This post was originally published in December 2023. Since then, a lot has happened in the world of search engine results page (SERP) layout. Now that we’re in the age of AI Overviews, we’ve updated this post. – Becky
What is Google Map Pack?
Google’s Map Pack is a search engine results page feature that can help potential local customers find your business.
Google Map Pack displays a map of local results from your search, based on your IP location or a location you’ve indicated in your search query, along with three business listings that match what you are searching for based on Google’s understanding of those businesses.
Featured business listings include the business name, star rating, hours, location, and service details. From there, you are one tap away from investigating these businesses and viewing their full details on Google Business Profile.
Here’s an example of a Google Map Pack that appears when I search for coffee shops near me.
Why Map Pack Matters
The way the public searches is changing, but Google Map Pack listings are still important because they indicate that Google:
- Is aware of your business’ local signals;
- Has assigned your business a measure of topical authority and trustworthiness; and,
- Is regularly crawling your profile and website to ensure the SERPs deliver the best options for users.
How is search changing? Instead of typical a few words into a Google search bar, people are starting to move more toward AI-assisted voice search. Those keywords are called long-tail keywords, and they include detailed questions from people whose intent is to make a purchase quickly.
Google Map Pack is an important tool to understand when planning your digital marketing strategy.
- 46% of all Google searches are looking for local information.
- 72% of consumers who performed a local search visited a store within five miles
These stats and much more paint a clear picture: Local searches are happening in large volumes and these searches inform where people take their business. If your business shows up on the map, is featured in the pack, and is listed in AI Overviews and search results (more likely, if the search engines understand a lot about your business), you have a higher probability of getting that search conversion. That can mean the difference between steady business and an empty building.
Another important aspect is where these results are placed. The majority of local searches are taking place on smartphones, and Google Map Pack occupies the top portion of these search results, just below the AI Overview and top ads, in most cases. This means that during this critical part of the information-seeking process, this search tool occupies the entire screen with useful results that people are likely to use.
Take-away: Even if your website is ranking as the top organic “blue link” search result, it is still being beaten out by Google Map Pack results. You need that visibility.
Pro Tip: Could the right digital advertising agency partner help you take up the whole top of the search page results? With the right strategy and mix of ads, SEO, and social media, it’s entirely possible. Hit us up and let’s talk about total search domination.
How Can I Show Up in Map Pack?
Being placed in Google Map Pack results means increasing your brand’s reputation, local signals, and topical authority, as determined by Google’s algorithms. This means that there is no step-by-step guide for this process, but we’ve discovered the top signals Google uses to place businesses in the pack.
Here’s what you need to do.
Step 1: Claim your Google Business Profile listing
This should be your first step before proceeding with any other efforts. Google’s not making it easy to verify your ownership and business location, so this is going to take some time and effort. You may have to do a live video walk-around to show a Google rep nearby geographical markers like street signs, other businesses nearby, and your branded building.
Step 2: Optimize your profile
Once you’ve successfully claimed your profile, then you can ensure your business’s details are all up to date:
- Business name and category
- Location AND address (they can be different to Google, trust us)
- Phone number
- Hours of operation (and special hours for holidays)
- Photos of your building, products, and anything customers might want to see
- Updated description and services with messaging and keywords that are consistent with all your digital channels
- Quick review responses that indicate great customer service
- Answered questions from Google users
Recent reviews are one of the most powerful ranking signals in the Google landscape, but you often won’t get them unless you ask for them.
Ask. For. Reviews. And then respond!
Step 3: Optimize your website for visibility and consistency
Optimizing your website’s SEO is important for your business’s website in general, but it will also help Google deliver your business in AI Overviews, Google Map Pack, and the top of organic search results.
Focus on creating messaging consistency on your website, social profiles and posts, and your Google Business Profile. Make sure you’ve set up organization/entity schema appropriately in your website so that it becomes the hub of your business identity.
Then, all the SEO work you’ll do inside your site and all the social signals that increase your share of voice in your industry will help build your brand’s authority and improve your search rankings for those long-tail (voice search) keywords. Those are the money searches, and you don’t want to miss out.
Step 4: Create credible mentions of your business online
Mentions and backlinks let Google know that your business is trustworthy and should be listed in the Map Pack, AIO, and top blue links. Don’t buy backlinks; earn them with great, helpful website content. Also, put them in your owned social media and Google Business Profile.
Here are the best ways to get mentions that get noticed:
- YouTube. Create a channel to host your video content, make sure you write great descriptions, and link back to your website from the description.
- LinkedIn. This is primarily a B2B channel, but its authority signals and results in rankings are huge. Use all the content channels: posts, articles, videos, collaborative articles, comments, mentions… there are lots of options, and you should try them all to find your business’ best mix.
- Social posting. Keep posting relatable and authentic updates to connect with your social media audience, on whatever platform works best. You’ll continue to built trust and increase your share of voice in your industry, and boost visibility in search.
Lead the Pack to Connect with your Target Audience
The Google Map Pack feature has the potential to increase your local brand awareness, which means more growth for your business. Call on the Fly Pages team today to coordinate new ways to see your business succeed through digital marketing.
Updated in November 2024 by Becky Dolgener. Original post written by Antonio Jaquez; Graphic by Kenzie Akins.
