If you need emergency plumbing services or a routine dental cleaning, how do you find a provider to fit your needs? You probably pull out your phone or laptop and do a quick Google search, right? And you’re not alone in that. Data shows that 87% of consumers start their searches online.
Key Takeaways
- The Google Map Pack is the group of three local business listings that appear at the top of Google search results for local queries.
- Showing up in the Map Pack can increase your business’s visibility, build customer trust, and drive more calls, clicks, and conversions.
- Google determines Map Pack rankings based on three main factors: relevance, distance, and prominence.
- A fully optimized Google Business Profile, consistent business information, strong reviews, and local SEO all play a major role in improving your rankings.
- Common mistakes like incomplete listings, ignoring reviews, keyword stuffing, and inconsistent business information can hurt your local visibility.
- Partnering with a local marketing expert like Hibu can help simplify Map Pack optimization, review management, and local SEO so your business can attract more local customers.
Searches for things like plumbing or dental care are also unique due to the fact that you’re specifically looking for someone local to you. You’re not going to drive a state over to get your teeth cleaned, so you might even specify your search to “dental office near me” or “teeth cleaning in [city].”
These local searches are where the Google Map Pack (also called the Local Pack or 3 Pack) come into play.
To help you find the best options for services in your area, Google will serve up a set of three Google Maps-based results.
But what does the Google Map Pack mean for a local business owner? Let us explain.
[Related: How Local SEO Decides Which Dentists Show Up in the Google Map Pack]
What is the Map Pack?
The Google Map Pack is a grouping of three Google Maps-based results that will usually appear when someone conducts a local search for a product or service. Map Pack links will appear at the very top of the page, ahead of the traditional organic results.
Within the Map Pack, a searcher will see the featured businesses’ Google reviews, star ratings, addresses, hours, featured photos, and brief business summaries.
The Google Map Pack has been a feature in local search engine results pages (SERPs) since 2015. Prior to this current view, Google displayed seven search results and no map.
[Related: Organic SEO v Local SEO: What's the Difference?]
Why the Map Pack matters for local businesses
As a local business owner, the Google Map Pack is especially important for your business and your marketing strategy.
Here’s exactly why it matters for your local business:
- Visibility: The Map Pack takes up prime real estate on the SERP—the very top of the page. That matters because the #1 ranking result in Google has an average click-through rate of 27.6%, and the CTR only continues to drop for each proceeding result. Additionally, we know that 42% of searchers click on Google Map Pack results for local queries. Simply put, the higher up in the Google results your business appears, the more likely you are to get seen and clicked on by prospective customers.
- Trust: When determining which businesses get shown in the Map Pack, Google takes many factors into account, including the businesses' reviews and ratings. When your business (and its high rating) is featured in those top results, searchers already have a little trust in your products and services before they even click into your website.
- Conversions: Getting seen by a searcher is one thing, but ultimately, you want them to take an action that gets them closer to becoming a paying customer. Businesses in the Map Pack receive 93% more actions (calls, website clicks, and driving directions) than businesses in the traditional organic results.
As you can see, showing up in the Google Map Pack doesn’t just increase awareness, it drives real, measurable business outcomes. If your goal is to attract more local customers and turn searches into sales (and why wouldn’t it be?), then earning a spot in the Map Pack is essential.
[Related: All the Parts of Local SEO [Infographic]]
How do local businesses get into the Map Pack?
Your next logical question is probably: how do I actually get my business to show up in the Map Pack?
Google uses three primary factors when determining which local businesses show up in the Map Pack:
- Relevance: This means how well your business matches with what someone is searching for. Obviously, if you run a dental office, you don’t want to appear to someone searching for an eye doctor… because that isn’t relevant. Your primary business category, services, and the information you provide about what you offer are all taken into account. The more clearly you communicate what your business does, the more likely Google is to connect you with the right searches.
- Distance: How close your business is to the searcher (or the location they provided in their search). A local search should stay, well, local. And while you can’t control where your business is physically located, you can make sure Google understands exactly where you are, and the service area you cover, by keeping your location details accurate and consistent.
- Prominence: AKA how well-known and trusted your business is. This is where things like online reviews, ratings, backlinks, and overall online presence come into play. The more positive signals your business sends to Google, the more confident they are in showing you to searchers.
At the center of everything is your Google Business Profile. This is the single most important tool you have when it comes to getting into the Map Pack. A fully optimized profile—with accurate information, strong reviews, updated photos, and consistent activity—helps Google better understand your business. Which in turn increases your chances of winning one of those top spots.
So, getting into the Map Pack doesn’t boil down to one single tactic. It’s about sending the right signals across the board so that Google sees your local business as the best option for local searchers.
[Related: 9 Tips to Generate Organic Visits for Google Business Profile]
Key Google Business Profile optimization strategies
To give your business the best shot at earning a place in the Google Map Pack, there are some optimization strategies you can use to improve your visibility and help you stand out from the competition.
Here are some of the most important areas to focus on:
Claim and optimize your Google Business Profile
Your GBP is the foundation of your local search presence. If you haven’t created or claimed your profile yet, that should be your first step.
Once you’ve claimed your profile, you need to make sure that every section is fully filled out. This includes your business description, business categories, hours, services, website, and contact information.
When your profile is fully complete, not only does it make it easier for Google to understand your business and match you with relevant local searches, but it also makes you 2.7 times more reputable to customers.
