What is Local Pack?
Local pack is the prominent box of three business listings that appears at the top of Google search results for location-based queries, displaying business names, ratings, addresses, and map pins above traditional organic results. This feature captures significant visibility and clicks for local searches, making local pack placement essential for businesses serving geographic markets.
Ecommerce SEO Glossary > Search Results > Local Pack
What You Need to Know about Local Pack
Dominates Local Search Visibility
The local pack appears above organic results for location-based queries, capturing the majority of clicks from users seeking nearby businesses, services, or locations to visit.
Shows Limited Business Information
Each listing displays business name, star rating, review count, business category, address, hours, and phone number, with map pins showing geographic locations for quick comparison.
Requires Google Business Profile
Only businesses with claimed and optimized Google Business Profile listings can appear in the local pack, making profile completeness and accuracy essential for eligibility.
Influenced by Proximity Signals
Google weighs searcher location heavily when selecting which three businesses to display, meaning results vary based on where users physically search from or their specified location.
Considers Reviews and Ratings
Business ratings, review quantity, review recency, and review response rates influence local pack rankings, with higher-rated businesses with more reviews generally performing better.
Expands to Full Local Results
Clicking “More places” below the pack opens expanded local results showing additional businesses, but the initial three listings capture disproportionate attention and click-through rates.
Frequently Asked Questions about Local Pack
1. What factors determine local pack rankings?
Google weighs proximity to searcher, relevance to query based on business category and profile content, and prominence through reviews, citations, backlinks, and overall online presence.
2. Can businesses outside the search area appear in local packs?
Occasionally, if they’re highly relevant and prominent, but proximity carries heavy weight. Businesses far from the searcher rarely rank unless query includes specific location terms or brand names.
3. How do you optimize for local pack placement?
Fully optimize Google Business Profile with accurate information, earn positive reviews consistently, build local citations, acquire local backlinks, and ensure NAP consistency across the web.
4. Do local pack results affect organic rankings?
They’re separate systems—local pack uses different algorithms than organic results. A business can rank in the pack without ranking organically, though strong SEO typically helps both.Retry
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