Map Pack (Local 3-Pack)

The map pack — also called the local 3-pack or local pack — is the block of three local business listings that appears prominently in Google search results for local intent queries. It’s the primary local search real estate most local SEO work targets.

Definition

The map pack is a SERP feature containing:

  • Three business listings displayed as a unit
  • An embedded Google Maps panel
  • Each listing showing: business name, rating, review count, address, hours, distance
  • Direct action buttons (website, directions, call)

It appears for queries with local intent — searches where Google determines the user is looking for nearby businesses.

When the Map Pack Appears

Triggers:

  • “Near me” queries: “plumber near me”
  • Location-modified queries: “dentist Phoenix”
  • Service queries with implied local intent: “emergency HVAC repair”
  • Business category searches: “Italian restaurants”

Not every search shows a map pack:

  • Informational queries may show organic only
  • Some queries show extended local results (more than 3)
  • Mobile vs. desktop may display differently

The map pack appears when Google determines local results best serve the query.

Map Pack Ranking Factors

Google publicly states three primary factors:

Relevance: How well the listing matches what the searcher is looking for. Driven by:

  • Primary and secondary GBP categories
  • Services and products listed
  • Business description keywords
  • Q&A content

Distance (Proximity): How close the business is to the searcher. Driven by:

  • Physical business address
  • Searcher’s location at query time
  • Defined service areas for SABs

Prominence: How well-known and authoritative the business is. Driven by:

  • Review count and quality
  • Citation consistency
  • Website authority and backlinks
  • Online mentions and press

All three interact. A highly prominent business can outrank a closer but less prominent competitor.

Map Pack vs. Local Organic

The map pack and organic results serve different purposes:

Map pack:

  • Visual, action-oriented
  • Drives direct contact (calls, directions)
  • Click-to-call prominent on mobile
  • Limited to 3 results

Local organic:

  • Text-based listings
  • Drives website visits
  • More results visible
  • Different ranking algorithm

A business can rank #1 in the map pack and #5 organically, or vice versa. Both matter, but the map pack captures more high-intent local traffic.

The Evolution of the Map Pack

Historical changes:

  • Originally 7 results (the “7-pack”)
  • Condensed to 3 results (“3-pack”) in 2015
  • Mobile optimization changed display
  • Local Services Ads now appear above map pack
  • AI Overviews sometimes appear around or above map pack

Current state: The map pack remains the dominant local result feature, but it shares SERP real estate with LSA (above) and AI Overviews (emerging).

Future considerations: AI Mode and conversational search may change how local results appear. The map pack may evolve, but location-based business discovery will remain essential.

Map Pack Click Behavior

Click distribution across positions:

Position 1: ~25-35% of clicks Position 2: ~15-20% of clicks Position 3: ~10-15% of clicks Below position 3: Requires clicking “More places” — significant drop-off

On mobile, position 1 captures even more due to screen dominance.

Action button usage:

  • Call button: High engagement on mobile
  • Directions: High for retail/restaurants
  • Website: Moderate — some users prefer direct contact

Winning the Map Pack

The gbp-optimization skill focuses on map pack ranking:

Quick wins:

  • Complete GBP profile to 100%
  • Add all relevant secondary categories
  • Check all applicable attributes
  • Upload quality photos

Ongoing optimization:

  • Build review count and maintain response rate
  • Ensure citation consistency
  • Create local content signals
  • Build local authority links

Monitoring:

  • Track with geogrid scans
  • Compare to competitors regularly
  • Respond to ranking changes

How LocalSEOSkills Uses Map Pack Data

LocalSEOData’s local_pack endpoint returns map pack composition:

"Pull the local pack for 'dentist Phoenix' and analyze the top 3"

Claude provides:

  • Who’s ranking and their key signals
  • Gap analysis vs. current rankings
  • Specific recommendations to improve position
  • Expected difficulty to reach top 3
  • GBP: Google Business Profile — data source for map pack
  • Relevance/Proximity/Prominence: The three ranking factors
  • gbp-optimization skill: Primary map pack optimization skill
  • Geogrid: Geographic analysis of map pack rankings
  • LSA: What appears above the map pack