For brick-and-mortar businesses, the importance of local search visibility is difficult to overstate. Simply put, when consumers need to find a particular product, service, or establishment in their neighborhood, Google is the first place they’re likely to turn. And the vast majority of the time, consumers end up patronizing a business that ranks high within the Google Map Pack.

How can you ensure that your company secures a prominent position in the all-important Map Pack? There’s no secret formula, and no way to guarantee overnight results. There are, however, a few best practices that can help you increase your local search prominence. Here are a few suggestions.

Steps for Making It Into the Google Map Pack

1) Manage Your Citations.

Chances are that your business NAP information (that stands for name, address, and phone number) is already listed across multiple search engines and directories. The question is, does your NAP present consistently across all of these platforms? Consistency is key for ensuring local search success. Working with a citation management service can be essential. (That’s something we offer here at enCOMPASS!)

2) Use Structured Data.

Structured data helps Google’s algorithms to better understand the content of your website, and thus to categorize it appropriately. The use of structured data can be especially important for local search. Talk with your web design company to ensure your website uses the most important structured data types, including geocoordinates, local business data, reviews, and more.

3) Optimize Your Google Business Profile.

We frequently highlight the value of having a Google Business profile. Not only is this a totally free asset, but it directly impacts your rankings in the search results, particularly localized and Map Pack results. Take the time not only to claim a profile but to provide as much information as you can about the products and services you offer. Also ensure that you keep your Google Business profile up to date, reflecting any changes to your hours of operation, service offerings, and contact information.

4) Audit Your Listings.

Google actually values your feedback, as they desire to provide relevant and accurate information to search engine users. As such, there’s value in regularly auditing your listings, and acting on any prompts or suggested steps. For example, auditing your listings will help you identify:

• Auto-updates to your operating status (e.g., “temporarily closed”)
• Pending or suggested changes to your hours of operation
• Pending or suggested changes to your business details

5) Cultivate Reviews.

When a lot of people review your business, that signals to the Google search algorithms that the products and services you offer are relevant to local consumers. And of course, positive reviews help establish your business as recommendable. Make sure you have a plan in place to attract new reviews on a regular basis, even if it’s as simple as sending email follow-ups to all your satisfied customers, soliciting their feedback. Also, note that review generation is something we can offer you here at enCOMPASS.

6) Include Hyper-Local Content.

Another important strategy is to include hyper-local content as part of your on-page optimization. This includes local references in headings and subheadings, in metadata, in alt-text, and in the actual content of each page. This can actually be easier when you have multiple locations or storefronts, as it allows you to include information on each location-specific page about what makes that locale unique: Pick-up and delivery options, safety protocols, you name it.

7) Use Always-on Messaging.

Here’s something else to keep in mind: If you have the Google Business app on your phone, you can enable direct messaging from search engine users. This can be a useful way of making yourself available to customers who may have specific questions or inquiries, but don’t necessarily want to pick up the phone for a conversation. Providing this level of service can ultimately improve your standing with locals.

8) Take Voice Search Into Account.

It’s crucial to remember that a good many local searches (according to some studies, more than half) are conducted via voice search, or with virtual assistants like Siri and Alexa. As such, your written content should be structured in a way to recognize long-tail queries, natural speech patterns, etc. Make sure that your web content offers clear and direct answers to some of the most common questions that local consumers might ask.

Prioritize Local Search for Your Small Business

Ultimately, maintaining your standing in the Google Map Pack is a crucial way to enhance your small business success. A good approach carefully combines the action steps outlined here within the broader context of your digital marketing strategy.

We’re always happy to talk more about optimizing your online presence to attract local customers. With any specific questions, don’t hesitate to contact our team at enCOMPASS Agency at any time.