What Is the Google Local Pack
and How Do You Get in It?
What the Google local pack is, why that block of three local businesses on a map is the most valuable spot in local search and the practical steps to earn a place in it.
The Google local pack is the block of around three local businesses Google shows on a small map near the top of the results for local searches, above the normal blue links.
It is the most valuable position in local search, since it appears prominently for searches with local intent and captures most of the clicks, so getting into it is a top goal for any local business.
You get in by building a strong Google Business Profile: claimed and verified, complete and accurate, in the right categories, with steady genuine reviews and consistent details, since the local pack is drawn from profiles and favours the most relevant, prominent and nearby ones.
The local pack explained
The local pack is the prize of local SEO, the cluster of businesses shown on a map at the top of local results. Getting into it puts you in front of customers at the perfect moment. Here is what the Google local pack is and the practical steps to earn a place in it.
What the local pack is
The local pack is the block of around three local businesses Google shows on a small map near the top of the results for a local search, above the ordinary links. It is also called the map pack and it is what most people see first when searching for a local business.
It is the top local block. Its role is covered in What Is the Role of Google Business Profile in the Local Map Pack?
Why it matters so much
The local pack is the most valuable spot in local search, appearing prominently for searches with local intent and capturing most of the clicks. A place in it puts you ahead of every business in the normal results, so it is one of the highest value goals in local SEO.
It captures the clicks. Why visibility matters is covered in Why Is My Business Not Showing Up on Google?
It is built from Business Profiles
The local pack is drawn entirely from Google Business Profiles, so your profile is what gets you considered for it. Without a profile you cannot appear, which makes a claimed, verified, well managed profile the foundation of any attempt to reach the local pack.
Profiles are the source. Setting one up is covered in How to Set Up a Google Business Profile for a New Business
Claim, verify and complete your profile
The first practical step is a claimed, verified and fully completed profile, since Google will not feature an incomplete or unverified one prominently. Filling in every part accurately gives you the basic eligibility and the information Google needs to consider you for a local pack spot.
Completeness is the start. Optimising is covered in How to Optimise Your Google Business Profile for Local SEO
Get your categories right
Accurate categories tell Google which local searches you belong in, so they strongly affect whether you appear in the relevant local pack. Choosing the right primary and secondary categories is one of the most important steps to showing up for the searches that matter to you.
Categories decide relevance. Choosing them is covered in How to Choose the Right Business Category in Google Business Profile
Build reviews and stay active
Reviews are a major factor in local pack ranking, so a strong, steady stream of genuine reviews helps you reach and hold a place. Staying active with photos, posts and current details reinforces this, since Google favours profiles that look well kept and trusted for the local pack.
Reviews and activity help. Their effect is covered in Do Google Reviews Help SEO?
Proximity and relevance decide it
Google chooses the local pack mainly on relevance, distance and prominence, so being relevant to the search, near the searcher and well regarded all matter. You cannot change your location but a strong, relevant, prominent profile gives you the best chance whenever a customer searches nearby.
Relevance and distance count. How Google decides is covered in How Does Google Decide Which Businesses Appear in the Local Pack?
Earning your place
Getting into the local pack comes down to a claimed, verified, complete profile in the right categories, with steady genuine reviews, consistent details and ongoing activity. Do all that and you give yourself the strongest chance of one of those three prized, click winning spots.
A strong profile earns it. The whole guide is gathered in the Google Business Profile Guide
In short, the Google local pack is the block of three local businesses shown on a map atop local results and you get in by building a strong, complete, well reviewed Business Profile in the right categories. Since the pack favours relevance, distance and prominence, an optimised profile is the way in.
This guide is part of our complete Google Business Profile Guide. The hub brings together every question a business asks about Google Business Profile, from setting up and verifying through to optimisation, reviews, insights and ranking in the map, each written in plain UK English.