The local pack is a search results feature that shows a map and a short list of local businesses, usually three, for queries with local intent such as “accountant near me” or “coworking space in Austin”. Each listing comes from a Google Business Profile and shows the name, rating, address or area, hours and quick actions like calling or getting directions. A “more places” link opens the full list in Google Maps.
When it appears
Google shows a local pack when it judges a query to have local intent. That includes explicit location terms, “near me” phrases, and categories where people usually want a nearby option even without saying so, such as “dentist” or “IT support”. Results vary with the searcher's location.
How it ranks
Google says local results are based mainly on relevance, distance and prominence. Relevance is how well a profile matches the search. Distance is how far the business is from the searcher or the location in the query. Prominence is how well known the business is, including reviews and information from across the web.
- Complete, accurate Business Profile with the right categories
- Consistent name, address and phone number across the web
- Genuine reviews and responses to them
- A relevant, well-linked website
Relevance for SaaS
Most SaaS companies do not need local rankings for their product. The local pack matters for SaaS businesses that sell to local businesses (their customers care deeply about it), for companies with physical offices that recruit locally, and for agencies or service arms with local clients.
Example
Helping customers win the local pack
Hypothetical booking software Chairlantern sells to salons. It builds a guide and an in-app checklist that helps customers complete their Business Profiles and add a booking link, which gives the product a clear reason to exist in its customers' local search presence.
Common mistakes
Using a virtual office to fake a location
Google's guidelines require a real location or service area. Fake addresses can lead to suspension.
Questions
Yes. Google can show sponsored listings in local results and in Maps, labeled as sponsored.
