The map and three business listings appearing in Google results for queries with local intent.
The Local Pack is Google's prominent search feature that displays a map followed by three local business listings for queries with geographic or "near me" intent. This SERP feature appears above organic results and provides users with essential business information including name, address, phone number, ratings, and hours of operation.
The Local Pack represents one of Google's most valuable real estate opportunities for local businesses. When users search for services like "dentist near me," "pizza delivery," or "car repair shop," the Local Pack dominates the visible search results, often pushing traditional organic listings below the fold. This positioning makes Local Pack optimization crucial for businesses with physical locations or service areas.
Why It Matters for AI SEO
Google's AI systems, including RankBrain and neural matching, have significantly enhanced how the Local Pack interprets user intent and matches queries to relevant businesses. These algorithms analyze not just the literal search terms but the contextual meaning and implied location signals. For instance, a search for "late night pharmacy" triggers AI understanding of urgency and operating hours, influencing which businesses appear in the pack. Modern AI also powers features like automatic business information extraction from websites, review sentiment analysis, and real-time inventory updates that affect Local Pack rankings. The integration of Google's Knowledge Graph means businesses with strong entity signals and structured data markup gain advantages in local visibility.
How It Works
Local Pack rankings depend on three primary factors: relevance, distance, and prominence. Your Google Business Profile serves as the foundation, requiring complete and accurate NAP (Name, Address, Phone) information. Tools like BrightLocal help monitor Local Pack positions across different locations and keywords, while Local Falcon provides heat map visualizations showing where your business appears in local search results. Optimization involves consistent citation building across local directories, earning positive reviews, and maintaining active engagement on your Google Business Profile. Whitespark excels at citation tracking and finding new listing opportunities. The key is ensuring your business information remains consistent across all platforms while building topical authority through location-specific content and local backlinks.
Common Mistakes
Many businesses focus solely on their Google Business Profile while neglecting the broader local SEO ecosystem that influences Local Pack rankings. Simply claiming your profile isn't enough—you need ongoing optimization, review management, and citation consistency. Another frequent error is keyword stuffing in business names or descriptions, which can result in profile suspension. Geographic targeting mistakes, such as claiming service areas where you don't actually operate, can also harm Local Pack visibility and violate Google's guidelines.