Map Pack

The Map Pack, also called the local pack or 3-pack, is the block of local business listings shown with a map near the top of Google’s search results for searches with local intent. It usually shows three businesses, with their ratings, address, opening hours and buttons to call, get directions or visit the website.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

When the map pack appears

Google shows the map pack when it believes the searcher wants a nearby business. Typical triggers include:

  • Searches with “near me”.
  • A service plus a place, such as “SEO consultant London”.
  • Services that are usually local, such as “dentist”, “plumber” or “solicitor”, even without a location.

The results change based on the searcher’s location, so two people in different parts of the same city may see different businesses.

Why the map pack matters

  • Prime position: it often appears above the organic results, especially on mobile.
  • High intent: people searching locally are often ready to call or visit.
  • Direct actions: calls and direction requests happen straight from the listing.
  • Trust signals: star ratings and review counts are visible at a glance.

For many local businesses, appearing in the map pack generates more enquiries than any organic ranking.

How Google chooses map pack businesses

The listings come from Google Business Profiles and are ranked on:

  • Relevance: how well your categories, services, description and website match the search.
  • Distance: how close your business is to the searcher or the searched location.
  • Prominence: how well known you are, including reviews, links, citations and overall online presence.

How to improve your map pack rankings

  1. Choose the right primary category and relevant secondary categories.
  2. Complete every part of your profile with accurate information, services and photos.
  3. Earn more genuine reviews, consistently over time, and respond to them.
  4. Keep NAP details consistent across directories and your website.
  5. Optimise your website for the same services and location, including LocalBusiness Schema Markup.
  6. Build local links from community organisations, local media and partners.
  7. Post updates and photos regularly to show the business is active.
  8. Link your profile to a strong, relevant page on your website.

Proximity limits

Because distance is a major factor, you are unlikely to appear in the map pack for searchers far from your location, however well optimised you are. For wider areas, combine the map pack with organic rankings, using Local Landing Pages for each area you serve.

Tracking map pack rankings

Normal rank trackers check from one location, which hides how rankings vary across your area. Grid-based local rank trackers check positions from many points around your business and show where you are strong and weak. Combine these with Business Profile performance data to judge progress.

Ads in the map pack

Google may show sponsored listings at the top of the local results. These are paid ads, separate from organic map rankings. For more on balancing paid and organic, see SEO vs PPC.

For help with local search in your area, see my SEO consultant locations across the UK.

Key Takeaways

  • The map pack shows three local businesses with a map.
  • Rankings depend on relevance, distance and prominence.
  • Your Business Profile, reviews and consistent citations drive results.
  • Distance limits how far your map pack visibility reaches.
  • Use grid-based tracking to measure local rankings accurately.

Related Terms

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