Local Pack

The section of Google search results showing a map and three local business listings for queries with local intent.

Definition

The Local Pack (also called the Map Pack, Snack Pack, or 3-Pack) is the section of Google search results that displays a Google Maps map alongside three business listings when a query has local intent — either explicitly ("coffee shops near me") or implicitly ("best dentist in Austin"). The Local Pack typically appears above standard organic results for local queries, making it the most prominent and high-value real estate in local search.

Google determines Local Pack rankings using three primary factors: Relevance (how closely the GBP category, business description, and website content match the search query), Distance (how far the business is from the user's location or the location specified in the query), and Prominence (how well-known and authoritative the business is, based on reviews, citations, backlinks, and engagement). These three factors interact — a very prominent business may rank in the Local Pack even if it's further from the user than less prominent competitors.

Appearing in the Local Pack has significant business impact: studies by BrightLocal show approximately 44% of users click on Local Pack results, and map pack clicks often have higher purchase intent than organic clicks. Optimization checklist: claim and fully optimize your Google Business Profile, build consistent NAP citations across the web, actively generate and respond to customer reviews, create locally relevant on-page content (location pages, local schema markup), and build local backlinks from regional news, directories, and partner businesses.

Frequently Asked Questions

Why do different users see different businesses in the Local Pack for the same query?

The 'Distance' factor means Local Pack results are personalized by location. A search for 'Italian restaurant' from two different parts of a city will return different businesses. Additionally, Google personalizes based on browsing history and preferences. The results you see privately in incognito mode from a neutral location are the closest to 'actual' rankings.

Can a business rank in the Local Pack if it is outside the city being searched?

Generally, Local Pack results favor businesses within the searched city or locality. Businesses immediately adjacent to a city may appear for some queries. However, being significantly outside the searched area is a major disadvantage. Service-area businesses without a physical presence in a city have very limited Local Pack visibility for that city.