Story Based Question
You own a small, locally-owned bakery in your town, and you’re getting good traffic from people who find you via online searches. One day, a friend tells you that when they searched for “best bakery near me,” your shop didn’t appear in the Local Pack (the map results) on Google, but instead in a list called Google Local Finder. You wonder, “What’s the Google Local Finder, and why didn’t my business show up in the Local Pack even though I thought my GMB profile was fully optimized?”
You start digging into Google’s local search results and realize there’s a difference between the Local Pack and this Local Finder list. How does this work, and what do you need to do to improve your chances of showing up in the right search results?
Exact Answer
Google Local Finder is a feature in Google Search that provides a list of businesses relevant to a user’s query but outside of the Local Pack (the map results). It’s typically displayed when users scroll past the map or click the “More places” link. Businesses that show up in Local Finder are still ranked based on their relevance to the search and local SEO factors, like Google My Business optimization, reviews, and proximity to the searcher.
Explanation
Google Local Finder is part of Google’s local search results, designed to give users an extended list of businesses related to their query, typically displayed below the Local Pack (the map results). Here’s how it works and how it affects your visibility in local searches:
1. What Is Google Local Finder?
Google Local Finder is essentially an expanded list of local businesses that show up when someone performs a search related to a specific service or product in their area. It appears when a user clicks on the “More places” link or scrolls past the Local Pack (which shows businesses on a map). This feature is more like an extended directory, giving users a broader set of local options.
2. Difference Between Local Pack and Local Finder
The Local Pack consists of the top 3 businesses relevant to a user’s search, highlighted on a map. If your business doesn’t appear in the Local Pack, it might still show up in the Local Finder. This list often appears below the map and provides users with a list of additional local businesses that meet their search criteria.
3. Local SEO Signals for Local Finder
Just like the Local Pack, businesses in the Local Finder are ranked based on several local SEO factors, including:
- Relevance: How well your business matches the search query.
- Distance: The physical distance of your business from the user’s search location.
- Prominence: How well-known and reputable your business is (often influenced by reviews, website authority, and other local signals).
- Google My Business Optimization: The completeness of your GMB profile, including business name, address, phone number, and category.
Even if you don’t rank in the top 3 for a specific search, showing up in Local Finder can still be valuable since it increases your chances of being discovered by local users.
4. Why Does Your Business Appear in Local Finder Instead of the Local Pack?
If your business doesn’t rank in the Local Pack, it could be because you’re in a highly competitive industry or your Google My Business profile isn’t fully optimized. Google Local Finder is Google’s way of offering more local options to users when they scroll past the map. Even though it’s not the Local Pack, it’s still a form of local visibility and helps drive traffic to your business.
5. How to Improve Your Chances of Showing Up in Local Finder
To improve your chances of appearing in Local Finder (and the Local Pack), focus on the following local SEO strategies:
- Optimize your Google My Business profile: Ensure your GMB profile is complete and up to date with accurate information (business hours, website, phone number, etc.).
- Get more reviews: Positive reviews can help boost your ranking in both the Local Pack and Local Finder.
- Local Citations: Build local citations by getting listed in relevant online directories.
- Use relevant keywords: Make sure your website and GMB profile use relevant local keywords that customers are searching for.
- Improve your local relevance: Ensure that your business is in the right category, and add relevant services to your GMB profile.
Example
Imagine you own a local plumbing business. When you search for “plumber near me,” your business doesn’t appear in the Local Pack, but you do see it listed in the Google Local Finder. Here’s what could be happening:
- Not in the Local Pack: Your plumbing business might not be ranking in the top 3 businesses in the Local Pack because of stiff competition, such as other well-established plumbing companies in your area.
- Appearing in Local Finder: However, when users scroll past the map and click on the “More places” link, they see your business listed in the Local Finder. You might not have the top spot, but you’re still visible to potential customers.
- Improvement: To increase your chances of showing up in the Local Pack (and possibly moving higher in the Local Finder), you decide to focus on getting more positive reviews, improving your website’s local SEO, and ensuring your GMB profile is fully optimized.
After a few months, you notice your business climbing in rankings and starting to show up more frequently in the Local Pack, not just the Local Finder.
Google Local Finder offers another opportunity for local businesses to appear in search results, even if they don’t make it to the Local Pack. By focusing on optimizing your Google My Business profile, gathering reviews, and improving local SEO signals, you can increase your chances of appearing in both the Local Pack and the Local Finder.