What is a ‘Map Pack’?
As search engines scour the web, Google, Bing, Yahoo, and others will return search queries with a list of the top two or three closest businesses that best fulfill the request of the consumer. Physical businesses at the top of the search results under the map are known collectively as a map’ or local pack’. Search engines provide crucial information about each of the businesses in the pack, giving them a competitive edge.
Each point has its own ranking strategy. Take extra care when providing this information to Google.
Building a Strong Foundation
Best practices have broken map pack ranking into two categories: foundational factors and competitive difference makers. Foundational work gives you the authority search engines look for first when answering a query. Competitive difference-maker methods are used to bring your business closer to the top of the list and score you a better spot on the map pack leaderboard.
“The more you can do to teach Google
about your business, the better off you are
going to be.”
Ben Fisher, GMB Platinum Product Expert
Foundational Factors
GMB Optimization – Google My Business directly integrates with Google and Google map searches. The more accurate your information, the more likely you are to appear closer to the top.
Citations – Uploading your Name, Address, and Phone Numbers (NAP) to business citation sites can help search engines recognize your business as a fully operational entity.
Location – Your business location in relation to the searcher will be a huge factor in your appearance on a map pack. Make sure you have a GMB setup and that the information is up to date. This will help you with Google’s SERPs.
**Interactive numbers connect customers directly to you for an instant, zero-click traffic.
Competitive Difference Makers
Reviews – Just like social media, Google and other search engines watch for engagement as they determine result ranks. Updated business photos and new reviews show Google that you are an active, popular business.
Domain Authority – Repeated, specific business claims increase your authority on a given topic. List your business on as many local business profile directories as you can.
Inbound links: Improve your chance of being mentioned by local stakeholders by engaging with the Consider marketing to locals:
community.
• chamber of commerce
• fairs, charities, and fundraisers
• online communities
• non-competing local businesses