Google Maps is one of the most valuable digital marketing tools available to your business, particularly if you’re using the Google Local Pack.
The Google Local Pack displays top-ranked business listings in a user’s local area. So, when searching for “hairstylists near me” or “Italian food in my area,” a user sees their local best-ranked and reviewed listings for salons or Italian restaurants at the very top of the search results page, along with a map.
These listings occupy a valuable space on the search results page, as the first items many users see and appear higher than traditional results. In fact, many users will click on one of those listings without scrolling down to view other results.
Additionally, these listings provide a wealth of useful information, including contact details, business hours, address, website link, photos, and customer reviews. It even shows the business’s busiest time of day.
Appearing in the Google Local Pack for your area’s relevant keywords makes it easier for potential customers to find your website and physical location. It’s an extremely effective way to get ahead of your local competition.
So, how do you rank high in the Google Local Pack?
Local SEO strategies influence rankings. You’re likely already doing some things right, but to boost your ranking, ensure you’ve checked every box and adjust your strategy as needed. Here are the four steps to improve your Google Local Pack ranking.
1. Optimize your Google Business Profile
Much of the data Google uses to populate your listing in the Local Pack comes from your Google Business Profile. If you haven’t already set one up, now’s the time to do so as fully as possible—then keep it up to date.
The information provided should match information you have elsewhere on the internet, especially on your website. Double-check to ensure accuracy and consistency of critical details, such as your business name, address, phone number, and website.
Think about your listing like a customer’s first impression. A good impression provides everything they might want to know, so your Google Local Pack listing will include all of the following:
- Name
- Website link
- Phone number
- Address
- Photos
- Hours and dates open/closed, along with popular times to visit
- Description
- Service options, such as a menu for restaurants
- Pricing information
- Tag, which indicates the type of business
- Reviews from users, along with a star rating
The more information a listing has, the easier it is for a customer to get their questions answered—and you want to make things easy for your customers.
So, if you have this completed, you’re already doing better than many businesses. However, you can take your Google Local Pack ranking further with a few additional steps.
2. Become a review master
Reviews significantly influence a potential customer’s initial impression of your business when they view your listing. Your star rating—based on your reviews—will be one of the first things a customer sees. Your rating directly affects your SEO and search result ranking, and it’s what many users base their business decisions on.
Many businesses believe they can’t control reviews. However, you can encourage people to give you reviews and respond to the reviews you receive, both positive and negative.
3. Create a strong local online association
To rank well in local search results, Google requires a strong association between your business and your local area.
Start by embedding your Google Maps location on your website. This simple step goes a long way. Local data for your social media accounts helps reinforce that association.
Next, optimize your web pages for local keywords. If you have multiple business locations, create individual pages for each location that are entirely unique and optimized for local keywords.
4. Reach out to your local community
After completing the first three steps, continue building your local SEO to improve your Google Local Pack ranking, by interacting with your local community:
- Write for local publications or publish information about local topics and events.
- Get involved in community events.
- Engage in discussions on social media.
- Attend or even host events.
Building relationships with other local businesses and individuals increases your chances of earning backlinks, which takes a significant amount of effort but can create great SEO results.
The big picture
Google Local Pack enables you to connect with your community and differentiate yourself in a crowded digital landscape. Take advantage of optimizing your Google Business Profile, master your client reviews, strengthen your local online presence, and engage authentically with your community.
These steps build trust and visibility that drive real results. Maximize the opportunity to make your business the first choice for local customers.
Jason Hennessey is the CEO and founder of Hennessey Digital.