SEO

Local Pack

Q: What is the Local Pack in Google?

The Local Pack is the map box with three business results that Google displays prominently at the top of the SERP for local search queries. For searches with local intent it matters more than the classic ten-blue-links rankings.

Q: How do you get into the Local Pack?

Through three groups of signals: (1) relevance (does the business match the query?), (2) distance (proximity to the user), (3) prominence (reviews, backlinks, web presence). Google Business Profile is the foundation; without it there is no ranking in the pack.

Q: How many clicks go to the Local Pack?

Over 40% of all local clicks. Studies show that position 1 in the Local Pack receives more clicks than position 1 in the classic organic results. For local businesses, a Local Pack ranking is the most important SEO lever.

Q: Can a business without a physical address get into the Local Pack?

Under certain conditions. Google Business Profile allows ”service area” businesses without a public address — tradespeople, freelancers, mobile services. These can rank locally, though with a narrower reach than businesses with a public shop address.

Also known as: 3-Pack, Google Map Pack, Local 3-Pack

The Local Pack (also called the Map Pack or 3-Pack) is the map box containing three local businesses that Google displays at the very top of the SERP for location-related search queries — with a map, address, rating, opening hours and direct-action buttons (call, directions, website). For local queries the Local Pack appears above all classic organic results and receives a huge share of clicks. A position in the Local Pack is therefore the most important local SEO goal, often more valuable than position 1 in the organic listing.

The three Local Pack ranking factors

Relevance — does the GBP category and the GBP profile content match the search query?
Distance — how close is the searcher to the business? Not something you can influence, but defining the service area can help.
Prominence — reviews (number and score), backlinks from relevant sources, brand mentions across the web, NAP consistency.

Distance cannot be influenced, relevance and prominence can — that is where the leverage lies.

Local Pack optimisation workflow

Sharpen the primary GBP category — choose precisely, exactly for the money query.
Keep the NAP consistent across all directories — even small inconsistencies do harm.
Actively collect reviews — politely ask for a review after every service contact.
Reply to every review — within 48 hours, including negative ones.
Weekly GBP posts — news, offers, updates.
Build local backlinks — industry directories, city magazines, associations.
LocalBusiness schema on the website with all service areas.

The Local Pack in a mobile context

For mobile local search queries the Local Pack dominates almost the entire screen area — the classic organic results sit below the first scroll. The effect: on mobile, a Local Pack position is more essential than an organic position. Local businesses that only optimise in the classic way systematically lose visibility to the mobile-dominated Local Pack.

Example from practice

Example: A hairdresser in Hamburg held organic position 4 for ”Friseur Hamburg Eppendorf” (in the listing) but did not appear in the Local Pack — the Local Pack showed three other hairdressers. Strategy: the primary GBP category was sharpened to ”hairdresser”, 28 new reviews were gathered in 3 months, a NAP audit was carried out and local backlinks were acquired from a district magazine and industry directories. After 4 months: position 2 in the Local Pack, clicks from the profile rising from 18 to 142 per month. The classic organic ranking stayed at position 4 — winning the Local Pack mattered more.

Frequently asked questions

What is the Local Pack in Google?

The Local Pack is the map box with three business results that Google displays prominently at the top of the SERP for local search queries. For searches with local intent it matters more than the classic ten-blue-links rankings.

How do you get into the Local Pack?

Through three groups of signals: (1) relevance (does the business match the query?), (2) distance (proximity to the user), (3) prominence (reviews, backlinks, web presence). Google Business Profile is the foundation; without it there is no ranking in the pack.

How many clicks go to the Local Pack?

Over 40% of all local clicks. Studies show that position 1 in the Local Pack receives more clicks than position 1 in the classic organic results. For local businesses, a Local Pack ranking is the most important SEO lever.

Can a business without a physical address get into the Local Pack?

Under certain conditions. Google Business Profile allows ”service area” businesses without a public address — tradespeople, freelancers, mobile services. These can rank locally, though with a narrower reach than businesses with a public shop address.

Used in Rankmio for

Local Pack tracking in the SEO module

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Last updated: 2026-06-17 · Browse all glossary entries