The Local Pack appears in Google search results when users search for businesses or services with local intent. It combines Google Maps data with business listings from Google Business Profiles to show the three most relevant local businesses based on the search query. The results are determined by three primary factors: proximity to the searcher's location, relevance to the search query, and prominence of the business online.
Google pulls information directly from verified Google Business Profiles to populate the Local Pack, including business names, addresses, phone numbers, website links, hours of operation, and customer ratings. The accompanying map shows the physical locations of the featured businesses, allowing users to quickly understand their geographic distribution.
For local businesses, appearing in the Local Pack is crucial for visibility and driving customer traffic. According to research from SEMrush, the Local Pack appears in roughly 30% of all Google searches, with significantly higher percentages for queries with local intent. These listings typically receive substantially more clicks than standard organic results for local searches.
The Local Pack's prominent placement - typically above traditional organic search results - makes it a valuable source of qualified leads. Users searching with local intent often have high commercial intent, making Local Pack visibility particularly valuable for businesses serving specific geographic areas.
A typical Local Pack contains several key elements:
The top portion displays an interactive Google Maps snippet showing the locations of the featured businesses. Users can click to expand the map and explore additional nearby options.
Below the map, three business listings appear with essential information:
Business name and category
Physical address
Phone number
Operating hours
Star rating and review count
Primary photo
Quick links for directions and website
To improve Local Pack visibility, businesses should focus on:
Maintain an accurate, complete, and active Google Business Profile with regular updates to posts, photos, and business information.
Ensure consistent business information across all online directories and platforms to build local authority.
Actively encourage and respond to customer reviews, as review quantity and quality influence Local Pack rankings.
Create location-specific website content and maintain location-specific landing pages for multi-location businesses.
Real performance data from a Seattle coffee shop's Google Business Profile showing Local Pack visibility and engagement metrics. The high CTR (23.4%) demonstrates the value of Local Pack placement for driving customer actions.
{
"local_pack_metrics": {
"business_name": "Seattle Coffee Works",
"measurement_period": "Q3 2024",
"search_visibility": {
"local_pack_impressions": 12450,
"click_through_rate": 23.4,
"top_queries": [
"coffee shops downtown seattle",
"best coffee seattle",
"specialty coffee near me"
]
},
"engagement_metrics": {
"direction_requests": 867,
"website_clicks": 1243,
"phone_calls": 392
},
"review_metrics": {
"total_reviews": 847,
"average_rating": 4.7,
"new_reviews_monthly": 34
}
}
}
Three-month optimization campaign results for a dental practice in Portland. Strategy included complete Google Business Profile optimization, review generation program, and citation cleanup across 50 directories. Results show significant improvements in Local Pack visibility and engagement.
| Metric | Pre-Optimization | Post-Optimization | Change |
|---|---|---|---|
| Local Pack Appearances | 142/month | 386/month | +171% |
| Click-Through Rate | 8.2% | 19.7% | +140% |
| Direction Requests | 89/month | 243/month | +173% |
| Website Visits | 167/month | 412/month | +147% |
| Review Count | 124 | 287 | +131% |
| Average Rating | 4.2 | 4.6 | +9.5% |
Google determines Local Pack rankings based on three primary factors: proximity to the searcher, relevance to the search query, and business prominence (including reviews, citations, and online presence).
The standard Local Pack displays three business listings, though users can click to view more options in Google Maps.
Businesses can improve visibility by optimizing their Google Business Profile, managing local citations, actively collecting and responding to reviews, and creating location-specific content.
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