What is Local Pack?
Local Pack (also called the Map Pack or Snack Pack) is the prominent box of three local business listings that Google displays at the top of search results for queries with local intent. The Local Pack includes a map showing business locations and three featured businesses with their name, address, phone number, reviews, photos, and quick-action buttons (call, directions, website). Appearing in the Local Pack is the most valuable local SEO outcome, as these listings capture the majority of local search attention and conversions.
Why Local Pack Matters for SEO
The Local Pack dominates local search results. It appears above all organic results, often above paid ads, making it prime real estate for visibility. Users conducting local searches focus heavily on Local Pack listings—they provide immediate, actionable information (call, directions) without requiring additional clicks.
Local Pack visibility drives conversions. The prominent placement, combined with trust signals (reviews, photos, business info), makes Local Pack clicks extremely high-intent. Users who call from a Local Pack listing or request directions are ready to take action immediately. For local businesses, Local Pack visibility often matters more than traditional organic rankings below it.
The competitive dynamic is unique: only three businesses appear in the Local Pack (versus ten in traditional organic results), making competition more intense. However, proximity is a major ranking factor—nearby businesses have advantages over distant competitors—so local businesses can compete effectively against larger brands if they optimize properly.
How to Rank in the Local Pack
Optimize your Google Business Profile completely. The Local Pack is powered primarily by GBP data, so a complete, accurate, active profile is essential. Fill every section, add 10+ photos, post updates weekly, and respond to reviews. Businesses with incomplete profiles rarely rank in the Local Pack.
Build local citations with consistent NAP across directories (Yelp, Facebook, industry directories, local chambers). Citation quantity and consistency are direct ranking factors. Prioritize high-authority platforms first, then expand to niche and local directories.
Earn Google reviews consistently. Reviews are a major Local Pack ranking factor—both quantity and average rating. Actively request reviews from satisfied customers, making it easy with direct links. Respond to all reviews to signal engagement and build trust.
Local Pack Best Practices
- Fully optimize Google Business Profile—complete, accurate information with 10+ photos and regular posts
- Earn Google reviews consistently—aim for steady growth in review quantity with high average ratings
- Build local citations on high-authority directories with consistent NAP information
- Optimize website content for local keywords with city/neighborhood names in titles and headings
- Monitor Local Pack rankings for your key local keywords and track conversion metrics (calls, directions, clicks)
Appearing in the Local Pack requires a targeted local SEO strategy — our local SEO guide covers every ranking factor.
Related Terms
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