If you don’t already know: the Map Pack (also called the Local Pack, Google 3 Pack, Snack Pack) is that small section at the top of many Google search results where three local business listings are shown, along with a tiny map. It might show your address, reviews, phone number, directions link, and more. When someone searches “plumber near me” or “solar installer Sussex”, this is often what they see first. You want to be in it, not lurking below.
The Map Pack is the key tool in your local SEO toolkit and is not to be neglected. This article covers why and how you can make sure that you are included.
Why everybody cares: the big benefits
Ranking in the Map Pack is like being put on the red carpet in local search. Here’s what you get:
- Visibility on steroids
The Map Pack appears above many organic results, so if you’re there, more eyeballs see you first. That alone gives you a head start. If someone searches for “dog groomer East Grinstead” or “local SEO Sussex”, being in the Pack puts you front and centre. - Higher trust and credibility
Google is implicitly saying: “Here are reputable local places.” If your business is in that top three, people often assume you’re more legitimate, better reviewed and active. That helps when someone is deciding quickly. - More clicks and interactions
Calls, website visits and direction requests. Map Pack listings often include call buttons and directions links, reducing friction for the user. Someone searching for a local business can get directions in a single tap. - Better conversion potential
Many local searchers are close to buying or visiting. Searches with “near me” usually indicate intent. If you show up, you capture not just browsers, but action takers. - Competitive advantage
Businesses that optimise their profiles tend to get the bulk of local clicks. People often underestimate local SEO. Even if a local competitor has better reviews, proximity and profile completeness can push you ahead. - Free-ish traffic
Once set up, optimised GBP (Google Business Profile) plus reviews and proximity signals do a lot of work. It doesn’t cost per click like paid ads, though investment in time and consistency is essential.
Tip: Start with profile completeness. Fill every field, upload photos, and select accurate categories to maximise ranking potential.
Fresh statistics (2025) you need to know
| Statistic | Key Number | What It Suggests |
|---|---|---|
| Click share on SERPs from Map Pack results | ~44% | Nearly half of searchers click a result from the Map Pack when a local search is involved. |
| More actions (calls, website visits, directions) vs. listings outside Map Pack | ~93% more | Being in the 3 Pack almost doubles conversion-oriented actions compared with lower-ranked listings. |
| Increase in traffic for businesses in 3 Pack vs those ranked 4 to 10 | ~126% more | More people reaching your site or profile, not just clicks. |
| Proximity as ranking factor in local / map pack results | ~48% influence | How close you are physically matters a lot, possibly the single biggest factor. |
| Reviews and rating impact | Very strong / >50% uplift if you have many reviews and high star rating | Listings with 50+ reviews and average rating 4.5+ have around 57% higher chance of ranking highly. |
| Mobile-searchers and “near me” searches behaviour | 76% visit a business within one day | Searches often lead to immediate action. |
Presence in the Map Pack significantly increases engagement and actions. Track interactions to measure success.
How the ranking / map pack algorithm works (what actually impacts position)
- Proximity – Your distance from the person searching. Even if another business is more relevant in some ways, proximity often wins.
- Relevance – How well your profile matches the query. Categories, services, description, keywords, website content, and GBP posts all signal relevance.
- Prominence and reviews – Quantity and quality of reviews, how recent they are, and engagement with responses all matter. Where you’re mentioned elsewhere online also contributes.
- Google Business Profile completeness and optimisation – Accurate name, address and phone number, business hours, photos, posts, description and correct categories. Regular updates and website linkage help.
- User behaviour and engagement – Clicks, direction requests, calls and website visits. The more people interact with your listing, the more Google sees it as useful.
Tip: Encourage customers to engage with your listing and leave reviews. Interaction improves ranking signals.
What map pack means (and what businesses often get wrong)
- Thinking set and forget – Optimising once, claiming the GBP, taking a few reviews, then abandoning it. Google rewards ongoing activity.
- Not caring about proximity – Even perfect optimisation won’t overcome being far from where people search.
- Neglecting reviews or letting them stagnate – Few or old reviews hurt both trust and ranking.
- Ignoring business category or services – Choosing a generic category or leaving services unlisted misses opportunities to rank.
- Not tracking actions properly – If you don’t monitor clicks, calls or direction requests, you don’t know what’s working or where to improve.
Breakdown: what being #1, #2, #3 in the map pack gets you
| Map Pack Position | Estimated Click Share | Likely Actions |
|---|---|---|
| #1 | ~33%+ | Highest volume of website visits, direction requests and calls. Strong foot traffic. |
| #2 | 20–25% | Still strong, many people compare before choosing. |
| #3 | 15–18% | Seen, but less gravitational pull. Many click #1 first. |
What it actually means for your business
- Increase leads and customers — More foot traffic, phone calls and booked jobs.
- Provide better ROI than some paid channels — GBP optimisation, reviews, and local content often outperform low-intent PPC.
- Boost local brand recognition — Repeated exposure builds familiarity, trust and repeat business.
- Lower customer acquisition costs — Reliance on organic local visibility reduces paid marketing spend.
- Reward consistent effort — Ongoing optimisation and updates compound over time.
How to rank in the map pack (this is what we do)
- Claim and optimise your Google Business Profile – verify listing, choose correct categories, fill every field including hours, phone, services, description, photos.
- Gather high-quality reviews and respond – ask customers soon after service, encourage reviews that mention what you do, respond to all reviews.
- Ensure NAP consistency and local citations – name, address, phone match across directories, social media and your website; fix duplicates.
- Optimise proximity and service area – ensure address is accurate; for service-area businesses, use GBP settings carefully and create local landing pages.
- Use locally relevant content and SEO – include local keywords, target towns or zones (e.g. East Grinstead and wider Sussex).
- Use photos, posts and attributes – regularly upload photos, post updates, events, specials, add relevant attributes.
- Track and iterate – monitor clicks, calls and direction requests; test which services and keywords improve visibility.
Is it worth the energy?
Yes. If your business is local and relies on customers in your local area, Map Pack ranking is essential. Even small improvements can have significant impact.
Staying ahead of your competitors
Ranking in Google’s Map Pack changes the game. It offers high-intent, high-visibility, and high-conversion potential without paying for traffic. Businesses that care about local customers cannot afford to ignore it.
FAQs
What is Google’s Map Pack?
The Google Map Pack (also called the Local Pack or 3 Pack) is the section at the top of search results showing three local businesses with a map. It usually includes address, reviews, phone number, and a directions link, helping users find local services quickly.
Is there a subscription for Google Maps?
No, Google Maps does not require a subscription for users or businesses. Businesses can create and optimise a free Google Business Profile to appear in Maps and the Map Pack.
How to rank in the Google Map Pack?
Optimise your Google Business Profile completely, choose accurate categories, gather high-quality reviews, maintain NAP consistency, use locally relevant content, encourage user engagement, and monitor actions like clicks, calls, and direction requests.
What is the difference between Google Maps and the Local Pack?
Google Maps is the full mapping service where users can explore locations, directions, and businesses. The Local Pack is a small section in search results showing the top three local listings with a mini-map, specifically for local search queries.