SEO Glossary / Local Pack

Local Pack

What is the Local Pack?

The Local Pack is a SERP feature that appears at the top of the search results when a user makes a search with local intent. It contains a map and three local business listings relevant to the search. The Local Pack is also known as the Map Pack, Snack Pack, or Google 3-Pack.

The keywords triggering the Local Pack often include “near me” or “near location,” but not necessarily, as Google knows your location by default.

Why is the Local Pack Important?

The Local Pack helps both searchers and local businesses alike.

For Searchers:

  • Convenience: The Local Pack makes the search simple by providing quick access to business details like website, contact information, and open hours.
  • Decision-making: It helps in comparing businesses based on ratings and proximity.

For Local Businesses:

  • Visibility: Ranking in the Local Pack boosts online presence and visibility.
  • Competitive Edge: It gives an edge over other businesses that fail to rank.

How to Rank in the Local Pack

Here’s how you can rank your business in the Local Pack in four simple steps:

1. Create a Google My Business (GMB) Profile

This is the most crucial step, as only businesses registered on Google My Business (GMB) are eligible to get ranked in the Local Pack.

Steps to create a GMB profile:

  1. Visit Google My Business.
  2. Click on the “Manage now” button.
  3. Enter your business name and address in the search box, and select or add your business.
  4. Verify your business.

2. Fill in ALL Available Information

Optimize your profile to provide maximum information to Google. This helps persuade Google (and searchers) that your business is legitimate and trustworthy.

Information to add:

  • Contact information (email, website URL, phone number)
  • Working hours
  • Real photos of your location

3. Write the Company Description (with Local Keywords in Mind)

The company description is the best place to explain your services to Google. Make sure it’s comprehensive and optimized with local keywords to increase your chances of ranking.

Tips for writing the company description:

  • List the services you offer
  • Check for local intent keywords
  • Group and map keywords to use them effectively
  • Avoid keyword stuffing

4. Earn Reviews and Be Proactive in Answering Them

Reviews are one of the top ranking factors for the Local Pack. Ask your customers to leave reviews and respond to both positive and negative ones. This demonstrates that you value feedback and are committed to improving your business.

Ways to earn more reviews:

  • Offer incentives like discounts, vouchers, or goodies (without manipulating them)
  • Be genuine and focus on long-term improvement


What are Local Keywords?

Local keywords contain phrases specific to a location and generate search results related to that location.


  • Restaurants around the Magnificent Mile
  • Car repair shops near Yosemite National Park

Are “Local Pack” and “Local SEO 3-Pack” the Same?

Yes, since 2015, the Local Pack has been referred to as the “Local 3-Pack” because it displays three business entries. It was previously a list of 7 profiles, but it was shortened for mobile optimization. Users can view the expanded list by clicking “More Places.”

By following these steps and best practices, you can improve your chances of ranking in the Local Pack, enhancing your business's visibility and attracting more local customers.