Local Pack.
The Local Pack (also: Map Pack or Google 3-Pack) is the block in Google search that displays three local businesses with a map — for search queries with local intent ('SEO agency Zurich'). The Local Pack appears above organic results and achieves very high click-through rates.
Local Pack — Explained in Detail
The Local Pack (also: Map Pack or Google 3-Pack) is a prominent section in Google search results that displays three business listings along with an interactive map for search queries with local intent. It appears for searches like 'SEO agency Zurich', 'restaurant Zurich' or 'hairdresser near me' — typically above the organic results. The click-through rate on the Local Pack is very high: 70–80% of local searches end with a click on a Local Pack result.
The Local Pack shows for each business: name, address, opening hours, reviews (star average and count), website link and call option. Placement in the Local Pack (positions 1, 2, 3) depends on three factors: Relevance (does the business match the search query?), Distance (how close is the business to the searcher?) and Prominence (how well-known and highly rated is the business online?).
Measures for Local Pack placement: A fully completed and optimized Google Business Profile is the most important foundation. Then: active review management (number and review average are key factors), consistent NAP data on the website and in directories, local backlinks (from other Zurich-based websites) and regular GBP posts. A business that is active in all areas has good chances of achieving a top-3 placement in typical local markets.
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GEO & Local SEOFrequently Asked Questions About Local Pack
Google evaluates three main factors: 1) Relevance — does your Google Business Profile category and description match the search query? 2) Distance — is your business physically close to the searcher? 3) Prominence — how many reviews do you have, what is the average, how many backlinks? An optimized GBP with many positive reviews is the strongest lever.
Prerequisites: 1) Create and verify a Google Business Profile (via letter with code). 2) Complete GBP fully: category, description, opening hours, photos. 3) Collect reviews — businesses with fewer than 5 reviews rarely appear in the Local Pack. 4) Ensure NAP consistency. 5) Local on-page SEO on the website (location name in title, content, Schema Markup).
Yes. Although distance is a fixed factor (you cannot change your location), you can actively improve relevance and prominence. Collecting more reviews, fully optimizing your GBP and building local backlinks are the most effective levers. SEO agencies like DLM Digital help with systematic Local Pack optimization.
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