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The Google local pack (also called the 3-pack) shows the top three businesses in every local search — and captures over 40% of all clicks. Here's exactly what it is, why it matters, and how to get your business into it.
Every time someone searches "dentist near me" or "best Italian restaurant downtown," Google shows three business listings before the organic results. That box — called the local pack or 3-pack — captures the majority of clicks in local search. If your business isn't in it, you're invisible to most potential customers.
The Google local pack is a featured SERP element that appears at the top of local search results, typically above all organic listings. It displays three businesses with:
The local pack is pulled directly from Google Business Profile data and is separate from organic website rankings. A business can appear in the local pack even if it has a relatively weak website — what matters is GBP optimization, reviews, and proximity.
📊 Flento Data: The local pack captures an average of 42% of all clicks in local search queries, compared to 8% for the first organic result below it.
Getting into the local pack is the single highest-ROI activity in local search engine optimization. Here's why:
High visibility: The pack appears above all organic results and most paid ads on mobile, making it the first thing users see.
High intent traffic: Users searching "near me" or with local modifiers are ready to visit or call. This is bottom-of-funnel traffic.
Mobile dominance: On smartphones, the local pack often takes up the entire first screen, pushing all other results below the fold.
Trust signals: Appearing in the 3-pack automatically signals legitimacy to searchers. Being in the pack is social proof in itself.
Free placement: Unlike Google Ads, appearing in the local pack costs nothing. It's earned through profile optimization and relevance.
According to Google's local ranking guidelines, three primary categories determine who gets into the 3-pack:
Relevance — Does your business match what the user is searching for?
Distance — How close is your business to the user?
Prominence — How well-known and trusted is your business?
💡 Pro Tip: You can't change your location, but you can dramatically improve relevance and prominence. Most businesses that aren't in the 3-pack have a prominence problem — too few reviews or a poorly optimized profile.
The two additional signals introduced in 2025–2026:
Step 1 — Claim and complete your Google Business Profile
Your GBP must be claimed and 100% complete:
Step 2 — Choose the right categories
Your primary category is the single most important relevance signal. Choose the most specific category that accurately describes your core business. Add secondary categories for your other services.
Step 3 — Build your review base
Reviews are the most controllable prominence signal. Focus on:
Step 4 — Fix your NAP consistency
NAP consistency across your website, GBP, and all citation directories is a critical trust signal. Run a citation audit to find any inconsistencies.
Step 5 — Add photos regularly
Google factors photo activity into prominence. Aim for at least 1 new photo per week.
Beyond the basic listing, the local pack includes several features that need optimization:
Google Posts — Short updates that appear in your local pack listing. Post weekly to show recency signals.
Booking buttons — If you use a supported booking platform, a "Book" button appears directly in the pack. Enable this immediately.
Q&A — Questions and answers appear in the pack. Seed 5–10 questions and answer them yourself.
Menu / Services — For restaurants and service businesses, a preview of your offerings appears in the pack. Keep these updated.
Attributes — "LGBTQ+ friendly," "outdoor seating," "free WiFi" — these appear as badges and affect Ask Maps eligibility.
⚠️ Common Mistake: Keyword stuffing in your business name. "Joe's Plumbing — Best Plumber Austin TX 24/7" is a guideline violation and can get your listing suspended.
⚠️ Common Mistake: Inconsistent categories. Changing your primary category frequently confuses Google and can drop your rankings.
⚠️ Common Mistake: Ignoring review responses. Google measures engagement. Businesses that respond to reviews rank higher than those that don't.
⚠️ Common Mistake: Using a PO box or virtual office address. Google requires a real, staffed business address for pack inclusion.
⚠️ Common Mistake: Setting service areas too large. Claiming a 100-mile service radius when you primarily serve a 10-mile area dilutes your proximity signal.
You can't improve what you can't measure. Use these tools to track your local SEO rankings:
Google Business Profile Insights:
Flento Local Rank Tracker:
Manual spot-check:
📊 Flento Data: Businesses that actively track their local pack positions and make monthly GBP updates maintain their pack placement 3x longer than those that set-and-forget.
Flento's Local Keyword Rank Tracker shows you exactly where you stand in the local pack for every keyword that matters to your business — updated daily.