What is Local Pack?
A SERP feature showing the top 3 local businesses on a map for location-based searches, pulled from Google Business Profiles.
Definition
The Local Pack (also called the Map Pack or 3-Pack) is a prominent Google SERP feature that displays the top three local business listings alongside a map for searches with local intent. Each listing shows the business name, star rating, number of reviews, address, hours, and sometimes additional details like price range or services. The Local Pack appears above organic results for queries like 'restaurants near me', 'plumber in chicago', or any search Google determines has local intent.
Why It Matters
The Local Pack captures a disproportionate share of clicks for local searches because it appears prominently above organic results with rich visual information. For local businesses, appearing in the Local Pack is often more valuable than ranking #1 organically because users can see reviews, location, and contact info without clicking through. Local Pack visibility directly drives phone calls, direction requests, and website visits. With 46% of all Google searches having local intent, the Local Pack is critical for any business serving a geographic area.
46% of all Google searches have local intent
Nearly half of all searches are potentially triggering Local Pack results
Source:Google Internal Data
The Local Pack receives approximately 44% of clicks on local search results pages
More clicks go to the Local Pack than to organic results for local queries
Source:BrightLocal Study
Businesses in the Local Pack's #1 position receive 24.4% of all clicks
There's a significant drop-off from #1 to #2 and #3 in the pack
Source:BrightLocal Local CTR Study
How It Works
Google determines Local Pack results using three primary factors: relevance (how well the business matches the search query), distance (proximity of the business to the searcher or the location in the query), and prominence (how well-known and trusted the business is, based on reviews, citations, and online presence). The data comes primarily from Google Business Profiles. Google Business Profile optimization, consistent NAP (name, address, phone) citations, review quantity and quality, and local link building all influence Local Pack rankings.
Examples
- 1.Searching 'coffee shops near me' shows a Local Pack with the 3 closest, highest-rated coffee shops on a map
- 2.A query for 'personal injury lawyer Chicago' displays the top 3 law firms with ratings and locations
- 3.Searching 'emergency plumber' triggers a Local Pack based on the searcher's current location
Best Practices
- ✓Claim and fully optimize your Google Business Profile with accurate, complete information
- ✓Build consistent NAP citations across major directories (Yelp, BBB, industry directories)
- ✓Actively generate and respond to Google reviews to improve rating and review count
- ✓Add relevant categories and services to your Google Business Profile
- ✓Post regularly to Google Business Profile with updates, offers, and events
- ✓Build local backlinks from community organizations, local news, and business associations
Common Mistakes
- ✗Having inconsistent business name, address, or phone number across directories
- ✗Not responding to reviews (both positive and negative)
- ✗Neglecting Google Business Profile posts and updates
- ✗Using a virtual office or PO Box address that violates Google's guidelines
- ✗Not selecting the most specific and relevant business categories
Frequently Asked Questions
What is the Google Local Pack?
The Google Local Pack (or Map Pack) is a SERP feature that shows the top 3 local business listings with a map for location-based searches. It displays business names, ratings, reviews, addresses, and hours, pulled from Google Business Profiles. It appears above organic results and captures about 44% of clicks on local search pages.
How do I get my business into the Local Pack?
To rank in the Local Pack: 1) Claim and fully optimize your Google Business Profile. 2) Ensure consistent NAP (name, address, phone) across all directories. 3) Generate quality Google reviews and respond to them. 4) Choose the most relevant business categories. 5) Build local citations and backlinks. 6) Post updates regularly to your profile.
What's the difference between Local Pack and organic results?
The Local Pack shows 3 business listings with a map, pulled from Google Business Profiles. It's optimized separately from organic results. Organic results are traditional web page listings ranked by Google's main algorithm. A business can appear in both, but they require different optimization strategies.
How many businesses appear in the Local Pack?
The standard Local Pack shows 3 businesses. Users can click 'More places' to see an expanded list. In some cases, Google shows a Local Finder with more results, or a sponsored Local Pack listing above the organic 3-pack.