In order to provide the best outcomes for searchers, Google is constantly changing the way it displays results. This is a benefit for consumers, but it is sometimes frustrating for business owners, who are just trying to keep up with the best marketing practices for ever-evolving algorithms. One of these new updates is the Google three-pack: three high quality listings considered most relevant to the search and location, displayed at the top of the user’s search results. These three listings feature key information about each business, along with a colorful map segment. A coveted location for any business, the three-pack seems like an exclusive club, and you may be wondering how to get in? Less mysterious than it appears, there are a few ways to move your business up towards the three-pack on Google.
Why Three-Pack on Google?
In 2015, Google’s desire to improve mobile searches led to the new three-pack on Google, replacing the previously used seven-pack, which was too large to fit on smartphone screens. Because a growing proportion of searches are conducted on mobile devices, it is essential that any business listing is mobile-friendly. Rankings are kinder to mobile-responsive design, especially for local searches. The Google three-pack is now perfectly sized to show search results on a mobile device, and the pack appearance has also been improved. Besides paring down the pack from seven to three, some additional changes include:
- Instead of phone numbers, the top listings display address and business hours.
- There is a button users can tap that will call the business number.
- Google Plus used to be a key part of page rankings, but this is no longer the case.
For a small business, getting positioned within the three-pack on Google is imperative, since it can provide a tremendous increase in leads. If you want to move up toward the three-pack, here are five ways to boost your rankings, encourage engagement and attract attention:
Optimize Your Google My Business Listing
One of the key things to do is optimize your Google My Business listing page, which will give Google’s algorithm the material necessary to find you in local searches. If you are not currently on Google My Business, this is an essential first step in moving your business up to the three-pack on Google, because around 25% of your ranking rests on accurate Google My Business details — a bigger chunk than any other ranking criteria. On the GMB dashboard, you can manage helpful business details, such as:
- Important business details, including business name, location and category, service areas, hours of operation, website URL and description.
- Location information, such as openings and closings.
- Special offers, announcements and local events can increase your visibility in local rankings.
- Messaging, allowing users to contact the location directly off of the listing.
- Client reviews, which you can respond to within the dashboard.
- Photos
It is essential that you regularly check and confirm that all of your business listing information is complete and accurate. Make sure that every section is thoroughly completed, and consider adding quality photos and video clips, which appeal to consumers. Examine the Q & A section of your listing and if lacking, post answers to frequently asked questions from your website and other platforms.
Gain More 5-Star Google Reviews
Reviews give consumers essential proof of your business legitimacy and quality, and when reviews are featured on local landing pages, they are especially powerful. Customer reviews account for around 15% of Google’s ranking evaluation of your business, so start shooting for as many consistent, positive reviews as possible, and remember these tips:
- Reply to all reviews — even the negative ones, showing that your business cares about providing excellent customer service.
- Always be professional when answering questions or responding to reviews.
- Listen to recommendations provided by the reviews and make appropriate changes.
- Make it a habit to ask satisfied clients to leave you a review on Google, and thank them when they do.
- Include a link to your business listing on Google to make it easier for clients to leave you a review.
- Provide a link to your Google My Business listing on the testimonial page of your website, so clients remember to leave a review after reading other positive comments.
Expand Your Social Media Presence
There is a valid connection between your social media presence and your rankings. Even though the social media factor is slightly indirect, the power of your social media community is still potent. A strong social media following indicates that your value is authentic, users approve your content and that overall, you must be doing something right. The more your business name is circulated and the more visibility you have on social media, the more favor you gain with Google’s ranking algorithms.
Boost Local Business Visibility
Any business that wants to move toward the three-pack on Google should cultivate quality links that are locally relevant. They can do this by participating and sponsoring local events and non-profit campaigns, or joining the local Chamber of Commerce. Other ways to gain local online credibility include featuring the business on local listing sites, such as regional bulletin boards, churches or other community online venues. It may seem like a small effort, but boosting your local business visibility is quite powerful and can position even a small business favorably in the rankings.
Buy Local Search Ads
Even though a business can gain a three-pack ranking by using great SEO practices, it can also purchase Google Ads to reach this goal. In order for a business to buy an ad that will appear in the three-pack, their Google My Business account must be linked to a Google Ads account. Once linked, a business can add a local extension to an ad campaign that is already running. This local extension will include local search results, encompassing Google Maps and the three-pack on Google. These ads are charged on a cost-per-click rate. Google calls it a click whenever the user selects location details, clicks on the business website, selects the call button on a mobile device, or gets directions from the ad. Remember that you can gain ground and move up in rankings by the other practices mentioned above, but local search ads might be one additional way to effectively build local brand awareness.
This Week’s Digital Marketing Action Steps:
- Optimize Your GMB Listing
- Consider Purchasing Local Search Ads
If you are shooting for the three-pack on Google, your business should optimize its Google My Business listing, keep a strong social media presence, gain consistent client reviews and spotlight yourself on local online sites. Besides these improvements, your business may choose to bump up your rankings by purchasing local search ads. Whether you are setting up to get found on Google’s three-pack or not, the steps above can only help your business thrive and grow. Take the steps your business needs to rise to the top and remember to keep one eye on Google’s future algorithm updates.
Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com