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Getting into the Google 3 Pack


What is the Google 3-Pack
The Google 3-Pack is a way Google displays search results when users make queries with local intent. Within the Pack are three businesses, a map of where they're located, and basic information about the businesses. The Pack sits underneath the paid ads, but above the organic search results. It's intended to make it easier for users to find the business they're looking for quickly, and it has. Effective Local SEO plays a huge role in ranking in the 3-Pack.
Google's organic search results differ from its local 3-pack results in several ways. First, these 3-pack listings aren't websites but rather Google My Business (GMB) listings for local businesses. So, instead of showing the website's title, description and URL, 3-pack listings show the local business's name, city, phone number, customer reviews, and clickable buttons to access its website and directions to the business.
Why the 3-Pack is Effective for Local SEO
With the quick transition of web traffic moving from a computer to a phone, most people now search the internet for businesses that are relevant to them locally. They want to see search results that give them locations of a store near them, not the corporate web page of a company they'd have to wade through to find a local facility.
When producing content for the local search, it is important to focus on local keywords and intent to narrow the competition while effectively reaching your target audience. Include the targeted keywords into titles and meta description tags. Using long-tail keywords will help you delineate your content geographically.
Creating a Google My Business listing
Creating a Google My Business account should be as important as creating a website for your business. Google my Business allows users to see your business' detailed information on the right side of their search results on desktop, and the first result on mobile.
The first thing you have to do is claim your listing, for every location of your business. This is a simple process of Google mailing you a postcard and you verifying that you're a real business.
Optimising the Google My Business Listing for the 3 Pack
Google also uses different algorithms to determine which local businesses are displayed in its 3-pack and which websites are displayed in its organic search results. Even if you're able to able to achieve a top search ranking for your website, you may struggle to get your business listed in the 3-pack.
Part of the reason it is a growing strategy for SEO is that Google loves local businesses. It's all about providing search results that people want in real time. With recent Google updates, using local SEO services is a vital part of any marketing campaign. It makes your location one of your biggest online assets.
Now that Google has reduced the display from 7 to 3, let's look at how to get into those coveted three spots. Having a consistent Name/Address/Phone Number (NAP) is quite important, because Google places a lot of weight on having that information accurate and correct. If you have it in the right format across many different sources, then you will rank higher because Google can be sure that it is listing the right contact info for your business. In addition, becoming active on local listings sites might be the most important single factor for performing well in local search. 
A key component of SEO services for small businesses is link building. This is the critical piece of the puzzle because search engines rely heavily on "word-of-mouth" in ranking content. We first focus on building the authority of those pages which are on the cusp of ranking, followed by the pages that will target more aggressive terms. As a result, we get your content in prime position.
Images and Video
In order to crack the Google 3 pack, you should add more photos and videos to the listing as well. It is a well-known secret that all the customers love photos and videos. When you have a lot of high quality photos on the Google local listing profile, it would look more appealing to the customers. As a result, Google tends to give priority to them when ranking the business in SERPs. From a recent study, it has been identified that customers tend to spend 2.5 times more time on the listings that have featured images.
Reviews
Businesses with a higher number of quality, diverse Google reviews are more likely to appear in the Local Pack. if you haven't already, it's time to start asking your customers for a review on Google. If they need help, Google have a comprehensive guide on how to write reviews and add ratings of places.
Citations
Local business listings and citations are now a major source to drive traffic to the website as it features business information and reviews. Creating listings on these platforms will ensure maximum visibility online thereby increasing the ROI.
Getting your website in the local 3 pack is not like ordinary SEO. For a start listings in the 3-pack are based on Google Business listings. In the 3 pack Google ranks businesses, not websites. 

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