Thus, these links can appear in three clearly differentiated areas:
As part of organic searches; that is, as another link in the SERP, without any special distinctive feature that distinguishes it from the rest, except for the rich snippets that Google considers to show:
Local SEO Action Plan - Local Organic Results
Featured box with up to 3 links (“local pack”) that Google displays after sponsored links and before organic results, along with additional information such as map, photos, address, opening hours or user ratings:
Local SEO Action Plan - Local Links Package
Picture in the sidebar, which we could call the “jackpot”, as it appears highlighted in large size and with much more information and photos of the establishment:
Local SEO Action Plan - Sidebar
Our goal is to appear in the local pack or sidebar, which requires us to properly organize and label our information so that Google is able to identify, extract, and include it in these places.
Also, look at some links within the organic search listing:
Local SEO Action Plan - Organic Result philippine area code s Directories
As you can see, 4 of the first 5 links correspond to directories or opinion sites.
In this case, the well-known TripAdvisor and the lesser-known GastroRanking.
Interestingly, none of these 5 links correspond to a restaurant.
In local organic searches, it will be common to see links from these types of review sites.
Typically, these are rich snippets that provide additional information about the establishment they refer to (for example, user ratings).
How to satisfy the user's search intent?
The purpose of Local SEO is to place our pages and links in the top positions of search results when the user's search intent is restricted to a specific geographic area over which we have the ability to act or influence and, in general, located in the vicinity of their physical location at the time of the search.
When Google generates local results during a search, it is comparing and linking information available from two separate and independent sources: on the one hand, from the user who made the search and, on the other, from the different entities that could respond to that query (companies, establishments, professionals, etc.).
To understand what actions we can take as part of our Local SEO strategies, we need to know what information Google uses and where it gets it.
Google does not disclose in detail its process of tracking, collecting and comparing data to build the SERPs, but we can make an approximation from the guidelines, recommendations, guides or communications it publishes.