Definition
The local pack is the map and list of businesses Google shows for local searches such as “plumber near me”, drawn from Google Business Profiles.
Local pack explained
For searches where people want a nearby business, Google usually shows a map with a small group of business listings above or among the organic results. Each listing shows the name, rating, category, hours and quick links to call, visit the website or get directions.
The listings come from Google Business Profiles, and Google says local ranking depends mainly on relevance, distance and prominence. Distance means results differ by the searcher's location, so a business can appear for people on one side of a city and not the other. That is why local ranking reports often use a grid of locations rather than a single position.
Improving local pack visibility combines profile work, such as categories, reviews, photos and complete details, with website signals such as location pages, consistent NAP details and links from local sources.
Example
When someone in your area searches “emergency electrician”, Google shows a map with a few electricians. Getting your business into that local pack, with good reviews and accurate hours, can bring calls without the searcher ever visiting a website.
Why it matters
For local services, the local pack often captures the majority of attention on the results page, and it sends calls and visits directly.
Related service
Local SEO
Google Business Profile, local pack and location-page work for businesses that serve customers nearby.
Local SEO servicesSources
- Google Business Profile Help: Tips to improve your local ranking on Google (checked 30 Sep 2026)
Published by Vidern, founded and led by Malhar Shah. Updated .
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Related terms
- Google Business ProfileA Google Business Profile is a free listing that shows a business's details, location, hours, photos and reviews in Google Search and Maps.
- Online reviewsOnline reviews are customers' public ratings of a business on sites such as Google and Trustpilot, which influence buyers and search visibility.
- NAP (Name, Address, Phone Number)NAP is a business's name, address and phone number, which should be identical everywhere online so search engines can trust your local details.
- Location pagesLocation pages are website pages for each place a business serves or operates, with details and content specific to that location.
- SERP (Search Engine Results Page)A SERP (search engine results page) is the page shown after a search, combining organic results, ads and features such as AI Overviews and maps.