If you’ve ever tried searching for a local business or service, the chances are you’ve come across a Google map pack. These are the results page (SERP) features that show the top three businesses relevant to your query, alongside their location on a map. They’re an important part of local SEO, given that they dominate the SERP and most users don’t scroll past them – especially on mobile. So, how do you rank in Google’s map pack?
To improve your ranking in Google’s map pack, start by optimising your Google Business Profile with accurate info, photos and reviews. Use local keywords on your site, build citation and backlinks from trusted local sources, and implement local schema.
Of course, there’s a little more to it, but don’t worry. In this post, we’ll go through each strategy in detail, explain why it matters, and give you some actionable tips to help your business rise to the top of local search results. Ready to start showing up where it counts? Let’s dive in.
Before you can optimise your business profile, you’ll need to create one or claim an existing listing. If your company has any kind of online presence, there’s a strong chance that Google has already created a listing for you. If not, no problem – you can easily set one up yourself. Here’s how to do both of those:
2. In the side panel, look for “Own this business?” and follow the link.
3. Clicking the link will trigger a pop-up, through which you can request access to the profile.
4. Select a verification method (e.g. postcard, call or email) and follow the verification steps.
5. Once verified, you can access and maintain your Google business profile.
Now that you have access to your profile, you’re able to optimise it. Generally, this means adding information about your business – more is better. That said, there are a few things to bear in mind while you’re working your way through this. Here’s what you’ll want to consider:
If you’ve been paying attention, you’ll notice that we’ve mentioned trust a few times. That’s because it’s a core part of Google’s algorithm, which is designed to return the most authoritative sites for a particular query. And as far as indicators of trust go, they don’t get much stronger than customer reviews, so you’ll want to watch out for these.
This is an area of SEO that crosses over with marketing as it’s understood by most people. That is, you won’t get sparkling reviews on their own; you’ll have to be proactive in asking for them. A good place to start would be asking your regular or repeat customers to leave some kind words on your business profile.
But that’s not all. You’ll also want to respond to any negative reviews you receive. You can’t do much about changing or removing them, but a reply shows that you respond well to criticism and that you actively look to resolve complaints. It can seem daunting at first, but unless your service is truly dreadful, you won’t receive many negative reviews, so channel your energy into gaining positive ones.
By citations, we mean mentions of your business name on the web, along with other information – bonus points if these mentions are linked back to your site (for more on this, see our post: What Are Backlinks and Why Are They Important?). You can check how many you have already and where you’re receiving them from with a keyword research tool like Semrush.
Citations are important because they help search engines like Google build a picture of your business, where it operates, and, as we keep coming back to, how trustworthy it is. When reviewing your backlinks and mentions, you’ll want to check for anything that looks suspicious and disavow the link if necessary.
Likewise, you can give your local online presence a boost by building links and citations from other local websites. You don’t have to be a PR expert to pull this off – some examples of readily available links and mentions include:
While some backlinks are better than others (see our post: What Is the Difference between Follow and Nofollow Links?), there’s certainly no harm in getting a few extra mentions as far as local SEO goes.
Back to on-page SEO now. If you want to rank for a keyword, your website needs to have content that reflects its search intent. And as far as local SEO goes, that’s no different. The difference lies in including geographic qualifiers in the keywords you target. That’s the difference between “digital marketing agencies” and “digital marketing agencies in sheffield.” If you serve more than one area, then you might want to create location-specific pages for each of them.
Lots of businesses claim and optimise their profile, only then to completely forget it exists. In our opinion, that’s a big mistake! Posting updates at least a couple of times a month, especially those relating to offers or events, signals to Google that you’re engaged and relevant. It’s also more likely to convert users and get clicks through to your site.
Another quick win – at least as far as local search goes – is to embed a Google map on your website’s contact or location page. It acts as a strong local relevance signal, reinforcing your presence and helping you rank more prominently in geographically targeted searches. What’s more, it improves usability by confirming you’re close by and giving directions should users want to visit your location.
If you manage your website without a developer – as many local businesses do – you’ll be glad to know that embedding a map is actually pretty simple. Just follow these steps:
It’s as easy as that!
Ranking in Google’s Map Pack doesn’t require an enormous budget – just the right strategy and consistent effort. By claiming and optimising your Google Business Profile, gathering quality reviews and embedding local signals, you’re already half way there. These small steps make a big difference, and following up with regular updates gives you every chance of ranking where it counts.
Of course, if you’d like a hand with this, we’re here to support you. At Wildcat Digital, we help local businesses punch above their weight online by building search-friendly websites that rank. Whether you’re just starting with SEO or looking to improve your existing strategy, our team can give you the edge you need to stand out in a crowded market. Want to hear what we could do for you? Give us a call or check out our case studies to see how we’ve done it for others.
SEO Account Director
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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