What is the local pack?
The local pack is the map and short list of local businesses that Google shows in its results for a search with local intent, such as a service plus a city. Each business in it comes from a Google Business Profile.
Cited from the66th.com/glossary/local-pack
How the local pack works
When Google detects that a search is about a place, it shows a map of relevant locations. Google's own example is a search for "seattle pizza", and the same answer tells a business missing from the map to make sure it has been added to its Business Profile.
"Local pack" is the search industry's name for that block. Google's help pages call it local results. Each listing in it comes from a Google Business Profile, so the name, rating, hours and phone number a searcher sees are the ones on the profile.
| Search | Local intent | Why |
|---|---|---|
| seattle pizza | Yes | Google's own example of a location-based search |
| emergency plumber calgary | Yes | A service plus a city |
| plumber near me | Yes | The searcher wants a business close by |
| how to fix a leaking tap | No | The searcher wants instructions |
Why some businesses rank higher
Google's help page Tips to improve your local ranking on Google names three factors: relevance, meaning how well a profile matches the search; distance from the person searching; and prominence, meaning how well known the business is, including how many reviews it has and how many websites link to it. The same page says there is no way to request or pay for a better local ranking.
Local results also reach AI search. Google's guide to generative AI search says AI responses can include information about local businesses, and that a Business Profile can help a business appear in both AI responses and other Google results.
What it means for your business
For a business whose buyers search for a service in their area, the local pack puts it next to its nearest competitors, with ratings and review counts side by side. Distance is the factor a business controls least. It can control how complete its profile is, how many reviews it earns, and the links and mentions that make it known.
The pack matters little for a business that sells only online. For a business that serves an area, it is the center of our local SEO work, which covers the profile, the website and the links together.
Common mistakes
- Judging your rank from one search on your own phone. Distance changes the results, so a business looks higher from its own office than from across town; check from the areas your buyers search from.
- Treating the pack as a profile-only job. Google's prominence factor counts the links to a business and its reviews, so the website and the business's reputation feed the ranking too.
- Expecting to buy a better position. Google says there is no way to request or pay for a better local ranking, so spend the budget on the profile, reviews and the website.
Related terms
Sources: Google Search Central, FAQ: Website Appearance in Google Search, 10 December 2025; Google Business Profile Help, Tips to improve your local ranking on Google; Google Search Central, Optimizing your website for generative AI features on Google Search, 10 July 2026.