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Local Pack or a 3-Pack – what is it?

published: 14 November, 2016 · updated: 22 September, 2020

The local pack (also called the 3-pack or a snack-pack) is the small block of businesses listed under a map in the search results. The purpose of the special display is to show the top local businesses in close proximity to the searcher. 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 Local Services Ads (formerly Home Services Unit).

Listings do *not* need to be claimed (verified) to show in the local pack, nor do they need to have a website (although Google provides one for free).

Local Pack types

There are two types of local packs – branded and category. Branded searches are what they sound like – you’re searching for a business by a brand name. Category is when you’re doing a more generic search and don’t have a particular company in mind.

The differences between brand and category local packs are subtle; the big give-away is the lettering beside the name on Brand packs. You’ll also notice category local packs have review ratings, and slightly more filters (grey text between map & listings).

In the above examples you’ll also see images on the right – whether images show or not is based on the type of business searched. For example, restaurants will show images, plumbers will not.

Local Pack business types

There are two kinds of results you will find in local packs – ads and organic. It’s a mini-search result in itself! Just like they do in normal search results, Ads show on top (making the local pack a 4-pack), and organic listings below.

Of the businesses listed, they will be either Service Area Businesses (SABs) or Local Shopfronts.

Since SABs hide their address, there is no specific marker on the map for them, nor is there a directions icon.

Google Places and Google My Business Local packs through the years

  • google local 2004 display
    2004 – the one pack – photo credit: Google News
  • google local pack 2007
    2007
  • google local 10 pack 2009
    the 10 pack 2008 – photo credit: david mihm
  • google local pack 2009
    the 7 pack 2009 – photo credit: Mike Blumenthal
  • google local pack 2010
    2010 – photo credit: Andrew Shotland
  • google local packs 2012
    2012 – photo credit: Mike Blumenthal
  • google local pack 2013
    2013 – photo credit: Bruce Clay
  • 2014 google pages
    2014
  • 2014
  • new look local pack 2014
    new look 2014
  • tablet display google local pack
    2015 on tablet
  • desktop display google local pack
    2015 on desktop
  • local pack with ad at top
    2016 – introduction of ads into local pack
  • non-branded search local pack 2016
    2016 non-branded search
  • branded search pack 2016
    2016 branded search pack
  • 2018 Local Pack display
    • 2008 – photo credit: David Mihm
    • 2009 – photo credit: Mike Blumenthal
    • 2010 – photo credit: Andrew Shotland
    • 2012 – photo credit: Mike Blumenthal
    • 2013 – photo credit: Bruce Clay

    Bing Places local pack displays

  • bing local search 2011
    2011 – image credit: Search Engine Land
  • Bing carousel and local pack
    2016 – Bing prefers the carousel to the local pack for some categories
  • bing local search 2016
    2016
  • 2020
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