Your Go-To Guide to Dominating Google Local 3-Pack

What’s a Google Local 3-Pack?

The Google local 3-pack is the set of three local business listings that appear at the top of the Google search results when someone conducts a location-based search. It is often displayed alongside a map, making it highly visible and eye-catching to potential customers.

For example, if you search for “coffee shop near me,” Google will display three of the most relevant, well-optimized local businesses, complete with their names, addresses, phone numbers, and customer ratings. These results show up above all other organic listings, making it a coveted spot for any local business.

 

Appearing in the 3-pack gives your business the visibility it needs. According to research, 44% of people click on one of the top three local results in Google’s map pack, and businesses that rank in the 3-pack get the lion’s share of clicks compared to organic search results.

 

How Have Local Business Listings on Google Evolved?

In the early days of local SEO, Google displayed a 7-pack for local businesses. But in 2015, Google reduced this to the 3-pack, making local rankings even more competitive. 

Why the change? 

It was driven by user experience, particularly mobile usage, which now accounts for more than 58% of global web traffic. The three listings format is cleaner, fits well on smaller screens, and gives users quick access to the most relevant businesses without overwhelming them with choices.

Key Change:

• Google now places a stronger emphasis on Google Business Profiles (GBP), formerly known as Google My Business (GMB). Businesses must optimize their GBP for better chances of ranking in the 3-pack.

• Customer reviews, proximity to the searcher, and consistent NAP (Name, Address, Phone Number) information play bigger roles in deciding which businesses make it to the 3-pack.

 

The Google Local 3-Pack: What It Is and Why It Matters

The Google local 3-pack is more than just a set of three results—it’s a highly visible spot in Google’s search engine results page (SERP). It’s the first thing users see, right below the ads, which means businesses listed in the 3-pack automatically have a higher chance of getting clicked on.

Appearing in the 3-pack can mean the difference between getting found by potential customers and being ignored. Here are some eye-opening stats:

• 47% of users click on one of the top three results when they make a local search.
• Listings in the 3-pack can see a 5-6% increase in click-through rate compared to regular organic results below it.

By making it into the local SEO 3-pack, your business not only gets more exposure but is also perceived as more trustworthy and authoritative by local searchers.

 

Why Ranking in the Google Local 3-Pack Matters for Your Business

Ranking in the local SEO 3-pack is a game-changer for any local business. As competition for local search traffic heats up, making it into Google’s local 3-pack can give your business the competitive edge it needs to thrive. 

Let’s explore why this spot matters so much and how it can benefit your business:

1. Top 3 Map Pack Traffic & Click-Through Rates (CTR)

One of the most significant benefits of ranking in the local SEO 3-pack is the amount of traffic it generates. As mentioned earlier, the top 3 listings in the local map pack receive a massive 47% of all local search clicks.

Here’s the breakdown:

• Higher Visibility: The 3-pack appears prominently at the top of the search results page, above organic results, giving it prime visibility.
• Increased Clicks: Users trust Google’s top recommendations, which means they are more likely to click on businesses listed in the 3-pack.

If your business is ranking in this spot, you’re essentially dominating the most valuable real estate in local search results, which can lead to an influx of new customers.

 

2. Increased Trust and Credibility

Being listed in the 3-pack boosts your business’s credibility. Customers trust Google’s algorithm to present the best and most relevant businesses, so when you’re listed in the top three, it’s an instant credibility boost. 

88% of consumers trust online reviews as much as personal recommendations, and businesses that rank in the 3-pack typically showcase high review ratings.

Additionally, businesses in the local 3-pack often show customer reviews and ratings directly within the search results. This social proof builds trust quickly, allowing potential customers to see that others have had positive experiences with your business.

A user searching for “best sushi restaurant near me” will see three restaurants in the local 3-pack, each with their star ratings and reviews visible. If your restaurant has a solid 4.7-star rating with 100+ reviews, customers are more likely to choose you over a competitor with fewer or lower reviews.

 

 

3. Does Google Rotate the Local Pack Positions in 2024?

Yes, Google occasionally rotates the businesses that appear in the local 3-pack, particularly the top position. This helps ensure that different businesses get visibility based on proximity, user engagement, and search intent. 

However, Google prioritizes the best-optimized listings that meet its ranking criteria consistently over time.

Google uses several factors to determine how businesses are ranked within the 3-pack:

• Proximity: How close the business is to the searcher.
• Review Volume and Quality: The number of reviews and the average star rating.
• Relevance: How well the business fits the search query.

The goal is to deliver the most relevant and trustworthy businesses to users, which is why optimization is crucial for maintaining a top spot.

 

Actionable Insight:

• Keep Your Google Business Profile Active: Regularly update your profile with new posts, photos, and offers to maintain engagement and relevance.
• Encourage Reviews: Continue to gather positive reviews and respond to both positive and negative feedback to keep your listing fresh and trusted.

 

4. Impact on Foot Traffic, Sales, & Brand Awareness

Ranking in the 3-pack can have a direct impact on your bottom line. When users find your business in the local pack, they’re more likely to visit your physical store, make a purchase, or inquire about your services.

According to Google, 78% of local mobile searches result in an offline purchase. This means that ranking in the 3-pack not only increases website traffic but also drives foot traffic and sales. 

Imagine a user searching for “emergency HVAC repair near me.” If your HVAC company appears in the local 3-pack, not only are you more likely to get a call from this high-intent customer, but they may also recommend your services to others if they have a positive experience.

Even if users don’t click immediately, simply appearing in the local pack increases your brand’s visibility. Users become familiar with your name, logo, and ratings, increasing the likelihood they’ll remember you for future needs.

