Local Pack
Definition
The box showing three local businesses with a map that appears at the top of Google search results for local queries. Prime real estate for local businesses.
What is the Local Pack?
The local pack is a Google search feature displaying three local businesses along with a map. It appears prominently at the top of search results for queries with local intent, like "restaurant near me" or "plumber in Exeter".
Each listing shows the business name, rating, category, address, and sometimes hours or other details – all pulled from Google Business Profiles.
Why the Local Pack Matters
The local pack appears above organic results, capturing the majority of clicks for local searches. For local businesses, appearing in the pack can be more valuable than ranking first organically.
Studies show the local pack receives around 44% of clicks on local search results pages. If you're not in those three spots, you're missing significant potential traffic.
Ranking in the Local Pack
Google considers three main factors:
Relevance
How well your business matches what the searcher wants. Complete, accurate category selection and business information help.
Distance
How close your business is to the searcher or the location mentioned in the query. You can't change your location, but you can ensure your address is accurate.
Prominence
How well-known your business is, based on reviews, backlinks, citations, and overall online presence.
Getting Into the Local Pack
- Claim and fully optimise your Google Business Profile
- Choose accurate primary and secondary categories
- Collect genuine reviews consistently
- Maintain NAP consistency across the web
- Build local citations in quality directories
- Encourage engagement (photos, Q&A, posts)
The local pack is competitive – in any area, only three businesses appear. Consistent local SEO effort is required to earn and maintain a spot.