How to Score Big with the Google 3 Pack

Securing a prime spot in search results can be the difference between business growth and stagnation. For local businesses, one of the most coveted placements is the Google 3 Pack.

In this blog article, we’ll explore the details of the Google 3-Pack, including its layout, ways businesses can increase their chances of being featured, and the benefits of achieving a spot in this desirable ranking.

What Is The Google 3 Pack?

The Google 3 Pack—also known as the Google Local Pack or Google Local 3-Pack—is a prominent feature of Google’s search engine results pages (SERPs). It is designed to offer users quick access to the best local options without the need to scroll through multiple pages of search results. Specifically, it showcases a curated list of the top three local businesses related to the search query.

How Does a Google 3 Pack Listing Look and Where is It Placed?

When you perform a local search query on Google, such as “best coffee shop near me” or “plumber in [city],” the Google 3 Pack typically appears at the top of the search results page, just below the search bar. This feature is visually distinct with a map and a list of three businesses. Here’s a breakdown of its appearance:

• Map: At the top of Google’s Local 3 Pack, a map highlights the locations of the three featured businesses based on what’s deemed most relevant and trustworthy.

• Business Listings: Below the map, each business is displayed with its name and essential contact details; clickable for users to find more information.

• Reviews and Star Ratings: Each business listing includes its average rating and the number of reviews, which can significantly influence user decision-making.

What Are the Benefits of a Google 3 Pack Position?

Having a 3-Pack listing gives you a competitive edge over other local businesses that are not featured–because it helps you stand out in a crowded market.

1. Increased Visibility and Traffic

A top position in the Google 3 Pack means higher visibility on search results pages, which translates to more potential customers seeing your business. With more people clicking on your listing, you’re likely to experience an increase in website traffic and foot traffic to your physical location.

Our study shows that listings in the Google 3-Pack get five times more views and 2.1 times more clicks than those not in the pack; especially in the grocery (547%) and restaurant (503%) sector. Also, there’s a notable increase in clicks-to-directions, indicating high-intent consumers are more likely to visit and purchase from these businesses.

2. Enhanced Credibility and Trust

Businesses in the Google 3 Pack are often perceived as more credible and trustworthy. The prominence of this position, combined with positive reviews and high ratings, can enhance your business’s reputation and attract more customers.

3. Higher Conversion Rates

The Google 3 Pack’s prominent placement and detailed information make it easier for users to contact or visit your business. This can lead to higher conversion rates as users are more likely to choose a business that is readily accessible and well-reviewed.

Unlike traditional search results, the second position in the 3-Pack often receives the most engagement. Our study also suggests that higher consideration purchases—like insurance—involve more in-depth research beyond the 3-Pack.

How Can Businesses Increase Their Chances to Land a Position in the Google 3 Pack?

Securing a spot in the Google 3 Pack requires a strategic approach to local SEO. Here are several key strategies to improve your chances:

1. Optimize Your Google Business Profile (GBP)

Your Google Business Profile is the most important ranking factor in local search, playing a critical role in determining your visibility in local search results–so better make sure to complete your GBP.

• Accurate Information: Verify that your business name, address, phone number (NAP), and website URL are consistent across all platforms.

• Categories and Attributes: Choose relevant business categories and attributes to help Google understand your offerings.

• Photos: Upload high-quality photos of your business, products, and services to attract more clicks.

2. Encourage and Manage Customer Reviews

Reviews are a significant factor in local search rankings and user decisions, showing that you care about customers’ feedback while increasing your trustworthiness.

• Encourage Reviews: Ask satisfied customers to leave positive reviews and provide easy links to your review section.

• Respond to Reviews: Engage with all reviews, thanking positive reviewers and addressing negative feedback professionally.

• Monitor Feedback: Regularly check reviews to identify and address common themes or issues.

Revisiting our study: proximity (64%), brand familiarity (57%), ratings (57%), and number of reviews (49%) are the primary factors influencing consumer choices, rather than just the rank within the 3-Pack.

3. Improve Your Local Citations

Local citations are online mentions of your business’s name, address, and phone number; and consistency in these helps Google verify your business’s legitimacy and relevance.

• List Your Business: Ensure your business is listed in key directories like Apple Maps or Yelp as well as industry-specific sites.

• Correct Inaccuracies: Regularly audit your citations across all relevant platforms to find and fix any discrepancies.

