What Is Local SEO & Why Local Search Matters

March 23, 2022  

If you’re running a local business, then you need to make sure you’re doing everything you can to optimize your website for local SEO. Local SEO is all about making your site more visible in search results for people who are searching for businesses like yours in their local area. 

Why does this matter? Well, because studies have shown that almost half of all searches now have local intent, which means people are looking for things to buy or do near them. And if your business doesn’t show up in those results, then you’re missing out on a whole lot of potential customers. 

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What is the Google Local SEO 3 Pack?

Right now, if you put “digital marketing in Chennai” into Google, you’ll receive a list of marketing firms in your region. Because Google aims to give you the most relevant information, the agencies that are most relevant to you will be presented — in other words, the digital marketing agency listings displayed will be determined by your geographic location.

These listings are in a separate list at the top of the page, along with a map.

For example:

What is the significance of Google’s Local SEO 3 Pack?

Before the three listings appeared, Google presented seven local businesses in a list format, known as the 7 pack, implying that more local businesses had a chance to appear on the first page of search results, even if they didn’t perform well organically.

The choice by Google to provide fewer listings appears to be influenced by mobile. The 3 Pack search results make desktop searches seem like mobile searches, with more room for map results and reviews, but there are fewer rivals for the top spots.

However, as previously said, search results are localized, which means that the local SEO three-pack varies significantly depending on the location of the searcher.

The “More Places” area beneath the local SEO 3 pack can be expanded, and these results display unaltered in local search results. This means that even if a company does not rank in the top three, it might still appear in the top search results.

What impact does the Local SEO 3 Pack have on your business?

If your organization used to be in positions 4–7, you will most likely no longer see it displayed for specific search phrases. Because they are no longer featured, some businesses we spoke with have witnessed a decrease in web traffic and phone calls to their business.

while when you don’t receive as much traffic, the quality of their leads or inquiries gets higher. This might be due to Google eliminating phone numbers from the 7 Pack, forcing you to open the “More Places” area, which reveals the phone numbers – this list contains 20 organizations, so don’t despair — the Local SEO 3 Pack isn’t bad for every business.

What changes should you make to your local SEO strategy?

1. Make sure your Google My Business page is complete.

The majority of the information for your local company is obtained from your Google My Business page (including your address, phone number, photos, street view, and so on).

So, if you haven’t already, claim your Google My Business listing and fill out as much information as possible, including the following key facts:

  1. Add a lengthy, unique description with links that are structured appropriately.
  2. Select the appropriate category for your company.
  3. Add a high-resolution profile photograph and cover photo to your profile.
  4. Upload as many pictures as you can.
  5. Include a local phone number in your business listing.
  6. Include a business address that matches the one on your website and in local directories.
  7. If your employees don’t object, provide photos of them as well. When it comes to picking a local firm to do business with, a little personalization goes a long way.

2. Earn great Google reviews.

Phone numbers and precise addresses have been deleted from Google search results but starred ratings have remained. As a result, businesses seeking to rank in the top three and gain traffic from that position must have a large number of positive evaluations.

And these aren’t just Google reviews; they’re also reviews on Yelp and other local directory pages which are currently used by Apple maps.

3. Keep track of your ‘open’ and ‘closing’ hours.

The snippet for each local business listing now contains the firm’s operating hours. Depending on when a searcher begins their search and select noticing the open and closed timings.

Make sure your Google My Business profile has the right opening hours for your firm. If you don’t intend to keep it open 24 hours a day, it’s best not to do so. If a searcher contacts your business and you don’t answer, they may report the information as false, and you’ll harm your brand.

4. Make your brand unique.

Make your search keywords as exact as possible to ensure that you appear above your competition in relevant local searches.

Reposition your brand as more specialized if you’re not in the first three results. To put it another way, instead of ranking for “restaurant,” try ranking for “Indian restaurant.” Instead of “builder,” try “conservatory builder.”

The goal is to be as particular as possible when it comes to what locals look for, as this will increase your chances of being in the local SEO 3 pack.

5. Boost your on-page SEO performance.

Another important local SEO aspect for listings is the content on your site, so make the most of it. Within these sections of your landing page, try to include your city/region, as well as a relevant keyword.

 Image ALT attributes, Title tag, H1 tag, H2 tag, Page URL, Page content.

Additionally, including a Google map with your company marker on your landing page will help with local SEO rankings.

Here’s where you can learn more about on-page SEO.

6. Create local backlinks.

The importance of link development in local SEO operations cannot be overstated. Local SEO is considerably more reliant on connections from other local websites that are truly relevant to your business than traditional SEO campaigns.

If you’re a local plumber, for example, listing on plumber online directories that reveal your address is essential, since it strengthens local search results.

Yelp and other Yellow Pages-related directories are in the same boat. That is, in addition to focusing on bringing search traffic to your website, creating a strong corporate presence on industry-leading local directories may help you get additional visibility.

Google’s local SEO 3 pack is intended to provide searchers with a more relevant browsing experience. It is your responsibility, as well as that of your local business, to ensure that you are relevant to their search.


Being in one of the top three positions for local SEO is a valuable opportunity to earn more leads that can be converted into customers. It’s important to remember that just because you have a website doesn’t mean it will show up in search engines. 

Don’t forget to Collect the points of the local SEO checklist to create a successful campaign!

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