If you’ve ever searched for something like “cafe near me” or “plumber in bakewell”, chances are you didn’t scroll far. You probably clicked on one of those top 3 listings that show up on Google – the ones with the map, reviews and a handy “call now” button.
You’re not alone. According to recent data, 44% of local searchers click on the Google Map Pack.
That’s nearly half of all searchers choosing from those top few listings, before even looking at the rest of the page. It’s like walking towards a street full of restaurants and going straight into the one with the busiest tables and best-smelling food. Why look further?
This is why local SEO isn’t just important anymore.
It’s essential.
What is the Map Pack, anyway?
Also called the Local Pack or 3-Pack, the Google Map Pack is the box of business listings that appears above regular search results when people search for local services.
Let’s say someone types in “solicitor near me.” What do they see?
A map, three highlighted firms, star ratings, opening hours and a “directions” or “call” button.
It’s like a mini shop window right in the search results – and if your business is in there, you’ve just earned a front-row seat.
Why local SEO is crushing traditional SEO right now
If you’re a local business, you don’t need to rank nationwide. You need to be the go-to in your area.
And local SEO is perfectly built for that. Here’s why it’s outperforming traditional SEO:
- Search intent has gone local: People are using terms like “near me”, “open now” or specific place names. They want nearby, and they want it now.
- Map Pack gets the eyeballs: For many businesses, up to 85% of search impressions come from the Map Pack, not the regular listings.
- Mobile-first world: Most local searches happen on phones and the Map Pack dominates those results.
- Voice search: “Hey Google, find a locksmith in Leeds” isn’t pulling up Wikipedia. It’s showing local businesses.
And here’s the kicker. Local SEO is more affordable, more targeted and often drives results faster than trying to rank for broad, high-competition terms.
How do you get into the Map Pack?
You can’t just cross your fingers and hope. Getting into the Map Pack takes a bit of work – but the good news is, it’s work that pays off. Here’s what matters:
- Google Business Profile (GBP): This is your ticket to the show. Keep it updated with the right categories, opening hours, photos, FAQs and posts.
- Local authority building: Think of backlinks like local gossip – if respected sites in your town mention your business, Google takes notice.
- Reviews & responses: Star ratings build trust. Responding to reviews shows engagement.
- Local content: Blog posts, service area pages and location-specific FAQs tell Google where you are and what you do.
- Technical stuff: Schema markup, consistent Name/Address/Phone (NAP) details and directory listings all help build credibility.
Why it matters!
You don’t have to beat every competitor in the country – just the ones down the road.
Local SEO levels the playing field. A small law firm in Bristol can outshine a national brand when a Bristolian searches for “divorce lawyer near me.” It’s about relevance, not budget.
Plus, local searches often mean people are ready to act. They’re not just browsing – they’re looking to book, call or visit. That’s the kind of traffic you want.
Local SEO builds, PPC burns
Paid ads can get you visibility – but only while you’re paying. The moment you stop, the clicks dry up.
Local SEO is different. It’s a bit like growing a garden. It takes time, but once it’s flourishing, it keeps producing. Your visibility improves, your reviews grow and your traffic compounds.
If you’re not in the pack, you’re out of the game
44% of local searchers go straight to the Map Pack. That’s not a side feature – it’s the main event. And if your business isn’t showing up there, you’re likely missing out on the majority of your local traffic.
Whether you’re a law firm, a café, a dentist, or a dog groomer – local SEO is where your future customers are looking.
Ready to get in the pack?
At Wrise, we help businesses get found locally with our local SEO services. We specialise in local SEO for law firms, with no contracts and no setup fees. Whether you’re trying to outrank the firm across the street or become the top-rated business in your area, we’ve got your back.
Let’s get you in the Map Pack – and keep you there. Get your free SEO review today and see how we can help you go from hidden to headline.
