What is Google 3 Pack and How to Get Listed: A Complete Guide

Google 3 pack (map pack, local pack, or snack pack) is a feature on Google search results that displays the top three business listings in response to a local search query. It typically ranks above the organic search results and is a golden spot for businesses to funnel conversion-ready traffic. 

Customers can see the business name, address, location, opening hours, and customer reviews for each listing on the pack, which are vital in informing their purchase decisions.  

Here’s an example: 

How do you rank on the Google 3 Pack? 

Although there are many factors, the three most critical ranking factors for more prominence in the 3 pack are: 

• Relevance: This considers how well your business listing matches the user intent. It answers, “Does this business offer what the searcher is looking for?”. A lot of this is based on the categories your GBP profile listed for.  
• Prominence measures the credibility and trustworthiness of your business in the service area. It asks, “How reputable is this business in [target area]?” Google uses reviews, directories, physical locations, and backlinks to determine a business’s prominence. 
• Distance: This considers the proximity of your business location to searchers. Usually, Google prioritizes the listing closest to the searcher. It answers, “How close is the searcher to the business location?”

These factors are building blocks for other ranking factors for Google 3 pack: 

1. Claim and verify your business listing: 

The first step to ranking on the map pack for local queries is having a verified Google business profile. If you have yet to create or claim your GBP, head to Google and search for ‘Business Profile.’ 

For unclaimed profiles:

If you already have a listing but are yet to claim it, you’ll see an unverified profile with a prompt below asking you to claim and verify it. 

Click on the link and follow the prompts. 

For new profiles: 

If you’re yet to create your GBP, visit the Google Business Profile and click ‘Manage Now.’ 

Next, you’ll be redirected to a page where you can enter your business details. Follow the prompts to create and verify your business listing. 

Tip: When filling in your details, ensure they are accurate and consistent with your website and the digital platforms where your business is listed. This will increase your chances of ranking in the Google 3 pack. 

Read more on how to optimize your Google Business Profile for conversion. 

2. Ensure your NAP-W is consistent across all digital platforms: 

NAP-W stands for name, address, phone number, and website. 

Your NAP-W details must be accurate and consistent across all digital platforms, including social media and online directories. 

This is because Google aggregates data from various internet sources to validate the information on your business profile. Inconsistencies, such as abbreviations or variations in address, can confuse Google bots (and your prospects), which may affect your organic rankings. 

Also, a report from WhiteSpark reveals that NAP-W consistency is essential for ranking on the organic search results and local pack: 

That said, ensure the information on your business profile is the same as on other platforms, down to the minute detail.  

3. Optimize for the right keywords/use keywords strategically: 

Keywords are the exact phrases searchers use to find you online. They act as bridges connecting your business to your potential customers. 

Without optimizing for the right keywords, you won’t appear on the Google 3-pack search results for local searches. In fact, WhiteSpark ranks them the second most important factor under the local pack category: 

Other reasons you need the right keywords for your GBP are: 

• They help you know the exact phrase to use when choosing the primary category for your business. These categories are used to label your business, and without them, your business won’t rank on the map pack  
• They help Google understand your business offers and match them with customer search queries 
• They help to attract customers with local intent 

So… how do you choose the right keyword? 

Instead of targeting generic, high-volume keywords (they’re harder to rank for anyway), focus on hyperlocal keywords. These are specific phrases used by customers within your local service area. 

They often have low search volume but a high conversion potential. 

For example, a plastic surgeon in Memphis can target hyperlocal keywords such as “Memphis rhinoplasty specialist” or “plastic surgeon in Memphis,” instead of “plastic surgeon.” The latter has a higher search volume but is more competitive and difficult to rank for: 

On the other hand, the former is highly targeted and will yield better conversions:

Read more: How to choose the right keywords for SEO. 

4. Choose the right business category: 

Categories are labels that describe your business. They help you show up on the map pack for related search queries. 

For example, if the primary category on your business profile is Rhinoplasty and Liposuction, you’ll likely appear on the map pack with keywords like “liposuction near me”  or “rhinoplasty near me.” 

WhiteSpark’s Local SEO 2023 report ranked the GBP category as the most critical ranking factor for Google 3 Pack: 

Google also listed it as one of the factors that affects your local ranking on Google: 

When choosing categories for your business, Google advice to opt for one that describes your business as a whole: 

There’s a caveat, though. 

You don’t need to add a category for every product/service you offer. While Google allows you to add up to 10 on a single listing, you need to be strategic and specific when choosing categories.  

See this example from Google: 

List your main service as your primary category IF you have several departments within your business or offer sub-services. For businesses in other departments/services, add them in the “Additional category” section. 

For example, as a plastic surgeon, you may have other departments within your clinic (a medical spa or dental clinic). Add “plastic surgery” as your primary category and “medical spa” and “dental clinic” as additional categories. 

