Local SEO has become an increasingly important aspect of digital marketing for businesses targeting specific geographical areas. One of the most intriguing elements of local search is the relationship between local pack rankings and organic rankings. This article will explore the connection between these two types of search results and provide insights into how they influence each other.
At Gorilla Marketing, we specialise in helping businesses improve their online visibility through tailored SEO strategies. Our team of experts has extensive experience in both local and organic SEO, allowing us to offer comprehensive solutions that drive real results for our clients. As we delve into the correlation between local pack and organic rankings, we’ll share our knowledge and provide actionable insights to help you enhance your local SEO efforts.
What Are Local Pack Rankings and Organic Rankings?
Before we explore the correlation between local pack and organic rankings, it’s essential to understand what these terms mean:
Local Pack Rankings
The local pack, also known as the “Map Pack” or “3-Pack”, is a set of three business listings that appear at the top of Google’s search results for queries with local intent. These listings include:
- Business name
- Average rating and number of reviews
- Address
- Phone number
- Business hours
- Website link
- Directions link
Local pack rankings refer to a business’s position within this group of three listings.
Organic Rankings
Organic rankings, on the other hand, refer to a website’s position in the traditional search engine results pages (SERPs) that appear below the local pack. These results are determined by Google’s complex algorithm, which takes into account numerous factors such as relevance, authority, and user experience.
Is There a Correlation Between Local Pack and Organic Rankings?
The short answer is yes, there is a correlation between local pack and organic rankings. However, the relationship is not as straightforward as one might assume. Several studies have been conducted to investigate this connection, and while they’ve found a positive correlation, the strength of this relationship varies.
Key Findings from Recent Studies
- A study by Moz found that there is a moderate positive correlation between local pack rankings and organic rankings, with a correlation coefficient of 0.36.
- Research by BrightLocal revealed that 75% of businesses ranking in the top 3 positions of the local pack also appeared on the first page of organic search results.
- A comprehensive analysis by Local SEO Guide showed that organic ranking factors have a significant impact on local pack rankings, suggesting a strong connection between the two.
Why Do Local Pack and Organic Rankings Correlate?
The correlation between local pack and organic rankings can be attributed to several factors:
1. Shared Ranking Factors
Many of the factors that influence organic rankings also play a role in determining local pack rankings. These include:
- Website authority
- Relevance of content
- On-page optimisation
- Backlink profile
- User engagement metrics
2. Google’s Emphasis on User Experience
Google aims to provide the best possible user experience, which often means showing consistent results across different search features. If a business performs well in organic search, it’s likely to be considered a relevant and authoritative source for local queries as well.
3. Brand Prominence
Businesses that have a strong online presence and brand recognition are more likely to perform well in both organic and local pack rankings. This is because they tend to have more robust websites, better online reputation, and higher engagement rates.
How Can You Improve Both Local Pack and Organic Rankings?
Given the correlation between local pack and organic rankings, it’s beneficial to focus on strategies that can improve both simultaneously. Here are some key tactics to consider:
- Optimise your Google Business Profile: Ensure your listing is complete, accurate, and up-to-date. Encourage customers to leave reviews and respond to them promptly.
- Create location-specific content: Develop high-quality, locally relevant content that addresses the needs and interests of your target audience.
- Build local citations: Ensure your business information is consistent across various online directories and platforms.
- Implement proper on-page SEO: Optimise your website’s meta tags, headers, and content for both local and organic search.
- Earn high-quality backlinks: Focus on acquiring links from reputable local and industry-specific websites.
- Improve website user experience: Ensure your website is mobile-friendly, fast-loading, and easy to navigate.
- Leverage schema markup: Implement local business schema to provide search engines with more detailed information about your business.
Case Study: Improving Local and Organic Rankings for a Manchester-based Business
To illustrate the impact of focusing on both local and organic rankings, let’s look at a case study of a Manchester-based restaurant that worked with Gorilla Marketing:
| Metric | Before Optimisation | After 6 Months |
| Local Pack Ranking | Not in top 3 | Position 2 |
| Organic Ranking (main keyword) | Page 3 | Page 1, Position 4 |
| Website Traffic | 5,000 monthly visits | 15,000 monthly visits |
| Conversions (bookings) | 50 per month | 150 per month |
By implementing a comprehensive strategy that targeted both local and organic rankings, we were able to significantly improve the restaurant’s online visibility and business performance.
What Are the Limitations of the Correlation?
While there is a clear correlation between local pack and organic rankings, it’s important to note that this relationship is not perfect. Several factors can lead to discrepancies:
- Different ranking algorithms: Google uses different algorithms for local and organic search, which can sometimes lead to varying results.
- Competition levels: The level of competition can differ between local and organic search, especially in certain industries or locations.
- User intent: Some queries may have stronger local intent than others, affecting the relevance of local pack results.
- Proximity factor: In local pack rankings, the user’s physical location plays a significant role, which is not the case for organic rankings.
- Business model: Some businesses may naturally perform better in local search due to their nature (e.g., brick-and-mortar stores vs online-only businesses).
How Can You Track and Measure the Correlation for Your Business?
To understand how local pack and organic rankings correlate for your specific business, consider the following steps:
- Use rank tracking tools: Employ SEO tools that can track both local pack and organic rankings for your target keywords.
- Monitor Google Search Console: Analyse your performance in both local and organic search using the insights provided by Google Search Console.
- Conduct regular audits: Perform comprehensive SEO audits that assess both your local and organic search performance.
- Analyse competitor performance: Compare your rankings with those of your competitors to identify patterns and opportunities.
- Track conversions: Monitor how changes in both local and organic rankings impact your conversions and overall business performance.
Harnessing the Power of Local and Organic Search
Understanding the correlation between local pack and organic rankings is crucial for developing a comprehensive SEO strategy. By focusing on tactics that improve both types of rankings, businesses can maximise their online visibility and attract more potential customers.
At Gorilla Marketing, we specialise in creating tailored SEO strategies that take advantage of this correlation, helping businesses in Manchester and beyond to improve their search performance and achieve their goals. If you’re looking to enhance your local and organic search presence, contact us today to learn how we can help you climb the rankings and grow your business.
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