Understanding the Local Pack
The "local pack" (also called the "map pack" or "3-pack") is the prominent box of three local business listings that appears for local searches. It typically includes a map and three business listings with key information.
Appearing in the local pack is incredibly valuable:
- 33% of all clicks go to the local pack when it appears
- The local pack appears in 93% of searches with local intent
- 42% of local searchers click on results in the map pack
Unlike traditional organic rankings, local pack rankings are influenced by unique factors specific to local search.
Key Ranking Factors Overview
According to Google, three main factors determine local rankings:
- Relevance: How well your profile matches what the searcher is looking for
- Distance: How far your business is from the searcher or specified location
- Prominence: How well-known and trusted your business is
Google's algorithm weighs these factors together. A highly prominent business farther away might outrank a closer but less prominent one.
Relevance Signals
Relevance determines whether your business matches the search query:
Primary Category
Your primary GBP category is the strongest relevance signal. Choose the category that most accurately describes your core business. "Italian Restaurant" vs "Restaurant" makes a huge difference for "Italian food near me."
Secondary Categories
Add all relevant secondary categories. A pizza restaurant might also add "Delivery Restaurant," "Takeout Restaurant," and "Caterer" to appear in more searches.
Business Name
Keywords in your business name help relevance (when legitimate). "Joe's Auto Repair" will rank better for "auto repair" than "Joe's Garage." But don't stuff keywords—Google penalizes this.
Business Description
Include relevant keywords naturally in your 750-character description. Describe your services, specialties, and what makes you unique.
Products & Services
List all your products and services in GBP. Each listing is an opportunity to match search queries.
Website Content
Your website content influences GBP relevance. Ensure your site clearly describes what you do and includes location-relevant content.
Distance & Proximity
Distance is the factor you have least control over, but understanding it helps set expectations:
Searcher Location
Google uses the searcher's physical location (from their device) to determine proximity. Results change as you move around.
"Near Me" Searches
For "near me" searches, proximity is weighted heavily. The closest relevant businesses typically win.
City/Neighborhood Searches
For searches including a location ("dentist in downtown Chicago"), Google centers proximity on that location, not the searcher.
Service Area Businesses
Service area businesses (without physical locations customers visit) rank based on the centroid of their defined service area.
Multiple Locations Strategy
The only way to "beat" distance is to have multiple locations. Each location can rank for nearby searchers.
Prominence Signals
Prominence measures how well-known and trusted your business is. This is where you have the most optimization opportunity:
Reviews (Most Important)
Reviews are the #1 controllable prominence factor:
- Review count: More reviews = stronger prominence signal
- Review rating: Higher average ratings improve rankings
- Review recency: Recent reviews count more than old ones
- Review responses: Responding to reviews signals engagement
- Review content: Keywords in reviews may help relevance
Citations
Citations are mentions of your business (name, address, phone) across the web. Consistent citations build trust:
- Major directories (Yelp, Yellow Pages, BBB)
- Industry-specific directories
- Local business directories
- Social media profiles
Backlinks
Links to your website from other sites indicate prominence. Local links (chamber of commerce, local news, community sites) are especially valuable.
Brand Searches
When people search for your business by name, it signals prominence to Google. Brands that get searched rank better.
Engagement Signals
GBP engagement metrics may influence rankings:
- Click-through rate from search results
- Clicks for directions, calls, website visits
- Photo views and interactions
- Q&A activity
Optimization Strategies
Actionable steps to improve your local pack rankings:
Complete Your Profile 100%
Fill out every field in your GBP. Complete profiles rank significantly better than incomplete ones.
Prioritize Reviews
Implement a systematic review generation strategy. Ask every customer. Respond to every review. Aim for a steady stream of new reviews.
Build Citations
Ensure your NAP (Name, Address, Phone) is consistent across all directories. Use citation building services to scale.
Post Regularly
Google Posts signal an active business. Post weekly with updates, offers, events, or news.
Add Photos
Businesses with 100+ photos get 520% more calls. Add new photos regularly—interior, exterior, products, team.
Optimize for Mobile
Most local searches happen on mobile. Ensure your website is mobile-friendly and your GBP click actions work smoothly.
Track and Iterate
Use geo-grid tracking to understand where you rank across your service area. Focus optimization efforts where you're close to breaking into the pack.