Definition
The Local Pack, also known as the "map pack" or "three-pack," is a distinct section of search engine results pages (SERPs) that appears for geographically relevant queries. It typically features a map with pins indicating business locations and a list of up to three local businesses, each with a brief profile. This profile usually includes the business name, address, phone number, star rating, hours of operation, and a link to its website or directions.
The Local Pack functions by leveraging a search engine's understanding of user intent and location. When a user searches for a product, service, or business type that has a physical location (e.g., "pizza near me," "plumber in Chicago," "best coffee shop"), the search engine analyzes the query to determine if local intent is present. It then uses its vast index of local business data, often sourced from dedicated business directories and user-generated content, to identify the most relevant and authoritative businesses within the user's vicinity or specified area. Factors like proximity, business category, reviews, and website authority play a crucial role in determining which businesses are selected and their order within the pack.
Examples
- Searching for "dentist" and seeing a map with three local dental practices listed above organic results.
- A local bakery appearing in the Local Pack for a search like "cupcakes downtown" on a mobile device.
Why It Matters
Appearing in the Local Pack is crucial for local businesses as it offers high visibility directly on the first page of search results. It drives significant click-through rates and foot traffic by connecting users with nearby services and products at the moment they are actively searching.
First Step
Ensure your business has a complete and accurate listing on the primary search engine's business platform, including name, address, phone number, website, and business categories.