What is the difference between local and organic search?
Why both are important for your local business
But what exactly is the difference between organic and local search? And which one will get you the results you need? Organic search and local pack are two different features of search engine results pages (SERPs), and both play an important role for a local business, in their digital marketing strategy.
Organic search is crucial for businesses that want to rank for keywords related to their products or services, regardless of their location. It helps businesses increase their online visibility, attract more website traffic, and generate leads.
The local pack, sometimes known as the Google Map pack, is important for businesses that rely on local customers, such as brick-and-mortar stores or service providers with a local service area. The local pack helps these businesses increase their online visibility in local search results, share their location via Google maps, and attract more customers to their physical locations.
Therefore, a local business should aim to have a strong presence in both organic search results and the local pack. By doing so, a local business can improve its online visibility, attract more customers, secure more sales, and ultimately grow the business.
Take a look at these statistics which prove this point.
In 2020, 93% of consumers used online searches to find a local business.
42% of local searches involve clicks on the Google Map Pack.
How do local pack and organic search results differ?
As noted, both organic and local pack results are shown together in SERPs (Search Engine Results Pages), but they are presented very differently. Organic search refers to the non-paid search results that appear in response to a user's search query. These results are based on the relevant keyword or keyword phrases, and not on location. Organic search results can appear in various formats, including text, images, videos, and featured snippets.
In turn, Google’s Local Pack results provide 3 listings within a certain geographic area. These results are based on proximity and relevance to the searched term. The local pack, also known as the "Google 3-pack," displays this list of local businesses, along with their map location, their address, phone number, and ratings. The local pack appears at the top of the SERPs, above the organic search results, and shows only the top three results based on a user's location and search query.
Are Local Pack and organic results important for local businesses?
Both organic results and local pack results are important for local businesses. Here are some key differences which explain how each can benefit your local business.
Benefits of appearing in both organic and Local Pack results for local businesses
Local businesses can benefit greatly from appearing in both organic and Local Pack results. The local pack is important for local businesses because it provides a highly visible and effective way to reach local customers who are searching for products or services in their area. Appearing in the local pack results provides prominent visibility for a local business. This can lead to increased brand awareness, not to mention, more clicks, calls, and leads to the business' website or in store visits
Organic search engine optimisation (SEO) is also key to improving visibility and gaining competitive advantage. It helps local businesses increase their online presence, allowing them to reach more customers, convert leads, and boost sales.
Appearing at the top of both organic and Local Pack results will give your local business an even bigger competitive advantage, as you can reach more customers. This reinforces your brand message, and will create maximum visibility.
How are the Local Pack results structured differently from organic results?
Organic search results are the listings that appear when a user searches using a keyword, for something online, without a specific location. These are non-paid results that appear, based on an algorithm used by search engines, to provide the most relevant results of that keyword/ phrase.
Local Pack, however, is a feature that appears in the SERPs (Search Engine Results Pages) specifically dedicated to local results. It highlights three of the most relevant local businesses that match the user’s query, along with their location and contact information. This feature allows users to view relevant local businesses without having to do extensive research or scroll through pages and pages of organic search results. A Google Business Profile is vital for appearing in the Local Pack results.
What are the advantages of using Google’s Local Pack?
Google’s Local Pack is one of the most powerful tools available for local businesses who want to grow their visibility and reach potential customers in local markets. Customers searching for a local business have a high intent to buy.
Here are 7 key benefits of ranking in the Local Pack:
Increased visibility
Improved local relevance
Brand awareness
Higher click through rates
Cost effectiveness
More efficient marketing
Competitive advantage
Let’s look at each point in more detail.
INCREASED VISIBILITY
The local pack appears at the top of the SERP, which means it is the first thing that users see when they search for local businesses. This makes it a highly visible and effective way to attract local customers and increase online visibility.
IMPROVED LOCAL RELEVANCE
The local pack is based on a user's location and search query, which means that businesses that appear in the local pack are more likely to be relevant to the user's needs. This can improve the user experience and increase the likelihood of a customer choosing a local business.
BRAND AWARENESS
By appearing at the top of local searches, people become familiar with your brand and develop trustworthiness towards it.
HIGHER CLICK-THROUGH RATES
Studies show that the local pack has a higher click-through rate than organic search results. This means that more people are likely to click on the local pack listings, which can lead to increased website traffic and more potential customers.
