What is the Local SEO 3-Pack?
Simply put, the Google 3-Pack is a listing of the top three search results for a local search.
While a regular search doesn’t include geographic keywords, a local search commonly includes the phrases “near me,” “close to me,” or “in [location].”
For instance, if you search for “Italian restaurants in Manhattan,” you’ll receive the following Google 3-Pack:
Similarly, if you search for “barbershop in Downtown Los Angeles,” you’ll see the following Google 3-Pack:
Notice how the 3-Pack covers every base to give internet users comprehensive—albeit concise—information about the most relevant, popular, and reputable local search results.
With a simple search, people can instantly access the following information about the top three businesses:
- Phone number
- Introductory image
- Map with personalized directions
- Link to website
- Number of reviews
- Key features (e.g. dine-in, delivery, curbside pickup, etc.)
If they choose to engage with the listing, they can view even more details, including:
- Additional images
- Popular times
- Detailed critic reviews and testimonials
- Booking options
In short, the Google 3-Pack is an efficient, accurate, and time-saving gold mine for local searchers.
Over the years, Google reduced the number of topmost local searches from seven to five. In 2015, the pack was further condensed by reducing five listings to three for enhanced convenience, ease, and relevance.
It’s no surprise that the search results on the first page of Google generate a whopping 92% of organic traffic. In fact, the first result in the Google 3-Pack enjoys an enviable 34.36% CTR (click-through rate).
Customers are less likely to engage with results that show up underneath the Google 3-Pack. While search results on the first page that fall outside the 3-Pack still generate a lot of traffic, the second, third, and subsequent pages suffer from diminishing traffic generation.
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