Local Pack

What Is the Local Pack?

The Local Pack — also called the Map Pack or Google 3-Pack — is the prominent block that appears near the top of Google search results when a query has local intent. It typically shows a map alongside three business listings, each displaying the business name, star rating, address, phone number, and a link to get directions.

When someone searches "plumber near me" or "coffee shop downtown Chicago," Google identifies the query as locally motivated and presents the Local Pack before standard organic results. The three businesses shown are drawn directly from Google Business Profile listings.

Why the Local Pack Captures So Many Clicks

The Local Pack occupies prime screen real estate — on desktop it appears above the fold, and on mobile it often fills the entire first screen. Research consistently shows that the Local Pack captures roughly 44% of all clicks on local search result pages. That figure makes it the single most valuable piece of online visibility a local business can achieve.

Unlike paid ads, Local Pack placement is earned through relevance and authority signals rather than direct payment, which also means the traffic is more trusted by users.

The Three Ranking Factors

Google has publicly stated that three factors determine Local Pack rankings:

Relevance — How well the business matches the search query. A complete and accurate Google Business Profile, with the correct categories, services, and keywords in the business description, improves relevance.

Distance — How close the business is to the searcher's location (or the location specified in the query). Businesses cannot always control distance, but they can ensure their address is accurate and that their service area is properly defined.

Prominence — How well-known and reputable the business is. Prominence is influenced by the volume and quality of reviews, the number of citations across the web, backlinks to the business website, and overall online presence.

How to Appear in the Local Pack

Appearing in the Local Pack requires a coordinated approach across several areas:

• Claim and fully complete your Google Business Profile. Choose the most accurate primary category, add all relevant secondary categories, upload photos, list your hours, and write a keyword-rich business description.
• Build consistent citations. Google uses data aggregators and directories to verify your NAP data. Inconsistencies reduce its confidence in your listing.
• Earn reviews actively. Businesses in the Local Pack typically have more reviews and higher average ratings than competitors outside it. Ask satisfied customers to leave a review.
• Optimize your website. The Local Pack also considers on-site signals — local schema markup, city-specific landing pages, and mobile performance all contribute.

Tracking your Local Pack visibility over time helps you understand whether your efforts are working. Tools like dilypse.localscan.io show where your business stands across the factors that determine your placement.