What is a Map SERP feature on Google?
A Map SERP feature, also known as the Map Pack or Local Pack, is a search engine results page (SERP) element that displays a map with local business listings for location-based queries. This feature typically appears at the top of the search results, showing three local businesses relevant to the user's search query and location. Users can click "more places" to open an expanded view with additional businesses in Google Maps.
Image source: Google Results Page
Benefits for organic site visibility
Appearing in the Map SERP feature can significantly boost your organic site visibility:
Increased visibility: Your business appears prominently at the top of search results, as well as in the expanded Google Maps view.
Higher click-through rates: Users are more likely to click on map listings and their websites, particularly when the search query contains “near me” or location modifiers.
Local targeting: Reach users specifically looking for local products or services.
Mobile optimisation: Map features are prominently displayed on mobile devices.
Trust and credibility: Being featured by Google lends authority to your business.
The benefit to your business also extends beyond visibility and traffic for your website. Inclusion in the Map features can also improve footfall to your physical locations.
Top 5 page optimisation actions for Maps SERP feature visibility
To improve your chances of appearing in the Map SERP feature, focus on these key optimisation actions:
1. Optimise Your Google Business Profile
Ensure your Google Business Profile (formerly Google My Business) is complete and accurate:
Verify your business.
Provide an accurate business name, address, and phone number (NAP).
Choose the correct business category.
Add subcategories and products/services.
Include high-quality photos and videos.
Encourage and respond to customer reviews.
Actioning the above is crucial as these are key local ranking factors when Google reviews your business listing against competitors.
2. Implement Local Schema Markup
Add structured data to your website using Schema.org vocabulary:
Use LocalBusiness schema type
Include NAP information, business hours, and accepted payment methods
Include links to your social media profiles and any other additional information customers may find helpful such as payment types accepted.
Implement review schema if you have customer reviews on your site
Here is an example of local schema:
{ "@context": "https://schema.org", "@type": "LocalBusiness", "name": "Example Company", "image": "https://example.com/images/storefront.jpg", "address": { "@type": "PostalAddress", "streetAddress": "123 High Lane", "addressLocality": "Brighton", "addressRegion": "England", "postalCode": "AB12 3CD", "addressCountry": "GB" }, "telephone": "+44 20 7946 0958", "openingHours": [ "Mo-Fr 09:00-18:00", "Sa 10:00-16:00", "Su 11:00-15:00" ], "paymentAccepted": [ "Cash", "Credit Card", "Debit Card" ], "url": "https://example.com", "sameAs": [ ], "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.5", "reviewCount": "24" }, "review": [ { "@type": "Review", "author": { "@type": "Person", "name": "John Doe" }, "datePublished": "2023-07-10", "reviewBody": "Great selection of products and friendly staff!", "reviewRating": { "@type": "Rating", "ratingValue": "5" } }, { "@type": "Review", "author": { "@type": "Person", "name": "Jane Smith" }, "datePublished": "2023-06-15", "reviewBody": "Good prices and quality products.", "reviewRating": { "@type": "Rating", "ratingValue": "4" } } ] } |
3. Create Location-Specific Content
Develop high-quality, location-specific content on your website:
Create separate pages for each business location. Keep conflict in mind and ensure each location page is unique and well-optimised.
Include local keywords in page titles, headers, and content
Write about local events, news, landmarks or topics that are relevant to your business on a local level
Provide detailed directions to your physical location on your pages (NAP)
4. Build Local Citations
Increase your local online presence through citations:
List your business on relevant local directories. Focus on quality and relevance, not quantity.
Ensure that your name, address and Postcode (NAP) are the same across all citations
Focus on placements within niche, industry-specific and location-specific directories for better authority signals
Seek opportunities for local press mentions or partnerships
5. Optimise for Mobile Users
Google aims to serve the best, most relevant, and most responsive results to its users, and Map SERP features are no exception. We recommend consulting a technical SEO to ensure your site is technically sound. Additionally, you should:
Implement a responsive design
Improve page load speed (aim for under 3 seconds)
Use clear fonts and buttons for easy navigation.
Include click-to-call buttons and embedded maps on your pages
By implementing these optimisation strategies, you can significantly improve your chances of gaining visibility in Google's Map SERP feature. Remember that local SEO is an ongoing process, and consistency in your efforts is key to maintaining and improving your local search presence.