Key takeaways
- •The local map pack is the box of three business listings and a map at the top of many local searches.
- •In one study of local service searches, the pack drew roughly 29 to 32 percent of clicks, and position 1 took 6 to 7 times as many as position 3.
- •Pack rankings depend on relevance, distance and prominence, which is why they change by location.
When someone searches for a local service on Google, they often see a map with three business listings above the regular web results. That box is the local map pack, and ranking in it is a different job from ranking a web page.
What the local map pack is
The map pack, also called the local pack or 3-pack, shows three business listings with ratings, hours and buttons to call or get directions. Below it are the regular organic results, which are web pages. Google Maps itself shows a longer list of businesses.
Pack listings come from Google Business Profiles. Organic results come from websites.
Where local searchers click
A BrightLocal click study had more than 5,500 testers pick a result on five San Francisco service-business searches. The local pack took 32.3 percent of clicks when no Local Services Ads were shown, and 28.8 percent when they were. Pack position 1 took 17.3 percent and position 3 took 2.9 percent, against 27.4 percent for the first organic result.
The study is from 2018 and covers a narrow set of searches, so treat it as a guide, not a forecast. Its message is clear: position inside the pack matters a great deal.
On intent, a Google study found that about half of smartphone users who searched for a local store visited it within a day. Local searchers are ready to act.
How pack rankings work
Google says local results are ranked mainly by relevance, distance and prominence. Relevance is how well your profile matches the search. Distance is how far you are from the searcher. Prominence is how well known you are, which includes reviews, links and mentions across the web.
You can't change distance. You can improve relevance and prominence. See our checklist for ranking in Google Maps.
Tracking pack rankings
Because distance is part of the ranking, your pack position changes by location. A geo-grid rank tracker shows where you are in the pack across your whole service area, so you can see which neighborhoods you win and which you lose.
Do you need both?
Yes. The pack and the organic results reach people at different moments and with different results. Work on both, and track the pack on a map and the website in a regular rank tracker.
See where you rank, block by block
Run a geo-grid scan on your own business. New accounts get 25 free tokens, no card needed.
Frequently asked questions
What is the local map pack?
The local map pack is the group of three business listings with a map that Google shows at the top of many local searches. It's also called the local pack or 3-pack.
Do all searches show a map pack?
No. Google shows it when it decides the search has local intent, such as plumber near me or a search with a place name.
How do I rank in the map pack?
Improve relevance and prominence: complete and verify your Business Profile, choose accurate categories, earn reviews, keep your information consistent and build your local web presence.
Why do I show up in the pack in one area but not another?
Distance from the searcher is part of the ranking, so your position changes by location. A grid scan shows where you are strong and weak.