 

5. Cost-Effective, Long-Term Marketing Strategy

Investing in local SEO to rank in the 3-pack is one of the most cost-effective ways to market your business. Unlike paid ads, once you’ve optimized your local SEO, your business can continue to appear in the 3-pack without ongoing ad costs. 

While it requires some initial effort—optimizing your Google Business Profile, getting reviews, and building local links—the long-term payoff can be substantial.

Benefits of Long-Term Local SEO:

• Sustained Traffic: Once your business secures a spot in the local 3-pack, you’ll consistently generate traffic without needing to spend money on ads.
• High ROI: Local SEO is known for delivering a high return on investment, as businesses that rank in the 3-pack enjoy free visibility and higher conversions.

 

6. Building Trust and Credibility

Lastly, ranking in the 3-pack helps build long-term trust and credibility with your local audience. 

Regularly updated business information, positive customer reviews, and high engagement levels create a positive feedback loop that signals to both Google and potential customers that your business is reliable.

A local dentist who consistently appears in the 3-pack, responds to reviews, and keeps their Google Business Profile updated with accurate information is more likely to be perceived as trustworthy by potential patients. 

Over time, this increases their customer base and strengthens their brand reputation in the local market.

 

Section 3: Tips for Ranking in the Google Local 3-Pack

Ranking in Google’s local 3-pack is highly competitive, but with the right strategies, you can optimize your business for this coveted spot. In this section, we’ll break down the key actions you need to take to increase your chances of appearing in the 3-pack and attracting more local customers.

1. Optimize Your Google Business Profile (GBP)

Your Google Business Profile (GBP), formerly known as Google My Business, is the most critical tool for local SEO. Google uses this information to determine which businesses to display in the local pack.

 

How to Optimize Your GBP:

• Complete Your Profile: Ensure your business name, address, phone number (NAP), hours of operation, and business categories are accurate and up to date.
• Use High-Quality Images: Add photos of your business location, products, or services to create an engaging profile. Businesses with photos receive 42% more requests for directions and 35% more clicks to their websites.
• Update Regularly: Post updates, offers, and news to keep your profile active and relevant. Google rewards businesses that are engaged with their customers.

Pro Tip: Use location-specific keywords in your business description and posts (e.g., “best coffee shop in [city]”).

 

2. Encourage Customer Reviews

Customer reviews are a major ranking factor for the local SEO 3-pack. Not only do reviews influence your ranking, but they also build trust with potential customers. Businesses with more positive reviews are far more likely to appear in the 3-pack.

 

How to Get More Reviews:

• Ask for Reviews: Politely ask satisfied customers to leave a review on your Google Business Profile. You can send follow-up emails or add a review request link to your website or invoices.
• Respond to All Reviews: Show that you value customer feedback by responding to reviews, both positive and negative. Engaging with reviews signals to Google that your business is active and customer-focused.

Statistics:

• 88% of consumers trust online reviews as much as personal recommendations.
• Businesses with over 10 reviews are 3.5 times more likely to rank in the 3-pack.

 

3. Optimize for Proximity and Service Areas

Proximity plays a significant role in determining whether or not your business appears in the 3-pack. While you can’t change your physical location, you can influence how you show up in local searches by optimizing your Google Business Profile for proximity.

 

Steps to Optimize for Proximity:

• List Your Service Areas: If your business serves multiple areas or neighborhoods, make sure you list them in your Google Business Profile. This will help Google understand where your business operates and show your listing in relevant local searches.
• Use Local Keywords: Include location-specific keywords in your website content, metadata, and GBP posts. For example, “plumbing services in [city]” or “best bakery near [neighborhood].”
• Post Regular Updates: Share local events, promotions, or news on your GBP to stay relevant and top-of-mind with local customers.

For example, If you run a landscaping business in a city, listing surrounding neighborhoods in your service area will help you appear in searches for those areas, even if your physical location is farther away.

 

4. Build Local Links and Citations

Local backlinks (links from other local websites) and citations (mentions of your business name, address, and phone number on other sites) can significantly boost your prominence in local search rankings. These backlinks and citations help establish your business’s authority and trustworthiness in Google’s eyes.

 

How to Build Local Links:

• Partner with Local Businesses: Build relationships with other businesses in your area to gain backlinks from their websites. Collaborating on local events, sponsorships, or partnerships is a great way to earn links.
• Submit to Local Directories: Ensure your business is listed on high-authority local directories like Yelp, Yellow Pages, or industry-specific directories. Make sure your NAP information is consistent across all platforms.
• Guest Blogging and Community Engagement: Write guest posts for local blogs or participate in community events that might get you mentioned in local media.

Pro Tip: Aim for consistency across all listings (Google, Yelp, Facebook, etc.). Inconsistent business information can hurt your ranking.

 

5. Make Your Website Mobile-Friendly & Fast

Since over 58% of searches come from mobile devices, having a mobile-friendly website is crucial for ranking in the 3-pack. Google prioritizes websites that offer a seamless mobile experience, especially for local search.

 

How to Optimize for Mobile:

• Responsive Design: Ensure your website is responsive, meaning it adapts to different screen sizes and devices. This is crucial for keeping mobile visitors on your site.
• Page Speed Optimization: Use tools like Google PageSpeed Insights to test your website’s loading time. Slow load times can lead to higher bounce rates, which can hurt your rankings. Compress images, leverage browser caching, and minimize code where possible.
• Easy Navigation: Keep your navigation simple and intuitive. Local users need quick access to your location, phone number, and services.

 

Conclusion

Ranking in the local SEO 3-pack is crucial for businesses looking to attract more local customers and boost sales. By optimizing your Google Business Profile, encouraging reviews, focusing on local keywords, building local links, and ensuring your website is mobile-friendly, you can improve your chances of appearing in this valuable search space.

If you’re ready to enhance your local SEO strategy and drive more traffic to your business, request a free SEO audit today.