What it means
The local pack (also called the 3-pack or map pack) is the block of three businesses Google displays at the top of search results for queries with local intent. Each listing shows the business name, rating, address, hours, and a tap-to-call button. Above the listings is a map showing the business locations.
It appears for most "near me" and city-specific service queries: "plumber Brunswick," "dentist near me," "Mexican restaurant Sydney."
Why it matters
For local service businesses in 2026, the local pack often drives more leads than any other search feature. The combination of map visibility, prominent star rating, and one-tap call-to-action converts much better than a regular organic listing buried below.
A spot in the local pack also tends to be cited by AI engines when users ask local-intent questions. The same data Google uses to populate the pack feeds AI engine answers.
How it's used
The three biggest ranking factors for the local pack are:
- Relevance - how well your Google Business Profile matches the query
- Distance - proximity from the searcher to your business
- Prominence - overall reputation, including review volume, mentions, and authority
To win local pack spots:
- Optimize Google Business Profile completely
- Generate genuine reviews regularly (50+ at 4.7+ stars is the entry point)
- Maintain consistent NAP across the web
- Build local backlinks and mentions
- Keep service area pages on your website with location-specific content