Local Pack

BrightLocal's 2026 research shows that ~44% of clicks on location-intent queries like "coffee shop Gangnam" go to the local pack. Because it sits above the standard organic results, ranking in the top 3 produces 10–15x higher click-through rates than typical organic listings. For industries dominated by location-based queries, winning the local pack drives far more traffic and revenue than climbing traditional organic rankings.

Map thumbnail: A mini Google Map with three pins marking the listed businesses.

Business name and category: Brand name plus category (e.g., "Italian restaurant").

Rating and review count: Star average and number of reviews, the first thing users scan.

Distance and address: Distance from the searcher's location or street address.

Hours: Real-time status like "Open now" or "Closes in 30 min."

CTA buttons: Call, directions, and website.

Relevance: How well the business category, Google Business Profile description, and website content match the query.

Distance: Physical distance between the searcher (or the location in the query) and the business. Not something you can manipulate.

Prominence: Signals of how well-known the business is locally, review volume and rating, backlinks, branded search volume, and local press mentions.

Complete Google Business Profile: Fill every field (category, address, phone, website, hours, photos, service list).

NAP consistency (Name/Address/Phone): Keep these identical across your site, directories, and social profiles. Inconsistencies are the biggest trust hit.

Regular review acquisition: Automate a review request flow for satisfied customers. Both monthly review velocity and overall rating matter.

Location-keyword content: Publish pages targeting "[city] [service]" combinations like "Italian restaurant in Gangnam, Seoul."

Local backlinks: Links from local media, chambers of commerce, and partner businesses boost local prominence.

Photos and videos: Upload interior, menu, and product photos regularly to keep the profile active.