What is local SEO pack and why you should worry about it?
Updated: Jan 16, 2020
Search engines use location to provide a better user experience. Gone are the days when you searched for “Emergency Plumber” and got a selection of results ranging across the country. Now, search engines use location based data (IP addresses and geo location) to provide a better search result.
By optimizing for local you can take advantage of search engines’ local intent for better visibility for the business within the search results. Searching for a specific business or service in a location triggers what is called a Local Pack.
This is a list of businesses that provide a service or product within the local area and adds an additional layer to the search results.
There are several types of local pack, but they mostly contain the same blocks of information and do not differ substantially.
We’ll be talking about two types: Local Teaser and Local Pack (or Local Finder). Their main difference is that Local Teaser does not have links, which complicates tracking your presence in them. We’ll discuss tracking your results in the last chapter.
By combining local SEO with your search marketing mix and bringing all the elements together you can dominate the search result landscape.
Now, let's see what the types of local packs are
Types of local packs
Local Teaser aka Local Snack Pack
This is a local 3-pack for dining, hospitality, and entertainment businesses. Results have a photo, no phone number, and no links to the website, but if you click on one of the results, you will see a map featuring more businesses and an extended card of the selected business, with a link to their site.
Local Pack aka Local Finder
This is the most commonly used type of Local Pack: a list of three (can be also two or four) businesses with their contact details and other valuable information Beneath or beside the map, which is displayed on the Google search page, is the Name of Business, Address of Business, Phone Number of Business (NAP), unless marked as a Service Area Business (SAB), in which case only town and county (state) are displayed. Other information may be included, such as business hours, star rating, etc.
In the next article we will be discussing about How to penetrate into the Local Pack.