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8 Strategies to Land the Local Pack in Search

September 30, 2024
8 Strategies to Land the Local Pack in Search - Link Genius

For businesses targeting local customers, appearing in the Google Local Pack is a big win. The Local Pack, also known as the Map Pack, is the section that appears at the top of Google search results when users search for local businesses. 

It displays three businesses that are most relevant to the search query, along with a map. Landing your business in this prime spot can significantly boost your visibility, drive traffic to your website, and increase foot traffic to your physical location.

But how do you get your business featured in the Local Pack? In this blog post, we’ll cover the strategies you can use to improve your chances of landing your spot in the Local Pack and boost your local SEO efforts.

In this article: 

What is the Google Local Pack?

The Google Local Pack is a feature that appears when a user searches for services, businesses, or products near their location. It shows a map with three local businesses relevant to the search, along with information such as the business name, address, phone number, hours of operation, and customer reviews.

Here’s an example of a Local Pack result for the query “best pizza near me”:

Best Pizza Near Me Local Pack - Link Genius

Landing in this Local Pack is valuable because it puts your business in front of potential customers right at the top of search results. To get there, you’ll need to optimize your business’s online presence with some local SEO strategies.

RELATED: What is the Difference Between Google’s Local Pack and Local Finder?

Why the Local Pack Matters - Link Genius

Why the Local Pack Matters

The Local Pack is prime real estate in Google’s search results. Users don’t need to scroll down to find it, which makes it a valuable spot for visibility. Here’s why you should care about appearing in the Local Pack:

  1. Increased Visibility: Your business appears above the regular search results, meaning more people are likely to see and click on your listing.
  2. Higher Click-Through Rates: Local Pack listings often have higher click potential and click-through rates compared to traditional organic search results.
  3. More Foot Traffic: If you run a brick-and-mortar business, being in the Local Pack can increase the number of people visiting your store.
  4. Mobile Optimization: Since mobile searches often have local intent, being in the Local Pack can lead to more calls and visits from smartphone users.

Now, let’s dive into the strategies you can use to land your business in the Google Local Pack.

1. Optimize Your Google Business Profile (GBP)

Your Google Business Profile (formerly Google My Business) is one of the most important factors for appearing in the Local Pack. Google pulls much of the information for the Local Pack directly from your GBP, so optimizing it is essential.

How to Optimize Your Google Business Profile:

  • Claim and Verify Your Profile: If you haven’t already, claim your business on Google and complete the verification process.
  • Ensure NAP Consistency: Make sure your business’s name, address, and phone number (NAP) are consistent across your GBP and other online platforms. Inconsistent information can confuse search engines and hurt your rankings.
  • Choose Relevant Categories: Select categories that best describe your business. Be specific—if you run a pizza shop, choose “Pizza Restaurant” instead of just “Restaurant.”
  • Fill Out Your Profile Completely: Add as much detail as possible to your GBP, including your hours of operation, services, photos, and a well-written business description.
  • Keep Your Information Updated: If you change your hours, phone number, or address, update your Google Business Profile right away to avoid confusing potential customers.

Positive reviews play a big role in local SEO and can improve your chances of appearing in the Local Pack. Encourage satisfied customers to leave reviews on your Google Business Profile and make sure to respond to all reviews—whether they’re positive or negative.

A high number of positive reviews can help build trust and increase your online visibility in local searches.

What's Your NAP Information - Link Genius

2. Ensure Consistent NAP Information Across All Platforms

Consistency is key when it comes to local SEO. Your name, address, and phone number (NAP) should be exactly the same across all online platforms, including your website, social media profiles, and local directories. Even small inconsistencies—like using “St.” on one platform and “Street” on another—can negatively affect your search rankings.

How to Ensure NAP Consistency:

  • Audit Your Listings: Regularly audit your business listings on sites like Yelp, Yellow Pages, and other local directories to ensure your NAP is consistent.
  • Use Citation Management Tools: Tools like Moz Local, BrightLocal, or Yext can help you manage and update your business listings across multiple platforms.
  • Update Your Website’s Contact Page: Ensure that your NAP information is clearly visible on your website’s contact page, and that it matches the information on your Google Business Profile.

3. Build High-Quality Local Citations

A citation is any online mention of your business’s NAP. Local citations can help boost your business’s authority and improve your local SEO rankings. They also help search engines confirm the legitimacy of your business.

