If you’ve ever made a search for a local service on Google, such as a plumber or a hairdresser, the likelihood is you’ve stumbled across the Map Pack.
Sometimes referred to as the Local Pack or 3 Pack, it shows three nearby businesses alongside a map of the local area.
These listings are positioned above the traditional search results, which means they are often the first listing potential customers see. As a result, this can attract clicks from people searching for the relevant services.
Ranking in the Map Pack can drive a stream of high-quality traffic to your website, particularly from users who are further down the sales funnel and are ready to convert.
If you want more enquiries, leads or sales, this is where you need to be visible.
Set up and optimise your Google Business Listing
There are several strategies to improve your rankings in the Map Pack, but it should begin with claiming a Google Business Profile.
Previously known as Google My Business, a Google Business Profile is a free tool that website owners can use to manage how their business appears in Google Search and Google Maps.
It’s essentially a central listing that puts all of your important business information in one place, including your address, contact details, opening hours and reviews. Ensure your information is accurate and matches the information listed on your website. Even small differences in telephone number or business address can cause confusion.
Select the most relevant category for your business to help tell Google what you offer. This can help your business appear in the relevant search results.
Google Business Listings that feature photographs may often attract more clicks, so ensure that your profile is optimised with high-quality images of the premises, team, products or recent work.
Collect reviews
Reviews from genuine people who have experience with your products or services play an important role in visibility and trust and can influence both rankings and customer decisions.
Encourage satisfied customers to leave an honest review and respond to every review, whether positive or negative.
Regular replies show that you actively engage with your audience, which can help potential customers feel confident in choosing your business.
Enhance your local SEO
Improving your local search engine optimisation can help Google understand where your business operates, which can enhance your chances of appearing in relevant local searches.
Clear location signals make it easier for search engines to match your products and services with nearby customers. Embedding a Google Map onto your website so that visitors can easily see where you’re based and can confirm that you are a genuine business can help with this.
Include location-based keywords within your page titles, meta descriptions and website content. It is important to avoid forcing keywords into every sentence, but instead include them where they read naturally.
If you cover various locations, create a dedicated landing page for each location. The content on each page should be tailored to explain the service(s) that you offer in that specific location.
Key ranking factors of Google’s Map Pack
The algorithm behind Google’s Map Pack prioritises three factors: proximity, relevance and prominence.
Proximity refers to how close your business is to the person searching. By clearly defining your service areas across your Google Business Listing and website, Google will understand where you operate and return your business in the relevant search results.
Relevance is how well your business matches what someone is searching for. Choosing the correct Google Business Profile categories and using accurate keywords can help improve your chances of appearing.
Prominence is how established and trusted your business appears online. The quality of the reviews you receive and links to your website can help influence this.
By focusing on these areas, you can help support the visibility of your business in Google’s Map Pack.
If you want a focused strategy, working with an experienced SEO agency can help you secure local visibility. Reach out to the team at Engage Web today to see how we can help.
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