What Is the Map Pack?
The map pack is the name commonly given to the group of three local business listings that Google displays alongside a Google Maps panel in search results for queries with local intent. A user searching for "dentist Centurion" or "pizza delivery Durban" on Google will typically see this block of three results prominently near the top of the page, each showing a business name, star rating, address, distance, trading hours, and a direct link to their Google Business Profile or website.
The map pack is also known as the local pack or the 3-pack. These three terms refer to the same feature. The name "map pack" reflects the Google Maps integration that accompanies the listings; "local pack" emphasises that the results are filtered by local relevance; and "3-pack" simply describes the fact that only three businesses are shown. Depending on the query, Google may expand the results when a user clicks "More places," but the primary display is always three listings.
Appearing in the map pack is one of the most prominent organic positions in local SEO. For South African businesses in competitive service categories such as legal services, medical practices, home improvement contractors, and restaurants, a consistent map pack position for local queries can deliver a significant share of monthly leads without additional advertising spend. The listings pull data directly from Google Business Profile, so the completeness and accuracy of that profile has a direct effect on map pack eligibility and ranking.
Google determines map pack rankings using three main signals: relevance (how closely the business matches the query), distance (how close the business is to the searcher's location), and prominence (the business's overall online reputation, measured through reviews, citations, and website signals). All three factors must be addressed in a local SEO strategy targeting the map pack.
Map Pack In Practice
A Pretoria plumbing company finds that competitors consistently occupy the three map pack positions for "plumber Pretoria east." Their own Google Business Profile has an incomplete service list, only eight reviews, and no photos of completed work. Their website has no suburb-specific content.
Over three months they implement a structured local SEO programme: they complete all Google Business Profile fields, add photos, post weekly updates, and request reviews from customers immediately after job completion. They build citations on the key South African directories to ensure NAP consistency. Their website is updated with a service area page referencing specific Pretoria east suburbs and the types of plumbing work offered.
At month three the company enters the map pack for "plumber Pretoria east" and shortly after for several related queries. Their GBP call tracking shows a measurable increase in direct phone enquiries. The practical lesson is that map pack rankings are earned incrementally through profile completeness, review volume, and citation consistency rather than by any single large change.
What the map pack is
The map pack (also called the local pack) is the block of local business results that Google shows for searches with local intent, featuring a map alongside a small number of local businesses (typically three), with their key information such as name, rating, address and contact details. When someone searches for a local service or business (for example, a type of business plus a location, or a local search on a mobile device), Google often displays this prominent local pack, a map with a handful of relevant nearby businesses, above or among the regular results, giving the searcher local options at a glance. The map pack is drawn from Google's local business data (Google Business Profiles) and is a highly visible, valuable position for local businesses, because it appears prominently for local searches, shows the business's key details directly, and captures significant attention and clicks from people looking for local options, often with strong intent to visit or contact a business. Appearing in the map pack can therefore drive substantial local traffic, calls, direction requests and visits, making it a key goal for businesses that serve local customers. The terms map pack and local pack refer to the same thing, the local results block with the map, used interchangeably. Understanding the map pack matters because, for any business serving local customers, appearing in this prominent local results block is a major source of local visibility and custom, so knowing what the map pack is, the map-and-local-businesses block Google shows for local searches, and that ranking in it is a key local-SEO goal, is fundamental to local businesses seeking to be found by nearby customers.
Ranking in the map pack
Ranking in the map pack is the central objective of local SEO, and it depends on the factors Google uses to choose which local businesses to show for a local search, chiefly relevance, distance and prominence, supported by a well-optimised local presence. The foundations for appearing in the map pack include: a complete, accurate, optimised Google Business Profile, since the map pack draws on Business Profiles, so having a fully-filled, accurate profile (correct name, address, phone, categories, hours, description, photos and attributes) is essential, as it is the primary basis for local ranking and what is displayed; NAP consistency (name, address, phone number consistent across the web and in local citations and directories), which supports Google's confidence in the business's information; genuine, positive reviews and good ratings, which strongly influence local ranking and the business's appeal in the pack, so earning and managing reviews matters greatly; local relevance signals, including relevant categories, and content and citations that establish what the business does and where; and proximity, since Google favours businesses near the searcher, which the business cannot control but which underlines the importance of being genuinely relevant and prominent for its area. Beyond the Business Profile, the business's overall local SEO, local content, local citations, local links, and a mobile-friendly, quality website, supports its prominence and relevance. For a South African business seeking to rank in the map pack, the practical priorities are: claim and fully optimise its Google Business Profile with complete, accurate information; ensure NAP consistency across the web and local directories; actively earn and manage genuine reviews (which are a powerful local ranking and conversion factor); use relevant categories and provide clear information about its services and location; and support all this with sound local SEO (local content, citations and a good website). Because the map pack is drawn from Business Profiles and ranked on relevance, distance and prominence, optimising the Business Profile, building review strength and local signals, and maintaining consistent, accurate information are what improve a business's chances of appearing, and appearing prominently, in the local pack for relevant local searches. Given how much local custom the map pack can drive, this local-SEO work to rank in it is among the most valuable investments a locally-focused South African business can make, since a strong presence in the map pack directly connects the business with nearby customers actively looking for what it offers.
FAQ
Is the map pack the same as the local pack?
Yes. Map pack, local pack, and 3-pack are all names for the same Google Search feature: the block of three local business listings that appears for location-based queries. The term "map pack" emphasises the accompanying Google Maps panel; "local pack" emphasises the local nature of the results; "3-pack" simply refers to the three listings shown.
How do I rank in the map pack for my South African business?
Key steps include: claiming and fully optimising your Google Business Profile with correct categories, complete business information, and regular photos; building consistent NAP citations on South African directories such as Yellosa, Brabys, and Hotfrog; earning genuine Google reviews from customers; and ensuring your website includes clear location and service area signals. Distance from the searcher also influences results, so proximity to your target area matters.
How do you rank in the map pack for a South African business?
Claim and fully optimise your Google Business Profile with complete, accurate information (name, address, phone, categories, hours, description, photos), ensure NAP consistency across the web and local directories, actively earn and manage genuine positive reviews (a powerful local factor), use relevant categories, and support it with sound local SEO (local content, citations, a good mobile-friendly website). Google ranks the map pack on relevance, distance and prominence, so these optimise your relevance and prominence for local searches in your area.