The local pack, also commonly called the map pack or the 3-pack, is a prominent SERP feature that Google displays for location-based search queries. It shows three local business listings at or near the top of the results page, accompanied by a Google Maps panel. Each listing displays the business name, star rating, category, address, phone number, and hours - giving users everything they need to choose a local business without clicking through to any website. For local SEO, ranking in the local pack is often more valuable than ranking in the standard organic results directly below it.
The local pack is powered by data from Google Business Profile (formerly Google My Business). A business must have a verified, complete, and active Google Business Profile to be eligible for local pack placement. Without a GBP listing, a business essentially does not exist in Google's local search ecosystem, regardless of how strong its website is. The local pack is triggered by queries with local intent - searches like "dentist near me", "coffee shop [city]", or "plumber [neighborhood]" - as well as many queries where Google infers local intent even without an explicit location modifier.
How to Rank in the Local Pack
Local Pack vs. Organic Results
The local pack and the standard organic results are separate ranking systems that operate independently. A business can rank in the local pack without having a strong organic presence, and vice versa. The local pack uses Google Business Profile data, proximity, and review signals as its primary ranking inputs. Organic results use traditional website authority, content, and backlink signals. For local businesses, optimizing for both simultaneously - maintaining a strong GBP and a well-optimized website with LocalBusiness schema and NAP consistency - is the most effective strategy. The local pack appears above organic results and captures the majority of clicks for local queries, making it the highest-priority placement for any brick-and-mortar or service-area business.