Local Pack
The three local business results Google displays for local search queries.
The Local Pack (also called Map Pack or 3-Pack) is the block of three local business results Google displays for searches with local intent. It appears above organic results and contains a map, business names, ratings, addresses, and opening hours.
How to get in the Local Pack?
The three most important factors are: relevance (does your business match the query?), distance (how close are you to the searcher?), and prominence (how well-known/well-reviewed is your business?). An optimized Google Business Profile — bibliotheekterm, strong reviews, and consistent NAP — bibliotheekterm data are crucial.
Local Pack and AI
AI assistants use the same local data to answer location-based questions. Businesses in the Local Pack have a higher chance of being mentioned in AI answers about local services and products.
Ranking factors for the Local Pack
Based on the annual Local Search Ranking Factors study, these are the ten most important factors that determine whether your business appears in the Local Pack.
| # | Ranking factor | Importance | Explanation |
|---|---|---|---|
| 1 | Google Business Profile category | Very high | Choosing the right primary category is the most important step. Google matches your category to the search query. |
| 2 | Proximity to searcher | Very high | The physical distance between your business and the searcher's location. You cannot influence this, but it is a dominant factor. |
| 3 | Keywords in business name | High | Businesses with relevant terms in their official business name have an advantage. However, never artificially add keywords. |
| 4 | Quantity and quality of reviews | High | More reviews with a higher average rating strengthen your position. Recent reviews carry more weight than older ones. |
| 5 | GBP profile completeness | High | Fill in all available fields: description, services, photos, attributes, opening hours, questions and answers. |
| 6 | NAP consistency | Medium-high | Consistent business details across all platforms strengthen Google's trust in your listing. |
| 7 | Quality and authority of citations | Medium-high | Listings on authoritative and relevant directories strengthen your local authority. |
| 8 | Backlinks to website | Medium | Links from local and industry-relevant websites to your business website indirectly strengthen your position. |
| 9 | On-page signals (website) | Medium | Local keywords, NAP on the website, and local content on your own site support your GBP ranking. |
| 10 | Engagement and interaction | Medium | Click-through rate, phone calls via GBP, direction requests, and GBP posts signal relevance to Google. |
Tips by business type
Hospitality (restaurants, cafes, hotels)
- Add your menu to your GBP profile (via the menu editor or as a link).
- Regularly upload photos of dishes, the interior, and events.
- Respond quickly to reviews, especially complaints about service or food.
- Use the "Reserve" or "Order" buttons if you have a reservation or ordering system.
- Set special opening hours correctly for holidays and seasonal closures.
Retail (shops)
- Add your product catalog via the product section of GBP.
- Use "Offer" posts to promote weekly deals.
- Upload photos of your storefront so customers can recognize your shop.
- Mention specific brands or product categories in your business description.
Service providers (accountants, plumbers, lawyers)
- Choose a very specific GBP category ("plumber" is better than "contractor").
- Add your service area if you visit clients on location.
- Actively ask for reviews after completing a project or consultation.
- Publish case studies or client results via GBP update posts.
- Ensure a professional portrait photo of the owner or team.
Frequently asked questions
How many businesses appear in the Local Pack?
By default, Google shows three businesses in the Local Pack. Users can click "More places" to view the full local search results, but the three visible positions attract by far the most clicks and phone calls.
Does the Local Pack appear for every search query?
No, the Local Pack only appears for searches with local intent. This can be explicit ("plumber Amsterdam") or implicit ("plumber" when Google detects you are looking for a local service). For informational queries without local intent, no Local Pack appears.
Can I pay for a position in the Local Pack?
Not directly. The Local Pack contains organic local results. However, you can appear above the Local Pack via Google Ads Local Service Ads (LSAs) with a "Google Guaranteed" badge. The Local Pack itself cannot be purchased.
How do I measure my Local Pack performance?
Use the insights in your Google Business Profile dashboard to see how many people view your profile, how many clicks go to your website, and how many direction requests are made. Additionally, you can use tools like BrightLocal or Whitespark to track your Local Pack position per keyword.
Does my website affect my Local Pack position?
Yes. Google also looks at the quality and relevance of the website linked to your GBP profile. Local keywords, good technical SEO — bibliotheekterm, mobile optimization, and relevant content on your website support your Local Pack ranking.
