Local pack
The map-based local results block on many Google SERPs.
What the local pack means for local firms
The local pack is the block of map results Google shows for many searches with local intent, such as "electrician near me" or "Italian restaurant Bath". It usually shows a small map and a few businesses with ratings, hours and buttons to call or get directions. Tapping through opens a longer list in Google Maps.
A local example
A garage ranks well organically for "MOT Ipswich" but rarely shows in the local pack. Its profile has the wrong primary category and few photos. Fixing the category, adding services, keeping hours exact and asking customers for reviews moves it into the pack for searchers nearby.
How to check yours
Search your main services on your phone from different parts of your area, since results change with location. Some free and paid tools show local pack rankings across a grid of points, which gives a fairer picture than a single search. Also check your profile's performance data for searches, calls and direction requests.
Local mistakes to avoid
- Checking only from your own premises, where you'll nearly always appear.
- Faking addresses to appear in more towns.
- Ignoring reviews and photos.
- Stuffing keywords into the business name, which risks suspension.
Why it brings local enquiries
The local pack often appears above the normal organic results, especially on phones. For local service businesses, appearing in it can matter more than ranking first in the organic listings below. What decides who appears is mostly your Business Profile, distance from the searcher and your prominence, according to Google's local ranking help page.
It also changes with the time of day and opening hours. A business shown as closed may appear lower for some searches, so accurate hours matter more than many owners realise.
Other local search terms
- Local SEO: Optimising to appear in local pack and localised organic results.
- Google Business Profile: Google's free business listing used in Maps and local pack results.
- SERP feature: Non-classic result units such as maps, videos or AI Overviews.
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