The local pack, sometimes called the map pack, is triggered by queries where Google detects local intent — either explicit ("plumber in Sydney") or implicit ("coffee shops near me"). It occupies the highest position on the SERP after any ads.
How rankings are decided
Local pack rankings blend the searcher's proximity, the relevance of the business to the query, and the prominence of the business measured by reviews, citations, and Google Business Profile completeness.
Example
Searching "dentist" on mobile shows a local pack with three nearby practices. The same query on desktop can show a wider ten-result "local finder" panel.
How SEM Optimiser reports it
Local pack presence is stored per keyword and per location. Rank tracking can be pinned to a specific latitude/longitude so the local pack you see matches the one your customers see.
Related terms
- SERP Feature
A SERP feature is any non-standard element on a search results page beyond the classic ten blue links, such as a featured snippet, People Also Ask box, or local pack.
- Rank Tracking
Rank tracking is the practice of monitoring a website's position in search engine results for a defined set of keywords over time.
- SERP (Search Engine Results Page)
A SERP is the page a search engine returns in response to a query, containing organic results, paid ads, and specialised features such as knowledge panels or AI Overviews.
- Organic Traffic
Organic traffic is the volume of visitors that arrive at a website by clicking a non-paid search engine result.