Local Packs

Local Packs – what are they?

Local Packs (also known as the “local pack”) are special modules that Google displays at the top of search results (SERP) for location-based queries. When you type phrases like “dentist London”, “pizza New York”, or “hairdresser near me”, this highlighted block often appears.

What does the Local Pack block consist of?

Local Packs consist of three or more organic results that, according to Google’s algorithms, best match the user’s intent. When displayed, you’ll see a specific set of information. These include:

• a map with location pins,
• business listings showing the name, rating, address, phone number, and opening hours,
• links to websites, directions, and the option to call directly from Google.

These few elements are often enough for a customer to make a decision without looking further. This is the essence of Zero Click Search – a situation where the user gets all the needed information and acts on it without clicking on any website.

How does Google choose who appears in Local Packs?

Google’s algorithm considers three main factors:

1. Relevance – whether your profile content matches what the user is searching for.
2. Distance – how physically close you are to the person making the search.
3. Prominence – how strong your online presence is: number of reviews, backlinks, citations, activity.

To earn a spot in the Local Pack, you need to work on all of these areas. Simply existing on Google Maps is not enough – you must be competitive in terms of reviews, information, and engagement. From your perspective, this means you need to ensure that:

• your Google Business Profile is fully completed and kept up to date,
• you collect authentic reviews,
• you respond to questions and reviews,
• you update your business hours, photos, and posts regularly.

For example: if you run a beauty salon and have 5 reviews, while your competitor has 125, even a better location might not help if you don’t build your reputation. And that’s achieved through long-term actions, customer engagement, and continuous profile improvements.