Keep your business information consistent
Consistency matters. Your NAP—or business name, address, and phone number—should be identical everywhere your business is listed online. That includes your website, GBP, online directories, and social media profiles.
Even the smallest inconsistencies (like St. vs Street) can confuse search engines and hurt your local rankings. Keeping your information accurate and up to date everywhere helps build trust with Google and potential customers.
Get and manage customer reviews
As we previously mentioned, reviews are one of the biggest trust signals that Google and customers rely on. When you have strong ratings and a steady stream of recent reviews, you’re much more likely to appear prominently in local results.
Keep those reviews coming by encouraging satisfied customers to leave reviews and then make it a habit of responding to both positive and negative ones. Engaging with reviews shows that your business is active, responsive, and dedicated to customer satisfaction.
Having trouble keeping up with your reviews? Our fully integrated digital marketing platform—Hibu One—has the right tools to automate review requests, monitor incoming feedback, respond to it, and highlight positive reviews on your website.
Invest in local SEO
Local SEO (local search engine optimization) specifically helps Google connect your business with nearby searchers.
Optimize for local SEO by:
- Using location-specific keywords throughout your website
- Creating locally relevant content
- Earning backlinks from reputable websites or organizations in your community
For example, a dentist in Columbus, Ohio might want to optimize for phrases like, “family dentist in Columbus” or “teeth whitening near me.” These kinds of localized keywords help improve your visibility for the searches that matter most.
Add photos and post regular updates on your GBP
Google wants to create the best experience it can for its users, which includes featuring businesses that are active and engaging. Adding high-quality photos of your business, products, team, or completed work can help make your profile more appealing to potential customers and improve engagement. Research tells us that businesses with well-optimized photo galleries receive 520% more calls than the average business.
In addition, regularly updating your GBP with posts, offers, events, and even announcements signals that your business is active and well-maintained.
Ultimately, optimizing for the Map Pack is about building trust, relevance, and visibility. The businesses that consistently provide accurate information, strong customer experiences, and valuable local content are the ones most likely to appear at the top of local search results.
[Related: Small Business Small Talk News Update: Enhanced Google Business Profile Optimization]
Common mistakes to avoid
Along with all the strategies that can help your chances of appearing in the Google Map Pack, there are a few common mistakes that can hurt your visibility and rankings, too.
Here’s what you should be aware of and avoid:
Incomplete or inaccurate business listings
Just like a completed GBP is a key optimization strategy, an incomplete profile is a pitfall you want to avoid. Missing information like business hours, services, website links, or categories can negatively impact your visibility in local search results.
And accuracy matters just as much. If your hours, address, or phone number are outdated, you risk frustrating potential customers and sending negative trust signals to Google.
Ignoring customer reviews
Not reading and leaving your reviews unanswered, especially negative ones, can make your business appear inactive and unresponsive. You may not always want to entertain negative reviews with a response, but it’s important to both potential customers and Google that you do. A recent survey revealed that 85% of respondents indicated that seeing and reading responses to negative reviews factors into their decision-making process.
Even a simple response shows customers that you value feedback and care about their experience. Businesses that actively manage their reviews tend to build stronger trust with both consumers and search engines.
Using keyword stuffing or spammy tactics
When you learn more about local SEO and the power of keywords, it might be tempting to overload your business profile or website with keywords in an attempt to rank higher. But Google has become very savvy to those tactics, and it might actually hurt your rankings rather than improve them.
Stuffing phrases like “best plumber in Columbus” repeatedly throughout your content or business name can come across as spammy and create a poor user experience. Instead, focus on creating natural, helpful content that accurately describes your business and services.
Having inconsistent business information online
Like we already mentioned, consistency is critical for local SEO. If your business information varies across websites, directories, and social platforms, it can confuse Google and weaken your credibility. For example, using one phone number on your website and another on your Facebook Page may not seem like a big deal, but inconsistencies like these can impact your local search performance over time.
The good news is that most of these mistakes are completely avoidable. By keeping your business information accurate, staying engaged with customer reviews, and focusing on legitimate optimization strategies, you can build a stronger local presence and improve your chances of earning a spot in the Map Pack.
If you choose to work with a digital marketing company like Hibu, we can manage your GBP, correct and protect your listings everywhere, and give you tech-savvy tools to manage your reputation.
[Related: Why Seemingly Small GBP Errors Have Big Consequences]
A local marketing partner like Hibu can help
You’ve probably figured out by now that getting your local business into the Google Map Pack takes more than just creating a Google Business Profile and hoping for the best. It requires ongoing optimization, reputation management, local SEO expertise, and consistent updates to keep your business competitive in local search.
That’s where Hibu comes in.
From optimizing your GBP and improving your local SEO strategy to managing reviews and keeping your business information accurate across the web, our experts make sure your business is sending the right signals to Google and potential customers alike.
With our all-in-one digital marketing platform—Hibu One—you can streamline review management, monitor performance, and track the results of your marketing efforts all in one place.
For a local business like yours, the Google Map Pack can be one of the most powerful tools for attracting local customers… and with the right strategy and support, your business can be better positioned to stand out in local search results.
Ready to see what Hibu One is all about? Take a self-guided tour of the platform now, or fill out the form for a free, no-obligation Hibu One demo.
