The local search engine optimization (SEO) pack is a powerful marketing tool that can help your small business attract new customers and increase its brand visibility. Also known as the local 3-pack, it consists of three local business listings at the top of Google for relevant local searches. You can see local SEO pack listings by performing a local search like “oil change near me,” after which Google will display them above the organic listings. So, how do you rank your small business here?
#1) Create and Optimize Your GMB Listing
The first step to ranking your small business in the local SEO pack is to create and optimize your Google My Business (GMB) listing. Contrary to what some business owners believe, the local SEO pack doesn’t consist of traditional website listings. Rather, it consists of GMB listings, which are listings of local businesses in Google’s directory. GMB listings are displayed in multiple places, including the local SEO pack as well as Google Maps.
When creating your GMB listing, be sure to verify ownership. Normally, this is done by requesting a postcard from Google. Once you receive the postcard, you can log back into your GMB account, click the “Verify location” button from the main menu and enter the 5-digit code included on the card.
According to Google’s search ranking algorithm favors GMB listings with complete, detailed information. So, after verifying your listing, go through your profile and update it with information like your business’s category, hours, prices and phone number.
#2) Encourage Customers to Leave a Review
Customer reviews play an important role in local SEO pack rankings. If your business’s GMB listing has lots of positive reviews from customers, you’ll have a greater chance of ranking it in the local SEO pack.
Whenever a customer buys a product or service from your business, ask them to leave a review on Google. You can even partner with an email marketing agency to remind customers after they’ve left your establishment. You don’t have to necessarily provide them with the URL of your GMB listing. Customers can usually find your business’s GMB listing simply by searching for your business’s name on Google. After locating your listing, customers can rate and review your business. Each positive reviews signals trust and confidence in your audience. More importantly, though, they’ll help your business rank in the local SEO pack.
#3) Link to Your GMB Listing
Finally, promote your business’s GMB listing by linking to it from other websites. Moz explains that backlinks are a fundamental element of an effective SEO strategy. When Google discovers that other sites are linking to your business’s GMB listing, it will view your business as being more authoritative, which can help it secure a ranking in the local SEO pack.
You can create links to your GMB listing on any website that you manage, including your business’s official website, blog and social media networks. Ideally, you should build backlinks that don’t have the nofollow HTML attribute. This attribute tells search engines not to follow the link. Therefore, they offer little or no SEO value. You should also try to use your business’s name as the anchor text for these links. Google will associate your business’s name with the GMB listing, increasing the chance of a local pack ranking.
Using these three strategies will help your small business rank in the local SEO pack. With that said, there’s no guarantee that you’ll be able to secure an organic ranking here. The good news is that you can pay for your business’s inclusion in the local SEO pack by advertising on AdWords. Google’s online advertising service now allows local businesses to purchase ads in the local pack using the location extension.
