Essential Tips to Boost Local Visibility
When you need a painter or a photographer in your area, what’s the first thing you do?
Like many of us, you probably head straight to Google to type in “Photographers near me” or “Painters in Mornington Peninsula”. In your search results, you’re often presented with a list of sponsored profiles and then a map featuring the top three local businesses, complete with ratings and locations. This is called the Google Map Pack.
Unlike those initial paid ads, being in the Google Map Pack is entirely free, offering a cost-effective way to significantly boost your visibility, attract more contacts, increase store visits, and ultimately drive up your sales.
What is the Google Map Pack?
The Google Map Pack, often referred to as the Local Pack or Google 3-Pack, is a feature of Google’s search results that displays a map and a list of three local businesses related to the searchers query.
For instance, if someone searches for “painters near me,” the Google Map Pack will show the top three painting services in the vicinity, alongside a map indicating their locations. This feature is highly visible, often appearing at the top of search results, making it a prime spot for local businesses to attract attention.
Here’s what it looks like:
Why is the Google Map Pack Important for Local Businesses?
The Google Map Pack offers significant benefits for local businesses by enhancing their online visibility and connecting them directly with local customers who are actively seeking their services.
Here’s how being featured can benefit your business:
Increased Visibility: The Google Map Pack is the first thing users see after entering a local search query, giving the featured businesses prime visibility.
Higher Click-Through Rates: Businesses in the Map Pack listing not only enjoy greater visibility but also benefit from higher click-through rates. The compact and informative format—showing business names, ratings, and reviews—makes it easy for users to make quick decisions. Research indicates that Google Map Pack ranked sites get 40%-60% of the initial clicks on any given search.
Local Authority and Trust: The Local Pack prominently displays customer ratings and reviews, which can significantly influence buying decisions. Positive reviews build trust and credibility, making potential clients more likely to choose your services over competitors.
Easy Access to Business Information: The Google Map Pack provides a snapshot of essential business details—such as reviews, operating hours, and contact information—making it easy for potential customers to learn about and connect with your business.
Five Tips to Appear in the Google Map Pack
1. Optimise Your Google Business Profile:
When optimising your Google Business Profile try to integrate relevant local keywords into your business description, posts, and responses to reviews. This helps Google understand the geographical relevance of your business.
Visual content is important for your GBP as it helps your profile stand out and can engage users more effectively. Include high-quality images of your premises, products, and team to give potential customers a feel for your business.
2. Encourage Customer Reviews:
Positive reviews are a significant ranking factor for the Map Pack. Encourage your satisfied customers to leave positive reviews on your Google Business Profile. You can ask for reviews through follow-up emails, post-purchase messages, or by having a review link readily available on your website and social media channels.
Business owners should also respond to reviews, both positive and negative, this shows that you value customer feedback and are committed to improving their experience.
3. Post Content to Your Profile:
Using the Posts feature in your Google Business Profile (GBP) is an excellent way to keep your profile dynamic and engaging, which can attract more customers. Regular posts help show that your business is active and responsive, making you more appealing to potential customers. Here are a few examples of how different businesses can leverage this feature:
- Highlight Promotions: If you’re running special promotions, sales, or discounts, use posts to announce these offers and drive traffic to your business.
- Promote New Services or Products: Businesses can use posts to highlight new services they are offering or showcase new tools and equipment that improve their service quality. This keeps potential clients informed and shows that your business is continuously evolving.
- Share Seasonal Recommendations: Tailor your content to the seasons. For example, a roofing tradie could post tips for preparing for storm season, while a plumber could offer advice on preventing frozen pipes in winter. These posts position you as a helpful expert and can lead to more inquiries.
A word of caution – take care that you don’t use posts simply to push sales or offers. Google prohibits the use of super spammy sales and offers. So make sure to keep it organic and part of an informative conversation with your customers, rather than an outright Ad.
4. Build Local Citations:
Citations are online mentions of your business Name, Address, and Phone Number (NAP). They act as signals to Google about the legitimacy and location of your business. Make sure your NAP information is consistent across all local directories, such as Yelp, Yellow Pages, and industry-specific sites.
You can also use structured data (schema markup) on your website to help search engines understand your business details better. Use LocalBusiness schema to highlight your business information and increase the chances of appearing in local searches.
5. Create Location-Specific Content:
Generating content relevant to your local area helps increase your business’s connection to the community. This could include blog posts about local events, collaborations with other local businesses, or news relevant to your industry. Such content not only boosts your Local SEO but also resonates with your local audience, improving engagement.
Bonus tip: Stay Ahead of Google’s Updates
Google frequently updates its algorithms, which can impact how your business appears in search results. To maintain your visibility, it’s crucial to stay informed about these changes. Regularly check industry news and Google’s official announcements, and be ready to adjust your SEO strategies accordingly. By staying proactive and adaptable, you can ensure that your business continues to meet the latest ranking criteria and remains competitive in the Google Map Pack.
Partnering with SEO experts like us can take the stress out of managing these changes. We stay on top of the latest updates and trends, ensuring that your business always remains optimised and ahead of the competition. Let us handle the SEO, so you can focus on what you do best—running your business.
Key Takeaways
The Google Map Pack is not just a feature of search results; it’s a powerful tool that can significantly impact your business’s success. By optimising for local SEO and ensuring a robust presence in the Map Pack, you can enhance visibility, build trust with potential customers, and drive more qualified leads.
As the competition in your industry continues to grow, leveraging the benefits of the Google Map Pack can provide a crucial edge in attracting and retaining local clients.
Discover how we can help you dominate the Google Map Pack and fill your calendar with bookings. Book a free 45-minute consultation with Kelly, where you’ll receive a personalised action plan tailored to your business needs. Book Now.
