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.
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.