Local Pack

What is a Local Pack?

A Local Pack refers to a feature in Google’s search engine results pages (SERPs) that displays local business listings relevant to a user’s search query. Typically triggered by searches with local intent, such as “coffee shops near me” or “best roofing service in [City Name],” the Local Pack prominently showcases a selection of nearby businesses, including their names, ratings, addresses, and a map pinpointing their locations. This feature is highly valuable for local businesses aiming to increase visibility and attract more customers through Google Search.

Purpose and Use

The Local Pack serves several key purposes:

  • Improving User Experience: By quickly providing relevant, local options, Google enhances the search experience for users looking for products or services in their area.
  • Driving Local Business Visibility: For local businesses, appearing in the Local Pack can significantly boost online presence, leading to increased foot traffic and sales.
  • Facilitating Informed Decision Making: With access to reviews, ratings, and location information, users can make more informed choices about which businesses to visit.

Key Components

The Local Pack typically includes:

  • Business Names: The names of the businesses matching the search query.
  • Ratings and Reviews: User ratings and review counts to help gauge the quality of the business.
  • Addresses and Phone Numbers: Contact information and physical addresses of the businesses.
  • Map Location: A map showing the location of each listed business, helping users find their physical locations easily.
  • Hours of Operation: Business hours to indicate when the services are available.

How Businesses Can Appear in the Local Pack

  1. Google My Business (GMB) Optimization: Creating and maintaining a detailed Google My Business profile is essential. This includes accurate business information, operation hours, categories, and high-quality images.
  2. Collecting Reviews: Encouraging satisfied customers to leave positive reviews can improve a business’s attractiveness and its chances of appearing in the Local Pack.
  3. Local SEO Practices: Implementing local SEO strategies, such as including location-specific keywords in website content and obtaining local citations, can enhance visibility.
  4. Mobile Optimization: With a significant number of local searches conducted on mobile devices, having a mobile-friendly website is crucial for ranking well in local search results.

The Impact on Local Businesses

Appearing in the Local Pack can have a profound impact on local businesses by:

  • Increasing Visibility: Businesses featured in the Local Pack gain high visibility, appearing at the top of search results.
  • Driving Traffic: Both website and physical location traffic can increase due to enhanced online presence.
  • Boosting Credibility: Listings in the Local Pack, especially those with high ratings and positive reviews, can enhance a business’s credibility and appeal to potential customers.


The Local Pack is a critical feature for local businesses seeking to improve their online visibility and attract more customers. By optimizing for local search through accurate and comprehensive Google My Business profiles, encouraging customer reviews, and adhering to best practices in local SEO, businesses can increase their chances of appearing in this coveted section of Google’s search results.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

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