Last updated: February 2026
The local pack (also called the map pack or 3-pack) is the block of three business listings that appears at the top of Google search results for queries with local intent. It includes a map, business names, ratings, addresses, hours, and quick-action buttons. Ranking in the local pack is one of the most valuable positions in all of search marketing because it appears above traditional organic results and captures a disproportionate share of clicks — studies consistently show the local pack receives 40 to 50 percent of all first-page clicks for local queries.
Unlike organic SEO, where you optimize web pages to rank in the ten blue links, local pack ranking depends heavily on your Google Business Profile, your review profile, your citation footprint, and the proximity of the searcher to your business. This guide walks you through every tactic you need to rank in the local pack, organized by priority and impact. For the broader context on Google Maps rankings, see our complete Google Maps ranking guide.
What Is the Difference Between the Local Pack and Organic Results?
The local pack and organic results are two separate ranking systems that use different algorithms and reward different optimization strategies. Understanding the distinction is critical because many businesses mistakenly focus all their efforts on traditional SEO and neglect the factors that drive local pack rankings.
Key differences include:
- Data source: The local pack pulls data from Google Business Profiles. Organic results pull data from indexed web pages.
- Ranking signals: The local pack heavily weighs GBP completeness, reviews, citations, and proximity. Organic results weigh on-page content, backlinks, and technical SEO.
- Location sensitivity: Local pack results change dramatically based on the searcher's location. Organic results are more stable across locations (though they can vary too).
- Display format: The local pack shows map pins, star ratings, hours, and action buttons. Organic results show title tags, meta descriptions, and URLs.
- Click behavior: Local pack clicks often lead directly to phone calls, direction requests, and profile views rather than website visits.
- Competition pool: The local pack typically shows only three results (versus ten organic), making competition for those spots fierce.
To dominate local search, you need to rank well in both the local pack and organic results. However, if you must prioritize, the local pack often drives more direct business actions (calls, visits, directions) while organic drives more website traffic.
How Do You Optimize Your Google Business Profile for the Local Pack?
Optimizing your Google Business Profile is the foundation of local pack ranking because it is the primary data source Google uses for local pack results. A poorly optimized or incomplete profile will severely limit your ability to rank, regardless of how strong your other signals are. Here is your step-by-step GBP optimization plan:
Step 1: Nail Your Primary Category
Your primary category is the single most impactful GBP field for ranking. Choose the most specific category that accurately describes your core business. For example, if you are a personal injury lawyer, choose "Personal Injury Attorney" rather than the broader "Lawyer." If you are an Italian restaurant, choose "Italian Restaurant" rather than "Restaurant."
To research the best category, look at what your top-ranking competitors use. You can see competitor categories in the page source of their GBP listings or by using tools like GBP Rank Tracker's competitor intelligence.
Step 2: Add Strategic Secondary Categories
Secondary categories expand the range of queries your listing can appear for. Add all categories that legitimately describe services you offer. A family dentist might add Cosmetic Dentist, Pediatric Dentist, Emergency Dental Service, and Teeth Whitening Service as secondary categories. Do not add categories for services you do not actually provide — this can confuse Google and dilute your relevance.
Step 3: Complete Every Profile Section
Completeness matters. Fill out every available field:
- Business description (use all 750 characters, naturally include your primary services and location).
- Hours of operation (including special hours for holidays).
- Phone number (use a local number, not a toll-free number, as your primary).
- Website URL (link to your homepage or a relevant landing page).
- Services and products with descriptions.
- Attributes (payment methods, accessibility features, amenities).
- Photos and videos (at least 20 high-quality photos covering interior, exterior, team, and work examples).
Check your profile completeness with the GBP Rank Tracker profile health score to identify any gaps.
Step 4: Publish Google Posts Regularly
Google Posts keep your profile fresh and provide additional keyword-rich content. Aim to publish at least one post per week. Use a mix of post types: updates, offers, events, and product highlights. Include a call-to-action and a relevant image with every post. Posts expire after six months, so ongoing publishing is necessary.
How Do Reviews Impact Local Pack Rankings?
Reviews are one of the most powerful local pack ranking signals, and they serve a dual purpose: they directly influence your ranking position and they influence the click-through rate of your listing (which may itself be a ranking signal). Here is how to build a review profile that drives rankings:
Build Review Quantity
More reviews signal more customer engagement, which Google interprets as a prominence indicator. Aim to have significantly more reviews than the average business in your local pack. If your competitors have 50-100 reviews, you should be targeting 150 or more.
Effective ways to get more reviews:
- Send a follow-up email or text after every service interaction with a direct link to your Google review page.
- Train staff to ask satisfied customers for reviews at the point of service.
- Add a review link to your email signature, invoices, and receipts.
- Create a simple review landing page on your website with a direct link to your Google review form.
- Use QR codes at your physical location that link directly to your review page.
Maintain Review Velocity
A steady stream of new reviews is more valuable than a large batch received all at once. Google's algorithm favors businesses that consistently receive reviews over time. This also looks more natural and trustworthy. Aim for a consistent flow — even two to three reviews per week compounds significantly over months.
Respond to Every Review
Responding to reviews signals that your business is active and cares about customer feedback. For positive reviews, thank the customer and mention the specific service if possible. For negative reviews, respond professionally, acknowledge the concern, and offer to resolve the issue offline. Never argue or get defensive in review responses.
