Imagine stumbling upon a gold mine—one that only a few businesses have managed to find. It’s hidden in plain sight, right at the top of Google search results. And the best part? You don’t need a pickaxe to claim your share. This ‘gold mine’ is Google’s Local Pack, and if your business isn’t leveraging it as part of your Local SEO strategy, you’re leaving serious money on the table. Let’s dive into why the Google Local Pack is the ultimate competitive advantage for business owners and how you can use it to dominate your market.

Prime Real Estate at the Top of Search Results

When was the last time you pulled out your phone, performed a search and didn’t get a Local Pack front and center?  

Ok, I’ll admit that happened to me today, but it’s the first time in months.  

If you want a way to supercharge your business growth, then finding your way into the Local Pack (3 Pack, Maps Pack, Snack Pack) is your ticket!

The Local Pack appears above organic search results, making it the first thing users see.

Stat: 46% of all Google searches are looking for local information (HubSpot).

Stat: 93% of local searches now feature Google’s Local Pack results (Search Engine Journal).

Q. How can I improve my chances of appearing in the Local Pack? 

A: Optimize your Google Business Profile, collect positive reviews, and ensure consistent NAP information across directories, post regularly in Google Posts.

Q: Does the Local Pack appear for all search queries?

A: No, it typically appears for location-based and service-related searches.

Higher Click-Through Rates (CTR)

Showing up at the top, in the right location is only the first step.  

Now what do you have that makes you stand out so people will click on you?  

Click Through Rate is going to be your best friend.  Running regular A/B tests on your appearance will help you boost your CTR (doesn’t that stand for Choose The Right?) through the roof.

• Listings in the Local Pack get significantly more clicks than standard organic results.
• Users trust businesses that appear here because Google has already “vetted” them.

Stat: The top three local search results get 75% of all clicks (Moz).

Q: How does CTR affect my business ranking? 

A: Higher engagement signals to Google that your business is relevant, improving rankings.

Q: What should I do to increase my CTR? 

A: Use high-quality images, strong CTAs, collect lots of fresh reviews, and detailed business descriptions.

More Mobile Searches = More Local Pack Views

It’s funny that we still discuss this, but yes, more people have a smart phone in their pocket than people who carry their desktop computer in their pocket.  When the planet went mobile, so did search.  

Make sure you are optimized for mobile so that you can show up in the Local Pack and take advantage of your share of all those clicks.

• With over 60% of Google searches happening on mobile, the Local Pack is even more visible.
• Users on the go tend to click local listings first when making a purchase decision.

Stat: 82% of smartphone users conduct “near me” searches regularly (Think With Google).

Q: Why does mobile search impact the Local Pack? 

A: Google prioritizes mobile-friendly results for users searching on smartphones.

Q: What mobile optimization steps should I take? 

A: Ensure your website is fast-loading, responsive, and has click-to-call functionality.

Google Business Profile (GBP) Optimization is Critical

If you haven’t claimed and optimized your GBP then you won’t rank unless you are the only option in some teeny tiny town.  But if you live next to more than 7 people, chances are you’ll have some competition to beat.  Time to get to work. The Local Pack doesn’t list anything that isn’t a GBP.

• The Local Pack pulls data directly from GBP listings.
• If your GBP isn’t fully optimized, you’re missing out on ranking potential.

Stat: Businesses with complete GBP listings are 2.7 times more likely to be considered reputable by consumers (Google).

Q: What are the most important fields to complete on GBP? 

A: Business name, address, phone, hours, categories, services, and images.

Q: How often should I update my GBP? 

A: Regularly, at least once a month, and whenever business details change.

Customer Reviews Matter More Than Ever

I love reviews! This is probably the best bang for your marketing dollar.  Nothing influences future customers and clients more powerfully than a long list of positive reviews. And, if you know what you’re doing, you can collect all of these wonderful reviews for free. That’s right, you don’t need to pay for an expensive monthly service if you’ll just ask your happy customers to help you out.

• Google factors review quantity, quality, and response rate into Local Pack rankings.

Stat: 88% of consumers trust online reviews as much as personal recommendations (BrightLocal).

Stat: A business with at least 10 positive reviews is 270% more likely to be clicked on (Search Engine Land).

Q: How do I encourage customers to leave reviews? 

A: Ask them directly, don’t offer incentives (the FTC says it’s against the law), and respond to all feedback.

Q: Do negative reviews hurt rankings? 

A: They can, but responding professionally can mitigate damage and show engagement. And it’s better to have a few reviews that aren’t a perfect 5 stars or people start to lose trust and think you’ve rigged the game.

