Local Pack refers to the group of local business listings that appear prominently in search results for location based queries. It typically displays a small selection of nearby businesses along with key details such as name, address, ratings, and map placement. The Local Pack is designed to help users quickly identify relevant options without scrolling through traditional organic listings.
This feature appears most often when searches indicate local intent, such as services, restaurants, or retail near a specific area. Visibility within the Local Pack can drive significant traffic, calls, and visits due to its placement above standard results. Businesses shown are selected based on relevance, proximity, and prominence.
The Local Pack plays a central role in local SEO performance. Appearing in this section can outperform standard rankings in terms of user attention and conversion potential, making it a priority for location focused businesses.
Advanced
Local Pack selection is influenced by multiple data sources including business profiles, citations, reviews, and structured data. Search engines evaluate consistency, trust signals, user engagement, and geographic relevance when determining inclusion and ordering.
Optimisation focuses on accurate business information, review management, local content relevance, and proximity alignment. Results can vary by user location, device, and query phrasing. Rankings are dynamic and require ongoing maintenance rather than one time optimisation.
Relevance
- Drives high visibility for local intent searches.
- Influences calls, visits, and enquiries.
- Outperforms standard listings in attention.
- Reflects local trust and prominence signals.
- Plays a key role in local SEO success.
Applications
- Service based local businesses.
- Retail and hospitality venues.
- Multi location brands.
- Franchise and branch offices.
- Regional professional services.
Metrics
- Local Pack impression share.
- Click through and call actions.
- Direction and map engagement.
- Review volume and ratings.
- Local ranking stability by location.
Issues
- Inaccurate data prevents inclusion.
- Poor reviews reduce competitiveness.
- Inconsistent citations weaken trust.
- Proximity limits visibility reach.
- Lack of optimisation reduces presence.
Example
A plumbing business improved review volume and corrected inconsistent address listings. Within weeks, it appeared consistently in the Local Pack for nearby service searches, resulting in increased calls and booked jobs.