The local pack (also called the map pack or 3-pack) is the block of three local business listings that appears at the top of Google search results for local queries, displayed alongside a map showing their locations. It’s prime real estate—appearing above organic results and capturing 33% of all clicks for local searches (Moz, 2024).
I watched a client go from invisible to fully booked in 90 days purely by ranking in the local pack. They were a Portland-based HVAC company stuck on page 2 for “HVAC repair Portland.” Traffic was minimal. Then we optimized their Google Business Profile, built citations, earned 40 reviews, and hit #2 in the local pack. Traffic tripled. Call volume quadrupled. They hired two more techs to handle demand.
The local pack isn’t just another SERP feature. For local businesses, it IS the SERP. Rank there or lose to competitors who do.
Why the Local Pack Matters for SEO in 2026
The local pack dominates local search clicks: According to Moz (2024), the local pack captures 33% of clicks on local SERPs—more than the #1 organic result (which gets ~25%). If you’re not in the pack, you’re fighting for scraps.
Local pack appears above organic results: Traditional SEO focuses on ranking #1 organically. But for local queries, the local pack appears ABOVE the #1 organic result. Even if you rank #1 organically, you’re below the local pack. Users see the pack first.
Mobile dominance: 76% of local searches happen on mobile (Google, 2025). On mobile, the local pack takes up the entire first screen. Users have to scroll past the pack to see organic results. Mobile = local pack is everything.
Voice search = local pack: 58% of voice searches are local (BrightLocal, 2025). When someone asks “Hey Google, find a plumber near me,” Google reads results from the local pack, not organic rankings. Optimize for the pack or you’re invisible in voice search.
Zero-click gold: The local pack shows your business name, rating, address, phone, hours, and website—all without requiring a click. Users can call or get directions directly from the pack. 68% of local searches never leave Google (BrightLocal). The pack IS your conversion funnel.
How the Local Pack Works
The local pack appears for queries with local intent:
Explicit local intent:
- “Plumber in Portland”
- “Best sushi restaurant Seattle”
- “Emergency dentist near me”
- “Coffee shop downtown Austin”
Implicit local intent:
- “Plumber” (Google infers you want local plumbers based on your location)
- “Italian restaurant” (local intent assumed)
- “Dentist open now” (local + immediate need)
When Google detects local intent, it displays:
- Map: Shows pins for the top 3 businesses (and others nearby)
- 3 business listings: Name, rating, address, hours, category, website link, phone (click-to-call)
- “More places” link: Expands to show 20+ additional businesses in a larger map view
The 3 businesses shown in the pack are determined by Google’s local ranking algorithm.
Local Pack Ranking Factors (What Determines Who Appears)
Google evaluates three primary factors (per Google’s own documentation):
1. Relevance: How well your business matches the searcher’s query. Google checks:
- Your Google Business Profile primary category (e.g., “Plumber” for plumbing queries)
- Additional categories
- Services list
- Business description
- Website content (if you have keyword-optimized location pages)
2. Distance: How close you are to the searcher (or to the location in the query). Proximity matters heavily. A business 1 mile away will outrank one 10 miles away, all else equal. You can’t change your physical location, so this is largely outside your control—but you can optimize service area and ensure your address is accurate.
3. Prominence: How well-known and authoritative your business is. Google assesses prominence via:
- Review count: More reviews = higher prominence
- Review rating: 4.5+ stars helps, but volume matters more than perfection
- Review recency: Fresh reviews signal activity
- Citations: Mentions of your NAP (Name, Address, Phone) across the web
- Backlinks: Inbound links from local sites, news, directories
- Engagement: Clicks, calls, direction requests, website visits from your GBP listing
- Online presence: Social profiles, press mentions, website authority
Moz’s Local Search Ranking Factors study (2024) breaks down prominence contributors:
- GBP signals: 36%
- Review signals: 16%
- On-page signals: 14%
- Link signals: 11%
- Behavioral signals: 10%
- Citation signals: 13%
Translation: GBP optimization is the #1 ranking factor. Reviews are #2. Everything else supports those two.
