In recent years, Google’s “Local Pack” has become a vital tool for companies aiming to attract potential customers. Particularly in the UK, this feature has garnered a reputation for its effectiveness, boasting a higher click-through rate (CTR) compared to global averages.
This article delves into the mechanics of Google’s Local Pack and the process for businesses to secure a spot within it. We also take a closer look at the critical role of Google My Business in this ecosystem.
Understanding Google’s “Local Pack”
Google’s Local Pack is a search engine results page (SERP) feature that displays local business listings prominently at the top of Google’s search results. It typically shows three local businesses relevant to a user’s query and essential information such as the business name, location, hours, and customer reviews. This feature is designed to provide quick, accessible information to users searching for local services or products, effectively bridging the gap between businesses and their prospective local customers.
The UK’s Higher Click-Through Rate
In the UK, Google’s Local Pack enjoys a notably higher click-through rate compared to global averages. Several factors contribute to this phenomenon. The UK market, with its high internet penetration, strong online shopping culture, and local business support, presents an ideal environment for Local Pack listings to thrive. UK based online users often rely on Google to find local businesses, from restaurants and bars to plumbers and electricians, making the Google Local Pack an essential component of local search behaviour.
Research and data analytics have shown that UK users are more likely to engage with local listings. This is due to a combination of trust in Google’s algorithms, the convenience of finding local information quickly, and the comprehensive nature of the information provided in the Local Pack. This higher engagement rate underscores the importance of UK businesses being featured in the Local Pack to capture this valuable search traffic.
The Importance of Google My Business
At the heart of a successful Local Pack listing is Google My Business (GMB). GMB is a free tool that provides business owners with the ability to manage their online presence across Google, including search and maps. By creating a GMB listing, businesses can ensure that their information is accurate, comprehensive, and appealing to potential customers.
Listing Your Business on Google My Business
To list a business on Google My Business, owners need to follow these steps:
- Sign Up and Verification: Sign up for a Google My Business account and go through the verification process, which may involve receiving a postcard by mail, a phone call, or an email.
- Optimise Your Listing: Fill in as much information as possible about your business, including hours of operation, contact information, business category, and services offered. High-quality photos and regular updates can also enhance your listing’s appeal.
- Collect Reviews: Encourage happy customers to post a favourable review. Responding to reviews demonstrates that you respect consumer input, which may boost your exposure and appeal in the Local Pack.
- Post Regularly: Use the post function on GMB to share updates, offers, and news about your business. Regular posts can increase engagement and keep your business relevant in search results.
Why It’s Essential to Be Listed
Being featured in Google My Business and, by extension, the Local Pack is invaluable for businesses aiming to increase their local visibility and attract more customers. With the higher click-through rates observed in the UK, a presence in the Local Pack can significantly impact a business’s online success, driving more foot traffic, inquiries, and sales.
The combination of a well-optimised Google My Business listing and the strategic significance of the Local Pack in the UK market presents a compelling case for businesses to invest time and resources into these platforms. In an age where online presence is synonymous with business credibility and accessibility, leveraging these Google features is not just recommended; it’s essential for local business success in the competitive UK landscape.
We recommend taking advantage of Google’s free tools in order to boost your businesses online visibility, whilst running on-going SEO, local SEO, and PPC campaigns. This will provide your website will a total digital marketing strategy, ensuring that no stone is left unturned.
