How to Rank in the Google 3-Pack

The Google 3-Pack, also called the Local Pack or Snack Pack, is a group of three local business listings that display when users search for certain businesses or services with local intent. Local 3-Pack results appear in the number one spot on Google 93 percent of the time — above organic search results — making this a highly-coveted position for many businesses with physical locations.

The information used to populate 3-Pack results comes from the Google Business Profile, formerly known as Google My Business directory. Google collects this information and uses an algorithm to deliver relevant business listings based on proximity to a user’s physical location.

Local 3-Pack listings highlight the business information people are most likely to be looking for when performing local searches. This includes:

• Business phone number
• Business address 
• Online ratings
• Price range
• Business hours
• Website link
• Location
• Directions

Research shows that people trust Google 3-Pack more than organic results or PPC ads, which means appearing in the 3-Pack is incredibly important for businesses with physical storefronts. 

Steps to Rank in Google 3-Pack

To determine which business listings should appear in 3-Pack, Google looks at the following factors:

• Relevance to the search term
• Distance from the user 
• How well-known the business is

Of those factors, proximity to the person searching is the most important. 

While businesses can’t control the location of users searching on mobile, they do have the ability to influence the other factors Google uses to determine how listings rank in 3-Pack. If you want your business to rise to the top, consider taking these steps.

Step 1: Maintain an active Google Business Profile

Maintaining an active Google Business Profile is one of the most important steps a business can take to increase its odds of ranking in the Google 3-Pack. Additionally, businesses should make sure their Business Profiles include relevant links and positive reviews. 

Step 2: Build a responsive website

Responsive websites with content that loads quickly and web pages that adapt to the user’s screen size are significantly more likely to appear in the Google 3-Pack than older, outdated websites. Working with a company to make your website more responsive will improve local presence and likely result in an increase in website traffic from users searching on mobile devices.

Step 3: Include reviews on your Google Business Profile

Google does not show reviews in its 3-Pack listings, however there is evidence to suggest that the presence of reviews on a business’ profile page increases the chances of the business appearing in the Google 3-Pack. The number of reviews a business has accumulated does show up alongside its star rating in the 3-Pack.

Having a strong local SEO strategy is the key to appearing in the Google 3-Pack. If you would like more information about building a strategy that will enhance your brand’s local presence and help increase online visibility, contact SOCi today.