Local search results work a little differently to normal Google searches. For many search terms (e.g. restaurant, hairdresser etc.) it is not (only) how well they are generally optimized for the search engine that counts. The proximity to the searcher is also decisive.
While proximity is automatically included as a relevant factor for the search phrases mentioned, there are also other results where the Local Snack Pack is only activated when a location-defining search tail is entered (e.g. advertising agency HAMBURG, sports equipment manufacturer Berlin etc.).
Important: Even if search queries are very similar - e.g. bistro Kiel, bistro in Kiel or simply bistro (if you are currently in Kiel) - different results will be displayed. It may therefore be worthwhile to set different priorities.
In the following, I will show you which to-do's you need to fulfill in order to appear in Google's LOCAL SNACK PACK and become more discoverable for users in the local search.
-
Free
SEO strategy meeting
In a free SEO strategy consultation, we uncover untapped potential and develop a strategy to make you more successful on Google.
- More organic visibility
- More organic visitors to your website
- More inquiries & sales
TIP #1: Set up Google My Business
If you want to OPTIMIZE your website for LOCAL SEARCH, there is no getting around Google My Business (GMB for short). The search engine giant provides us with an incredibly versatile tool to present a company location in the right light.
Setting up the GMB entry is completed quite quickly. But then the optimization work really starts! Many of the following tips therefore relate to the GMB entry.
TIP #2: Synchronize website & GMB entry
There is a lot of data that you should not only collect on your Google My Business account, but also present prominently on your website. These are for example:
- Address of your company
- Opening hours (also: store public holidays)
- Contact persons and contact options
If the information on your website and the GMB entry is the same, there will be no confusion - and that in turn is a positive user signal that will satisfy Google.
TIP #3: Build up local citations
Make sure that you are linked to pages that have a regional connection. You should research the following regional sites:
- District directories
- Business directories with a regional focus Regional media (e.g.
- Weeklies with a small circulation)
The aim behind this is that Google is firmly convinced that your company is really relevant for a specific location. This improves your ranking and the chance of being displayed in the Local Snack Pack.
TIP #4: Collect (good) reviews
Good reviews are a decisive factor in appearing in the Google Snack Pack. There is nothing to stop you from drawing your customers' attention to the possibility of leaving a review - either directly or via stickers or flyers.
Of course you can't ask for fake reviews. But very few users come sc
hlichtweg on the idea of giving a rating. Give them a friendly reminder and you will be rewarded.
Important: Critical voices are also valuable. Respond to every rating of 3 stars or more with a comment. This may not boost your ranking, but it can significantly improve the CTR.
TIP #5: Keep the conversation going
On your Google My Business profile, you can not only enter basic information about your company. You can also publish regular news and stories here.
In order to have a positive effect on your ranking in Google's Snack Pack, you should of course ideally post articles with a regional reference. For example, if you describe your services in more detail, you should always mention where your customers can find you (preferably with the full address).
Every word with a local reference is a decisive signal for Google to give you priority.
TIP 6: Make your GMB entry more useful
As with classic SEO Off- and ON-PAGE OPTIMIZATION , the following principle also applies to GMB optimization: The focus is on the user experience. Your GMB post gives you numerous opportunities to provide useful information for your visitors.
In addition to the ratings, regularly check the questions and answers that are automatically requested by GMB. Ideally, you should be able to answer them yourself. You may also need to correct some of the information.
Also add lots of images and make sure that potential visitors get a good impression. The more clicks you collect and the more engagement you generate, the more Google will value this and may soon reward you with a prominent placement in the Local Snack Pack.
TIP 7: Use the power of topicality
In addition to physical proximity, SEO relevance and positive signals, there is another factor that influences the display in the Local Snack Pack: temporal relevance. Google will not normally display a business that is currently closed. What benefit would that have for the visitor?
Apart from the opening hours, you can also enter other information that can express temporal relevance and topicality: Events. If you have an event going on, you should communicate this.
It does not necessarily have to be a real event. Even if you offer spare ribs "all you can eat" every Tuesday, for example, this is just as relevant as Family Wednesday with special discounts in the furniture store or a reading in the bookstore.
- Do you know my SEO newsletter?
Register now and receive regular tips from the experts.
Conclusion on optimizing the GMB entry for the local Snach Pack
As you can see, you can take various measures to be more likely to appear in Google's Local Snack Pack. Many things are only a one-off effort, but can result in a lot of visibility. Especially for companies that rely heavily on walk-in customers, the (ongoing) optimization of the GMB entry is an absolute must.
As an SEO FREELANCER, I would be happy to help you and take a look together with you to see whether you are already fully exploiting your potential in this area and which methods you can use to achieve even more visibility and reach paying customers. Feel free to contact me!