map pack · Google Maps panel
The local pack is the panel Google displays for searches with local intent ("plumber downtown", "lawyer near me"): a map and three business profiles, with rating, reviews and contact details. It captures a major share of clicks on those searches, often ahead of the classic results.
A concrete example
Example
On "osteopath mile end", Google shows the map and three clinics with their ratings before the first classic website. Those three spots are decided by the profile, the reviews and proximity.
Why it matters
For a local business, being in the local pack or not directly changes call volume. The three official factors are relevance (a complete, well-categorized profile), distance and prominence (reviews, mentions, links). Two of the three can be worked on.
Frequently asked questions
- How do I get into the local pack?
- A complete, accurate business profile (right primary category, hours, photos), regular reviews with replies, perfect consistency of your details across the web, and a website that confirms your area and services. Proximity also plays: you do not appear everywhere, you appear around you.
- Why is my competitor in it and not me?
- Compare three things: their primary category (often better chosen), their review volume and freshness, and the consistency of their information online. The gap rarely comes from a secret: it comes from a better-kept profile, maintained longer.