How to Rank in the Google Local Pack: The Complete Guide for Small Businesses
Google Business Profile
If you've ever searched for "best dentist near me" or "plumber in [your city]," you've likely seen the Google Local Pack, the section of the search results featuring a map and three top local businesses. For local businesses, appearing in this pack isn't just helpful, it's critical for driving calls, foot traffic, and new leads.
In fact, 8 in 10 US consumers say they search for a local business online at least once a week, making Local Pack visibility one of the most important digital marketing goals for brick-and-mortar businesses.
In this guide, we’ll explore everything you need to know about the Google Local Pack: what it is, how it works, and most importantly, how your business can rank in it. Whether you’re just getting started or want to improve your local visibility, this is your roadmap. As a trusted digital marketing partner, Salem Surround supports local businesses in turning local searches into real customers.
What Is the Google Local Pack?
The Google Local Pack, also known as the Map Pack or Local 3-Pack, is a high-visibility section in search results that appears when someone searches for a local service, like “plumber near me” or “dentist in Denver.” It includes a map and a short list of top local businesses, usually three, along with details such as:
- Business name, star rating, and review count
- Business category and open hours
- Phone number and website buttons
- Quick actions like calling, getting directions, or scheduling
As shown in the screenshot, the Local Pack pulls businesses with strong profiles, high ratings, and local relevance. This section is one of the most clicked-on parts of any local search, especially on mobile, making it a powerful space for attracting new customers.
Why is it called a "3 Pack"?
It’s called a 3 Pack because Google shows the top three local business listings, alongside a map, when someone does a local search, like “coffee shop near me” or “plumber in [city].” These three results are pulled from Google Business Profiles and are considered the most relevant based on factors like proximity, reviews, and relevance. While more listings are available if you click "More places," only three businesses appear by default on the first screen, making it a prime spot for visibility, hence the name “3 Pack.”
Why Is the Google Local Pack Important for Local Businesses?
Top placement in local search results
The Local Pack appears above the organic listings and sometimes even above paid ads. Being in the top three means your business gets noticed before anyone else.
Captures High-Intent Customers
Searchers who use local queries are typically looking to take immediate action, whether that’s making a call, visiting a store, or booking a service.
Trust and Social PROOF
Listings in the Local Pack show star ratings and reviews, which influence customer trust. A business with strong reviews is more likely to be chosen.
Learn More About Google Reviews
What’s the difference between the Local Pack and organic search results?
The Google Local Pack and organic search results both appear on the first page of a search, but they pull from different sources and serve different purposes.
The Local Pack is the box near the top of the page that shows a map and three business listings. It’s triggered by searches with local intent, like “chiropractor near me” or “Mexican food in Dallas.” These results come from Google Business Profiles, not your website. Google chooses which businesses to feature based on things like location, number of reviews, star rating, business hours, and relevance to the search.
Organic search results are the list of regular website links that appear below the Local Pack. These are based on traditional SEO signals like your website content, keywords, backlinks, and page performance. The focus here is more on how well your website matches the search query, not just your location.
To put it simply, the Local Pack is about your local presence and how well your Google Business Profile is optimized. Organic search is about how strong your website is from an SEO perspective. If you want to stand out online, showing up in both gives you a better chance of getting found and clicked by potential customers.
What Factors Influence Rankings in the Local Pack?
Google considers three key factors when deciding which businesses to show in the Local Pack:
Relevance
How well your business matches what the user is searching for. This includes your business categories, services, and keywords in your Google Business Profile.
Proximity
How close your business is to the person conducting the search. Even if your profile is optimized, distance plays a role.
Prominence
How established your business appears online. Google evaluates your reviews, ratings, backlinks, citations, and mentions across the web.
How to Create a Google Business Profile (GBP) for Local SEO and Google Local Pack Success
1. Create and Verify Your Google Business Profile
Start by setting up your GBP through Google. Follow the prompts to add your business name, address, and details. Then verify it, either by mail, phone, or email, to unlock full access.
2. Choose the Right Business Categories
Pick a primary category that best describes your business. Add additional categories to reflect all the services you offer. This helps you show up for relevant searches.