Local Pack vs. Organic Rankings: Key Differences
| Factor | Organic Rankings | Local Pack Rankings |
|---|---|---|
| Primary ranking factor | Backlinks, content, DA | Google Business Profile, reviews, proximity |
| Position on SERP | Below local pack (positions 1-10) | Above organic (map + 3 listings) |
| Click-through rate | ~25% for #1 organic | ~33% for local pack (Moz, 2024) |
| Device focus | Desktop + mobile | Mobile-first (76% of local searches on mobile) |
| Time to rank | 6-12 months (competitive niches) | 4-8 weeks (with optimized GBP + reviews) |
| Review importance | Minimal | Critical (16% of ranking factors) |
| Proximity importance | Irrelevant | Critical (closer = better) |
| Schema importance | Helpful | Critical (LocalBusiness schema feeds GBP) |
How to Rank in the Local Pack: Step-by-Step
Step 1: Fully Optimize Your Google Business Profile
GBP is 36% of local pack ranking factors (Moz). If your profile isn’t 100% complete, you’re at a massive disadvantage.
Complete every field:
- Business name (exact legal name, no keyword stuffing)
- Primary category (most specific option available)
- Additional categories (add all relevant, up to 10)
- Address (must match website exactly)
- Phone number (local number preferred)
- Website URL
- Hours (regular + holiday hours)
- Service areas (for service businesses)
- Services list (itemized)
- Business description (750 characters, keyword-optimized)
- Opening date
- Attributes (women-led, wheelchair accessible, etc.)
Upload 100+ photos: Businesses with 100+ photos get 520% more calls (Google data). Include logo, cover photo, exterior, interior, team, products/services.
Post weekly: Google Posts (updates, offers, events) signal active management. Businesses that post weekly rank higher.
Enable messaging and Q&A: Respond within 24 hours to boost engagement signals.
More: Google Business Profile Optimization Guide
Step 2: Earn Reviews (Volume + Recency + Rating)
Reviews are 16% of local pack ranking factors. They’re also the #1 conversion factor—88% of consumers read reviews before visiting a local business (BrightLocal, 2025).
Target metrics:
- Volume: 50+ reviews minimum; 100+ to dominate competitive markets
- Recency: Fresh reviews (past 30 days) signal activity; earn 3-5 new reviews per month minimum
- Rating: 4.5+ stars ideal, but 4.2 with 80 reviews outranks 4.8 with 15 reviews
How to get more reviews:
- Ask in person after positive interactions
- Send post-service email with direct review link (g.page/[yourbusiness]/review)
- Add QR code to receipts linking to review page
- Train staff to request reviews
- Use review management software (Podium, Birdeye, GatherUp)
Respond to ALL reviews within 48 hours: Thank customers for positive reviews. Apologize and offer to resolve negative reviews. 45% of consumers are more likely to visit a business that responds to negative reviews (BrightLocal).
Step 3: Build Citations and Ensure NAP Consistency
Citations (mentions of your NAP across the web) account for 13% of local pack ranking factors. But inconsistent citations dilute prominence.
Build citations on:
- Tier 1 (required): Google Business Profile, Bing Places, Apple Maps, Yelp, Facebook, Yellow Pages
- Tier 2 (high-value): Industry directories (Avvo, Healthgrades, Zillow, etc.), local chamber of commerce, BBB
- Tier 3 (volume): Niche directories, geo-specific sites, data aggregators (Neustar, Factual, Infogroup)
Ensure NAP consistency: Your Name, Address, Phone must be IDENTICAL across all citations. “123 Main Street” vs. “123 Main St.” creates inconsistency. Pick one format, use everywhere.
Use Moz Local or BrightLocal to audit NAP consistency and build citations efficiently.
Step 4: Optimize On-Page Content for Local Keywords
Your website’s on-page signals account for 14% of local pack ranking factors. Optimize for local relevance:
Create location pages: If you serve multiple cities, build dedicated location pages (500-1,000 words each) with:
- City + service keyword integration (e.g., “Plumber in Portland”)
- Local landmarks, neighborhoods mentioned naturally
- Testimonials from customers in that city
- Embedded Google Map
- LocalBusiness schema with that location’s address
Optimize title tags and H1s: Include city + service keyword. Example: “Emergency Plumber in Portland, OR | Atlas Plumbing”
Add LocalBusiness schema: Structured data tells Google you’re a local business. Include business type, name, address, phone, geo coordinates, hours.
