Improving Local Pack results across other services

[GrouchyKids]

A company I work for ranks well in the Local Pack under its primary service offering i.e. "primary service Bristol". And also under some other services it offers.

However, under other services that are offered, it doesn't show in the local pack despite ranking No 1 in the natural SERPS for the target phrase "example service Bristol".

We have pages covering all main services in the main site navigation bar.

Is this just the way it is or can something be done to resolve this?

Does the detail in the third-party citations have a significant impact?

What about the content of the reviews? I note that we are doing better under the services mentioned within the reviews.

Should I add additional categories and emulating those used by the competition under the search terms?

Or am I missing something else?

[MiriamEllis]

@grouchykids Do only add categories that are relevant to your business. Sometimes you do have to use something that isn't an exact match, though, if Google doesn't quite have what you need.

[GrouchyKids]

@miriamellis Hi Mirriam, thanks yes that makes perfect sense.

In terms of categories, we don't see an exact match I imagine that referencing the competitors that rank is a good way forwards (as you say as long as this makes sense).

[MiriamEllis]

@grouchykids Hello there! Yes, definitely do add other relevant categories if they are available. A campaign in which you get reviews of these services for which you're not currently ranking as well could help boost Google's understanding of the company's relevance to these search terms. Yes, it's important to get the details right on your citations. Beyond this, a few good links from local or industry platforms related to your additional services could be a big help!