My presentation from MozCon Local 2017, where I examined the behavior and elements of the Google Local Pack and showed how to measure it.

1. The Driving Data of Local Search
George Freitag
Local Search Evangelist, Moz
@georgefreitag

2. How this will go:
• Why the Local Pack is important
• How is the Local Pack different
• How can you influence the Local Pack
• How to report on the Local Pack

3. It’s not enough
to know the Local Pack
You need to know your
Local Pack

4. @georgefreitag
Local Intent has Increased

5. @georgefreitag
9.1%
14.8%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Local Packs Show Up More Often
62% Increase in
Local Pack
Presence from
2014 to 2016
%ofGoogleSERPsthatcontainaLocalPack

6. @georgefreitag
Single Business Results

7. @georgefreitag
0%
5%
10%
15%
20%
25%
30%
Local Pack + Single Business
%ofGoogleSERPsthatcontainaLocalSERP
Almost a Quarter of SERPs
use some kind of GMB-driven
local result
(no single business data available)

8. Analyze your
Local Pack type

9. @georgefreitag
Typical Local Pack

10. @georgefreitag
Restaurant & Bar Local Pack

11. Hotel Local Pack

12. … you get more
Google

13. @georgefreitag
Restaurant & Bar “More Places”

14. ~25% of interactions
with Local Pack SERPs are

15. @georgefreitag
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
hospitality heatlhcare &
beauty
restaurants
& bars
financial professional
svc
automotive retail
Invisible Local Pack Interactions
%ofinvisibleinteractionsw/LocalPack
Clickstream data
based on 14,000
queries from

16. @georgefreitag
45% of ”hotel” searches interact

17. @georgefreitag
25% of “car dealers” searches interact
Hours

18. Know your
Local Pack competitors

19. @georgefreitag
“chinese restaurant” near seattle
A
B
C
The Local Pack Changes

20. @georgefreitag
2/14 2/16 2/17
“chinese restaurant” near seattle
A
B
C
B
D
A
B
D
E
The Local Pack Changes

21. @georgefreitag
The Local Pack Changes
2/14 2/16 2/17
“clothing store” near houston
A
B
C
A
D
E
F
D
G

22. @georgefreitag
0
0.2
0.4
0.6
0.8
1
1.2
Daily Change of Local Pack
3 out of 4
days
the Local Pack
changes
1,500 Local Pack queries over ~2½ weeks

23. @georgefreitag
Daily Change of “More Places”
“More Places”
sees 4 changes
every day
1,500 “More Places” queries over ~2½ weeks
0
1
2
3
4
5
6

24. @georgefreitag
0 1 2 3 4 5 6 7 8
automotive
healthcare & beauty
restaurants & bars
financial
hospitality
professional svc
retail
Local Rank Changes by Category
Some verticals
change more
frequently than
others
Average Map Changes per Day

25. @georgefreitag
Rank Tracking by Frequency
Rank Score Name Address
3 Wawa Philadelphia, PA · +1 215-492-0824
2
A1 Convenience Store Hoagie
shop 502 N 7th St · +1 610-351-1199
2 CookiesGroceryStore 440 Hanover Ave · +1 610-770-0778
2 DencyGrocery & Deli
438 W Washington St · +1 610-433-
0606
2 Wawa Philadelphia, PA · +1 215-677-1708
1 ConvenientFood Mart Simpson, PA · +1 570-282-5505
1
Englishtown Liquors &
Convenience Store Englishtown, NJ · +1 732-446-6565
1 Rodgers Convenience Store Rahway, NJ, USA · +1 732-388-8111
0
39 Gourmet Deli and
Convenience Store New York, NY, USA
0 6-12 convenience store Marlboro Township, NJ, USA
0 7-Eleven Allentown, PA, USA
0 7-Eleven Whitehall, PA, USA

26. So what does all this mean for
my Local Pack?

27. you have to know your audience
really, really well

28. @georgefreitag
This is my client
OK, Google,
where can I get
a burger?

29. @georgefreitag
“OK Google, where can I get a burger”

30. @georgefreitag
One of these is not like the other

31. @georgefreitag
Know your vertical
● Impressions
● Visibility
● Click-to-Call
● Driving Directions
● Photo views
● Form Downloads
● Website Visits
What do you have?

32. @georgefreitag
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
hospitality heatlhcare &
beauty
restaurants
& bars
financial professional
svc
automotive retail
Know customer behavior
restaurant
& bars
Lots of stuff
happening outside of
visible metrics

33. @georgefreitag
0 1 2 3 4 5 6 7 8
automotive
healthcare & beauty
restaurants & bars
financial
hospitality
professional svc
retail
Know your SERP changes
restaurant & bars
We know that
“restaurants” can be
volatile
so showing up
4 out of 7 days is a
pretty good goal

34. Showing up in the Pack 4 days a week?
More impressions?
More photo views?
Local is working.

35. @georgefreitag
“car dealer”
● Impressions
● Visibility
● Click-to-Call
● Driving Directions
● Photo views
● Form Downloads
● Website Visits
What do you have?
All right!

36. @georgefreitag
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
hospitality heatlhcare &
beauty
restaurants
& bars
financial professional
svc
automotive retail
Know customer behavior
automotive
Lots of research
going on so be sure to
have GMB decked out

37. @georgefreitag
0 1 2 3 4 5 6 7 8
automotive
healthcare & beauty
restaurants & bars
financial
hospitality
professional svc
retail
Know your SERP changes
automotive
Lots of changes here so
let’s set reasonable goals
around visibility

38. as long as it’s accompanied by
more calls and driving directions.
Showing up in the Pack 3 days a week is
probably ok.
Local is working.

39. @georgefreitag
1. Set KPIs%ofLocalPacksw/LocalPackCTAs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
hospitality restaurants &
bars
financial retail professional svc automotive healthcare &
beauty
website drivingdirections phone

40. @georgefreitag
2. Find Competitors
2/14 2/16 2/17
“clothing store” near houston
A
B
C
A
D
E
F
D
G

41. @georgefreitag
3. Apply KPIs
There is no way to see
if these were from
direct searches or
general searches
[still designing]
KPIs alone won’t
do the trick

42. Get Paid!

43. use your understanding of
the Local Pack
to drive success metrics
Analyze
SERPs
Identify KPIs
Set Visibility
Goals
Analyze KPIs
&Visibility
Jointly

44. Thank you
George Freitag
Local Search Evangelist, Moz
@georgefreitag