The group of three local business listings with a map shown in Google search results for local-intent queries, also called the Local Pack.
The Map Pack is Google's prominent local search feature that displays three business listings alongside a map snippet for location-based queries. This SERP feature appears when users search for businesses, services, or products with local intent, such as "restaurants near me" or "dentist Chicago." The Map Pack serves as the primary gateway for local discovery, making it one of the most valuable real estate positions in search results.
Also known as the Local Pack, this feature replaced the earlier 7-pack format in 2015, condensing local results to three listings while adding more detailed business information. The Map Pack typically appears above organic results and below any ads, positioning it as a crucial visibility opportunity for local businesses.
Why It Matters for AI SEO
AI has significantly enhanced how Google determines Map Pack rankings and user intent recognition. Machine learning algorithms now better understand implied local intent—recognizing that queries like "pizza delivery" or "oil change" have local intent even without explicit location modifiers. Google's neural networks analyze user behavior patterns, location data, and search history to surface the most relevant local businesses. AI also powers the review sentiment analysis and business information extraction that influences Map Pack rankings. Google's algorithms can now understand review quality beyond just star ratings, parsing review text for genuine customer experiences and identifying fake reviews more effectively. This creates new opportunities for businesses to optimize their local presence through authentic customer engagement rather than gaming traditional ranking factors.
How It Works
Map Pack rankings are determined by three primary factors: relevance, distance, and prominence. Relevance measures how well a business matches the search query, while distance considers the searcher's location relative to the business. Prominence combines traditional authority signals like links and citations with modern engagement metrics from Google Business Profiles. To optimize for Map Pack visibility, businesses must claim and fully optimize their Google Business Profile with accurate NAP (Name, Address, Phone) information, relevant categories, and regular posts. Tools like BrightLocal help monitor local rankings across different locations, while Local Falcon provides detailed Map Pack position tracking. Building consistent citations across local directories and earning positive reviews remain fundamental, but engagement signals like response rates to messages and booking requests increasingly influence rankings. The Map Pack also integrates with other Google features like Local Services Ads and shopping results, creating multiple touchpoints for local businesses within a single SERP.
Common Mistakes
Many businesses focus solely on review quantity rather than quality and recency. Google's AI can detect review patterns and values authentic, detailed reviews over a high volume of generic ones. Another common mistake is inconsistent NAP information across online platforms, which confuses Google's entity understanding and can result in ranking penalties. Businesses also often neglect their Google Business Profile posts and updates, missing opportunities to signal freshness and engagement to Google's algorithms.