Online search has changed in recent years, as consumers increasingly use mobile devices to search for nearby businesses. In response, Google began presenting consumers with the three 'best' nearby options (Google Local Pack). The Google Local Pack is almost always a search result with queries that include "nearby" or "near [location]." Google also assumes local intent exists in searches like " restaurant for tonight " or " where can I buy [product]? ", even if a consumer doesn't mention " near (from) ." The Google physician data Local Pack is a good way for businesses to increase search visibility and boost online engagement locally without exorbitant advertising fees. To understand the overall impact of a brand's visibility in the Google Local Pack, we analyzed the performance of more than 350 brands and 25,000 business locations with our long-time partner uberall .
Average increase in clicks from the Google Local Pack
A ranking in the Google Local Pack leads to...
5 x more views
2 x so many actions
Visibility in the Google Local Pack brings 5x as many views
An average Google Business Profile achieved an average of 5x views and 2.1x clicks when ranked in the Google Local Pack.
Impact on the selection decision
A placement in the Google Local Pack increased the number of clicks on the directions more than any other action , which suggests two things:
The Google Local Pack is particularly valuable for attracting highly motivated consumers who want to visit a business and make a purchase.
The strong improvement in clicks on directions shows that consumers are getting enough information from business listings to make a decision.
Dividers in EDELWEISS colors for blog posts
Every type of action saw a significant increase.
88% more clicks on directions
76% more call clicks
76% more clicks on the website
Dividers in EDELWEISS colors for blog posts
All industries are experiencing remarkable gains in visibility and interaction.
The largest increases in business listing views resulting from placement in the Google Local Pack were seen in the food (547%) and restaurant (503%) industries . In contrast, two industries with higher-value purchase decisions, financial institutions (270%) and doctors/healthcare facilities (183%), saw smaller but still impressive gains .
This suggests that for higher-value purchase decisions, such as finding a new doctor or a mortgage lender, users tend to conduct more research before selecting a business. While visibility in the Google Local Pack remains important for higher-value purchase decisions, users are more likely to scroll beyond the Google Local Pack to evaluate their options.
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