Small Business SEO

What is the Google Three Pack and How Do I Get My Business In It?

When customers search for local services online, they are often greeted with a box of three highlighted businesses at the top of the search results. This box is known as the Google Three Pack. For contractors and local business owners, showing up in this section can significantly boost visibility, clicks, and conversions. But what exactly is the Google Three Pack, and how can your business earn a spot in it?

What is the Google Three Pack? 

The Google Three Pack is a feature in local search results that highlights three top business listings relevant to the user’s query and location. It appears prominently above organic search results and includes essential information like business name, reviews, hours, and a map.

Unlike traditional listings, these businesses are chosen based on a combination of relevance, distance, and prominence. Both storefront and service-area businesses can appear in the pack.

Why Is the Google Three Pack Important for Business Owners?

The Google Three Pack holds prime digital real estate. It is the first thing most users see, especially on mobile devices. This placement leads to increased visibility and trust. Consider these benefits:

• Higher click-through rates due to top placement
• Enhanced credibility from appearing alongside reviews
• Increased calls, directions, and website visits

Showing up in the Three Pack can be a game-changer for contractors competing locally.

How To Get Your Business Into the Google Three Pack

Here are the most important steps to improve your chances:

1. Claim and Verify Your Google Business Profile 

If you have not claimed your listing yet, start here. For new businesses, set up your Google Business Profile with accurate information. Then verify it by phone, email, or mail.

2. Make Sure Your NAP is Consistent

Your name, address, phone number, and website (NAP-W) should be identical across your website, directory listings, and social media platforms.

3. Choose the Right Business Category 

Google allows only one primary category. Choose the most specific and relevant one, such as “roofing contractor” instead of just “contractor.”

4. Use Strategic Keywords in Your Profile

Incorporate keywords your audience is searching for. For example, a roofing contractor in Baltimore might use phrases like “emergency roof repair in Baltimore” or “Baltimore roof installation.”

5. Add High-Quality Photos on a Regular Basis

Photos attract clicks and improve engagement. Include images of recent projects, team members, and your business location.

6. Encourage Positive Customer Reviews

Ask happy customers to leave 4 and 5-star reviews. Respond to all reviews professionally to show that you value feedback.

7. Use Google Posts to Share Updates

Post regularly about promotions, services, or events. These updates show up in your profile and keep it active.

8. Create Local Landing Pages On Your Website

Develop pages focused on specific areas you serve. For example, “Roof Repair Services in Baltimore” can help tie your GBP to your website and improve local rankings.

9. Add Predefined Services

List your core services using Google’s structured fields. This helps users and Google better understand what your business offers.

10. Track Performance and Be Ready to Re-Optimize 

Use tools to monitor your profile’s performance. Adjust your strategy as needed based on visibility, engagement, and customer behavior.

What Are the Top Ranking Factors for the Google Three Pack

Relevance

How well your listing matches what someone is searching for.

Proximity

How close your business is to the searcher’s location.

Prominence

How well known and reputable your business is online. This includes reviews, backlinks, and mentions on other websites.

Common Google Local Pack Issues (and Fixes)

Your Competitor Is Ranking Higher Than You

If your competitor is outranking you, do a full audit of their listing. Compare categories, keyword use in their business description, number of reviews, and the frequency of customer engagement. Tools like BrightLocal or Semrush can help uncover what they are doing differently. Improve your own listing by filling in missing data, adding photos, and posting updates to stay competitive.

Your Listing Was Unverified or Suspended

If your listing has been suspended or shows as unverified, log into your Google Business dashboard to confirm your status. If suspended, carefully review the reason provided by Google. Common causes include guideline violations or inconsistent NAP data. Resolve any issues, then submit a reinstatement form. Keep your documentation ready and be patient — reinstatements can take several days.

Google Glitches or Changes

Google regularly updates its search algorithm and makes changes to how local packs display. A sudden drop in ranking might not be your fault — it could be the result of a system update. Monitor forums like the Google Search Central Blog or Local Search Forum to stay informed. Staying flexible and adapting your strategy is essential to maintaining strong local visibility.

How to Track Your Google Three Pack Performance

Tracking the performance of your Google Business Profile in the local pack is critical if you want to understand what’s working, where you can improve, and how to stay ahead of the competition. Below are three key methods to measure visibility and engagement within the Google Three Pack.

Google Business Insights

Google Business Insights is your built-in analytics dashboard provided directly by Google. It shows valuable data such as:

• How many people found your listing on Search and Maps

• What actions they took next, such as visiting your website, calling your business, requesting directions, or viewing photos

• What keywords they used to find you (Search queries report)

These insights help you identify patterns in user behavior, popular search terms, and what aspects of your listing drive the most engagement. Use this information to guide updates, optimize your listing description, and tailor future Google posts to topics your audience is already searching for.

Map and Pack Rankings 

Your visibility within the Three Pack can vary based on geography. That means you may appear in one ZIP code but not in another, even if they are just a few miles apart. Tools like BrightLocal, Whitespark, or Local Falcon allow you to simulate local searches across multiple ZIP codes and track how your business appears in the local map and Three Pack results over time.

This type of tracking helps contractors and local service providers target high-opportunity neighborhoods or identify service areas where additional optimization is needed. You can also benchmark against competitors and watch how changes to your listing impact your rankings.

UTM Tracking

UTM parameters are short tracking codes you can add to your website link on your Google Business Profile. When users click your link, the UTM code sends detailed traffic source data to Google Analytics, helping you understand:

• Which clicks are coming from your Business Profile

• Which posts or updates generated the traffic

• How that traffic behaves once it reaches your website (bounce rate, conversions, time on page)

Set up custom UTM codes for links in your business description, service updates, and Google Posts. Over time, you’ll be able to see which types of content bring in the most qualified leads, so you can prioritize your efforts accordingly.

FAQs About The Google Three Pack

Ready to Grow Your Business In the Google Three Pack? 

If you are a local business owner, showing up in the Google Three Pack can transform your customer acquisition strategy. But it takes time, effort, and the right strategy.

At MarketKeep, we help small businesses manage and grow their Google Business Profiles through expert local SEO strategies. If you are looking to show up in the right searches at the right time, we are ready to help.

Let us know how we can support your next step in getting into the Google Three Pack.