What Is the Google 3-Pack?

The Google 3-Pack is an approach Google uses to showcase top three results that appear on the local Google search engine results page (SERP).

For example, when you perform a local search query such as “Vancouver sushi”, the three local results that appear on Google SERP are a result of Google 3-Pack.

To appear in the Google 3 Pack, the first step is creating a Google My Business (GMB) page and filling in all the necessary information. Once you have created a GMB page, Google uses a variety of factors to determine which local results to show you according to your search query. Factors include:

• Proximity. If a customer searches for “coffee near me”, Google 3-Pack will serve three top coffee shops near the customer’s current location.
• Google reviews. The more positive Google Reviews a company has, the greater its chance of appearing in the top 3 local results.
• Google My Business information. Google uses information in a GMB page to determine the relevancy of the page in accordance with the search query. For example, Google will only display results of nearby sushi restaurants if a customer searches for “sushi near me”.

How Does a Company Improve its Ranking for Google 3-Pack?

A company cannot optimize its local listing specifically for Google 3-Pack because results on Google’s 3-Pack depend on the location of both the business and the searcher. That said, a company can improve its overall chance of appearing higher on local SEO results by using the following local SEO tactics.

How Can a Company Optimize for Local SEO?

You can optimize your GMB page by taking the following approaches:

• Fill in all the necessary information in your GMB page. Information includes service area, products, services and business description. Including this information helps Google understand your products or services and serve your GMB page for relevant search queries.
• Gain more positive Google reviews. Ask your customers for Google reviews. If you deliver exceptional customer service or products or services, chances are that your customers will write positive Google reviews about your company. The more positive reviews (4 or 5 star reviews), the greater your chance of appearing in Google 3-Pack.
• Ensure your website has accurate and consistent location information. Make sure that your business name, address, and phone number are displayed accurately on your website.
• Earn backlinks from local websites. Gaining backlinks from your local chamber of commerce or non-profit organization is a great way to improve your local search ranking.

Appearing on the top three results is an effective way of maximizing your online exposure and website traffic from your local customers. Doing this helps you improve your sales because customers who are looking for products or services such as “coffee shop near me” or “sushi near me” are generally ready to purchase. A customer who’s looking for a coffee shop or sushi restaurant near them is likely to get a cup of coffee or grab some sushi immediately. By using the four local SEO tactics mentioned above – gaining more positive Google reviews or earning backlinks from local websites – you will increase your chance of appearing among the top local SEO results and displaying in the Google 3-Pack!