Local Pack

The block of three businesses with map, ratings, and contact info that shows up at the top of local Google searches. The most valuable real estate in local SEO.

Also known as: Local 3-Pack, Map Pack

The local pack (also called the “3-pack” or “map pack”) is the block of three local businesses Google shows at the top of search results for queries with local intent. Each entry includes a map pin, business name, rating, review count, hours, and a “Call” or “Directions” button.

For local service businesses, ranking in the local pack is the single highest-leverage SEO outcome. Local pack listings typically capture 60–80% of all clicks for local searches.

When the Local Pack Appears

Google shows the local pack when it detects local intent in a query. This includes:

For non-local queries (research, general information), Google shows organic blue links instead.

What Decides Who Ranks in the Local Pack

Three factors:

  1. Relevance — how well your Google Business Profile categories and content match the query.
  2. Distance — how close your business is to the searcher’s location.
  3. Prominence — review count, review velocity, GBP completeness, citation consistency, and overall web presence.

You can’t influence distance. Relevance is mostly settled by your business categories. Prominence is the lever you actually control, and it’s heavily driven by:

How to Win the Local Pack

The proven sequence for service businesses:

  1. Set up and complete your Google Business Profile. Every field, every photo slot.
  2. Get to 25+ Google reviews fast. First three months. SMS-based review requests convert at 5–10x email.
  3. Maintain review velocity. Aim for 4–8 new reviews per month, not bursts.
  4. Add fresh content weekly. Photos, posts, services updates.
  5. Build local citations with consistent NAP across Yelp, Bing Places, BBB, industry directories.
  6. Earn local backlinks from neighborhood blogs, chamber of commerce, local news.

Most service businesses can break into the local pack within 3–6 months of consistent execution.

Related terms

Close Rate

The percentage of leads (or quotes) that convert to paying customers. The single most important sales metric for a service business.

Customer Acquisition Cost

The total spend required to acquire one new paying customer. Compared against lifetime value to determine whether your marketing is profitable.

Google Business Profile

The free Google listing that controls how your business appears in Google Search, Maps, and the local pack. The most important free marketing asset for any service business.

Lead Magnet

Free content or a free tool offered in exchange for a contact's information. Used to capture leads at the top of the funnel.

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