Local Pack
The local pack is the block of three local business listings Google shows at the top of search results for location-intent queries, together with a map. Also called the "3-Pack," it's most common for restaurants, cafes, clinics, law offices, and other local services.
The local pack is the block of three local business listings Google shows at the top of search results for location-intent queries, together with a map. Also called the "3-Pack," it's most common for restaurants, cafes, clinics, law offices, and other local services.
Why It Matters
BrightLocal's 2026 research shows that ~44% of clicks on location-intent queries like "coffee shop Gangnam" go to the local pack. Because it sits above the standard organic results, ranking in the top 3 produces 10–15x higher click-through rates than typical organic listings. For industries dominated by location-based queries, winning the local pack drives far more traffic and revenue than climbing traditional organic rankings.
Anatomy of the Local Pack
Map thumbnail: A mini Google Map with three pins marking the listed businesses.
Business name and category: Brand name plus category (e.g., "Italian restaurant").
Rating and review count: Star average and number of reviews — the first thing users scan.
Distance and address: Distance from the searcher's location or street address.
Hours: Real-time status like "Open now" or "Closes in 30 min."
CTA buttons: Call, directions, and website.
Three Main Ranking Factors
Relevance: How well the business category, Google Business Profile description, and website content match the query.
Distance: Physical distance between the searcher (or the location in the query) and the business. Not something you can manipulate.
Prominence: Signals of how well-known the business is locally — review volume and rating, backlinks, branded search volume, and local press mentions.
Local Pack Entry Checklist
Complete Google Business Profile: Fill every field (category, address, phone, website, hours, photos, service list).
NAP consistency (Name/Address/Phone): Keep these identical across your site, directories, and social profiles. Inconsistencies are the biggest trust hit.
Regular review acquisition: Automate a review request flow for satisfied customers. Both monthly review velocity and overall rating matter.
Location-keyword content: Publish pages targeting "[city] [service]" combinations like "Italian restaurant in Gangnam, Seoul."
Local backlinks: Links from local media, chambers of commerce, and partner businesses boost local prominence.
Photos and videos: Upload interior, menu, and product photos regularly to keep the profile active.
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