Term
Local Pack
The Local Pack (or Map Pack) is the block in Google's results showing a map and usually three local matches for location-based searches. It is ranked by relevance, distance and prominence — fed mainly from Google Business Profiles.
Local Pack — explained in detail
The Local Pack (also Map Pack or 3-Pack) is the highlighted block in Google’s search results that, for location-based searches — such as “dentist Cologne” or “café near me” — shows a map and usually three local business matches. Each match comes from a Google Business Profile and bundles name, review stars, opening hours and directions directly into the SERP.
Google ranks the Local Pack via three core factors:
- Relevance (~25%) — how well the profile matches the query: categories, keywords on the website, review content. Largely within your control.
- Distance (~15%) — physical proximity to the search location. Its weight has fallen in recent years (previously 25–30%).
- Prominence — how well-known and trusted the business is: reviews (count and recency), local citations, backlinks, social presence. Reviews alone account for around 10–15%.
In practice this means about 85% of the algorithm (relevance + prominence) is within your own influence. A steady flow of fresh reviews established itself in 2025 as an important tiebreaker.
Example / Practical relevance
A tax advisory firm maintains its Google Business Profile carefully: the right category, complete opening hours, regular posts and a steady stream of genuine, answered reviews. For the search “tax advisor + city” it appears in the Local Pack above the three map entries — more visible than any organic result below it, with a direct click to call and route.
Distinction from similar terms
The Local Pack is the three-fold map block in the classic SERPs. Local Zero describes local visibility that goes beyond that — without a click or in AI/answer surfaces. The Google Business Profile is the underlying data source, not the display format itself. Prominence signals overlap with authority concepts such as E-E-A-T.
Entdecke mehr
Local Zero
Share of local search queries answered directly in the SERP — via map pack, knowledge panel or Google Business Profile — without a click to any website. The conversion happens inside Google, not on your site.
LexikonOptimizing Your Google Business Profile — the Foundation of Local SEO
How to optimize your Google Business Profile so it ranks in the Local Pack and on Maps: categories, NAP, reviews, photos, posts — and the typical mistakes.
GlossarGoogle Business Profile
Google's free tool for managing a business listing on Google Search and Maps. Core asset in Local SEO. Formerly "Google My Business" (GMB).