Google Business Profile
The free business listing that powers a company's presence in Google Maps, the local pack and business panels, renamed from Google My…
SERP FeaturesMap pack3-packLocal finder
Local pack
A map with typically three local business listings shown for queries with local intent, drawn from Google Business Profile data rather than web pages.
In full
Ranking in the pack is governed by relevance, distance and prominence, and results vary substantially with the searcher's location — two people on opposite sides of a city see different packs. Because the listings come from business profiles, the levers are profile completeness, categories, reviews, photos and NAP consistency, supported by a relevant landing page. The 'Local Finder' is the expanded list users reach by clicking through the pack.
Example
A dentist appears in the pack for searches within two kilometres of the practice but not from the other side of town.
Related terms
Proximity
The physical distance between the searcher and a business, one of the three factors Google names for local ranking and often the most…
Local SEO
Optimising a business's visibility for geographically constrained searches, across both the map pack and localised organic results.
NAP consistency
Keeping a business's name, address and phone number identical across its website, business profile and third-party directories.
Local grid rank tracking
Measuring local pack rankings from many simulated points across a map to reveal how visibility varies by searcher location.
Where to read more
- Moz: Local Search Ranking Factors · Study · moz.com
- Whitespark Local Search Ranking Factors Report · Study · whitespark.ca