Breaking Into The Google Three-Pack

In early August 2015, Google shook up the traditional “7-pack” search result listings in favor of a more condensed and hyper-localized “3-pack.” So, what does this mean for you? In short, this means the importance of your Google My Business listing has skyrocketed. Consumers now see the top 3 results, rather than 7, at the top of the search results. This mirrors the way you see search results on your mobile phone or tablet. These results are listed above the regular search results, offering consumers a quick and easy way to click the first few listings. However, your organic search results and ratings are pushed down. How do you break into the top 3, and how do you keep your business competitive? Read on to find out. 

Time for a NAP

SEO consultants know all about taking a NAP, but not the kind you’re thinking of. NAP refers to your Name, Address, and Phone number as it is displayed on directories and websites. It’s crucial that all of the platforms your business is located on (Healthgrades, Vitals, Yelp, etc.) are up to date, because this is how Google determines where your practice is located if you haven't provided that information already via your claimed Google My Business listing. Incorrect information about your practice will hinder your listing placement. Take the time to update your NAP on every directory relevant to your business. This will ensure viewers have your correct business information and having a correct NAP boosts your chances of breaking into the 3-pack and keeps your business relevant. 

Ratings Rule

 We all know that ratings matter, and with the updated 3-pack they are more important than ever. Google has implemented an option that allows searchers to choose to view businesses only above a certain rating. Currently, the choices are 2 stars and up, 3 stars and up, and 4 stars and up. It’s a no brainer that consumers will want to choose the business with the best ratings, so focus on getting reviews. If you’re a brand new business with no reviews, this change may have a negative impact on you. If your business has no reviews through Google and your Google My Business page is unclaimed, there will not be an option to leave a review. The solution? Claim your Google My Business pages, verify them, and start seeking reviews. If there is no option to leave a review for your business through Google, consumers will be less likely to go through the hassle of trying to figure out how to leave a review on your unclaimed Google My Business page, thus resulting in a lost rating. 

Take Back Your Page

 As previously discussed, it is imperative that your Google My Business page is claimed and updated. Having a verified and up to date My Business page makes it more likely for your business to show up in the local search pack, and attaching your website to your My Business page will increase traffic. The former Google tools known as Google+ is quickly dwindling, as Google has now removed the link to access a business Google+ page from search results. It is still important to keep the information on your Google+ page up to date in case a consumer stumbles across it, but your main focus should be on your Google My Business listing.

Location, Location, Location

If your business has multiple locations, managing their social media presence and Google listings can be daunting. Don’t fret, because Google My Business has made managing multiple locations easier than ever. Create a Google account that will be used for managing ALL locations- this way, you can edit and add locations from a centralized account. No more remembering a million passwords! Once created, create or claim your pages and get them verified. Verification is essential, because this lets the user know you’re the real deal, and boosts your chances of being in the 3-pack. If your business has 10 or more locations, Bulk Verification may work better for you. Bulk Verification allows the account owner to manage information for all pages across Google products, such as Google Maps and Google Search listings. There are rules, of course, based on number of doctors in a practice, and their locations. Ask your SEO professional for guidance.

What Does it All Mean?

 In conclusion, your business listing is important to getting found, and your ratings help increase your options. If you’re already in the 3-pack, don’t get too comfortable. Maintaining and constantly improving SEO is key to ensuring you keep your position. If your listing isn’t found in the top three, make some changes. Look at what the other businesses in the 3-pack are doing, test new ideas, and keep up with results. Get ratings, update your NAP, and utilize your Google My Business page. Take charge of your listing, and watch your business climb into the spotlight.

 Andie Pepper is a SEO/Social Media Specialist at VoxMD, a medical marketing and technology company. Visit VoxMD at https://voxmd.com, and feel free to email any questions to [email protected].