Proximity to Searcher is a Major Factor

One of the hardest factors to control is proximity.  Since your office building or store doesn’t usually chase people down the road (because that would be rude!) for the most part you are just hoping you’re closer than the next guy.  There are some ways to influence proximity, but that’s a topic for another day.

Businesses closer to the searcher’s location have a better chance of appearing.

Stat: 72% of consumers who did a local search visited a store within five miles (HubSpot).

Q: Can I rank outside my immediate location? 

A: Yes, but it requires strong local content, backlinks, and customer engagement.

Q: Does proximity matter more than reviews? 

A: Both are important; proximity determines visibility, while reviews impact trust.

Voice Search is Boosting Local Pack Importance

Yep, Alexa and Siri have finally hit the big time.  Like it or not, voice search is here and becoming more common and reliable.  A well-optimized site and content that targets long-tail and more conversational keyword phrases will do well with voice search.

• More people use voice search to find local businesses.
• Optimizing for conversational keywords can help secure a Local Pack spot.

Stat: 58% of consumers use voice search to find local business information (Search Engine Watch).

Q: How do I optimize for voice search? 

A: Use natural, long-tail keywords and include FAQ sections on your website that include proper Schema markup.

Q: What devices contribute to voice searches? 

A: Smartphones, smart speakers, and AI assistants like Siri and Alexa.

The Local Pack Features Click-to-Call & Directions

Did you ever notice how difficult it was to call a business from your desktop?  You had to have special apps installed, speakers, a mic. But man, that smartphone made click to call so easy.  That’s why showing up in the Local Pack is so important. Within seconds of showing up in a search, a new customer can be on the phone with you booking an appointment or service.  I’m telling you “GOLD MINE.”

• Users can call businesses or get directions without visiting their website.
• This leads to faster conversions and higher foot traffic.

Stat: 78% of local mobile searches result in an in-store purchase (Google).

Q: How do I enable click-to-call? 

A: Ensure your phone number is properly listed on your GBP.

Q: Can I track how many people use directions or call? 

A: Yes, Google Business Profile provides insights on these actions.

Local Pack Ranking Factors are Different from Organic SEO

Just like with anything, Local Pack has its own algorithm and ranks businesses accordingly. If you’re looking for a marketing agency to help you out, make sure you ask lots of questions about how to rank a local business in the Local Pack.  It’s an entirely separate skill set so make sure you feel confident that they know what they are talking about. And if it isn’t done in harmony with your website’s SEO strategy you’ll be singing a not so happy tune.

While backlinks and content help organic SEO, Local Pack rankings depend more on:

• Google Business Profile optimization
• NAP (Name, Address, Phone Number) consistency
• Local citations & reviews
• Other important stuff…

Stat: Businesses with consistent NAP information across directories see a 73% increase in local search rankings (BrightLocal).

Q: What’s the biggest difference between Local Pack and organic SEO? 

A: Local Pack relies more on location, reviews, and GBP optimization.

Q: Can I rank in both organic search and the Local Pack? 

A: Yes! A strong SEO strategy can help you appear in both, and a bad SEO strategy can knock you out of both.

Paid Ads Can Push the Local Pack Lower

Alas, Google IS out to make money so they tend to put those darn ads wherever they find profitable.  But that’s ok, less than 6% of searchers click on ads.  You still have plenty of eager customers, most of them, that go right to the maps pack.

• If there are multiple Google Ads above search results, the Local Pack can appear lower.
• However, it’s still the first organic result, making it highly valuable.

Stat: 65% of searchers still prefer organic listings over paid ads (Search Engine Land).

Q: Does this mean I should invest in paid ads?

A: Paid ads can complement your Local Pack strategy, but strong organic SEO remains crucial.

Q: Can my business show up in both paid ads and the Local Pack? 

A: Yes! Many businesses dominate both sections for maximum visibility.

Local Pack Boosts Foot Traffic for Brick-and-Mortar Businesses

Being found in the Local Pack is a great way to be found by customers that are nearing the end of the buying cycle and are ready to purchase.  Showing up here puts you at the bottom of the funnel ready to grab all those sales so invest the necessary time and effort to make this happen.

Stat: 76% of people who search for something nearby visit a related business within a day (Google).

Stat: 28% of local searches result in a purchase within 24 hours (Google).

Restaurants, salons, and retail stores benefit the most from Local Pack visibility.

Q: How can I measure the impact of the Local Pack on foot traffic? 

A: Use Google Business Profile insights and track in-store visits.

Q: Does adding photos to my GBP impact foot traffic? 

A: Yes! Listings with high-quality images get 42% more requests for directions (Google).

