Local Pack

The local pack is the map and three business listings shown for searches with local intent. It appears above organic results and takes a large share of the clicks for "near me" and city-qualified queries.

Ranking is driven mainly by relevance, distance from the searcher, and prominence — with the Google Business Profile itself carrying more weight than the website. Categories, reviews, photos and posts on the profile do most of the work.

Distance is a real ceiling. A business physically outside a city centre will struggle for centre-of-city searches regardless of optimisation, which is worth knowing before buying a campaign that promises otherwise.

Why it matters

For any business serving a geographic area, this is usually the highest-value search result available, and it's won on the profile more than the website.

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Related terms

NAP ConsistencyNAP stands for Name, Address, Phone. Consistency means those details are written identically everywhere they appear — your site, Google Business Profi…Entity SEOEntity SEO is the work of making search engines and AI systems confidently understand what your business is, distinct from similarly named things — th…

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