Improve Your Business SEO Results Using The Google Local 3-Pack
If you don’t already know about the Google Local 3-Pack, you’re probably asking: What is it and do I need it?
If you are working to get your business noticed when local consumers -- your potential customers -- are using Google to search for businesses, you need the Google Local 3-Pack in your marketing mix.
Type ‘’kitchen cabinets near me” into Google, and see what happens. You’ll get a list of kitchen cabinet companies in your area, the ones closest to you. These companies are listed at the top of the page in a special list, together with a map showing their locations.
And these listings are called THE LOCAL 3-PACK.
The screen shot below shows cabinet companies close to the author’s location. Try it using “kitchen designers near me” or “kitchen remodelers near me” and see what comes up for you. This is your competition, and getting your name listed in the results is your goal.
This listing is prime real estate. You can’t buy your way in, but there are things you can do to make it happen.
When Does The Local 3-Pack Show Up?
Any time Google determines a search has “local intent”, it will show a Local 3-Pack on the results page. How does Google determine if a search has local intent? Generally speaking, the following types of searches have local intent:
• Search phrases that contain a geographic reference, such as a city name or zip code (like
“kitchen cabinets in Lancaster, PA”)
• Search terms that contain the phrase “near me”
• Google also uses your IP address and knows where you are
How You Can Get Your Business In On the 3-Pack Action
1. Claim Your Google My Business Profile. Or create one, if you haven’t already.
Before you can show up in the 3-Pack, you must have a Google My Business profile.
2. Optimize Your GMB Profile
Just claiming your profile won’t be enough to make your business start appearing in the 3-Pack. You have to improve your business information as much as possible:
• Have accurate information: your NAP (name, address, phone number), business hours, etc. (See our blog post about NAP.)
• Add photos of your business, finished projects, and the services you provide
• Enter a company description that is linked to corresponding pages on your website.
• Optimize your description using keyword phrases that potential clients are searching for.
3. Ask for Reviews on Your GMB Profile
Perhaps the most important thing you can do to increase your chances of getting placed in Google’s Local 3-Pack is to get online reviews. As a business owner, you should be constantly asking for feedback from your customers.
Users can see your star ratings in the search results. Having a good star rating and lots of reviews not only increases your chance of getting into the top three of the local pack, it also increases your likelihood of being selected from those three. (See our blog post about Getting Starred.)
Google 3-Pack listings now show stars starting with just one review instead of five. Before February 2017, you had to have at least five reviews on your Google My Business page for your listing to display with the number of stars.
4. Get Local Reviews On Other Sites, Like Yelp, Houzz, Etc.
It’s also important to get online reviews on other sites, like Yelp, Houzz.com, Yellow Pages, Angie’s List, etc. Google can “see” these reviews, and positive reviews on these sites increase your placement in the Local 3-pack as well.
5. Get Your Business Listed in Local Directories
Being active on local listings sites also contributes to good results in local search. These include sites like churches and community bulletin boards, as well as listings like the website for the local Chamber of Commerce. The more you appear in these listings, the more Google trusts your business.
6. Add New Listing Profiles
Add your business profile on the many listing sites gradually over time - not all at once. Some of the most familiar are:
When you gradually add profiles and build up your local listing profiles, it looks natural to Google.
When Google sees new business listings for your company on other sites that match the information on Google My Business and your website, it verifies that you are a genuine business and increases your chances of getting into the Local 3-Pack.
7. Be Consistent Everywhere
Did you have a different address or phone number a few years ago? If you’ve been in business for a while, it’s very likely that you have out-dated info floating out there in the Internet ether. When Google sees inconsistencies, they question whether you are still in business.
Having a consistent NAP in all the places where your business is listed is important because Google looks to make sure that information is accurate, correct and consistent. If you have your info in the right format in many different listings, then you will rank higher because Google can be sure that it has the right contact information for your business. (Again - See our blog post about NAP and the importance of being consistent.)
8. Be Mobile Friendly
When it comes to mobile local search, it is more important than ever to make sure your site is mobile-friendly. Google gives preference to sites that are mobile friendly because the number of internet users on mobile devices is large and growing every day. It’s already a good idea to try to target mobile users to get their business, and now there’s strong SEO reasons for doing so.
9. Have a Great Website
These days, the educational value of your website is more important than ever in determining your placement in the Local 3-Pack. Google wants to send their users to websites that offer value.
Your site should contain videos, articles, photos, and information that potential customers will find helpful. Your chances of converting searchers into customers are greatly increased by keeping them on your site as long as you can and motivating them to contact you.
Some Things Change and Some Things Stay the Same
The way Google shows local search results has changed in the past few years. But some methods for increasing your visibility in local search results have stayed consistent, and they’re not likely to change. Having a great website that provides potential customers with useful information, is not likely to go out of style. Getting regular online reviews isn’t going to disappear anytime soon either. In fact, it’s only going to become more competitive as businesses get better and better at asking for reviews.
Kitchen Design Partner Stands Ready to Help
Consult with the experts! Kitchen Design Partner are specialists who can help you get to the top of the Google Local 3-Pack.
Don’t get left in the digital dust. The farther behind you get, the harder and longer it will take to catch up. Contact KDP today.
Kitchen Design Partner offers a Local Foundation Package that includes SEO strategy and management. Contact us online at www.kitchendesignerpartner.com or call 888-766-8470 to learn how to get your business in the Google Local 3-Pack.
Kitchen Design Partner
We've got the insider's perspective on what it takes to build the most successful kitchen and bath design businesses in the country.