More: Schema Markup Guide
Step 5: Build Local Backlinks
Backlinks from local sources (sites in your city/state) carry more weight for local pack rankings than generic national links.
Local link opportunities:
- Local news coverage (pitch stories to local journalists)
- Sponsorships (local events, sports teams, charities)
- Chamber of commerce membership
- Local blog guest posts
- Partnerships with complementary businesses
- Local .edu links (sponsor university events, guest lecture)
One link from a local news site or .edu often outweighs 10 links from generic directories.
Step 6: Optimize for Proximity (If Possible)
Proximity is largely outside your control—you can’t move your physical location. But you can optimize around it:
Service-area businesses: If you’re a plumber, landscaper, or mobile service, define your service area in GBP. List all cities/zip codes you serve. This helps you appear for queries in those areas even if you’re not physically located there.
Multi-location businesses: If you serve multiple cities and proximity is hurting you, consider opening satellite offices or shared workspace locations in key cities. Each location gets its own GBP profile.
Neighborhood targeting: Include neighborhood names in your content. “Best plumber in Portland’s Pearl District” helps you rank for hyper-local queries.
Step 7: Boost Engagement Signals
Behavioral signals (clicks, calls, direction requests from your GBP) account for 10% of local pack ranking factors.
How to boost engagement:
- High-quality photos: Compelling images drive clicks
- Strong business description: Clear value proposition increases click-through
- Accurate hours: Users who see “Open now” are more likely to visit/call
- Positive reviews: Higher rating = more clicks
- Responsive messaging: Enable messaging and respond within 24h
- Click-to-call buttons: Make it easy to call directly from GBP
Google tracks engagement and uses it as a ranking signal. High engagement = prominent business.
Best Practices for Local Pack Optimization
- Prioritize GBP over your website: GBP is 36% of ranking factors. A complete, optimized GBP with 50+ reviews beats a beautiful website with weak GBP.
- Focus on proximity + reviews + GBP completeness first: These three factors determine 80%+ of local pack success. Master them before worrying about advanced tactics.
- Track local pack separately from organic: Use Local Falcon, BrightLocal, or Whitespark to track your local pack position for specific keywords. GSC doesn’t break out pack vs. organic.
- Monitor competitors’ GBP profiles: Check their photos, posts, reviews, categories. If they’re doing something you’re not, copy and improve.
- Don’t neglect “More places”: Even if you’re not in the top 3, ranking #4-10 in the expanded pack view still captures clicks. Keep optimizing to break into the top 3.
- Update GBP weekly: Fresh photos, posts, Q&A responses signal active management. Stale profiles rank lower.
- Respond to reviews within 48 hours: Response rate and speed are engagement signals. Fast, thoughtful responses boost prominence.
Common Mistakes to Avoid
Incomplete GBP profile: Leaving fields blank kills your rankings. Complete profiles get 7× more clicks (Google data). Fill out everything.
Ignoring reviews: I’ve seen businesses with zero reviews try to rank in competitive local packs. You need 50+ reviews minimum to compete. Make review generation a priority.
Inconsistent NAP: Your website says 123 Main Street but Yelp says 123 Main St. Google sees conflicting data and lowers your prominence. Fix NAP across all citations.
Wrong primary category: Choosing “Contractor” instead of “Plumber” means you won’t appear for “plumber near me” searches. Pick the most specific category.
No local backlinks: Generic national links have minimal impact on local pack rankings. Invest in local press, sponsorships, chamber memberships.
Slow response to reviews and messages: Taking 3-4 days to respond signals poor customer service. Respond within 24-48 hours or don’t enable messaging.
Not optimizing for mobile: 76% of local searches are mobile. If your site is slow or broken on mobile, you lose engagement signals and rankings.
Giving up after 30 days: Local pack optimization takes 6-12 weeks to show results. Don’t expect instant rankings. Stay consistent.