3. Keep Your Name, Address, and Phone Number (NAP) Consistent
Make sure your NAP is identical everywhere, on your website, social media, and any business directories. Consistency builds trust and helps with search rankings.
4. Build Local Backlinks
Partner with local media, nonprofits, chambers of commerce, or other businesses to get backlinks to your site. These links boost your credibility and help with local SEO.
5. Create Location-Specific Pages on Your Website
Build individual landing pages for the cities or neighborhoods you serve. Include local keywords, services offered in that area, and relevant customer testimonials.
6. Add Schema Markup to Your Website
Use structured data (like LocalBusiness schema) to help Google better understand your business details and improve your chances of appearing in rich search results.
What is schema markup? Schema is a type of code added to your website that helps search engines understand your business type, location, hours, and services more clearly.
7. Post Weekly to Your Google Business Profile
Keep your profile fresh by posting weekly updates. Share promotions, events, helpful tips, or business news to keep customers informed and engaged.
8. Track Performance with UTM Parameters
Add UTM codes to the links in your GBP to track clicks, calls, and direction requests in your analytics. This helps you see what’s working and where to optimize.
How Salem Surround Helps Businesses Dominate the Local Pack
At Salem Surround, we help local businesses get found when it matters most. Our team specializes in:
- Google Business Profile optimization and maintenance
- Online review generation and reputation management
- Local SEO content strategy and web page optimization
- Directory listings and citation management
- Local link-building and outreach
- Reporting on local rankings, map views, clicks, and calls
We handle the technical details so you can focus on serving your customers. Our local SEO programs are tailored to your industry, city, and goals, ensuring measurable improvements and long-term growth.
Ranking in the Google Local Pack is one of the most impactful ways for local businesses to increase visibility and conversions. It connects you with nearby customers exactly when they’re ready to take action. While getting there takes time and strategy, the rewards, in calls, foot traffic, and customer trust, are well worth the effort.
If your business isn’t showing in the Local Pack, you’re missing a high-value opportunity. With the right optimization and support, you can climb the local rankings and become the first choice in your area.
Need help making it happen? Salem Surround is here to help you rise to the top. Let’s put your business on the map, literally.
Frequently Asked Questions
What is the Google Local Pack?
It’s the box of three business listings and a map that appears at the top of Google search results when someone searches for a service or product near them.
How do I get my business into the Local Pack?
You need to claim and optimize your Google Business Profile, earn customer reviews, maintain consistent information online, and improve your local SEO across your website and directories.
Can I pay to appear in the Local Pack?
No. Placement in the Local Pack is earned organically based on relevance, proximity, and prominence. However, you can pay for Local Services Ads, which appear separately from the Pack.
How long does it take to rank in the Local Pack?
It depends on your competition and current online presence. With consistent optimization, businesses often see results within one to three months.
Why is my business not showing in the Local Pack?
Possible reasons include incomplete GBP profiles, inconsistent NAP data, too few reviews, being located too far from the searcher, or facing strong local competition.
What are the most important ranking factors?
Relevance (matching search intent), proximity (location to the searcher), and prominence (reviews, citations, backlinks) are the top three factors.
Do I need a physical address to rank?
Not necessarily. Service-area businesses can still appear if they define their service regions and verify their Google Business Profile properly.
Should I still optimize my website?
Yes. Your website supports your local rankings. Local content, keyword relevance, and backlinks help Google connect your business to geographic search intent.
Does social media impact Local Pack rankings?
Indirectly. Active social media can drive traffic and support brand presence, but the core ranking factors are based on your GBP, reviews, and citations.
How often should I update my Google Business Profile?
Ideally, post weekly updates and refresh photos and offers at least monthly. Update holiday hours and seasonal services as needed.
Why was my Google Business Profile suspended?
Usually for violating Google’s guidelines,like using a virtual address, spammy business name, or making too many changes too quickly.
How do I fix it?
Update your profile to follow Google’s rules, then submit a reinstatement request with proof your business is legit.
How long does reinstatement take?
Anywhere from a few days to a couple of weeks, depending on the issue.
