Technical SEOPublished30.04.2026

Local Pack

A block of 3 local results with a map in Google. The primary goal of Local SEO.

On this page
What is the Local PackWhere It AppearsLocal Pack StructureRanking FactorsHow to Get Into the Local PackDifference from Organic Results
In brief

Local Pack (also Map Pack or Snack Pack) is a Google SERP block that shows three businesses (with a map) for queries with local intent. It appears at the top of results, often above organic links. Ranking in the Local Pack gives a business maximum visibility among nearby competitors.

What is the Local Pack

The Local Pack (Snack Pack) is a Google SERP block showing three local results alongside a map for queries like 'restaurant near me' or 'dentist moscow'. It is the most valuable spot for local businesses because it sits above organic links.

Where It Appears

  • Local queries — 'restaurant near me', 'hair salon moscow'
  • 'Near me' queries — 'coffee shop near me'
  • Mobile search — more often than on desktop

Local Pack Structure

The block includes a map with pins and three business cards. Each card contains:

  • Business name
  • Star rating and number of reviews
  • Category · District
  • Address
  • [Directions] [Website] [Save] buttons

At the bottom is a 'See all results' link that leads to the full map view.

Local Pack Ranking Factors

  • GBP signals — completeness, categories, photos (25%)
  • Reviews — count, rating, recency (15%)
  • On‑Page SEO — NAP, LocalBusiness Schema (14%)
  • Citations — mentions in directories (11%)
  • Links — local backlinks (10%)
  • Behavioural — clicks, calls, route requests (9%)
  • Personalisation — user history (8%)
  • Social signals — social media activity (4%)

How to Get Into the Local Pack

  • Create and verify a Google Business Profile
  • Fill out the profile 100%
  • Gather 20+ reviews with a 4.5+ rating
  • Add NAP to your site (footer, contact page)
  • Implement LocalBusiness Schema
  • Register in directories (2GIS, Yandex, Zoon)
  • Get local backlinks (partners, local media)

Difference from Organic Results

The Local Pack — top 3 with a map, above organic results. Organic listings are below the Local Pack and do not include a map.

Google considers proximity. Even with a perfect profile, if your office is far from the user, you may not appear in the pack.
FAQ

Common questions

The Local Pack visually dominates organic links, sits at the very top, and often includes a map — attracting more attention and clicks.
Indirectly, through citations and trust. But direct Google Business Profile reviews have a stronger impact.
Set a service area in Google Business Profile instead of a physical address. This can still allow you to appear in the Local Pack for 'near me' queries.
Direct contacts

Discuss your project?

Share your goals and website context — I will suggest a practical next step.

pavlo.seo@proton.me@pavelbarushkaLinkedIn
Local Pack — What is it?