Local Pack, explained properly.
In a nutshell
The local pack is the prime visibility slot for local searches. It appears above standard organic results, showing three businesses with map pins, reviews, and contact details. Ranking here drives calls, directions, and visits. For example, a search for "plumber near me" puts three local plumbers above every other result, capturing most clicks.
What is the local pack?
The local pack is a section in Google's search results that displays a list of businesses relevant to a local search query. It includes a map of the area, plus a list of businesses with their name, address, phone number (NAP), reviews, and links to their website. The local pack is a key feature of local SEO and can significantly increase your business's visibility in local search results. We optimise businesses for the local pack so they appear prominently in local search. Ranking in the local pack can drive more traffic to your website, increase foot traffic to your physical location, and ultimately boost conversions. The Moz Local SEO guide covers many of the foundational ranking factors.
Why the local pack matters for SEO
The local pack appears at the top of search results, often before organic listings: - **Improved visibility.** The local pack occupies a prominent position in Google's results, giving your business more visibility and increasing the chance of a click. - **Increased local traffic.** Appearing here makes it more likely users visit your website or physical location. It is especially valuable for restaurants, retail stores, and service providers. - **Better conversion potential.** Listings show your NAP, business hours, and reviews, helping users make informed decisions and increasing conversions. - **Builds trust and credibility.** Reviews and ratings in the local pack build trust. A high rating can positively influence users' decisions to click.
How to appear in the local pack
Getting into the local pack requires a combination of optimising your Google Business Profile (formerly Google My Business) and improving your website's local SEO. ### 1. Optimise your Google Business Profile Ensure your Google Business Profile is fully optimised: accurate business information, photos, collected reviews, and up-to-date details. The official Google Business Profile Help centre is the canonical reference. ### 2. Ensure NAP consistency Your name, address, and phone number (NAP) must be consistent across the web. Search engines use this consistency to verify the legitimacy of your business, so we monitor NAP across all local directories. ### 3. Collect and manage reviews Google uses customer reviews as a ranking factor for the local pack. The more positive reviews, the more likely you appear. We help encourage satisfied customers to leave feedback and respond to reviews professionally. ### 4. Build local citations Local citations are mentions of your business on third-party websites such as local directories and review sites. Consistent listings across high-quality, authoritative directories boost your chances of appearing in the local pack. ### 5. Optimise your website for local SEO We optimise your content for local keywords and implement structured data (Schema Markup) to help search engines understand your location and services. Optimising for long-tail keywords, adding location-based content, and creating location pages are crucial for ranking in the local pack.
How the local pack impacts SEO
Appearing in the local pack is not a direct ranking factor for organic SEO, but it can significantly impact your overall performance: - **Increases website traffic.** A spot in the local pack drives more traffic, which can lead to increased conversions and improved rankings for other queries. - **Enhances local authority.** Appearing here shows search engines your business is relevant and authoritative locally, helping rankings for other local searches. - **Improves conversion rates.** The information provided helps users decide faster, increasing the likelihood they engage with your business.
Common local pack mistakes
- **Incomplete Google Business Profile.** An incomplete or inaccurate profile hurts your chances. We ensure it is fully optimised. - **Inconsistent NAP data.** Inconsistent NAP across directories hurts placement. We keep it consistent across all listings. - **Neglecting reviews.** Failing to collect and respond to reviews hurts performance. We help actively manage reviews.
How we help you rank in the local pack
- **Complete local SEO audit.** We audit your Google Business Profile, NAP consistency, local citations, and reviews. - **Ongoing Google Business Profile optimisation.** We keep your profile up to date and fully optimised. - **Local citation building.** We build high-quality local citations on authoritative directories. - **Optimising website content.** We optimise your website for local terms and apply on-page SEO techniques.
Local Pack: common questions.
How do you get into the local pack?
Three things drive local pack rankings: a fully completed and verified Google Business Profile, consistent NAP (name, address, phone) data across the web, and a steady flow of recent reviews. On top of those, location signals such as proximity to the searcher and citation quality determine which three businesses Google picks.
What is the difference between the local pack and Google Maps?
The local pack is a feature inside Google's standard search results that shows three businesses plus a small map. Google Maps is the standalone product. Both pull from Google Business Profile, but Google Maps shows a much longer list of businesses, while the local pack is limited to three.
How important is the local pack for small businesses?
For any business with a physical location or a defined service area, the local pack is one of the most valuable visibility surfaces on the web. It appears above organic results for many searches with local intent, gets a disproportionate share of clicks, and often includes calls and directions directly from the SERP.
Why is my business not showing in the local pack?
Common reasons: an incomplete Google Business Profile, inconsistent NAP across directories, weak or missing reviews, distance from the searcher beyond the typical radius for that query type, or a lack of local backlinks. A local SEO audit will identify which of these is the constraint for your business.
What clients say about working with us.
“I've had the pleasure of working with Chris on several SEO projects for my websites in the health field. He was definitely been able to demystify things so that I felt able to make decisions with him and feel confident they were the right ones. For a non-techie, that is worth gold! I look forward to working with Chris again and warmly recommend him to anyone who - like me - is unsure about all things SEO.”
“I was recommended by my branding partner to use Chris and his team last year. I can’t recommend them highly enough. They are very responsive , easy to communicate with and great at translating techy stuff when needed. They are now an essential part of my business model”
“We've been working closely with Chris, Hannah and the team for over 12 months now. As a small company with ambitious growth plans, it was incredibly important that we made the right choice on who to trust with our SEO. 18 months later, we're totally thrilled with our experience so far and our growing online presence within our market. We'd happily recommend BTT and their services to other SMEs. Drop them an enquiry!”
Real people on your account, not a faceless agency.
You work directly with the senior people who do the work, a small Bristol team you will actually get to know, not a call centre or an account manager relaying messages.
Meet the team →
