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The Google Local Pack (also called the Map Pack or 3-Pack) is the block of 3 local business listings that appears in Google search results for queries with local intent — for example 'SEO agency Sydney' or 'plumber near me'. It shows business name, rating, address, phone, hours and a map. Appearing in the Local Pack dramatically increases visibility and click-through rates for local service businesses.
Google uses three primary signals for Local Pack rankings: Relevance (does the business match the query?), Distance (how close is the business to the searcher?), and Prominence (reviews, citations, links and overall authority). The most actionable factors are: Google Business Profile completeness, review count and recency, NAP citation consistency across directories, and category selection.
The highest-impact Local Pack optimisations are: (1) Complete every field in your Google Business Profile, including photos, hours and business description; (2) Actively earn 5-star Google reviews — aim for 10+ reviews before expecting pack visibility; (3) Ensure NAP consistency across all major directories using a tool like our NAP Scanner; (4) Add your primary service keyword to your business name if it appears naturally; (5) Build local citations in 20+ Australian directories.
Yes. Service Area Businesses (SABs) — plumbers, cleaners, consultants who travel to clients — can appear in the Local Pack by setting a service area radius in Google Business Profile instead of displaying a physical address. However, businesses with a physical shopfront typically rank better in the pack than SABs, as physical proximity to the searcher is a strong ranking signal.