What is the Local Pack?
The Local Pack is a prominent section in Google’s search results that displays a map and a list of local businesses related to a user’s search query. It typically appears near the top of the search results page when a user searches for a product, service, or business type with local intent (i.e.“coffee shop near me” or “SEO agency Berlin”).
The Local Pack usually shows three business listings, along with their ratings, address, business hours, and a link to directions or website.
Why the Local Pack Matters
Appearing in the Local Pack significantly increases a business’s visibility to potential customers who are ready to take action. It is one of the most valuable placements in local SEO because it attracts high-intent searchers.
Key benefits include:
- Prime real estate on search results pages
- High click-through rates from nearby users
- Increased calls, visits, and website traffic
- Enhanced brand credibility and visibility
- Strong signals for local SEO performance
Competition to appear in the Local Pack is high, and rankings depend on factors like proximity, relevance, and prominence.
Example in Use
A user searches for “digital marketing agency Munich” on their phone. Google displays a map with three nearby agencies at the top of the page, each with ratings, open hours, and a “Directions” button. These listings make up the Local Pack and are more likely to attract clicks than standard organic results further down the page.
Optimising your Google Business Profile and earning positive reviews can increase your chances of appearing here.
Related Terms
- Local SEO
- Google Business Profile
- Reviews and Ratings
- NAP Consistency
- Google Maps