The Role of Google My Business in the Local Map Pack

Discover how Google My Business helps you rank in the Local Map Pack and attract more local customers.

At Lillian Purge, we specialise in Local SEO Services and explore in The role of Google My Business in the Local Map Pack how your profile determines map pack rankings and how you can leverage it for maximum local traffic.

Google My Business (now called Google Business Profile) is one of the most powerful tools for local search visibility. It directly determines how your business appears in the Local Map Pack, the prominent set of listings that appear at the top of Google’s results when someone searches for a nearby product or service.

The Map Pack typically displays three business listings alongside a map, highlighting essential details such as name, reviews, hours, and location. For many local businesses, ranking in this section is far more valuable than appearing in traditional organic results, as it captures immediate attention and drives high-intent customer actions like calls, direction requests, and website visits.

What the Local Map Pack Is

The Local Map Pack, sometimes called the “3-Pack,” is Google’s way of showcasing the most relevant local businesses for a user’s search query. When someone searches for “plumber near me” or “coffee shop in Bedford,” Google uses location data, business information, and user signals to display three top listings on a map, along with a link to view more results.

These listings come directly from Google Business Profile data, not from your website content alone. This means optimising your profile is crucial for appearing in the Map Pack.

Why Google My Business Matters for Local Visibility

Google My Business acts as the foundation for your local SEO strategy. It tells Google who you are, where you’re based, and what you offer. Without an optimised and verified profile, your chances of appearing in the Map Pack are minimal.

Google relies on the data within your profile to determine local relevance and trust. Details like your address, phone number, categories, and reviews all influence whether your listing is displayed when someone nearby searches for related services.

Having an accurate and complete profile not only helps you rank but also improves customer confidence. A business with clear contact information, photos, and positive reviews looks more trustworthy, increasing the likelihood of conversion once a user clicks through.

How Google Decides Which Businesses Appear in the Map Pack

Google’s local algorithm is built around three main factors: relevance, distance, and prominence.

  1. Relevance: How well your business matches the searcher’s intent. Optimising your categories, services, and description helps Google understand what you offer.

  2. Distance: How close your business is to the user searching. Google uses the searcher’s location to determine which listings appear nearby.

  3. Prominence: How well-known or reputable your business is, often measured through reviews, backlinks, and overall online presence.

By improving your Google My Business profile in each of these areas, you increase your chances of being selected for the Map Pack.

How to Optimise Your Google My Business Profile for the Map Pack

1. Complete All Profile Information

Ensure every field is filled out accurately business name, category, address, phone number, website, and hours of operation. Consistency between your Google profile and other online listings (known as NAP consistency) is vital for ranking and trust.

2. Choose the Right Categories

Select both primary and secondary categories that accurately describe your business. The primary category has the biggest impact on your visibility, so choose carefully. For example, a local accountant should select “Accountant” rather than a broader term like “Financial Consultant.”

3. Add High-Quality Photos

Images play a major role in engagement. Upload real photos of your location, team, products, and services. Businesses with photos receive significantly more clicks and direction requests. Keep them up to date to maintain an active and appealing presence.

4. Collect and Respond to Reviews

Customer reviews influence both ranking and trust. Encourage happy clients to leave reviews and reply to them promptly, whether positive or negative. Responding shows that you value feedback and improves engagement, which Google recognises as a quality signal.

5. Use Posts to Stay Active

Google Posts allow you to share updates, offers, and events directly on your profile. Regularly posting new content signals to Google that your business is active and relevant, helping you stay visible in competitive markets.

6. Add Local Keywords in Your Description

Include relevant local terms naturally in your business description. For instance, a roofing company in Bedford might mention “roof repairs in Bedford” or “flat roof specialists serving Bedfordshire.” This reinforces your location relevance in Google’s algorithm.

7. Enable Messaging and Bookings

Activate messaging so potential customers can contact you directly from your listing. If applicable, use booking integrations so users can schedule appointments without leaving Google. These features enhance user experience and signal active engagement.

Tracking Map Pack Performance

While Google My Business provides basic insights such as profile views, calls, and direction requests, connecting your profile to Google Analytics gives deeper data. Add UTM parameters to your profile’s website link to track how many visitors and conversions come directly from your Map Pack listing.

You can also use Google Search Console to identify search queries that trigger your local listing, helping refine your optimisation strategy.

Common Mistakes That Prevent Map Pack Visibility

Many businesses fail to appear in the Local Map Pack because of overlooked details such as:

  • Using inconsistent business information across directories.

  • Choosing incorrect or vague categories.

  • Neglecting reviews or leaving outdated contact details.

  • Using spammy or duplicate listings.

  • Ignoring customer engagement on posts and reviews.

Fixing these issues can dramatically improve your chances of ranking locally.

Complementary Strategies for Map Pack Success

While Google My Business is essential, it works best as part of a broader local SEO strategy. Combine it with:

  • On-page SEO: Optimise your website with local keywords, schema markup, and embedded maps.

  • Citations: Ensure your business details are consistent across directories like Yelp and Bing Places.

  • Backlinks: Build local authority by earning links from community sites, local news outlets, or partnerships.

  • Social Proof: Promote customer reviews and social engagement across platforms.

Together, these factors strengthen your online presence and increase your likelihood of appearing in the top three Map Pack results.

Expert Tips for Staying Ahead

  1. Update your business hours regularly, especially during holidays.

  2. Add FAQs directly in your Google profile to answer common customer questions.

  3. Monitor competitors’ listings to identify trends in reviews or keywords.

  4. Use insights data to identify when most users search for your business and post accordingly.

  5. Avoid keyword stuffing your business name, as it can lead to penalties.

Final Thoughts

Google My Business plays a central role in achieving visibility within the Local Map Pack. It’s not just a listing tool but a dynamic marketing asset that shapes how your business appears and performs in local search. By maintaining an accurate, engaging, and regularly updated profile, you increase your chances of standing out to nearby customers and driving more valuable local leads.

We have also written in depth articles on how to find latitude longitude in google maps and How service-based businesses can optimise their GMB profile as well as our Google My Business Hub to give you further guidance.