The Local Pack, also known as Local 3 Pack, is a prominent feature in Google’s SERPs that displays local businesses relevant to a user’s query. It typically displays three businesses along with their names, addresses, phone numbers, and a map. In some cases, it also includes links to the businesses’ websites or directions.

Clicking on any of the three listed businesses redirects users to Google Maps, where they can view the business’s full profile, including reviews, photos, and additional details. If more than three businesses match the search query, a “More Places” button appears, allowing users to explore additional local options.

This feature typically appears on the SERP when a user includes local intent or services in their search query. It also appears when the user specifies the location by inputting something like “restaurants near me” or “plumbers in [city]”.

This feature provides users with quick and convenient access to businesses that align with their needs and are near their current location. For businesses, being featured in the Local Pack is a powerful way to enhance visibility and attract new customers.

In Advanced Web Ranking, Local Pack results for searches performed on Desktop devices can be tracked by selecting Google Desktop Universal, Organic & Places, or Places-only search engines.

For local results from mobile searches, you can use the Universal or Organic & Places versions of Google Mobile.

To track any of these types of search engine, navigate to the Project Settings> Search Engines section and add it to your project.

Additionally, ensure you input the exact business name(s) as listed in your Google Business Profile account in the “Business name for local map pack” field to be able to accurately monitor Local Pack results.

When a Local Pack is found in the SERPs retrieved from Google, each listing within it is treated as an individual result and given its own ranking position. If a Local Pack contains 3 listings, they will be counted as 3 separate results/ positions.

While on some SERPs you have the option to click “More locations” and explore additional business options, in AWR only the results initially visible in the pack are tracked and reported as ranking.

You can easily identify the keywords that have triggered a Local Pack result and track their performance in SERPs by using the SERP Features filter within the Ranking>Keywords report.

In the filtered results, the SERP Features column shows which features are present on the SERPs retrieved from Google for each keyword, making it easy for you to see the presence of “Local Pack” and other result types.

If the chosen website (main or competitor's URL) ranks for a specific SERP Feature, the associated feature symbol is highlighted in green. If the selected website doesn’t secure any of the features present in SERP, the symbol will be blue.

Getting featured in Google’s Local Pack depends on two key factors: location and proximity to the searcher. A business will appear in the Local Pack only if it is geographically relevant to the user’s query, either based on the user’s current location or the specific area mentioned in the search. However, there are additional strategies you can implement to improve your chances of being featured:

This is the most important step, as only the businesses that are registered on Google Business Profile are eligible to get ranked in the Local Pack. So, if you haven’t already, get yourself registered on GMB.

And also, ensure all information, such as your business name, address, phone number (NAP), website, and business hours, is accurate and up-to-date.

Positive reviews are a major factor in local search rankings. Encourage satisfied customers to leave reviews on your Google profile.

And also make sure to respond to reviews—both positive and negative. Engaging with feedback shows potential customers and Google that you value your customers and are actively involved in managing your business.

Create content that includes local keywords relevant to your business. For example, if you run a bakery in New York, target phrases like “best bakery in New York” or “fresh pastries near Times Square.”

Additionally, you should optimize your website’s title tags, meta descriptions, and headers with these local keywords.

Since many local searches happen on mobile devices, ensure your website is fully optimized for mobile. This includes having a responsive design, fast loading speed, and easy navigation.

Implement LocalBusiness schema markup on your website. This helps search engines better understand your business information, such as your address, phone number, operating hours, services and more.

Do you have any other questions? Don’t hesitate to get in touch and we will keep building the FAQ.