Local Pack (Map Pack)

What is the Local Pack?

The local pack (also called the map pack or 3-pack) is a prominent Google SERP feature that displays a map alongside up to three local business listings for queries with local intent. It typically appears above organic results and below any paid ads, making it one of the most coveted positions in local search.

What Appears in a Local Pack Listing

• Business name
• Star rating and number of reviews
• Business category
• Address and distance from the user
• Hours of operation
• Phone number (on mobile)
• Link to website and directions

Ranking Factors for the Local Pack

Google uses three primary categories of local ranking factors:

1. Relevance — how well the business profile matches the search query (category, keywords in name/description, services listed)
2. Distance — proximity of the business to the searcher's location (or the location specified in the query)
3. Prominence — how well-known and reputable the business is (reviews, ratings, backlinks, citations, web presence)

How to Rank in the Local Pack

1. Optimise your Google Business Profile — complete every field; choose the most accurate primary category; add photos; use keywords in description
2. Build reviews — actively request reviews from satisfied customers; respond to all reviews (positive and negative)
3. Consistent NAP citations — ensure name, address, phone match across all directory listings
4. Local landing page — your website should have a well-optimised page for local queries
5. Local backlinks — links from local newspapers, chamber of commerce, local blogs
6. Engagement signals — clicks, directions requests, photo views, and calls from GBP all signal engagement