will drive clicks, engagement, and hopefully new leads. 

Attracts New Customers

Likewise, you may see new foot traffic if your business is more front-facing, such as a restaurant or arcade. Unlike general eCommerce sites where users can purchase products online, traffic from local packs drives new foot traffic from folks in the area or traveling from out of town.

In fact, in 2022 about 42% of millennials visit businesses from local search packs. That’s a lot of new foot traffic!

Builds Google Authority

In addition to the amazing possibilities Google local search packs can do for your business, another key asset to consider is your authority.

Google establishes trust signals with verified businesses. Those with Google Business Profiles show up on local packs because Google recognizes them as legitimate. Business photos and reviews can help improve the authority your listing has in Google.

Tips for Improving Google Local Pack Ranking

But you’re probably also wondering how to rank in a local pack. It’s a little dynamic, but with these tips you can greatly improve your visibility:

  • Create or Claim Your Google Business Profile (GBP)
  • Target Local Keywords
  • Add NAP Citations and Social Media Accounts
  • Build Backlinks from Other Local Businesses
  • Push Reviews (and Respond to Them)

How to Monitor Your Local Pack Ranking

Now that you’ve set up your GBP with all the relevant information, remember to keep track of keyword rankings and search performance. 

seoClarity has all the features to help you monitor your local pack ranking. The keyword tracking tool lets you easily track local keywords individually or in bulk, search by industry to monitor competitor rankings, and review keyword data by search volume and intent.

With the Local 3 Pack SERP Feature, you can further keep track of your brand’s local visibility with the local pack rank filter. You can also track backlinks and backlink gaps to see your Google authority compared to competitors.

Ready to Improve Your Visibility on Local Search Packs?

By optimizing your Google Business Profile with helpful information a user wants to see, tracking keyword rankings and competitor performance, and actively engaging with customers through reviews, you’re well on your way to being featured on Google Local Pack. 

seoClarity has all the insights and useful data tracking tools to help you monitor and improve your local listing. Ready to get started?

Schedule a demo today!