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How to Appear in the Google Local Pack – 6 Simple Steps

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If you want more local customers, getting into the Local Pack (Also called Google Map Pack) is key. This is the box at the top of Google search results that shows the top three businesses for location-based searches, like “Plumber near me”. It also includes a map with pins for each business, making it easy for people with a local intent to call, get directions, or visit your website.

I have already helped over 100 local businesses rank in the top 3 results in the Google Map Pack and organic search results and I will show you all the steps I took to achieve this!

Stats showing that 30% of searches are related to location and other percentage on how many of those visit within a day

Why Should You Care About The Google Local Pack?

  • Based on data from Google we can see why Google Business Profile optimization is one of the most important things local business owners can do.
  • 78% of people who search for something nearby visit a business within a day.
  • Businesses in the Local Pack get more clicks and calls than regular search results.
  • Being featured builds trust—people are more likely to choose businesses shown in this section.
The Google map/local pack highlighted

In this guide, I’ll show you six steps to help your business appear in the Local Pack for a local search and bring in more customers.

How the Google Local Pack Works

Google uses three main factors to decide which businesses appear in the Local Pack. Understanding these will help you tailor your strategy to improve your chances of showing up.

1. Relevance

This is how well your business matches a searcher’s query. For example, if someone searches for “plumbing service near me,” Google will prioritize dedicated plumbing businesses over general contractors that offer plumbing as just one of their services.

Plumbing Example for a near me search in chicago

2. Distance

Google considers how close your business is to the person doing the search. The closer you are, the more likely you’ll appear in the Local Pack.

3. Prominence

This is about how well-known and trusted your business is. Google looks at factors like:

  • Reviews: More positive reviews make your business seem more trustworthy.
  • Backlinks: Links from reputable websites signal that your business is credible.
  • Citations: Consistent mentions of your business on directories like Yelp or TripAdvisor.

Pro Tip: Prominence is something you can influence by improving your Google Business Profile, collecting positive reviews, and building strong backlinks.

Let’s move on to why appearing in the Local Pack is so important.

Benefits of Appearing in the Local Pack

Getting your business into the Local Pack is one of the most effective ways to boost visibility and attract customers. Here’s how it helps:

1. Increased Visibility

The Local Pack appears at the very top of Google’s search results, above regular website listings. This prime position ensures your business gets noticed quickly.

2. Higher Click-Through Rates (CTR)

People are more likely to click on a Local Pack listing than a regular search result because it’s right there, with clear options to call, get directions, or visit your website.

3. More Customer Engagement

With just one click, users can:

  • Call your business directly.
  • Get directions through Google Maps.
  • Visit your website to learn more or book a service.

Pro Tip: Customers often choose businesses in the Local Pack because it provides all the essential information they need to make a decision quickly.

Next, I’ll walk you through the exact steps to get your business into the Local Pack.

6 Steps to Get Your Business in the Local Pack

Follow these six proven steps to increase your chances of appearing in the Local Pack and attracting more local customers by using Local Pack SEO.

Step 1: Optimize Your Google Business Profile (GBP)

  • What to Do:
    • Claim and verify your GBP if you haven’t already.
    • Fill out all sections, including business name, address, phone number (NAP), hours, and services.
    • Upload high-quality photos of your business, products, or services.
  • Why It Matters:
    A complete and optimized GBP (Formerly known as Google My Business) helps Google match your business to relevant local searches, boosting your chances of appearing in the Local Pack.

Learn More: How to Optimize Your Google Business Profile.

Step 2: Get Positive Reviews

  • What to Do:
    • Encourage satisfied customers to leave reviews on your GBP.
    • Respond to all reviews—thank customers for positive feedback and address any negative comments professionally.
  • Why It Matters:
    Reviews build trust and influence customers to choose your business. Google also uses reviews to measure your prominence and relevance.

Learn More: How to Get More Reviews.

Step 3: Use Location-Specific Keywords

  • What to Do:
    • Incorporate phrases like “[service] in [city]” in your website’s titles, headings, and meta descriptions.
    • Include these keywords naturally in your page content.
  • Why It Matters:
    Using location-specific keywords helps Google understand where you operate, improving your visibility in local search results.

Learn More: How to Do SEO Keyword Research.

Step 4: Build Location-Specific Landing Pages

  • What to Do:
    • Create separate pages for each city or neighborhood you serve.
    • Include service descriptions, customer testimonials, and location-specific keywords on these pages.
  • Why It Matters:
    These pages target specific areas, making it easier for Google to rank your business for local queries.

Learn More: How to Create Local Landing Pages.

Step 5: Add Structured Data (Schema Markup)

  • What to Do:
    • Use local business schema to provide search engines with detailed information about your business.
    • Tools like Rank Math or Yoast SEO make this easy to implement.
  • Why It Matters:
    Structured data helps Google display rich information about your business in search results, increasing visibility and clicks.

Learn More: Schema Markup for Local SEO.

Step 6: Focus on Citations and Backlinks

  • What to Do:
    • List your business on reputable directories like Yelp, TripAdvisor, and local business directories.
    • Build high-quality backlinks by collaborating with local businesses or creating valuable content that others want to link to.
  • Why It Matters:
    Citations and backlinks boost your prominence, helping Google see your business as trustworthy and relevant.

Common Mistakes to Avoid

Avoiding these mistakes commonly made by local businesses can help you secure your spot in the Local Pack to get more customers with a local search.

1. Inconsistent NAP Information

Your business’s Name, Address, and Phone Number (NAP) should be consistent across your website, Google Business Profile, and all online directories.

  • Why It Matters: Inconsistent information confuses both customers and search engines, reducing your chances of ranking in the Local Pack.

Example:

  • On your website: “123 Main St.”
  • On your GBP: “123 Main Street”
    This slight variation can hurt your ranking potential.

2. Ignoring Reviews

Failing to manage your reviews—or not having enough of them—can harm your business’s reputation.

  • Why It Matters: Reviews build trust and influence customer decisions. Businesses with better ratings and more reviews are more likely to appear in the Local Pack.

What to Do:

  • Encourage happy customers to leave reviews.
  • Respond professionally to negative feedback to show you value customer input.

3. Neglecting Mobile Optimization

With the majority of local searches happening on mobile devices, having a mobile-friendly website is essential.

  • Why It Matters: A poorly optimized site leads to bad user experiences, which can lower your rankings in both the Local Pack and search results.

Pro Tip: Make sure your site loads quickly and displays important information like your contact details and CTA buttons clearly on mobile.

Conclusion: Why the Google Local Pack Should Be Your Goal

Appearing in the Local Pack is one of the most effective ways to boost your business’s visibility and attract more local customers. Ranking in the local pack helps your business being seen as the most relevant and trustworthy option when someone searches for services in your area.

Key Takeaways

  • The Local Pack puts your business in front of potential customers at the exact moment they’re ready to take action.
  • By following the six steps outlined in this guide, you can optimize your online presence and increase your chances of being featured.
  • Small adjustments, like improving your Google Business Profile, gathering reviews, and using local keywords, can make a big difference.
Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

About The Author

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

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