Another alternative is to spy on your competitors to see the categories they’re ranking for. Here’s how: 

• Install GMB everywhere or the Pleper extension on your Chrome browser
• Next, go to Google Maps and enter the keyword you want to rank for in the search bar. On the search results, GMB Everywhere will show you the categories listed businesses are ranking for (the primary category is marked with a star). To see the additional categories each listing ranks for, click ‘Find More.’

• Pleper also shows you all the categories used in all the business listings on the map pack: 

If you click on any listing, you’ll see the categories the local business is ranking for: 

Now, you have a list of ideas to inform your listing. 

Tip: Ensure the keyword used for your primary category (closely) matches the heading on your website or the landing page your GMB links to. This is important as it ranks #11 and #15 on the WhiteSpark’s Local SEO report: 

For instance, the company Los Angeles Plastic Surgery used “Plastic Surgeon” as their primary category. The website heading also contains “Plastic Surgeon” as an H2:  

Our resource on how to conduct local SEO keyword research can be helpful. 

5. Create a keyword-rich description: 

The description section provides users with a concise summary of your business. It’s an opportunity to write about what your business offers and why customers should choose you over your competitors. 

• You’re limited to 750 characters, so be direct about your business offers  
• It shouldn’t contain any of Google’s prohibited content, gibberish, promotions, or display links. 
• Feel free to add keywords relevant to your business, but keep it minimal. 
• Don’t hard sell. Instead, include social proof, a significant achievement, or other information that will excite your target audience to patronize your business/service. 
• Focus on the user’s search intent. Your description should describe your business and explain how your products/services will benefit those who visit your profile. 

Read more about Google’s guidelines for writing business descriptions here. 

Our article on branding vs. marketing also discussed how to explain your business and why consumers should choose you. The sections on the contextual model of branding and brand equity will be extremely helpful. 

6. Add high-quality visuals to your listing

High-quality visuals are not a direct ranking factor but play a huge role in influencing your conversion rate. This is because 91% of customers prefer to see product visuals – user-generated visuals – before they make a purchase decision: 

Source

You can show high-quality visuals of your business on your profile through: 

• A logo containing business details 
• A cover photo that shows up at the top of your profile 
• Business photos and videos that show your business product/services, location, etc. 

Here are some helpful tips to consider when choosing visuals for your business listing: 

• Use only high-resolution photos and videos (<720p) that comply with Google’s content policy and guidelines. 
• Avoid images with alterations or filters. It should be natural and represent reality. 
• The image size should be between 10KB and 5MB, while videos can be up to 75 MB.
• Go creative by adding snapshots of customers who’ve used your product/service and even product reviews for more engagement. 

All these help you show up in the Google 3 Pack with your distinct identity to help searchers register (and recall) your brand. Read more about how to add photos and videos to your business profile. 

7. Target locations close to your prospects: 

The proximity of your business to the searchers influences your ranking on the map pack. Google states that they rank based on the searcher’s location: 

This means that both service area businesses (SAB) and physical storefronts need to add their business addresses and service areas when creating a profile. Adding your addresses lets prospects know where to find you, and it also increases your chances of ranking in each service area. 

Before adding your local business locations, consider the following: 

• City borders or city boundaries. These are a city’s geographical limits. Google uses this information to display your listing for relevant local searches. 

To rank on the Google 3 pack, your business must be located within the city borders. This means even if you serve customers in areas outside the city borders, your business will likely not appear for searches there. 

For example, if your business is located in Santa Clara, you can’t rank for searches in San Jose, even though it’s closer. San Jose is outside the Santa Clara borders: 

There are some exceptions to this: 

1. Create virtual offices in the service areas where you’re not physically located and list the address on your profile. 
2. The competition in the neighboring city is weak or non-existent (which exposes you to searchers in the area). 
3. Your business is more relevant to the searcher than the profiles within the city. 

• City center. This is the cultural heart of a city and often comprises high-traffic areas. The city center is vital for searchers looking for businesses in a particular city but elsewhere. And the closer your business is to the city center, the higher your chances of ranking for these searches. 

For example, if your business is close to the city center in Santa Clara, it’ll likely appear for relevant local searches from San Jose or other neighboring cities: 

Lastly,

• Searcher-to-business distance: This simply means the distance between your business address and the searcher. Google recommends that your business be at most a two-hour drive away from the searcher. 

8. Utilize Google posts to share updates 

Google Posts is a recent feature that promotes special offers and upcoming events, and shares updates on your business profile. Think of it as a mini blog or social status feature with a longer time limit. 

Creating and sharing Google Posts increases your chances of topping the search results, as it signals Google that your business is active and locally relevant. 

Also, it can convert potential customers before they check out your competitors. 

Think about it: A prospect looking to hire a plumber might be compelled to choose a listing advertising special discounts for first-timers. 

The best part is that you can add custom call-to-action buttons, such as “Call Now,” “Book Appointment Now,” or “Sign-up Now” under your post to convert customers right away. 

