The Local Pack

The Local Pack (also called the Map Pack or 3-Pack) is the boxed area showing three local businesses with a map on Google Search.

What is the Local Pack?

When you search for local services, Google displays:

Map showing business locations
Three business listings with key info
"More places" link to expanded results

The Local Pack appears above organic results, making it prime real estate for local businesses.

What Information Appears

Each listing in the Local Pack shows:

Business name
Star rating and review count
Business category
Address or service area
Hours (and "Open/Closed" status)
Phone number
Website link
Directions button

Why the Local Pack Matters

Visibility

Appears at the top of search results
Takes up significant screen space
44% of clicks go to Local Pack results

Click-Through Rate

Local Pack listings get 4x more clicks than organic results for local intent queries
Mobile users often tap "Call" or "Directions" directly

Zero-Click Actions

Users can call, get directions, or read reviews without visiting your website
This makes GBP optimization critical

How Google Selects the 3 Businesses

Google uses three primary factors:

1. Relevance

How well your profile matches the search query:

Primary category alignment
Keywords in business name
Services and products listed
Description content

2. Distance

How far your business is from the searcher:

For "near me" queries, closest businesses often win
For city-level queries, distance matters less
Service-area businesses show based on service area, not office location

3. Prominence

How well-known and trusted your business is:

Review count and rating
Citation presence
Website authority
Brand recognition

Local Pack Variations

Standard Local Pack

Three listings with map. Most common format.

Local Services Ads

For some categories (plumbers, lawyers), paid listings appear above organic Local Pack.

Hotel Pack

Shows hotels with prices and booking options.

Local Finder

Clicking "More places" opens an expanded list with more businesses and filters.

Factors That Improve Local Pack Rankings

Optimize Your GBP

Complete all profile fields
Choose accurate primary category
Add photos regularly
Post updates weekly
Respond to reviews

Build Reviews

More reviews = higher rankings
Recent reviews matter more
Higher ratings help
Keywords in reviews may help

Ensure NAP Consistency

Same name/address/phone everywhere
Match your GBP exactly
Fix inconsistent citations

Optimize Your Website

Include local keywords
Add schema markup
Ensure mobile-friendliness
Create location pages (for multi-location)

Understanding Position Changes

Local Pack positions fluctuate based on:

Searcher's location (even across a city)
Time of day (open vs closed)
Device type
Personalization
Algorithm updates

Don't panic over minor fluctuations. Focus on consistent optimization.

Tracking Local Pack Performance

Monitor your Local Pack visibility using:

Google Business Profile Insights: Search queries and visibility
Local rank tracking tools: Position by location
Manual searches: Check from different locations

Key Takeaways

The Local Pack captures 44% of clicks for local searches
Only 3 businesses appear (unless expanded)
Relevance, distance, and prominence determine rankings
Your position varies by searcher location
GBP optimization is essential for Local Pack visibility