The block of map-based business listings, usually three, that Google shows for searches with local intent, such as 'saree shop near me'. Google ranks them mainly on relevance, distance and prominence, and says you cannot pay for a better local ranking.
Example
When someone in Kothrud searches 'kurta shop near me', Meera's store appears in the local pack with her rating, hours and a directions button.
How you'll hear it
“We are in the local pack within two kilometres; beyond that we drop out. Distance is doing a lot of the work.”
What it helps you decide
How much effort to put into your Business Profile, reviews and local listings versus your website, and which areas you can realistically draw customers from.
Where people misread it
People blame a low local ranking on their profile alone. Distance from the searcher is a factor you cannot change; ranking in your own neighbourhood and missing across the city can be normal. Compare by area, not one search from your desk.
The story
Why Meera ranks in Kothrud but not in Hadapsar
Meera searches 'kurta shop near me' from her store and sees herself first in the local pack. Her friend in Hadapsar, across the city, cannot find her at all.
Google says local results depend mainly on relevance, distance and prominence. She can work on two of the three.
| Relevance: correct categories, products, description | she can improve |
| Prominence: reviews, mentions, links, local press | she can improve |
| Distance from the searcher | fixed |
She sets her primary category correctly, adds product photos, asks happy customers for reviews and replies to every one. She gets listed in two Pune fashion directories with the same name, address and phone as her profile.
She stops expecting to rank across the whole city for 'near me' searches. For far-off areas, she uses ads and content instead.
This story is illustrative. Google does not publish exact local ranking weights.
Don't confuse it with
- Local Services Ads or map ads: paid placements that can appear near the pack. The pack itself is unpaid.
- Organic results: the regular links below or around the pack.
In India: 'Near me' searches are common for local shops in Indian cities. Many searchers also look in regional languages, so a correct name in English and the local script, and accurate pin-code level address details, help people find you.
Related terms
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Sources
- Tips to improve your local ranking on Google, Google Business Profile Help
- Local SEO, Moz