Local pack (map pack)

What is a local pack?

The local pack, or map pack, is the section of Google search results that shows a map and a short list of local businesses, usually three, for searches with local intent such as “dentist” or “pizza near me”. Each listing comes from a Google Business Profile.

A listing typically shows the business name, star rating, review count, category, opening hours and quick links to call, get directions or visit the website. Some business types also show prices, menus, booking buttons or a short snippet from a review that matches the search.

It appears when Google thinks the searcher wants something nearby, even if they did not type a place name. Google uses the searcher’s location, so two people a few streets apart can see different businesses. Clicking “more places” opens a longer list of results, often called the local finder, which works like Google Maps.

Sponsored listings can also appear in or above the local pack. These are Google Ads, marked as sponsored, and are separate from the organic ranking. The order of organic listings is decided by Google’s local ranking factors: relevance, distance and prominence.

The local pack is a SERP feature. It often appears above the normal organic results, which means a business in the pack can get more visibility than the top organic website for the same search.

Why local pack matters for SEO

For local businesses, the local pack is usually the most valuable spot on the page. It takes up prime space, it shows ratings at a glance and it lets people call or get directions in one tap. Many searchers choose from the pack without scrolling further.

Because the pack shows only a few businesses, the gap between third and fourth place is large. Being in the pack for your main service across your area is often the clearest goal of local SEO.

Rankings in the pack change with the searcher’s location, so a single rank check from one point gives a misleading picture. A geo-grid shows how your position varies across your area.

The pack is also tightly policed. Because the rewards are high, it attracts spam: fake listings, keyword-stuffed business names and fake reviews. Google removes such listings and suspends profiles, and you can report competitors who break the guidelines through Google Maps.

How to rank in the local pack

1. Claim, verify and fully complete your Google Business Profile, with an accurate name, address or service area, phone and hours.
2. Pick the most accurate primary category. It is one of the strongest relevance signals.
3. Earn a steady flow of genuine reviews and reply to them.
4. Make your website support the profile: a clear page for each location or service, consistent NAP and LocalBusiness structured data.
5. Build local prominence with citations in trusted directories, local press, sponsorships and links from local organisations.
6. Track rankings across a geo-grid, not from a single point, and work on the areas where you are weak.
7. Avoid shortcuts such as keyword-stuffed names, fake addresses or fake reviews. They break Google’s guidelines and lead to suspension.

Local pack example

A search for “emergency plumber” from a phone in central Leeds shows a map with three plumbers, each with a star rating, review count, “Open 24 hours” and a call button. Searching the same phrase from a suburb five miles away shows a different three.