Why Ranking in the 3-Pack Matters
When users search for local services in Durham, NC, Google displays a “3-Pack” of top businesses in the map results. These listings receive over 44% of local search traffic, significantly more than standard organic listings. For businesses like auto shops, law firms, and restaurants in Durham, appearing in the 3-Pack leads to increased calls, visits, and revenue.
Getting featured in the Google Maps 3-Pack is no longer just a digital accolade—it’s a necessary step for businesses seeking consistent local footfall and brand recognition. Think about it: when someone nearby searches for “best coffee shop in Durham,” they’re not going to scroll— they’ll tap on one of the three highlighted listings right under the map. That could be your business, if you follow the strategy laid out in this guide.
Understanding Google’s Local Ranking Factors
Google considers three primary factors:
Relevance: How well your business matches the user’s intent.
Distance: Proximity to the searcher’s location.
Prominence: Reputation, backlinks, citations, and reviews.
While you can’t change your location, you can greatly influence relevance and prominence. These two components rely heavily on digital strategy and consistency across platforms. The key lies in structured optimization and persistent engagement.
Optimizing Your Google Business Profile (GMB)
Claim and Verify Your GMB Listing
Start by claiming your Google Business Profile. Without verification, you’re missing access to vital tools and your chances of being included in the 3-Pack are slim. Verification may be done via postcard, phone call, or email.
Complete Every Section of Your Profile
An incomplete profile is like an empty storefront—it deters clicks and customer trust. Fill out all the essentials:
Business name (no keyword stuffing)
Address and phone number (use a local area code)
Hours of operation
Business categories (choose the most accurate primary and add secondary ones)
Website URL and appointment links
Attributes like women-led, Black-owned, etc. if applicable
Add High-Quality Media
Photos and videos directly impact conversion rates. Regularly update:
Storefront and interior
Products or services in action
Team headshots
30-second videos showcasing experience or promotions
Learn more about Google Business Profile Optimization.
Review Management for Local SEO
Why Reviews Matter
Google uses review signals—number, frequency, and quality—as a trust factor. Encourage happy clients in Durham to leave detailed reviews.
Businesses with over 50 reviews and a rating above 4.5 stars are significantly more likely to appear in the Maps 3-Pack. The algorithm favors relevance and recency—meaning it’s not just about volume, but consistency.
Responding to Reviews
Engage with all reviews within 48 hours. Positive reviews should receive gratitude. Negative reviews should be approached with professionalism. Offer resolutions and show accountability—this builds public trust.
Tools to Use
Google’s review link generator
QR codes at checkout counters
Review request platforms like Birdeye, Podium, or GatherUp
Our Online Reputation Management service helps you get 5-star reviews consistently.
Building Local Citations
Citations are mentions of your business across directories like Yelp, YellowPages, and Durham Chamber listings. They reinforce legitimacy.
Where to Get Listed:
Yelp
Bing Places
Apple Maps
Local directories: durhamchamber.org, mebanebusiness.com
Industry-specific directories (e.g., AVVO for lawyers, Houzz for home services)
NAP consistency (Name, Address, Phone) is key. Even small discrepancies can negatively impact rankings.
Manual vs Automated Submission
Automated tools like BrightLocal and Moz Local streamline citation management. However, manual listing gives you more control over descriptions, images, and categorization.
Explore our Local SEO Services for citation building.
On-Page SEO for Local Ranking
Localized Landing Pages
Your site should have pages tailored to each location you serve. These pages must contain:
City-specific keywords
Embedded Google Maps
Local customer testimonials
Structured service data
Content with Local Context
Blogging is crucial. Use your blog to:
Highlight community involvement
Promote local events you sponsor
Feature customer stories or case studies from Durham
Implement Local Schema Markup
Add JSON-LD schema for LocalBusiness to help Google understand your service area and offering.
Need help? Our On-Page SEO Services cover content, schema, and keyword optimization.
Get Local Backlinks
Why Local Backlinks Matter
Backlinks from regional sites (Durham blogs, news outlets, or universities) signal trust to Google. The more quality links pointing to your site, the more “prominent” your business becomes in Google’s eyes.
How to Earn Them:
Submit press releases to Durham’s local publications
Sponsor local nonprofits or sports teams for mention on their sites
Offer scholarships to local colleges
Guest post on regional blogs (e.g., Triangle Business Journal)
Learn how our Link Building Services increase local authority.
Improve Website Technical SEO
Page Speed Optimization
Use Google PageSpeed Insights to identify lags. Compress images, enable lazy loading, and reduce third-party scripts.
Mobile-Responsive Design
Over 60% of local searches are conducted on mobile. Your site should:
Resize for mobile automatically
Use large buttons and readable text
Prioritize speed and navigation simplicity
Structured Data and Core Web Vitals
Pass all Core Web Vitals: LCP, FID, CLS. Google rewards fast-loading, stable websites.
We offer Technical SEO Audits to address these factors.
Case Study: Durham HVAC Company
In 2023, a local HVAC service partnered with Local Presence SEO. Initial status:
12 reviews on Google
No backlinks
Unoptimized website
After 4 months:
Reviews rose to 85 with a 4.9-star average
Website was optimized with schema and fast hosting
Local backlinks from a Durham blog and home magazine
Results:
3-Pack ranking for “HVAC Durham NC”
40% increase in service calls
+120% website traffic
Monthly Maintenance Checklist
Final Thoughts
The Google 3-Pack is prime digital real estate. For Durham businesses, showing up in this space isn’t about tricking Google—it’s about proving you’re the best answer for the searcher. From maintaining accurate information to collecting reviews, creating content, and building backlinks—success requires consistency, strategy, and local engagement.
If you’re ready to dominate local search and be seen where it matters most, contact Local Presence SEO for a free strategy session.
