🟣 1. Why is it not enough to just appear on Google?
Having a presence on Google is the first step to improving any business’s digital visibility, but in the local environment, it’s not enough.. Most businesses think that just by having a website or a Google My Business listing, they are already “ranked”. The reality is very different.
Nowadays:
- More than 90% of clicks in local searches go to the top three results of the Local Pack (the Google Maps block that appears next to the map).
- The 80% of the users doesn’t even bother to go to the second page of results.
This means that if your business is not in the Top 3 on Google Maps, you're falling off the radar of potential customers, even if you're technically “on Google”.
This article explains the real difference between being on Google and being in the Top 3, why it matters so much for physical businesses, and what you can do to achieve it with a solid strategy for local SEO.
📍 2. What does “being on Google” mean for a local business?
When we talk about being on Google, we’re referring to two different possibilities:
✅ A. Appearing in the organic results (SERPs)
That is, your website appears on Google when someone performs a search like:
- “dental clinic in Madrid”
- “Thai restaurant in Valencia”
- “accounting services for freelancers in Seville”
This type of ranking depends on traditional SEO or on-page SEO, which is based on:
- The quality of the content
- The strategic use of keywords
- The technical structure of the website
- Loading speed
- Domain authority and backlinks
Although this type of ranking can attract valuable traffic, it has a major drawback for physical businesses: it doesn’t always show your business’s location or profile, which reduces the chances of receiving an immediate in-person visit.
✅ B. Having a listing on Google My Business (Google Business Profile)
Your business appears on Google Maps with a profile that shows:
- Name, address, and phone number
- Opening hours
- Photos of the premises and products
- Ratings (reviews)
- Buttons to call, visit the website, or get directions
This allows users to get to know you quickly. However, if your listing is not well optimised, it's likely that you won't appear among the top results, and therefore, you won’t generate clicks, calls, or visits.
Being on Google does not guarantee results. Being in the Top 3 does generate them.
🚀 3. What is the Top 3 on Google Maps (Local Pack)?
The Local Pack, also known as Top 3 on Google Maps, is the section that appears with a small interactive map when someone performs a local search, such as:
- “employment lawyer near me”
- “café open now”
- “computer shop in Chamberí”
This block is specifically designed for local searches with commercial intent. It displays:
- The three highest-ranked listings
- The review ratings
- Distance or area
- Phone number, address, opening hours, call button
- A link to “more places” (which very few users click)
🎯 Advantages of being in the Top 3 on Google Maps:
- Immediate visibility: it’s the first thing shown in local searches.
- Higher click-through rate (CTR): over 50% of clicks in local searches go to the Top 3.
- Automatic credibility: if you’re there, Google is validating you as relevant.
- Ease of conversion: direct button to call, get directions, or visit the website.
- Traffic without paying for clicks: you don’t need ads if you're well ranked.
🔍 4. Key differences between “being on Google” and “being in the Top 3”
| Concept | Being on Google | Being in the Top 3 on Google Maps |
|---|---|---|
| Visibility | Moderate: depends on organic ranking | Maximum: prominent and visible location |
| Clicks and traffic | Low if you're not on the first page | High: the top three receive the majority of clicks |
| User trust | Variable, depends on your website | High: Google selects the most relevant ones |
| Purchase intent | Variable depending on the search | Very high: the user is ready to take action |
| Competition | National or thematic | Local: businesses in your area |
| Acquisition cost | Requires time or investment in SEO/Ads | Free with good local optimisation |
🧠 5. Why do users trust the Top 3 more?
Users trust the businesses that appear in the Top 3 for several reasons:
🔸 Perceived authority
Google highlights only three businesses. Users assume that if you’re there, it’s because you’re a good option. No further explanation needed.
🔸 Speed and convenience
On mobile, the Local Pack takes up almost the entire screen when searching. You don’t need to scroll or compare dozens of websites.
🔸 Immediate actions
From the same block, you can:
- Call directly
- Get directions
- Read reviews
- Visit your website
76% of users who click on a business in the Top 3 end up contacting it within 24 hours (fuente: BrightLocal).
