Understanding Google’s Local 3-Pack
When Google changed its local listing layout from a 7-pack to a 3-pack format called the Snack Pack, there were concerns about how this change would affect local businesses. Google removed the last four listings in local results because they weren’t getting a lot of traffic, but the main purpose was to make the listings look and function better on mobile. Google is aware of the devices that are being used to search for businesses, and since mobile dominates in that field, it would naturally want to stay ahead of the game and give users a good experience.
Since the 2016 update, businesses have adjusted to the Snack Pack and use a variety of methods to stay ahead through factors that affect their local SERP rankings. Below, you’ll find a full guide to understanding Google’s local 3-pack, and how to feature your business on local search displays.
Why Did Google Change to the 3-Pack Display?
Since Google is increasingly focused the mobile user experience, the 7 Pack needed to be more helpful and visually pleasing. As you can see below, the old format was too large to fit onto one page on mobile devices. With the new format, the results are now much clearer and look better, with a map that shows users where the business is located.
The new pack also looks consistent regardless of device, and as shown below, is just enough to function as the first page in a SERP for someone performing a local search on a smartphone.
Rather than highlighting business mobile numbers, what you see now are business hours and addresses. There’s also a mobile tap button (the call button) that can be directly used that’s replaced previously only seeing the number. There are a few broader changes that have been made as well, like Google+ no longer factoring into page rank. The SERPs may still display ratings from reviews on Google+ pages, but having an active account isn’t necessary anymore. Algorithms are increasingly geared towards favoring activity on local search directories.
How to Feature Your business Website on the Google Local 3-Pack
Make Sure Your Information is Accurate and Consistent
Featuring your business on one of the three coveted local listing spots is doable, and not as hard as some people might think it is. The first thing you need to consider is the consistency of your business information throughout the web. Your business name, address, phone number, and email are a great way to start. Google places a lot of emphasis on accuracy and consistency when it comes to delivering information to the end user.
Be Active on Local Listings and Directories
Being active on local listings sites and directories is a key factor that determines your visibility in local search results. The higher your Domain Authority listing is, the more likely it is that Google will trust your business and make it visible. Google is as successful as it is because it’s the main purpose is to give users the most relevant results to their queries. Google rewards websites that adhere to its ever-changing standards. The higher your Domain Authority is, the better it will be for your website.
Make Sure Your Website is Mobile-responsive
Mobile-responsive websites are a requirement today for businesses to be relevant both to users and search engines. If your website isn’t mobile-friendly, you’re going to lose business and exposure so responsiveness is a must in your efforts to be recognized by Google algorithms. The “Mobilegeddon” update by Google tweaked rankings so that responsive pages were pushed to the top of mobile search results. If your website is responsive, then you’ll have a better chance of being featured in Google’s local 3-pack.
Local search and mobility are two aspects of SEO work that take their cue from Google’s overall strategy. To have a better chance of showing up in 3-pack listings, start adjusting your website and making sure your website has a responsive design. Always keep an eye out for any future algorithm updates and adjust as you go along. You can stay ahead of your competitors by monitoring their websites and finding the keywords that they use to rank (use Seo Powersuite, Rankpay and SEOrush for that).
Regardless of how you choose to approach them, Google algorithm updates and layout changes are done for a reason and the more flexible you can be in adjusting to them, the less time you’ll spend panicking over how an update may affect your business and more time learning how to make sure you use that update to your advantage.