Where to Build Local Citations:

  • Local Business Directories: Submit your business to relevant local directories like Yelp, TripAdvisor, and Yellow Pages.
  • Industry-Specific Directories: If you’re in a niche industry, find directories specific to your business (e.g., restaurants, dentists, or gyms).
  • Chamber of Commerce: Getting listed with your local Chamber of Commerce or Better Business Bureau can boost your credibility.
  • Social Media: Ensure that your NAP information is accurate and consistent on social media platforms like Facebook, LinkedIn, and Instagram.
What are Local Keywords and How to Use It - Link Genius

4. Use Local Keywords in Your Content

Optimizing your website’s content with local keywords is another crucial strategy for landing in the Local Pack. Local keywords signal to search engines that your business is relevant to users in a specific area.

How to Use Local Keywords:

  • Optimize Your Homepage: Include your city or region in the title tag, meta description, and body content of your homepage. For example, instead of just “Best Pizza,” use “Best Pizza in Chicago.”
  • Create Location-Specific Pages: If your business operates in multiple locations, create separate pages for each location. Each page should be optimized with local keywords relevant to that specific location.
  • Include Local Landmarks and Neighborhoods: Mention well-known local landmarks, neighborhoods, or nearby attractions in your content to help users and search engines associate your business with the area.

If you run a pizza restaurant in downtown Chicago, you might include keywords like “best pizza in downtown Chicago” or “Chicago-style pizza near Millennium Park” in your content.

5. Optimize for Mobile Search

Many local searches are done on mobile devices, especially when people are looking for nearby businesses while they’re on the go. If your website isn’t optimized for mobile, you’re missing out on potential customers and hurting your chances of appearing in the Local Pack.

How to Optimize for Mobile:

  • Use a Mobile-Friendly Design: Ensure your website is responsive, meaning it automatically adjusts to fit the screen size of any device.
  • Speed Up Your Site: A slow-loading site can turn away mobile users and hurt your rankings. Use tools like Google PageSpeed Insights to test and improve your site’s load times.
  • Simplify Navigation: Mobile users prefer easy-to-navigate sites. Ensure your site’s menus, buttons, and links are easy to use on a small screen.

6. Create Locally-Focused Content

Creating locally focused content can help boost your business’s relevance in local search results and increase your chances of appearing in the Local Pack. Google loves fresh, relevant content that speaks directly to local audiences.

How to Create Locally-Focused Content:

  • Write Blog Posts About Local Events: If your city or town is hosting an event, create content around it. For example, if you own a restaurant, you might write a blog post about “Top Dishes to Try During the Annual Food Festival in [City].”
  • Interview Local Experts: Collaborate with local influencers, experts, or business owners and publish interviews on your site. This builds connections and enhances your local presence.
  • Promote Local Partnerships: If you partner with other local businesses, create content highlighting these partnerships. For example, “Our Restaurant’s Collaboration with [Local Brewery]” could be a great blog post.
How to Earn Backlinks from Local Sources - Link Genius

7. Focus on Earning Backlinks from Local Sources

Backlinks from reputable, local websites can help improve your local SEO. Backlinks act as “votes of confidence” for your site, signaling to search engines that your content is valuable and trustworthy.

How to Earn Local Backlinks:

  • Partner with Local Organizations: Sponsor or collaborate with local organizations, charities, or events, and ask for a backlink on their website in return.
  • Reach Out to Local Blogs: Find local bloggers who write about topics relevant to your business and offer to write a guest post or collaborate on content.
  • Join Local Business Associations: Many local business associations have online directories where you can list your business and earn a backlink.

8. Track Your Local SEO Performance

Finally, you’ll want to track your local SEO performance to see which strategies are working and which need improvement. By monitoring your progress, you can refine your efforts to ensure you land in the Local Pack and maintain your ranking.

How to Track Your Local SEO:

  • Use Google Search Console: Track your search performance, including clicks, impressions, user engagement, and keyword rankings, to see how well your local SEO efforts are working.
  • Google Business Profile Insights: Google provides insights into how users interact with your Google Business Profile. You can see how many people viewed your profile, clicked on your website, or requested directions.
  • Local SEO Tools: Tools like BrightLocal or Moz Local can help you track your local rankings, monitor your citations, and keep an eye on your competitors.

Boosting Your Local Traffic

Appearing in the Google Local Pack can be a game-changer for businesses looking to attract more local customers. By optimizing your Google Business Profile, maintaining consistent NAP information, building local citations, using local keywords, and creating locally-focused content, you can significantly improve your chances of landing in the Local Pack.

Target local SEO backlinks with Link Genius. Our outreach software automates the process of finding and reaching out to potential sources, so you can focus on nurturing relationships with leaders in your industry. 

Discover how Link Genius can help you strengthen your local strategy today!

Even after a decade as a content and copywriter, Marijim continues to refine her skills and expand her expertise. Passionate about digital marketing, she excels in on-page SEO and has a proven track record of enhancing website content to drive traffic and boost domain authority.