📈 6. Factors that differentiate traditional SEO from local SEO
| Factor | traditional SEO | Local SEO (Google Maps) |
|---|---|---|
| Links (backlinks) | Thematic relevance and domain authority | Links from local media and websites |
| Keywords | General: “professional hairdresser” | Local: “hairdresser in Salamanca city centre” |
| Content | Articles, guides, service pages | Geolocated content, landing pages by neighbourhood |
| Business listings | Not applicable | Optimised listing on Google My Business |
| Reviews | They don’t influence direct SEO | They are key to ranking higher on Maps |
| Proximity to the user | Not relevant | It is a main factor |
| Cost | It may require a significant investment | Low if you manage your local presence well |
🛠 7. How to move from “being on Google” to “being in the Top 3 on Google Maps”
7.1. Optimise your Google My Business listing
- Use the appropriate primary category and add secondary categories if applicable.
- Add a clear description with local keywords.
- Upload real photos of the business, the team, products, etc.
- Post updates, events, or news.
- Make sure your address, opening hours, and phone number are correct.
7.2. Generate reviews with local intent
- Ask your customers to leave reviews mentioning the neighbourhood, service, and experience:
“Great experience at the best physiotherapy clinic in Gràcia”
- Respond to all reviews with care and professionalism.
- Maintain a consistent frequency: at least one or two per week.
7.3. Create geolocated content on your website
- Create landing pages by neighbourhood, city, or area.
- Write articles such as:
“How to choose a reliable locksmith in Chamberí”
“Top 5 dental clinics in Málaga city centre (2025 comparison)”
7.4. Get local citations and backlinks
- List your business in local directories: Yelp, Yellow Pages, Chamber of Commerce.
- Participate in events or collaborate with local media in your city to get mentioned and linked.
7.5. Monitor your ranking and update regularly
- Use tools like BrightLocal or Google Business Insights.
- Check your rankings for different searches (e.g., “restaurant in [neighbourhood]”).
- Update your listing monthly: photos, services, events, promotions.
🚀 8. Real benefits of being in the Top 3
Appearing in the Top 3 on Google Maps offers you:
- Up to 80% more calls and clicks compared to those who aren’t there.
- More real foot traffic to your premises.
- Increase in bookings and sales without investing in paid advertising.
- Improved reputation thanks to the volume and quality of reviews.
- Strategic positioning ahead of your local competition.
It’s the most cost-effective and direct way to attract customers in your area.
🔄 9. Success story: café in central Barcelona
Initial situation:
- Well-designed website but no local traffic.
- Poorly optimised listing: no photos or reviews.
- It appeared on page 2 of organic results and position 8 on Google Maps.
Strategy implemented:
- Complete optimisation of the listing with menu, special opening hours, and photos of the premises.
- Review campaign with regular customers, using keywords like “cafetería en el Gòtic.”
- Publication of articles such as “Best breakfasts in central Barcelona.”
- Citations in food blogs and local magazines.
Results after 2 months:
- Climbed to position 2 in the Top 3 on Google Maps.
- A 70% increase in clicks to the listing and direct bookings.
- A 50% increase in physical visits to the premises without using ads.
🔚 10. Conclusion
Being on Google it gives you presence, but being in the Top 3 on Google Maps gives you results: calls, visits, and customers.
If you’re a physical business relying on local traffic, you can’t afford to be ranked 6th, 8th, or 10th. Your priority should be to appear on the map, stand out from the competition, and make it easy for customers to find and choose you.
In YellowRock Marketing We help you achieve this. We are experts in:
- Local positioning on Google Maps
- Google My Business optimisation
- Review strategies using targeted keywords
- Creation of geolocated content
- Local visibility audit
Want to know if you’re well ranked or what you need to improve?
👉 Write to us at hello@yellowrockmarketing.com and request your free local visibility report.
Within 24 hours, you’ll receive a comprehensive analysis and practical recommendations to help your business rise to the Top 3 on Google Maps.
Your customer is already searching for you. The only thing missing is for them to find you first.