COST EFFECTIVENESS
Ranking in the Local Pack costs much less than traditional advertising methods, making it an attractive option for small businesses on a budget.
MORE EFFICIENT MARKETING
Using the Google Local Pack allows you to target specific local audiences with targeted ads and other marketing strategies.
COMPETITIVE ADVANTAGE
The local pack only displays the top three local businesses, which means that appearing in the local pack can provide a competitive advantage over other local businesses that do not appear in the local pack.
How can I optimise my business presence in both the Local Pack and organic search?
So now we have established the importance of appearing in both the local pack and organic search results for local businesses, let’s look at how you can optimise both listings.
Here are 7 ways that you can optimise your local presence within the “Local Pack” and for organic search.
Create A Google Business Profile
Get reviews and respond to them
Write High-Quality Content And Include Relevant Keywords
Build local citations
Social Media Accounts
Optimise your website
Involve yourself in the community
Let’s explore each in a little more detail…
1.CREATE A GOOGLE BUSINESS PROFILE
Start by creating or claiming your business listing on Google Business Profile (GBP). This will ensure that all of your relevant information is up-to-date and accurately displayed on Google. Your GBP listing is a key factor in determining whether your business appears in the local pack. Make sure your listing is complete, accurate, and up-to-date, including your business name, address, phone number, website URL, and business hours. Also, include photos and videos of your business and services to make your listing more engaging.
2. GET REVIEWS AND RESPOND TO THEM
Reviews are an important factor in the local pack ranking algorithm. Encourage your customers to leave reviews on your GBP listing and other review sites. Respond to all reviews, both positive and negative, to show that you value your customers and are responsive to their needs.
3. WRITE HIGH-QUALITY CONTENT AND INCLUDE RELEVANT KEYWORDS
High-quality, informative content that includes keywords related to your product or industry is essential for boosting your visibility and rankings in organic listings. You can create keyword optimised content related to your local niche market such as blog posts, articles, press releases or events. For local pack, these should be keyword optimised to target local search terms.
4. BUILD LOCAL CITATIONS
Local citations are mentions of your business name, address, and phone number (NAP) on other websites, such as directories and review sites. Make sure your NAP is consistent across all citations to improve your local search visibility.
5. SOCIAL MEDIA ACCOUNTS
It's important to establish an overall presence by creating social media accounts for each of your locations as well as sharing content related to local businesses in your area. Social media platforms are also good for organic search. They are a great way to spread the word about your business or product. Leverage these platforms by creating shareable content that resonates with readers and encourages them to take action (e.g., follow, like, comment)
6. OPTIMISE YOUR WEBSITE
Make sure that all of your webpages are optimised for search engines. Use techniques such as placing strategic titles, descriptions and keyword phrases on every page to increase its visibility.
7. INVOLVE YOURSELF IN THE COMMUNITY
Participating in relevant forums and discussion groups can help you build a presence within the community and establish trust with potential customers.
8. IMPLEMENT A LINK BUILDING STRATEGY
Link building is an important part of organic listings visibility. Try to secure backlinks from reputable websites to help raise your own website’s authority and visibility in organic listings.
In a nutshell
Appearing in both organic and local pack search results can be an effective strategy for increasing visibility and sales for local businesses. With the right approach to optimising your presence in the local pack and managing your organic listings, you can reach your target market more effectively.
Although the local pack is incredibly powerful and important for local business , organic search still plays an important part in local SEO. When working on Local Pack and Organic optimisation strategies keep in mind that these two are structured differently from each other.
To get the most out of appearing in both types of listings, take into consideration your Google Business Profile and create rich content with relevant keywords. Use high-quality backlinks, and various review platforms to engage customers. Stay active across social media channels, and include accurate NAP information on business citations.
Remember, the Local Pack is important for local businesses because it provides a highly visible and effective way to reach local customers, increasing online visibility for users who have a high intent to purchase.
Who are you and what is this?
This post is one of many aimed at helping to support owners, managers and franchisees with growing their local business. It's been lovingly researched and written by the expert team behind LocalMark, a London UK-based local SEO service that helps connect UK trade, service & retail businesses with nearby customers. If you found this helpful and could benefit from more of the same, be sure to share, follow us on social and sign up for our newsletter, which is a great way to get more visibility in front of the right local customers.