What is the Google Map Pack (and why should I care?)
The Google Map Pack, officially called the Local Pack, is the block of three business listings you often see at the very top of Google’s search results when someone searches for a local service – like “plumber Calgary” or “best Italian restaurant near me”. It appears above the traditional organic (website) search results. It’s incredibly important because it gets the lion’s share of clicks – often more than 90% for local searches on mobile. Showing up here can dramatically increase foot traffic, phone calls, and ultimately, revenue.
Think of it this way: Google’s primary goal is to provide the most relevant results to the searcher, as quickly as possible. For local queries, Google believes that showing a map with a few nearby businesses is the fastest and most useful way to fulfil that promise.
Why do some businesses show up in the Map Pack and others don't?
It's a complex algorithm, and Google doesn’t publish the exact recipe. However, we’ve observed several key factors consistently influence Map Pack rankings. It’s not just about having a Google Business Profile (formerly Google My Business) – many businesses do, and still don't appear. Here's a breakdown of what matters, categorized by what you can control, what you can influence, and what's largely outside your control:
What you CAN Control (Prioritized Checklist)
- Google Business Profile Optimization: This is non-negotiable. Your GBP is the foundation.
- Complete every section: Don’t leave anything blank! Accurate business name, address, phone number (NAP consistency is vital – see below), website URL, categories, attributes (wheelchair accessible, free Wi-Fi, etc.), services offered, and a detailed business description.
- High-Quality Photos: Add plenty of photos! Interior, exterior, team photos, photos of your work/products. The more, the better. Recent, high-resolution images are best.
- Regular Posts: Treat your GBP like a mini-social media account. Post updates, offers, events, and respond to reviews promptly.
- Accurate Categories: Choose the most relevant primary category and then add additional, specific categories. Be precise. Don't try to 'game' the system by adding irrelevant categories.
- NAP Consistency: Your Name, Address, and Phone Number (NAP) must be identical across the web. This includes your website, all online directories (Yellow Pages, Yelp, industry-specific sites), and any mentions of your business online. Even a slight variation (e.g., “St.” vs. “Street”) can hurt your rankings.
- Local Citations: These are online mentions of your business’s NAP. While the sheer number of citations isn’t everything, quality and relevance matter. Focus on reputable, industry-relevant directories. Automated citation building can be tempting, but often results in low-quality, spammy citations that can harm your ranking.
- Reviews (Quantity & Quality): Google considers both the number of reviews and the average rating. Encourage satisfied customers to leave reviews on your GBP. Responding to all reviews (positive and negative) shows you value customer feedback. Google also looks at the text of the reviews – detailed, specific reviews carry more weight. Caveat: in 2023, Google significantly filters reviews, especially for competitive keywords, and frequently ignores new reviews from new users. While still important for customer trust, the direct ranking impact of reviews is now less predictable.
What you can INFLUENCE (Requires Ongoing Effort)
- Website Local Content: Your website should clearly state the services you offer and the areas you serve. Create dedicated pages for each location if you serve multiple areas. Include your city and relevant keywords naturally within the content.
- Backlinks from Local Websites: Links from other local businesses, community organizations, or local news sites are powerful signals to Google that you're a legitimate, local business.
- On-Page SEO: Basic SEO best practices (keyword research, optimized title tags, meta descriptions, header tags) help Google understand what your business is about.
- Structured Data Markup: Adding LocalBusiness schema markup to your website provides Google with explicit information about your business. This doesn’t guarantee a Map Pack listing, but it helps Google understand your business details. Here’s an example:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Eikeland SEO",
"address": {
"@type": "PostalAddress",
"streetAddress": "1234 5th Ave",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2R 1K8",
"country": "CA"
},
"telephone": "+1-403-123-4567",
"url": "https://eikeland.ca/",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Monday",
"opens": "09:00",
"closes": "17:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Tuesday",
"opens": "09:00",
"closes": "17:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Wednesday",
"opens": "09:00",
"closes": "17:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Thursday",
"opens": "09:00",
"closes": "17:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Friday",
"opens": "09:00",
"closes": "17:00"
}
],
"serviceArea": [
"Calgary",
"Airdrie",
"Okotoks"
]
}
</script>
Important Note: For opening hours, only include the days you are open. Omitting closed days is best practice.
What’s Largely OUTSIDE Your Control
- Distance: Google prioritizes businesses closest to the searcher. If you’re far away, it's very difficult to rank, no matter how well optimized you are.
- Competition: Highly competitive keywords (e.g., “dentist”) will be harder to rank for than less competitive ones (e.g., “mobile dent repair”).
- Google's Algorithm: Google is constantly updating its algorithm. What works today might not work tomorrow.
What most guides don't tell you…
The Map Pack is not a static ranking. Google frequently tests different layouts and features. They sometimes display a “snippet” of organic results instead of the Map Pack, especially for ambiguous or broad keywords. It's also become increasingly difficult to rank for competitive keywords, even with perfect optimization. Google appears to favour established, well-known brands in the Map Pack for those terms. Furthermore, the Local Pack sometimes shows a “neighbourhood” view, displaying businesses in a specific area rather than the top three ranked businesses.
Finally, Google's algorithms have become more sophisticated at detecting manipulative tactics. Avoid spammy citation building, fake reviews, or keyword stuffing. Focus on providing genuine value to your customers and building a strong, reputable online presence.
For a deeper dive into local SEO strategies, and to discuss a custom plan for your business, consider exploring the Calgary SEO services we offer at Eikeland SEO. Our team focuses on sustainable, long-term results that align with Google’s ever-changing guidelines.
Want to learn more about how we can help you improve your online visibility? Contact us today.