Schema Markup Can Improve Local Pack Rankings

If you really want to gain an advantage over your competitors, find a way to add really strong Schema markup to your web pages.  This is like Dominic Torreto adding NOS to his car, it’ll give you an edge that the average Joe doesn’t have.

• Using LocalBusiness schema markup helps Google better understand your business details.
• Structured data can make your listing stand out with rich snippets.

Stat: Websites using structured data see a 30% increase in organic click-through rates (Search Engine Journal).

Q: What is schema markup? 

A: It’s a form of structured data that helps search engines understand your content better.

Q: How do I add schema markup to my website? 

A: Use Schema.org guidelines or a plugin if using WordPress.

The Local Pack is a Gateway to the Map Pack

We don’t often think of it in search, but people using maps to find new locations often default to visiting stores near their destination that can serve their needs. The bigger your presence in the Local Pack, the more collateral exposure you can expect within the driving maps, which often leads to new customers and clients.

• Clicking on the Local Pack expands into Google Maps, showing even more business listings.
• If you’re in the Local Pack, you’re also getting more visibility in Google Maps searches.

Stat: 86% of people look up the location of a business on Google Maps before visiting (Google).

Q: How do I optimize for Google Maps searches? 

A: Keep your GBP updated, include relevant keywords, and encourage customer reviews.

Q: Does proximity affect my Google Maps ranking? 

A: Yes, businesses closer to the searcher often rank higher.

Social Proof & Engagement Influence Rankings

Do search engines use social signals as a ranking factor? I guess it depends on which way the wind is blowing, but what we do know is that social, done correctly, will lead to clicks back to your site and those clicks are measured and show value. We like to put out a number of good posts through social channels, 4 or 5, and then on the 6th we’ll add a call to action and lead them back to a well-designed landing page on our site.

• Businesses with more engagement (likes, shares, comments) on Google Business Profile posts tend to rank higher.
• Google sees interaction as a sign of trust and popularity.

Stat: Posts on Google Business Profile that include images get 42% more requests for directions (Google).

Q: Does responding to reviews help my ranking? 

A: Yes! Engaging with customers signals to Google that your business is active and trustworthy. It’s a good way to help you go “viral” in local search.

Q: Should I post updates on my Google Business Profile? 

A: Absolutely! Frequent updates can improve engagement and visibility. On the flip side, if you never update any info on your GBP then it looks to Google like you’re not active and not deserving of the extra traffic it could drive to you.

Local Pack Results Can Change Frequently

If you are a business owner and you’re tracking the local results, or if you are an agency owner and you see the local results bouncing around, don’t sweat it too much. You really want to look at trends here. Part of the reason for the constant change can be related to the hours you have listed as open and also the proximity of you to the searcher. In the Google local pack, the trend is your friend and most tools to track your rankings place you in a geo-grid and measure for SolV – Share Of Local Voice. This lets you know how often you show up in front of people doing the search. If you don’t have this tracking set up, or are unfamiliar with these metrics, please reach out.

Unlike traditional SEO rankings, Local Pack results fluctuate often based on:

• User location changes
• New reviews & business updates
• Competitor activity

Stat: 50% of businesses experience monthly fluctuations in Local Pack rankings due to competitor activity (Moz).

Q: Why does my Local Pack ranking change so often? 

A: Google constantly updates rankings based on new data, user behavior, and competition.

Q: How can I maintain a strong position in the Local Pack? 

A: Consistently update your GBP, encourage reviews, post regularly on GBP with helpful information and special offers, and optimize local SEO strategies.

Final Thoughts: Stake Your Claim in the Local Pack Gold Mine

The Local Pack is a digital gold mine—rich with opportunity, but only for those who take the time to optimize and claim their spot. Every search, every click, and every review adds value to your business’s visibility, credibility, and ultimately, your bottom line. 

If you’re serious about owning your market, increasing foot traffic, and winning more customers, Rook Digital is here to help. Developing a commanding lead in your local market takes time, effort, and a coherent strategy, but imagine what owning a 70% Share of Local Voice (SoLV) could do for your sales!

Let’s turn your business into a local leader. Contact Rook Digital today for a free strategy consultation, and let’s strike gold together!

VP Digital Strategy, Co-Founder

Paul Gonzalez has over a decade of experience in Search Engine Optimization, Lead Generation, and business development. As the VP of SEO Strategy, Paul helps develop cutting-edge SEO strategies and techniques to help businesses grow in an ever-expanding technical world.

Paul lives in Provo, UT, with his family and dog. There, he does CrossFit and Brazilian Jiu-Jitsu, works with the Boy Scouts of America, and runs his own eCommerce websites.