Local Pack
The Local Pack is the SERP block that bundles roughly the top three local businesses alongside a map for searches with local intent, also known as the Map Pack or 3-Pack. Each listing shows the map location, star rating, hours, and tap-to-call and directions buttons.
- The Local Pack is the SERP block that groups the top three businesses with a map for local-intent searches, also called the Map Pack or 3-Pack.
- According to BrightLocal, roughly 93% of local-intent searches surface a Local Pack, and 50% of mobile local searchers visit a nearby store within 24 hours.
- Google states officially that it determines local rankings using three factors: relevance, distance, and prominence.
- A complete Google Business Profile (GBP), reviews, and consistent NAP are the key levers for visibility.
- Rankings cannot be bought or requested; optimizing the profile and accumulating trust signals is the only path.
Overview
The Local Pack is the SERP block that bundles roughly the top three local businesses alongside a map for searches carrying local intent, such as "coffee shop near me" or "Gangnam dentist." It is also referred to as the Map Pack, Local 3-Pack, or Snack Pack. Visually separated from the standard organic results and placed near the top of the page, each listing displays the map location, business address, hours, average star rating, a mobile click-to-call, and directions and website buttons.
The Local Pack matters to local businesses because it combines prime placement with a built-in call to action. BrightLocal data indicates that about 46% of all Google searches worldwide carry local intent, and roughly 93% of those surface a Local Pack. It is also reported that 50% of mobile local searchers visit a nearby store within 24 hours (source: BrightLocal).
Ranking Factors
Google states in its official documentation that local search rankings are determined by three factors (source: Google Business Profile Help).
| Factor | Meaning | Key signals |
|---|---|---|
| Relevance | How well the business profile matches the search intent | Business category, services, completeness of profile information |
| Distance | How close the business is to the searcher or the location named in the query | Searcher location data, place names included in the query |
| Prominence | How well-known and trusted the business is | Review count and rating, external links, citations and mentions |
Google explicitly notes that "more reviews and positive ratings can improve your local ranking," and explains that website links pointing to a business are also considered when calculating prominence (source: Google). Industry analysis holds that distance (proximity) carries relatively little weight, while the manageable factors of relevance and prominence make up the larger share of the algorithm (source: BrightLocal).
Execution Checklist
- Register and verify your Google Business Profile and fill in every detail, including address, phone, and business type.
- Set accurate business categories and service items to strengthen relevance to search intent.
- Keep regular and special hours up to date.
- Actively request customer reviews and respond to the ones you receive to generate engagement signals.
- Keep your NAP (name, address, phone) consistent across your website, directories, and social media.
- Add photos and videos of your location and products to improve profile completeness.
- Secure external links and citations from local media and directories to reinforce prominence.
Rankings cannot be bought or directly requested; steadily accumulating the signals above is the only path (source: Google).