Google knows that when customers enter a local search query, they’re likely going to visit a business’ website that they find in the search results. Due to this, Google ranks not only a Google My Business listing for a business, but also the business’ website when assigning ranks for the search results. Business owners need to keep this in mind if they want to get into the 3-Pack and adjustments may have to be made.
The biggest thing you can do for your website is to optimize it for local search. This means that if you have multiple locations, or if you serve many different areas, you should include a page on your website for each location. The content on these pages should be hyperlocal and focus on things like local pictures, local events, and local keywords. All of this content should be completely original and not just copied and pasted from the website’s homepage.
Going local with your website is a great thing, and will definitely help your business rank higher in the 3-Pack. However, you also need to ensure all website SEO strategies are employed. This means making sure it has a fast download speed, that it’s mobile-friendly, and that it’s secure. Using keywords other than those indicating location and internal and external links are all very helpful when optimizing your website to get into the Google 3-Pack.
Unfortunately, other than their blog most business owners view their website as a “set it and forget it” task. That’s not how it works, though. Google’s algorithms are constantly changing, and your website will need to continue to reflect those changes. In addition to this, you may have to fix bugs sometimes and maybe just try a new technique.
Whatever the reason, make sure that your website is something you are constantly improving upon. Your efforts will be rewarded when you get into the Google 3-Pack.