The Google Local Pack
The local pack — the 3 business listings shown with a map at the top of search results — captures a major share of clicks on local queries. Here's how to earn a spot.
What Is the Local Pack?
When someone searches for a local service ("plumber London", "restaurant near me"), Google displays a block of 3 Google Business Profile listings with a map at the top of the results. This is the local pack (or "3-pack"). It appears above the 10 classic organic results and is the most prominent position for local searches.
Why the Local Pack Is So Valuable
- It's visible without scrolling
- It directly displays your phone number, address, opening hours and reviews
- Clicks often lead directly to phone calls rather than site visits
- On mobile, the 3 listings occupy the entire above-the-fold screen
How Google Selects the 3 Listings
Google selects local pack listings by combining relevance, distance and prominence. The most relevant, complete listing that is geographically close to the searcher and has the best online reputation has the best chance of appearing. There's no single magic lever — it's the combination of all signals that makes the difference.
Concrete Actions to Rank in the Local Pack
- Claim and verify your GBP listing — an unverified listing cannot rank.
- Choose the right primary category — the strongest relevance signal.
- Complete 100% of fields — hours, description, services, attributes, photos.
- Collect reviews regularly — aim for 4+ stars with consistent velocity.
- Ensure NAP consistency — same name, address and phone number across all directories.
- Post regularly — at least one GBP post per week to signal activity.
Local Pack and Organic: Complementary Strategies
Some local queries display both a local pack and organic results below it. A complete local strategy targets both: appearing in the pack via GBP AND ranking in the organic results with an optimised site. Businesses dominating both capture almost all available local traffic.
The Local Pack on Mobile
On mobile, the local pack is even more dominant — it fills the entire screen above the fold. With 60%+ of local searches on mobile, optimising for the local pack means primarily optimising for the mobile experience.