Google My Business and the Local Map Pack

When people in the UK search for services near them, whether it is a solicitor in Manchester, a plumber in Birmingham or a café in Bristol, they often see a box at the top of the search results showing a map and three local businesses. This feature is known as the Local Map Pack, and it has become one of the most valuable placements in Google’s search results. Securing a spot in this pack can drive significant foot traffic, phone calls and online enquiries. At the heart of appearing here is Google My Business, now officially called Google Business Profile. Understanding its role is critical for any business aiming to improve local visibility.

What the Local Map Pack Is

The Local Map Pack is a search result feature that displays a map and three highlighted business listings relevant to the search query. For example, if someone searches “solicitors near me” in London, the Local Map Pack will show three nearby firms along with their contact details, reviews and opening hours. Appearing in this section can dramatically increase visibility, as it is displayed prominently above most organic results and even some paid ads.

The Link Between Google My Business and the Map Pack

Google My Business is the foundation for being included in the Local Map Pack. Businesses cannot appear without a verified and optimised profile. The profile provides Google with key details such as name, address, phone number, business category and services offered. These details help Google match businesses to relevant local searches. Profiles that are well maintained and fully completed are far more likely to rank in the Map Pack than incomplete or outdated listings.

Why Optimisation Matters

Optimising a Google My Business profile is one of the most effective ways to improve the chances of appearing in the Local Map Pack. This includes ensuring that all details are accurate, uploading high quality photos, selecting the right business categories and writing a clear business description. Consistency is essential, meaning the details on your website, directories and social media should match exactly with your Google profile. This gives Google confidence in the accuracy of the information and boosts visibility.

The Role of Reviews in Map Pack Rankings

Customer reviews are a critical factor in determining which businesses appear in the Local Map Pack. Positive reviews not only build trust with potential customers but also influence Google’s ranking algorithm. Businesses with a higher volume of positive reviews are more likely to secure a spot in the top three. Actively encouraging satisfied clients to leave reviews and responding to them promptly signals credibility to both Google and customers. For solicitors or professional services, reviews play an especially important role as trust and reputation are central to decision making.

Engagement and Activity Signals

Google also takes into account how active a business is on its profile. Posting updates, adding new photos, listing services and answering customer questions demonstrate ongoing engagement. These activity signals show Google that the business is active and responsive, which improves the chances of appearing in the Local Map Pack. Businesses that let their profiles go dormant may struggle to compete against more active competitors.

Local Relevance and Proximity

The Map Pack algorithm is heavily influenced by proximity, meaning how close a business is to the searcher’s location. However, relevance and prominence also play important roles. A solicitor in Liverpool will not show up for someone searching in Leeds, but within their service area, a well optimised profile can make the difference between ranking in the top three or being hidden among other results. This is why businesses must focus on both local SEO and profile optimisation to compete effectively.

Tracking Performance in the Map Pack

Google My Business also provides valuable insights through its dashboard. Businesses can see how many people viewed their profile, requested directions, visited the website or called directly from search results. These metrics help evaluate the impact of appearing in the Local Map Pack and highlight areas where performance can be improved. For UK businesses focused on lead generation, these insights are a critical part of measuring return on investment.

Future of Google My Business and Local Search

Local search continues to evolve, with mobile and voice search playing an increasingly important role. Google is placing more emphasis on accurate, detailed business profiles to deliver the best results to users. Businesses that adapt by keeping their profiles current, gathering reviews and engaging with customers will remain competitive in the Map Pack. For UK companies, investing in Google My Business is no longer optional but a necessity for local visibility.

Conclusion

Google My Business is central to success in the Local Map Pack. A fully optimised and regularly updated profile can mean the difference between being highly visible in local search or being overlooked. By focusing on accuracy, consistency, reviews and engagement, businesses can strengthen their chances of ranking in the top three. For any UK business that relies on local customers, Google My Business is not just a directory listing but the key to unlocking prominent visibility in one of the most competitive areas of search results.