• Expand Citations: Create new citations on reputable local and national websites to broaden your reach.

4. Optimize for Local Keywords

Adding local keywords to your listings helps you appear in relevant searches—because Google knows exactly what you’re offering. For instance, if you run a bakery in San Francisco, use phrases like “San Francisco bakery” or “best bakery in San Francisco”.

• Keyword Research: Use tools like Google Keyword Planner to find local search terms related to your business.

• On-Page Optimization: Incorporate local keywords into your listings, but also website’s meta descriptions, title tags, headers, and content.

• Create Local Content: Develop content that appeals to your local audience, such as Google posts about local events and customer testimonials.

5. Build Local Backlinks

Local backlinks from reputable websites signal to Google that your business is a trusted and relevant local player; and this influences your website’s ranking as much as your GBP.

• Engage with Local Media: Get featured in local newspapers, magazines, and blogs through press releases or interviews.

• Participate in Local Events: Sponsor or participate in local events and get backlinks from event websites.

• Collaborate with Local Businesses: Partner with local businesses for cross-promotions and shared backlinks.

6. Enhance Your Website’s User Experience

Besides a well-maintained GBP, a well-structured website can improve your local search ranking and user engagement, too.

• Mobile Optimization: Ensure your website is responsive and performs well on mobile devices.

• Speed and Performance: Optimize loading speed by compressing images and minimizing HTTP requests.

• User-Friendly Navigation: Design intuitive navigation to help users easily find information.

• Relevant Content: Provide high-quality, relevant content that addresses local audience needs.

Google 3 Pack Best Practices

All SEO measures are beneficial for your GBP ranking in the local pack; Google’s local search algorithm evaluates businesses for the 3 Pack based on:

• Relevance: how well a business matches the user's search query and intent

• Proximity: how close the business is to the location used in the search

• Prominence: a business’s overall online presence, including reviews and citations

KFC Bridges the Local Visibility Gap

KFC enhanced their Google 3-Pack visibility by implementing several key measures with Uberall:

• Local Naming Conventions: Improved place names with location details.

• Opening Hours: Added specific business hours for delivery and other services.

• Photo Updates: Updated profiles with new, engaging photos.

• Q&A: Provided owner-verified answers to common questions.

• Social Media: Shared local content and collaborated with influencers.

The result: +132% Google Maps impressions, +23% clicks to directions, and a 37:1 return on investment.

Barceló Hotel Group Succeeds with Local SEO Strategy

Barceló achieved significant improvements in local search visibility—including Google’s Local Pack—with Uberall by implementing the following strategies:

• Localized Content: Shared region-specific content to engage local audiences.

• Reviews Management: Actively managed and responded to customer reviews.

• Mobile Optimization: Ensured local listings and content were mobile-friendly.

• Data Accuracy: Maintained accurate business data across online channels.

The result: 51% rise in transactions, 41% increase in conversion rates, and 40% increase in revenue.

bp pulse Empowers Local Teams for a Stronger Online Impact

bp pulse significantly enhanced their online presence with Uberall by implementing a strategic approach to local SEO.

• Enhanced Listings: Optimized hotel listings with consistent, accurate information.

• Consistent Data: Ensured uniform business information across all platforms.

• Team Empowerment: Enabled local teams to optimize their own listings.

• Review Management: Actively monitored and responded to customer feedback.

• Localized Content: Created tailored content per location to engage local audiences.

The result: 28% increase in map clicks for bp pulse locations.

Secure Your Spot in the Google Local Map Pack

The benefits of being featured in the Google 3 Pack are substantial: increased visibility, credibility, and business growth. After this blog article, you’re set to act—just watch for these future trends:

• Increased Emphasis on Reviews and Ratings: The quantity and quality of reviews are becoming even more critical as a sign for a business’ trust and credibility.

• Visual Content and Media: Listings with engaging visual content attract more clicks and can enhance the likelihood of appearing in the 3-Pack.

• Local Intent and Personalized Searches: Google is refining its algorithms to better understand local intent and provide more personalized local results; which means that businesses need to focus on hyper-local optimization.

• Integration of AI and Automation: The use of AI tools and automation in managing and optimizing local search listings is on the rise to help streamline listings and review management as well as analytics.

With the right approach, your business can enjoy the significant advantages of this top-tier local search placement and stand out in the digital landscape—by optimizing your GBP and focusing on local SEO strategies, which Uberall can help you with. Reach out!