Tools and Resources for Local Pack Optimization
Rank tracking:
- Local Falcon—heat map showing local pack rankings by neighborhood (hyper-local)
- BrightLocal—local pack rank tracking + competitive analysis
- Whitespark Local Rank Tracker—accurate pack position tracking
GBP optimization:
- Google Business Profile dashboard (free, direct from Google)
- Yext—multi-location GBP management
- BirdEye—GBP + review + messaging management
Review management:
- Podium—text-based review requests
- Birdeye—review generation + monitoring
- GatherUp—automated review requests
Citation building:
- Moz Local—citation audit + distribution to aggregators
- BrightLocal—citation finder + builder
- Whitespark—manual citation building service
My workflow: Optimize GBP (complete all fields, 100+ photos, weekly posts) → earn 50+ reviews via Podium → build 30+ citations via Moz Local → add LocalBusiness schema to website → build 5-10 local backlinks → track rankings with Local Falcon → monitor and refine monthly.
Local Pack and AI Search (GEO Impact)
Voice search = local pack: 58% of voice searches are local (BrightLocal). When someone asks “Hey Google, find a plumber near me,” Google reads results from the local pack—not organic rankings. Local pack optimization IS voice search optimization for local businesses.
AI Overviews cite local sources: ChatGPT and Perplexity cite Yelp, TripAdvisor, and Google reviews for local recommendations. Your presence in the local pack (with strong reviews) makes you more likely to be cited by AI engines.
Zero-click dominance: 68% of local searches never leave Google. The local pack shows everything users need (address, phone, hours, reviews) without requiring a click. Optimize for visibility in the pack, not just website traffic.
More: Generative Engine Optimization (GEO)
Frequently Asked Questions
Can I rank in the local pack without a physical location?
Only if you’re a service-area business (plumber, landscaper, mobile service). You need a real address to verify your GBP (Google sends a postcard), but you can hide the address and instead define service areas. Purely online businesses with no local service area can’t use GBP and can’t rank in the local pack.
How long does it take to rank in the local pack?
Faster than traditional SEO. With a fully optimized GBP, 10+ reviews, and NAP consistency, I’ve seen businesses hit the local pack within 4-8 weeks. Competitive markets (lawyers, dentists in major cities) can take 3-6 months. Much faster than ranking #1 organically (6-12 months).
What if I’m #4 in the local pack (just outside the top 3)?
You appear in the “More places” expanded view when users click “More places” on the map. You’ll still get some clicks, but far fewer than top 3. Focus on earning more reviews, improving GBP completeness, and building local backlinks to break into top 3.
Do I still need to rank organically if I’m in the local pack?
Yes. The local pack captures 33% of clicks, but 40-50% still go to organic results (the rest go to ads or other SERP features). Ranking in both the local pack AND organically maximizes visibility and trust. Plus, if you drop out of the pack temporarily (algorithm shifts, new competitors), organic rankings provide a safety net.
Can competitors push me out of the local pack?
Yes. Local pack rankings are dynamic. If a competitor optimizes their GBP, earns 20 new reviews, and builds 10 local backlinks while you go static, they can overtake you. Local pack requires ongoing maintenance—fresh reviews, updated GBP content, new citations.
Key Takeaways
- The local pack captures 33% of clicks on local SERPs—more than the #1 organic result (Moz, 2024).
- Local pack appears above organic results, especially on mobile (76% of local searches). Rank in the pack or lose the majority of local traffic.
- GBP optimization is the #1 ranking factor (36% of prominence signals). Complete profile, 100+ photos, weekly posts are non-negotiable.
- Reviews are #2 (16% of ranking factors). Aim for 50+ reviews, prioritize recency, respond to all within 48 hours.
- NAP consistency across the web is critical. Inconsistent citations dilute prominence. Fix inconsistencies via Moz Local or BrightLocal.
- Proximity matters heavily. Closer businesses outrank farther ones, all else equal. Define service areas if you’re a mobile business.
- Local pack = voice search for local businesses. 58% of voice searches are local; optimize for the pack to capture voice traffic.
- Zero-click dominance: 68% of local searches never leave Google. Local pack visibility = conversions without website clicks.
Bottom line: for local businesses, ranking in the local pack is more valuable than ranking #1 organically. The pack appears first, captures more clicks, and drives high-intent traffic (calls, visits, directions). Optimize your GBP, earn reviews, build citations, and you’ll dominate local search.