What is Google Local pack and why your clients need it

By Darren Johnson on May 8, 2021

Do you wish to increase your client’s business search engine rankings? Are you looking to increase your customer base? Do you want to improve their brand’s visibility in the local business listings? 

White label digital marketing and advertising offer excellent opportunities to expand your client’s company’s reach worldwide. But they can also help you build up your client’s audience in local communities and open your business up to the potential customer in your area. A report published by Google revealed that 46% of all online searches have local intent behind them, meaning their users seek information, services, or other content specific to a location. 

The connection of those users with localized search results they’re seeking was a big problem. That’s why Google has made changes to its algorithm to account for location in its SERP listings. Another essential tool is Google local pack, which helps users connect to specific local businesses they might be trying to discover. 

If you run a digital marketing agency helping clients target a local audience, Google’s local pack is what you need to incorporate into your SEO strategy. Here’s a detailed guide on what the local pack is and why your client needs it? 

What is Google Local Pack? 

Almost every second Google search user is likely familiar with the Google local pack, although they might not know it by name. It is a SERP feature that appears on the first page for any search query with local intent. It also shows a map of business locations and listings for different businesses relevant to a particular search. 

You can see that the local pack has been pared down to three, along with an option for users to click over to a more extended page of results in Google Maps. Google creates these results on the basis of its Google My Business Listings, based on what the algorithm thinks are the most relevant results for a given query. 

Why does your client need Google’s Local Pack? 

Although it has a more significant impact on specific industries and businesses, it is valuable to any business looking to increase its visibility and engage with a local audience. Marketers are incorporating it in their own strategies or opting for white label digital marketing services to optimize their client’s listings because it offers their client’s businesses a boosted online presence as a shortcut to the top of the SERP listing that their company might not be able to reach through SEO alone. 

Let’s discuss the main reasons why your client’s business should rank in the Google Local Pack as part of your digital marketing strategy. 

Superb Positioning 

Do you know that Google Local Pack holds the number 1 position in 93% of all Google searches? That indeed means Google’s local pack can position your client’s business as one of the most relevant in customers’ eyes. 

The local pack gives online searchers a glance at your client’s business. This is essential considering people’s short attention span. Customers tend to incline towards companies they can easily find online. 

Consumers also look out for what other people have to say about your business. 

Google’s Local pack helps you improve your client’s brand’s online visibility. If their business appears on the local pack, it means people always see them on page 1 of Google. 

Influence Buying Decisions

The next main reason to get into the Google local pack is that it helps influence consumers’ buying decisions. Studies revealed that almost 80% of local searches via mobile devices translate to direct purchases. Moreover, these purchases happen within the next 24 hours of online search. 

Thus, if users see your client’s business in Google Local Pack, you can expect a slight increase in the number of calls your client receives. The more calls they get, the more sales they can generate. 

The best thing about Google’s local pack is they make things easier for consumers. It includes a call-to-click feature, allowing online searchers to call their business directly through one click of the click-to-call button. 

Surveys show that 70% of mobile searchers use this button to contact businesses. Besides, they can also find out more details about your client’s company by clicking your business name. 

Click on your client business’s image will lead a customer to a map. This provides the customer an idea of how close they are to their desired location. 

Furthermore, you can also put links to your client’s social media platforms. If they have a Facebook or any other social media platform’s account, you can provide a link in their entry. Customers will only have to click on the Facebook icon that will redirect them to the client’s Facebook profile. 

But, what if you don’t have enough staff in your digital marketing company to provide your client with such services? You can choose white label digital marketing services, they will do all the tedious tasks for you, and you can offer them to your clients with your own custom brand. 

Get the Reviews out 

Another big reason to go for Google local pack is that it provides you a chance to showcase your client’s customer reviews. Once a searcher clicks on your entry at the local pack, Google gives them a summary of business customer reviews. 

At first sight, they can already see your client’s business’ overall rating. And they can also go through every review simply by scrolling down. 

Keep in mind that you also need to work on your client’s reviews. The more reviews they have, the higher the chances of ranking in the Google local pack. 

We know that it can be a tedious job to handle your client’s reviews and then optimize their business on Google local pack. That’s why it is better to opt for a white label digital marketing agency for outstanding results. 

Summing Up 

If you run a digital marketing company, you should do your best to rank your client’s business high on Google local SERP and in the local pack. Like I said earlier, it is one of the most visible SERP features, and you can make their business appear in the block if you play your cards right. 

We at Umbrella can help provide custom solutions that are in line with your client’s business goals. Whether it is digital marketing or SEO that you need, we can give it to you.

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