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Rank in the Google 3-Pack and Reap the Rewards – No Matter Your Industry

This is the third installment in our three-part blog series analyzing the impact that ranking in the Google 3-Pack – also known as the map pack or local pack – has on businesses. While the first blog in the series focuses on views and clicks as a whole, and the second explores why the #2 rank position may be best, here we consider the varying impact being in the Google 3-Pack has across different industries.

The Google 3-Pack Impacts Visibility for All Industries

Ranking in the Google 3-Pack results in five times as many views and twice as many actions on average. Click-to-directions, potentially the clearest indicator of buyer intent, sees the highest gain of any Google My Business (GMB) engagement metric.

This pattern holds true across all business types, as every industry analyzed showed a dramatic increase in views when a location ranked in the 3-Pack.

Grocery stores and full-service restaurants experienced a more than 500% increase in views. Fitness centers, convenience stores, gas stations, and retail stores improved by over 400%. Quick-serve restaurants, automotive services, and rental car dealerships obtained 300% gains.

This suggests consumers are particularly unlikely to scroll past the first three results of Search Engine Results Pages (SERPs) for these industries. It’s therefore essential to not only rank on the first SERP, but also appear within the Google 3-Pack.

Key Findings:

In industries where purchase consideration is lower, research suggests consumers are particularly unlikely to scroll past the first three results of Search Engine Results Pages (SERPs):

  • Grocery stores and full-service restaurants experienced a more than 500% increase in views.
  • Quick-serve restaurants, automotive services, and rental car dealerships obtained 300% gains.

  • Fitness centers, convenience stores, gas stations, and retail stores improved by over 400%.

In industries with higher consideration products and services Google 3-Pack visibility still drove significant increases in views, albeit at a slightly lower level. This makes logical sense: consumers are more likely to research these higher consideration purchases in-depth and explore more options before making a selection.

  • Financial institutions and medical/healthcare facilities experienced slightly lower improvements in views at 270% and 183% respectively.
Median Increase in Views from 3-Pack (By Industry)

Accordingly, it is critical that these higher consideration industries also optimize for other factors that impact consumer choice, such as ratings and reviews, while cultivating a strong brand image through customer awareness, marketing, and compelling listing photos. On the other hand, in industries where purchase consideration is lower, it’s essential to not only rank on page one, but also appear within the Google 3-Pack.

Businesses In the Google 3-Pack Experience A Significant Lift in Engagement

Views alone are extremely beneficial to brands. They build recognition and top-of-mind awareness for customers. This can lead to offline purchases when consumers go directly to a business without clicking one of the CTAs on their Google My Business page. This is especially true on mobile devices, where 76% of local searches result in a location visit within 24 hours, and 28% result in a purchase.

However, clicks are the primary currency for digital marketers: deciding to visit a business' website, to call the business, or to walk/drive to it indicates high buyer intent.

Key Findings:

  • In a similar pattern to views, full-service restaurants, fitness centers, and grocery stores saw the largest gains in clicks when ranking in the 3-Pack.

  • Restaurants averaged significantly greater improvements in clicks than the other industries, indicating just how unwilling consumers are to engage with brands outside of the top three options.

  • Doctors/healthcare facilities and financial institutions again saw significant increases in clicks, though at a slower rate than the first group. This further supports the idea that these industries must work harder to win over new customers who also consider other factors beyond local search rank.

  • Interestingly, convenience stores and gas stations didn’t see a lift in clicks proportional to that seen in views. It may be that consumers searching for these businesses walk or drive to them directly without needing further online interaction.

In a similar pattern to views, full-service restaurants, fitness centers, and grocery stores saw the largest gains in clicks when ranking in the 3-Pack. Restaurants averaged significantly greater improvements in clicks than the other industries, indicating just how unwilling consumers are to engage with brands outside of the top three options.

Doctors/healthcare facilities and financial institutions again saw significant increases in clicks, though at a slower rate than the first group. This further supports the idea that these industries must work harder to win over new customers who also consider other factors beyond local search rank.

Median increase in clicks from 3-Pack (by industry and rank)

Google 3-Pack: Two Is Better Than One

Although our study showed that ranking in ANY of the top three positions of the Google map pack results in huge gains, it also showed that the top position didn’t always receive the most clicks. In fact, the second position often resulted in the greatest gains.

Full-service restaurants, grocery stores, and automotive services/rental cars all saw significantly greater click increases when ranking second position, but every industry surveyed showed an increase of some kind.

This is likely explained by other factors that influence which business consumers select. Consumers rely on Google to surface the best three options, after which they use their own criteria to make a final selection.

A MomentFeed survey of 1,000 adults found that proximity, brand familiarity, ratings, and the number of reviews all played a more significant role than being in the top spot in the Google 3-Pack.

Learn more about views, clicks, and engagement in the Google 3-Pack, and its impact on your GMB ranking.

Improve Your Visibility and Engagement in Local Search

Ranking in the Google 3-Pack results in improved visibility and more clicks, no matter your industry. To impact your Google ranking, make sure your Google My Business listing is up-to-date with accurate information, and that you’re actively engaging with your customers’ reviews.

For better local visibility, talk to the experts at MomentFeed today. We help multi-location brands get discovered and chosen, generating loyalty to increase both your foot traffic and revenue.

Ready to transform your local growth engine with proximity “near me” search optimization? Let’s Talk!

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