9. Incite customers to leave quality ratings 

Customer reviews are another vital ranking factor on the map pack. 

This is likely because quality ratings and reviews help Google (and your prospects) verify your business’s credibility and trustworthiness. 

To generate reviews for your Google Business Profile:

• Encourage your customers to leave a text with a supporting image to their review. I discovered that Google ranks reviews with images higher than those without on a business listing.
• Create a customer-centric review culture by giving discounts, rewards, or SWAGs. 
• Make it easier for your customers to leave reviews on your profile. You can share a ‘leave us a review’ card that contains a snapshot of your GBP or send personalized email requests. 
• Avoid posting falsified reviews, as it can attract a penalty from Google
• Monitor reviews regularly for questions from prospects or negative reviews from dissatisfied customers. Calmly address their concerns to show your commitment to providing quality customer service. 

10. Create a local landing page:

Local landing pages are individual web pages containing vital business details designed to attract local traffic to your site. 

Small businesses targeting a street, city, or neighborhood might not need them since their home page can act as one. 

However, franchise or multi-unit businesses targeting several regions within a state or country can benefit from creating specific location landing pages to attract and cater to customers within each region. 

There are different types of local landing pages—regional/state, city, and neighborhood—with different use cases. But they all contain vitals such as address, business name, contact information, local content (including testimonials), and more. These various local content can increase your chances of ranking on Google 3 packs because they make your business more credible and trustworthy. 

See this example from Ahrefs: 

Here are some tips to consider when creating a local landing page: 

• Ensure your business details (NAP-W) are consistent with that on your Google profile. 
• Your landing page should include localized content. This includes nuances unique to your target market, such as popular landmarks, events, or phrases. 
• Show reviews from local customers. 
• Add a map that shows your location clearly with directions 
• Don’t forget the visuals. Remember that your local landing page is like an advanced version of your GBP, so take advantage of it to showcase your business. 

Use high-resolution images and videos of you, your business location, product/service, latest updates, etc., to create a personalized experience and connect with your prospects. Ensure your images are equally optimized with the right alt texts! 

• Optimize your content with hyperlocal keywords.
• The top-of-the-fold content should contain vital business details and compel readers to “see what’s in it for them.” 
• Add Schema markup to your web page’s HTML code to rank for rich results

11. Add predefined services:  

Google allows some businesses to add the services/products they offer to their business profile. This feature increases your visibility and ranking on the map pack, as you can rank for all the services you offer in your local area. 

To see if your listing has this feature, search for your business profile on Google and look for the icon ‘Edit Services.’‘

Your services will be listed as an offshoot of your primary category (this is why you should choose wisely!) If you can’t find any related services, click ‘Add custom service’ to create yours: 

Your listing can rank on the map pack for any of these services in your local area. 

12. Track progress and re-optimize for higher conversions

What’s better than a good ROI? A better one, of course! 

Your Google Business Profile has an analytics feature to track the performance of your listing over a pre-set time. To access this feature, log into your business profile and select ‘Performance.’ 

You’ll see metrics such as:

• The search queries you’re ranking for, 
• Number of unique visitors to your profile 
• Number of website clicks, messages, calls, and completed bookings 
• Total number of menu clicks per day, including your menu photos, URLs, and structured data 
• Number of views sold at your business profile location 

This data can help you gain insights into your SEO campaign, 

You can also use third-party local SEO tools like WhiteSpark and SEMRush to visualize your SEO performance and determine where to improve. 

Why is Google 3 Pack Important to Business Owners? 

Ranking on Google 3 pack is a lead generation strategy that provides the opportunity to: 

• Promote your business
• Attract them using rich snippets and optimized listings and 
• Compel them to take action — visit your storefront, call your business, etc.

… without spending a dime on paid ads. 

It’s also a way to increase visibility and generate more impressions for your brand. 

For example, if you struggle to rank on organic search results for industry keywords, optimize your Google Business Profile (GBP) using our guide. This will help you appear on the map pack and strengthen your online presence. 

We’ve done this for many of our clients. Sitkoff & Hanrahan, a law firm in Los Angeles, wasn’t ranking well on the search results for competitive keywords in their industry and local market. They also had declining website traffic, visibility, impressions, and leads. 

After optimizing their Google Business Profile and implementing local SEO strategies, we achieved: 

• 51% increase in organic traffic
• 62% increase in rankings for their primary keywords  
• 168% in organic leads 

They went from ranking on the fourth page on the SERPs to appearing on the first! Read the entire case study here. 

A study shows that ranking on local map packs influences customer purchase decisions, especially as customers are 3X more likely to view a business as reputable IF they have a complete business profile. 

Ranking on the local map pack is an easy way to achieve your desired results. It will put your business on prospects’ radars and increase your conversion rate. 

Since 2009, we have helped hundreds of local businesses succeed with local SEO. Book an intro call with our consultants and let them develop a custom strategy for your business!