Google Local Pack May Be Your Best Online Marketing Asset

Have you noticed how localized Google search results are these days? Search for a plumber and you get listings of businesses nearby. A lot of that information is derived from Google Business listings that are featured in what is known as “local packs.”

A local pack is a list of businesses that provide a product or service in the area that the searcher is locating. There are two major types of local packs:

  • Local Teaser – displays three listings beneath a map. Results have a photo and business name. Clicking on the name takes the user to a map with more businesses and a link to the websites of each of the businesses.
  • Local Pack – the most common. Lists several businesses with their contact details under a map of the area. Information can include the name of the business, address, phone, and reviews star rating.

Google gets the information for all types of local packs from Google business listings. To be featured in a local pack, you first need to claim, verify and complete a Google My Business page for your business.

To get your business featured in local packs:

  • Create and verify your Google business page. Be sure to complete all the fields, select the most accurate category for your business, and include pictures.
  • Make sure your website information matches your Google business listing for name, address, phone and hours. These must be an exact match or Google will consider the information suspect!
  • Know your keywords. Use the words and phrases that people use to search for businesses like you on your business listing and on your website. You don’t need to worry about local modifiers, Google has that covered for you with its location sensing technology. So “lawyer” will give the user listings of lawyers near their location, regardless of whether they include “near me” or a specific location in their search.
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