The local pack (also called the 3-pack) is the small block of businesses listed under a map in the search results. You’ll see these when you search for certain types of businesses, primarily one search engines believe has the intention of looking for a local business.
This is one way search engines attempt to serve relevant information to their searchers, and provides opportunities for high rankings for local businesses. Search engines use a wide range of factors to determine which are the select few businesses that display in here, as often these businesses get a healthy share of calls, visits to the store or visits to their website.
Local packs typically show below the ads block and before the organic listing. In some locations in the USA, they show below Google Ads and the Home Services Unit.
There are two types of businesses which can be found in a local pack – Service Area Businesses (SABs) and Local Shopfronts. Since SABs hide their address, there is no specific marker on the map for them.
What determines the area in the map has shifted over the years,
Google Local packs through the years:
2009 – photo credit: Mike Blumenthal
2008 – photo credit: David Mihm
2004 – photo credit: Google News
Bing Places local pack displays
I have been working with local businesses as a Local SEO specialist since 2010 and as a Google My Business Product Expert (formerly called Top Contributor) since 2016. I write about GMB suitable for most folks, business owners included.
When not working for clients, I volunteer with the local businesswomen’s network, volunteers on Google’s forum, and the Local Search forum.
Away from the keyboard I’m a very busy mother with two boys, nine chickens, two cows, three sheep, a cockatiel and a stupidly happy dog.
Read more about me on the “about” page!