Google changes its algorithm around 500 to 600 times each year. For this reason, SEO is a dynamic and iterative process, one that never ends, but only evolves.
When engaging in SEO, local SEO and search results are particularly significant, especially for businesses who operate out of a single location. For this reason, it is important to make sure that your business is optimized for local searches, and that it is appearing in the local pack. If you’re wondering what the local pack is, then we’ve got you covered.
Google's Local Pack
Google’s local pack is the list of three local organizations that show up at the top of the SERPs (Search Engine Results Pages), above organic search results. Google focuses on local business, giving organizations both small and large the opportunity to contact local audiences, despite high competition from online stores.
The local pack listings can show a wide range of important information about a business, including site links, business ratings and reviews, contact information, pictures, and other relevant information. A map also appears above the listing, which connects directly to Google Maps and recognizes the area of every business listed.
Google recently reduced the local pack from seven listings to three to show only the most significant results and to better fit mobile screens. That means the competition for those spots is fiercer than ever.
So, how would you acquire a spot in the pack?
We’ve compiled five different ways that your business can optimize for local searches and get a spot in the local pack.
1. Google My Business
One method to increase your business’ chances of appearing in the local pack is to ensure that your Google My Business listings are perfect, complete, and up-to-date.
On top of having exact data in your Google My Business profile, your business should also have correct data across all other platforms. That means having the latest NAP (name, address, telephone number) anywhere your business is mentioned on the web. If Google starts contemplating whether it has the right contact data, your chances of landing a spot in the local pack are very low.
3. Positive Reviews
Star ratings and reviews appear under the business name in the local pack and Google Maps listing. Positive reviews also connect with higher local rankings, increased consumer trust, and higher click-through-rates. The more stars close to your business name, the more likely a customer is to click.
Make an effort to request reviews from satisfied clients, and don’t be reluctant to utilize an assortment of review platforms like Google, Yelp, Facebook, and so on. This kind of user-generated content does wonders for local SEO.
4. On-page SEO
Solid SEO improves your search engine ranking and will help your chances to get a spot in the local pack. Be certain you’ve incorporated all of the SEO musts: A solid title tag and meta description, H1 tags, image alt tags, keywords, significant substance, updated pages, internal linking and fast page speeds.
5. Build Backlinks
Particularly locally pertinent links. Having your business show up in a variety of local listings and professional references will increase your chances of getting a spot in Google’s local pack. Google uses high quality as a local ranking factor, implying that it surveys how well-known a business is to decide its spot in the local pack. Increasing the number of backlinks to your business’ site will demonstrate to Google that you’re reputable.
A Little Help
As mentioned in the introduction to this blog, SEO takes constant care and attention in order to benefit from. If you lack either the expertise or the time to stay on top of it, then you can use our team of Organic Search specialists at Ad Impact. We’ll work with your business to find ways in which we can improve your site and online presence so you can land a spot in the local pack.