The Google Local Pack is an important tool made available by Big G for SMEs. Here's how to take advantage of it by appearing in local searches and integrating it with your SEO strategy
Digital marketing is undoubtedly a subject in which not only big brands should be interested, but also local companies, professionals and all small businesses active in the area , from restaurants, to artisans to managers of shops and shops of every product category. Given that the best strategy, today, to win a flow of customers as lively and constant as possible is to maximize your presence on the net , it is intuitive to understand how much search engine optimization is one of the most precious allies on which you can bet.
In particular, local SEO is the branch of Search Engine Optimization that allows websites to be positioned online in an organic and geo-localized manner , appearing in a targeted manner in correspondence with all the local queries that users type on search engines. SEO and local SEO are broad and decidedly complex subjects, but among the main topics you need to deal with if you want to build a valuable online presence is the Google Local Pack : when your core business is linked to a physical territory of competence, master how this tool works is definitely in your interests.
So let's try to understand what exactly Local Packs are, how to get them and how they can help you maximize your visibility on the web.
Local Pack: what are they?
Whenever a user enters a search with a geographically localized intent on Google, the search engine algorithm returns an adequate SERP, which sees local businesses that could best respond to the user's request at the top of the page.
The Local Pack is precisely the block of localized information that includes all those activities, in the vicinity of the user, capable of satisfying his needs in a targeted manner. Once composed of a greater number of results, today the Google Local Pack is also known as Local 3-Pack , because it shows in an extensive manner only the first three results classified as most relevant.
Local Pack: what are the main types?
Local Packs can have different graphic designs and contents and are mainly divided into two categories: the classic Local Pack and Local Teaser.
The classic Local Pack is the most traditional snippet and that most often appears in the search results : under the Google Maps map there are three businesses accompanied by useful details, such as the name of the business, its address and the number of telephone (in English also called NAP, Name, Address, Phone number). Data such as customer ratings and opening hours may also appear here. Next to this information package there is a link to the company website and the link to activate navigation via Maps.
The Local Teaser, on the other hand, also known as Local Snack Pack, is used for activities falling within the categories of hospitality, gastronomy and entertainment: in this case , a card is displayed with the name of the activity , its address and any reviews, as well as a photo of the company, but without any outbound links. By clicking on the result of interest, a complete description of the activity opens on a new page, which also shows the link to reach the site and a map including all similar companies in the geographical area of reference.
Why is it important to appear in the Local Pack?
If you deal with a business that has a strong link with the territory in which it is located and for which the presence of a PDV on the street is essential for sales, managing Local SEO with the utmost care is essential. The goal is to always appear in the local searches of users in navigation and also to show the most complete and correct information about your business.
When local searches are carried out, Google strongly favors the return of a SERP that sees the best Local 3-Pack in a predominant position , to satisfy the needs of its users in a few clicks. Considering the constant and exponential increase in local search queries and mobile use, it is clear how much positioning at the top of local search results can bring enormous advantages to any company that has contact points in the area .
In addition to naturally increasing incoming traffic to the company's website, the Local Pack is also able to positively stimulate visits to stores and pedestrian traffic: when a potential customer carries out a geolocated Google search, it is very likely that has a specific purchase intention and also an interest in interfacing with a shop, an accommodation facility, a place or a professional close to his position. Phenomenon that becomes even more evident for searches from smartphones or tablets, carried out on the move and likely destined for a direct visit to the PDV .
How to improve your Local Pack?
The structuring of a successful Local Pack is an integral part of your general SEO strategy and in particular of your local SEO tactics. To obtain a privileged place in the Local Pack, it is necessary to provide Google with a set of essential data that it can process and insert in its snippets.
Where exactly does Google get this information from? The functioning of the Big G algorithms is as always partly obscure to most people, but what is certain is that in order to have a better chance of conquering a podium position of the Local 3-Pack it is good to try to provide the search engine with consistent data through every possible channel .
A fundamental step that you must take is to activate and fill in your Google My Business form properly , optimizing it with precise and meticulous commercial information, details about your business, updated photos and a good number of reviews from your customers.
But your website must also comply with SEO best practices : for example, it must contain a well-organized About page, clear references and contact methods, opening hours, overall SEO frienly content and structured schema.org data that facilitate Google's crawl of the site itself.
By combining this modus operandi with the careful management of your social profiles, you will allow the search engine to accurately establish the relevance of your business , your authority and proximity to the user who made the local query , thus bringing you closer to the desired result. : optimal visibility inside the Local 3-Pack.
In short, a complete 360 ° SEO strategy, where nothing is left to chance.