ONPAGE · SEO GLOSSARY
Local Pack (Map Pack)
The block of three local business listings that appears at the top of Google\'s search results for queries with local intent — showing business names, star ratings, addresses, hours, and a map — powered by Google Business Profile data and proximity/relevance signals rather than traditional organic ranking factors.
Definition
The Local Pack (also called Map Pack or 3-Pack) is Google\'s dedicated local search result format: a cluster of typically three local business listings displayed prominently above (or near the top of) organic blue-link results for queries with local intent. It includes a Google Maps inset, business name, star rating, review count, address, opening hours, and often photos or a call button on mobile. Local Pack triggers: queries containing a location modifier ("restaurants in Austin"), queries with implicit local intent ("plumber", "dentist near me"), and queries where Google infers local intent from the user\'s location. The Local Pack is powered by Google Business Profile (GBP) data, not the website\'s HTML — a business must have a verified Google Business Profile to appear. Ranking factors for the Local Pack differ from traditional organic ranking: **Proximity** — how close the business is to the searcher (or specified location). **Relevance** — how well the business category and GBP content matches the query. **Prominence** — the business\'s overall online reputation (review count, star rating, mentions in local directories, website authority). Local SEO optimisation to improve Local Pack rankings: (1) Verify and optimise the Google Business Profile (complete all fields, select accurate business categories, add photos, respond to reviews). (2) Build review volume and average rating (encourage customers to leave reviews; respond to all reviews). (3) Build consistent NAP (Name, Address, Phone) citations across local directories (Yelp, TripAdvisor, industry-specific directories). (4) Add LocalBusiness JSON-LD to the website with the exact NAP matching the GBP profile. (5) Create location-specific landing pages for multi-location businesses.
Why it matters for SEO
For local businesses, the Local Pack is often more valuable than organic blue-link rankings — it appears above organic results for most local queries and includes direct action options (click to call, directions, website visit). A business appearing in the Local Pack for "dentist near me" in its city can generate substantial appointment-driving traffic without any organic SEO investment beyond a well-optimised Google Business Profile. Businesses outside the 3-Pack for key local queries are significantly disadvantaged — the volume drop from position 1 in the Pack to positions 4+ (in the expanded "More places" view) is dramatic.
How DeepSEOAnalysis checks this
The audit checks LocalBusiness JSON-LD schema on location pages: presence and completeness of `name`, `address` (PostalAddress type with all required sub-fields), `telephone`, `openingHoursSpecification`, `geo` coordinates, and `url`. NAP consistency between the website and GBP is a Local Pack ranking factor — the audit checks the schema values but cannot compare against the live GBP listing. The AI visibility check also assesses FAQPage JSON-LD on location pages (AI-powered local search queries increasingly extract FAQ content from business pages).
Useful tools and resources
GLOSSARY
Related terms
onpage
Local SEO
SEO optimisation for location-based search queries — ensuring a business appears in Google\'s local pack and map results for "near me" and city-specific searches.
Read definition →onpage
Google Business Profile (GBP)
Google\'s free local listing platform (formerly Google My Business) that controls how a business appears in Google Maps and local search results — the most important local SEO asset for businesses with a physical location.
Read definition →structured data
Structured Data
Machine-readable annotations added to HTML — usually JSON-LD — that explicitly describe what a page is about to search engines and AI systems.
Read definition →onpage
NAP Consistency
Ensuring a business\'s Name, Address, and Phone number are identical across the website, Google Business Profile, and all online directories — a foundational local SEO signal.
Read definition →links
Referring Domain
A unique domain that contains at least one hyperlink pointing to your website — the most important unit of backlink measurement for SEO because Google values link diversity (many independent domains linking) over link quantity (many links from a single domain).
Read definition →See how your site scores on Local Pack (Map Pack).
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