What is the Local Pack?
The Local Pack is the yellow/white block at the top of Google with 3 businesses, a map and reviews. Appears on local search queries ('dentist Tilburg', 'hairdresser near me').
The Local Pack is technically the '3-Pack': the three businesses Google selects based on relevance, distance and prominence. Local Service Ads (paid) can appear above the Local Pack; organic results follow below. For local SMEs with a physical presence, the Local Pack is often the most valuable search result of all.
Google shows the Local Pack beyond just desktop searches. Over 60% of local searches happen on mobile, where the Local Pack dominates the screen and pushes organic results far down. Not appearing in the Local Pack means being practically invisible to many users on mobile.
Why does the Local Pack matter?
For SMEs with a physical location, the Local Pack often delivers more customers than classic #1 ranking. 44% of clicks on local searches go to the Local Pack.
A business at classic position 1 with an average organic CTR of 28% loses to a Local Pack listing that draws full attention with reviews, opening hours, phone number and direct directions. The Local Pack lets a visitor call or navigate directly, without clicking. That makes the format uniquely efficient for service businesses.
How do you get into the Local Pack?
Optimise your Google Business Profile (categories, reviews, photos), ensure consistent NAP (Name, Address, Phone) across directories, and build local citations.
The three factors Google weighs are: relevance (does your business match the query?), distance (how far is the searcher from your location?) and prominence (how well-known and trusted is your business online?). You build prominence through reviews, citations and a strong website. You control relevance through categories and description in your GBP. You cannot control distance, but adding multiple service areas expands your reach.
Real-world example
A plumbing company in Tilburg sat at position 7 in the Local Pack (not visible). After targeted GBP optimisation, setting the correct primary category, collecting 18 new customer reviews, uploading 12 project photos and making NAP consistent across 25 directories, the business appeared at position 2 in the Local Pack for 'plumber Tilburg' within 6 weeks. Enquiries via Google rose from 4 to 19 per month.
How to measure Local Pack performance
Google Business Profile Insights: shows impressions in search results and Maps, website clicks, direction requests and phone calls. These are the direct Local Pack metrics.
Google Search Console does not show Local Pack data directly, but a rise in branded traffic ('company name + city') signals growing Local Pack visibility.
For rank tracking: tools like a local-SEO tool or Whitespark track Local Pack positions per query and location, more practical than searching manually.
Common mistakes
Choosing the wrong primary category: the primary GBP category has the most influence on which queries you appear for. Choosing 'General contractor' as a plumber costs you relevance.
Ignoring reviews: businesses with fewer than 10 reviews and a score below 4.0 are structurally shown less often. Actively asking for reviews is not optional, it is required.
Inconsistent NAP: if your address is spelled differently in Google versus your website or Yelp, it lowers Google's confidence in your business data.
Setting up GBP once and forgetting it: regular posts, photo updates and Q&A management keep your profile active, a signal that weighs positively.
Related terms
Google Business Profile (GBP): the free management panel where you manage your Local Pack listing. GBP optimisation is the most direct path to Local Pack visibility.
NAP consistency: keeping Name, Address, Phone identical everywhere. Inconsistency lowers Google's confidence in your location data.
Local SEO: the broader strategy that includes Local Pack optimisation, along with local content, link building and on-page local signals.
Want to get into the Local Pack?
Request a GBP audit →