In our recent article Five key SEO trends for 2025 we explored some of the key current trends in SEO that we think will dominate 2025. One of these is zero-click searching, in which a user doesn’t need to click a search result in order to view the information they need. Instead, they can get their answers directly on the SERP itself from various displays, including the Google local pack.
In this article we take a quick look at the Google local pack. We’ll explain:
- What is the Google local pack?
- What advantages can the Google local pack bring to your business?
- How do you get to feature in the Google local pack?
What is the Google local pack?
The Google local pack – also known as the Google map pack – is a feature of Google’s search engine results that displays local companies based on a user’s search query. It will show a panel directly on the SERP page with details of three local businesses that may meet the search intent, typically in response to location-focused keywords such as a city or town name, or with words such as “near me” or “close by”.
The local pack will show a map of the locations and essential details for each business such as name, address, phone number, opening times, pictures, website and – where relevant – details of menus/services offered. It will also show customer ratings which are a key element of the Google local pack.
Interestingly, the local pack now shows a reduced number of results than previous versions. It used to show the top seven results used to be grouped in a panel at the top of the page called “the 7 Pack” but there are now just three results in a redesigned format. This is largely to make the local pack more mobile-friendly, but also means that the competition to appear in it is even tougher.
What advantages can the Google local pack bring to your business?
There are many key advantages of featuring in the Google local pack. These include:
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No-click searching
Searchers can find your business without even having to click through to your website. They are much more likely to explore and maybe visit one of the three businesses shown in the Google local pack than spend more time researching other businesses.
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Increased online presence
Even if a searcher doesn’t use or visit your business immediately, they will become aware of you just by the fact that you are appearing in the Google local pack. The local pack panel is very visible in the SERP, so the impression will have been made even if it is not of immediate relevance.
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An improved UX
Appearing in the local pack will immediately give users a good UX with your brand, without you having to put in any extra effort. They can quickly find the information they want to know about your business in one glance and without needing to click through to another page.
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Gives credibility to your brand
Inclusion in the local pack can in itself bring credibility to your brand. But this is further enhanced by the quality and quantity of customer reviews that appear in your listing. The Google local pack heavily features user ratings and reviews, and the more positive reviews you have, the more credibility will be added to your brand.
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Inbuilt calls to action
The local pack has plenty of opportunities to include calls to action (CTAs), for example with options to buy now, order online, sign up for mailings, make an appointment, call your business. So not only are you getting your information in front of people, but also giving them a variety of ways in which to respond immediately to you.
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Increased foot traffic
If you have a physical business you are likely to see an increase in visitors to your business as a result of appearing in the local pack. Many users do a local search because they are either in the location or about to travel there and want to find a business they can visit. Recent research on local SEO indicates that 42% of millennials who perform a local search will then visit one of the businesses they find there.
How do you get to feature in the Google local pack?
So with all the above advantages, the burning question is how do you get to feature in the Google local pack?
There are two key stages in the process:
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Set up a Google Business Profile
The starting point is to make sure that you either create or claim a Google Business Profile (GBP).
Many digital marketers will remember Google My Business (GMB) which many businesses used to enhance their public identity and local presence on Google. But at the end of 2021, Google announced that GMB was being retired, and from July 2022 would be replaced by Google Business Profile (GBP) and two linked apps: Google Search and Google Maps.
If you do not have a Google Business Profile, you can create one by going to Google Maps and adding your business by either entering your address in the search bar, right-clicking anywhere on the map, or selecting the menu option “Add your business”. You will then need to add details such as the type of business you run (ie online, physical or service) and the business category, for example restaurant.
If there is an existing GBP which you want to update, go to Google Maps, enter the business name, click ”Claim this business” and “Manage now”.
Either way, you will need to verify your business in some way. Verification options depend on the type of business but will usually be either through phone, text, email or video.
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Understand Google’s local pack ranking criteria
The ranking criteria for Google’s local pack vary slightly from Google’s normal E-E-A-T model – as discussed in our Five key SEO trends for 2025 article. The three elements to be aware of are:
- Prominence : how well-known is your business both on and offline. Google considers all online information about your company here, including links and articles. The more there is out there, the more highly you are likely to be viewed by Google.
- Proximity : how physically near are you to the searcher. In one sense this is difficult to influence, but you can help to boost your chances by including as much local content as possible on your website, and building up reviews and backlinks from local organisations.
- Relevance : ensure that your content, reviews and on-page SEO reflects local keywords, locations and services. The more specifically your website can match a user’s local search query, the better.
We hope that the above information is helpful in explaining the importance of the Google local pack and how to go about featuring in it. There are various other local SEO tactics that can also help you to rank higher with Google’s local search algorithm, and we will cover these in a forthcoming article.
So check back here with us soon at Xcite Digital, as we approach a new year full of fresh possibilities for your business.