For a deep-dive on review optimization, read our full guide: Google Maps ranking factors.
What Role Do Citations Play in Local Pack Ranking?
Citations — mentions of your business name, address, and phone number on third-party websites — are a foundational prominence signal. They help Google verify that your business exists, is legitimate, and is located where you say it is. The key to citation effectiveness is consistency and coverage.
Your citation strategy should include:
- Core directories: Yelp, Facebook, Apple Maps, Bing Places, Yellow Pages, BBB, and your local chamber of commerce.
- Industry-specific directories: Healthgrades for doctors, Avvo for lawyers, TripAdvisor for restaurants, Houzz for home services.
- Local directories: City business directories, local news sites with business listings, community websites.
- Data aggregators: Submit to Neustar/Localeze, Data Axle, and Foursquare, which feed data to hundreds of smaller directories.
The most critical requirement is NAP consistency — your name, address, and phone number must be identical across all citations. Even minor variations (Street vs. St., Suite 100 vs. Ste. 100) can dilute the signal. Read our detailed guide on Google Maps SEO tips for additional citation optimization strategies.
How Should Your Website Support Local Pack Rankings?
Your website is the bridge between your organic SEO and your local pack performance. Google uses signals from your website to inform your GBP ranking, so a strong website directly supports your local pack position. Here are the website optimizations that matter most:
- Local landing pages: Create a dedicated page for each service and location combination you want to rank for. A plumber in Dallas should have pages for "emergency plumber Dallas," "water heater repair Dallas," and "drain cleaning Dallas."
- NAP on every page: Include your business name, address, and phone number in the footer of every page, matching your GBP listing exactly.
- Schema markup: Implement LocalBusiness schema on your homepage and location pages to help Google understand your business type, location, hours, and services.
- Mobile optimization: The majority of local searches happen on mobile devices. Your site must load fast and function perfectly on phones.
- Internal linking: Link from your service pages to your contact page and location pages to establish a clear site structure that supports local relevance.
- Content depth: Thorough, expert content about your services signals topical authority, which contributes to your overall prominence.
What Are the Most Common Local Pack Ranking Mistakes?
These mistakes actively hurt your chances of ranking in the local pack. Avoid every one of them:
- Keyword stuffing your business name: Adding keywords to your GBP business name that are not part of your legal business name violates Google guidelines and can result in suspension.
- Choosing the wrong primary category: Using a broad or inaccurate category instead of the most specific relevant option dramatically reduces your relevance score.
- Inconsistent NAP information: Having different business names, addresses, or phone numbers across directories confuses Google and weakens your citation signal.
- Ignoring reviews: Not actively requesting reviews or not responding to existing reviews leaves ranking points on the table.
- Neglecting your website: Treating your GBP and website as separate projects rather than an integrated system weakens both.
- Buying fake reviews: Google is increasingly sophisticated at detecting fake reviews. Getting caught results in review removal, profile penalties, and potential suspension.
- Using a virtual office address: Google requires a real, staffed business location. Virtual offices and PO boxes are against guidelines and risk suspension.
- Not tracking rankings properly: Checking your ranking from one location and assuming it represents your entire market leads to misguided optimization decisions.
Pro tip: Audit your profile against these common mistakes before starting any new optimization work. Fixing fundamental issues often produces more improvement than adding new tactics on top of a flawed foundation.
Frequently Asked Questions
How long does it take to rank in the local pack?
For a new listing, it typically takes three to six months of consistent optimization to achieve local pack rankings, depending on the competitiveness of your market. Established listings with some existing authority can see improvements in two to four weeks after making significant optimizations. The most competitive markets (attorneys, dentists, and similar high-value services in major cities) can take six to twelve months of sustained effort.
Can I rank in the local pack without a physical storefront?
Yes, service-area businesses (SABs) without a public storefront can rank in the local pack. You must have a real physical address for verification purposes, but you can hide it from public view and instead display your service areas. Keep in mind that your hidden address still serves as the proximity anchor point for rankings.
Does the order of local pack results matter for clicks?
Yes, position within the local pack matters significantly. The first position receives roughly 40 to 50 percent of local pack clicks, the second position gets about 25 to 30 percent, and the third position receives 15 to 20 percent. Moving from position three to position one can more than double your click volume.
How many Google Business Profile categories should I use?
Use one primary category and three to five secondary categories. Your primary category should be the most specific and accurate description of your core business. Secondary categories should cover additional services you genuinely offer. Avoid adding irrelevant categories as they dilute your relevance rather than expanding it.
Do Google Ads help with local pack rankings?
Google Ads do not directly influence organic local pack rankings. However, there are paid local pack ads (Local Search Ads) that allow you to appear above the organic local pack results. These are separate from organic rankings and require an active Google Ads campaign linked to your GBP.
Can I rank in multiple local packs across different cities?
Ranking in the local pack for cities where you do not have a physical location is extremely difficult due to the proximity factor. If you need local pack visibility in multiple cities, the most effective approach is to establish verified physical locations in each target city. Service-area businesses can sometimes rank in adjacent cities if their prominence signals are exceptionally strong, but this is not guaranteed.