In today’s era of digital marketing, local search engine optimization (SEO) is critically important. Search engines such as Google have noticed that many people are looking for local results that are close to their physical location. Some of the triggers for a local search include queries that contain:
- A zip code
- The name of a city, town, or state
- Searches that end include “near me”
When this happens, Google will provide results that are close to the IP address of the person entering the search. The top of the search results page for local queries will look a bit different. This is because local searches will return results contained in something called the Google 3-Pack. The Google 3-Pack will provide users with more information on that physical location such as the name of the business, reviews, occupation, address, phone number, hours, and even the most recent post or an image. With these added features, it is easy to see why so many users select results from the Google 3-Pack. Therefore, landing in the Google 3-Pack is the ultimate goal. What should digital marketing firms keep in mind?
Keep the Google+ Local Page Current
In order to be featured in the Google 3-Pack, it is critical to make sure the Google+ Local Page is completely filled in. Furthermore, this page has to be kept up to date. This is because Google uses this information to fill out is 3-Pack. If Google believes that the business listing is either inaccurate or outdated, it is unlikely to feature the listing in its 3-Pack.
To that point, this information has to be consistent with all business listings across the web. This includes NAP information (name, address, and phone number). Consistency and recency are keys to being listed in the Google 3-Pack.
Focus on Building Locally Relevant Links
While high-quality links are always important for SEO purposes, a Google 3-Pack listing requires high-quality links from local sources. There are a few ways that businesses can cultivate locally relevant links. These include sponsoring local nonprofit organizations, being featured in local news articles, and even joining the local Chamber of Commerce. This should be done in addition to producing high-quality content that will build backlinks organically. This will provide high-quality backlinks for local purposes.
Leverage the Power of Social Media
Finally, a listing in the Google 3-Pack requires a strong social media presence. Some of the major platforms include Facebook, Instagram, and Twitter. This will establish the website as a local business with loyal followers. Combine this with strong reviews on a Google+ account and this will boost the business’s local ranking, putting it in contention for a spot in the Google 3-Pack.
The Google 3-Pack Is a Powerful Position
When it comes to local searches, users rarely click past the first few results. For this reason, a position in the Google 3-Pack will provide a major boost to the website’s traffic. Leverage the tips above to increase the business’s local ranking and compete for a spot in the Google 3-Pack.