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SEO Glossary /

Local Pack

What is the Local Pack?

The Local Pack is a SERP feature that appears at the top of the SERPs when a user makes a search with local intent. It contains a map and three local business listings relevant to the search. The Local Pack is also known as the Map Pack, Snack Pack, or Google 3-Pack.

The keywords triggering the local pack SERP feature often include “near me” or “near [location],” but not necessarily as Google knows your location by default.

Here’s an example of the Local Pack:
Example of a local pack SERP feature

Why is the local pack important?

The Local Pack helps both searchers and local businesses alike.

For searchers, the Local Pack makes the search simple. It helps them locate a local business, its website, contact information, and open hours. It also facilitates them to make better decisions by comparing their ratings and distance from their current location.

The Local Pack is advantageous to local businesses as it helps them rank on the top of SERP listings, which boosts their online presence and visibility. It gives them an edge over other businesses that fail to rank.

How to rank in the local pack?

Now that you know how a local business can benefit from the Local Pack feature, you must be looking for similar results for yours. And here’s how to get it there in four simple steps.

1. Create a Google My Business (GMB) profile

This is the most crucial step, as only the businesses that are registered on Google My Business (GMB) are eligible to get ranked in the Local Pack. So, if you haven’t already, get yourself registered on GMB.

To do so, visit Google My Business, and click on the “Manage now” button. Next, enter your business name and address in the search box, and select or add your business. Note that you’ll need to verify your business.

2. Fill in ALL available information

Whether you already have some information available on your listing or not, optimize your profile to provide maximum information to Google. This helps persuade Google (as well as the searchers) that your business is legal and worthy (thereby helping it rank higher). 

For the same, add contact information, including your email id, website URL and phone number, working hours, and real photos of your location.

3. Write the company description (with local keywords in mind)

The company description is the best place to explain your services to Google. So, you should make sure it’s as good as possible. It should also describe all the products or services your company offers. Optimizing the description with local keywords is best to increase your chances of ranking for them.

Here are some recommendations:

  • List the services you offer
  • Check for local intent (whether a keyword really has local relevance)
  • Check search volumes for implicit keywords
  • Group and map keywords to use them better
  • Look for ‘things to mention’ by analyzing top results, and avoid keyword stuffing

You can learn about local keyword research from our guide.

4. Earn reviews and be proactive in answering them

As per local SEO experts, reviews are one of the top ranking factors for the Local Pack.
Ask your customers to leave reviews and answer both positive and negative ones. This will demonstrate to prospects that you care about the reviews and put in the effort to improve your business.

An effective way to get more reviews is by offering some incentives like discounts, vouchers, or goodies. But don’t try to manipulate them. Be as genuine as possible as it helps improve business in the long term.

Recommended reading: How to Optimize Your Google My Business Listing in 30 Minutes

FAQs

What are local keywords?

Local keywords are keywords that contain phrases that are specific to some location. These keywords generate search results related to that location.
Example: Restaurants around the Magnificent Mile, Car repair shops near Yosemite National Park, etc.

Is “Local Pack” and “Local SEO 3-Pack” the same?

Since 2015, Local SEO Pack has also been referred to as “Local 3-Pack” as the number of business entries you see in the results is 3. However, there was a list of 7 profile results prior to that. It has been cut short for optimizing the searches for mobile phones. One can always view the expanded list and map by clicking “More Places.”