Dominating the Map Pack: A Local Citation Strategy
Client: A personal injury law firm in a competitive city.
Challenges We Faced
The client was invisible in the “Map Pack” despite having a good website:
Inconsistent NAP
Their Name, Address, and Phone number varied across the web (e.g., “Law Office of…” vs. “Smith Law”).
Low Citation Volume
Competitors had listings in 50+ directories; they had 10.
No Local Links
They lacked backlinks from local organizations (Chamber of Commerce, local news).
Review Deficit
They had fewer Google reviews than the top 3 competitors.
Poor Category & Listing Optimization
Many existing listings used incorrect or generic business categories, reducing relevance for local search and Map Pack rankings.
Win Your City
“Invisible in the Map Pack? Our Local Citation Building services put your business on the map.”
Our Approach – How We Solved These Challenges
Local Citation Building
We manually built 60+ consistent citations on high-authority directories like Avvo, FindLaw, and Yelp.
Data Aggregator Submission
We pushed their correct NAP data to major aggregators (Data Axle, Foursquare).
Local Link Building
We sponsored a local charity run to get a high-authority backlink from a local organization.
GMB Optimization
We optimized their Google Business Profile and implemented a review generation campaign.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Map Pack Rankings | Not Ranked | Top 3 | N/A |
| “Click-to-Call” Leads | 5/mo | 65/mo | +1,200% |
| Citation Consistency Score | 45% | 100% | +122% |
Free Local Audit
“Is your NAP consistent? Request a Free Local Link Analysis from our link building experts!”
Advice for Marketers & Brand Owners
- Consistency is key. Even a small difference in your address (St. vs Street) can hurt your local ranking.
- Go niche. General directories are good, but niche directories (like FindLaw for lawyers) are better.
- Get involved. Local sponsorships are the best way to get high-authority, locally relevant backlinks.
Extra Factors That Made It Work
- The link building service company team manually verified every citation to ensure 100% accuracy.
- Fixing the NAP issues consolidated their local authority, signalling trust to Google.
