What is the Local Pack and Why Should You Target Keywords That Trigger It?
Definition of Local Pack:
The Local Pack is a featured section of Google search results that appears for location-based queries (e.g., “auto repair shop in Chicago”). It typically consists of a map and three businesses recognized as the most relevant to the user's search. In the context of optimizing your Google Business Profile, appearing in the Local Pack not only ensures visibility in Google Maps but also in the main Google Search results, providing dual benefits.
Why Should You Target Keywords That Trigger the Local Pack?
Multi-Channel Presence:
Being featured in the Local Pack means your business is visible in two key areas: Google Maps and Google Search. This doubles your chances of reaching potential customers, increasing the likelihood of acquiring new clients.
Enhanced Visibility:
Appearing in the Local Pack places your business at the top of search results, significantly boosting the chances of being noticed by users. Your business profile is visible both in Google Maps and directly within Google Search results.
Increased User Trust:
Businesses featured in the Local Pack are often perceived as more credible and recommended by Google. This builds trust among potential customers towards your brand.
Higher Conversion Rates:
Local searches often come from users ready to take immediate action (e.g., “restaurant open now” or “emergency plumbing services”). Visibility in the Local Pack increases the likelihood that a user will choose your business.
2x Greater Chance of Acquiring a Customer:
Targeting keywords that trigger the Local Pack provides up to twice the chances of acquiring a customer compared to merely appearing in Google Maps. This is due to the dual exposure and enhanced credibility.
Comparison with Keywords That Do Not Trigger the Local Pack:
Keywords with Local Pack:
Your business appears at the top of results in both Google Maps and Google Search.
Increased visibility and greater user trust.
Twice the chances of acquiring a customer due to dual exposure.
Keywords without Local Pack:
Your business competes primarily in organic search results or only in Google Maps if the user navigates there.
Lower visibility, leading to reduced chances of clicks and user engagement.
Limited opportunities to reach potential customers.
Awareness of Alternative Strategies:
We want to emphasize that we do not claim that keywords without the Local Pack are bad. There are industries for which adequate visibility in Google Maps or in organic search results alone is sufficient and effective, such as restaurants, small local boutiques, or niche service providers. Our goal is to provide information so that you are aware of the different SEO strategies available and can choose the one that best fits the specifics of your business.