How to rank in the Google local pack
The three map results at the top of Google take most of the local clicks. Here is what decides who gets in.
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The short answer
Google ranks the local pack on relevance, distance and prominence. You improve your chances with a precise, complete profile, a website that supports it, consistent citations and a steady flow of genuine reviews.
- Published
- 7 November 2026
- Written by
- The Starboost team
- Reading time
- 8 minutes
- Topic
- Local SEO
What the local pack is
For searches with local intent, such as "electrician near me" or "physio Leeds", Google shows a map with three businesses above the usual results. Many customers never scroll further. Being in those three is often worth more than ranking first in the classic results below. See our glossary entry on the local pack.
The three factors Google uses
| Factor | What it means | What you control |
|---|---|---|
| Relevance | How well your profile matches the search | Categories, services, description, website content |
| Distance | How close you are to the searcher | Very little, beyond accurate address and service areas |
| Prominence | How well known and trusted you are | Reviews, links, citations, mentions, overall web presence |
Step 1: make your profile the most relevant
Choose the most precise primary category, add only accurate secondary categories, list your services in customers' words and keep every field complete. Read our full profile guide.
Step 2: back the profile with your website
Google cross-checks your profile against your site. Link the profile to a page that clearly states your name, address, phone number, opening hours and main services. If you have several sites, give each one its own page. Add structured data so search engines can read these details reliably.
Step 3: be consistent everywhere
Your name, address and phone number should be identical on your site, your profile and directories such as Yell, Bing Places, Apple Business Connect and trade-specific listings. Inconsistencies create doubt. Our glossary explains NAP and citations.
Step 4: earn reviews every month
Review count, average rating and recency all matter. A steady rhythm beats occasional bursts. Keep it genuine: fake or incentivised reviews are banned.
Step 5: build local prominence
Mentions and links from local sources help: your trade association, local news, sponsors, suppliers, community events. These are slow to build but hard for competitors to copy.
Step 6: measure on a grid
Your ranking changes depending on where the search happens. Checking from one point misleads you. A grid check shows your position at dozens of points around your premises, so you know where you win and where you need work.
What will not help
- Adding keywords or town names to your business name.
- Creating several profiles for the same location.
- Using a virtual office address.
- Buying reviews or links.
These shortcuts can get a profile suspended, which takes far longer to fix than doing things properly.
Frequently asked questions
Why do I rank at the office but not at home?
Can I rank in the local pack without a physical shop?
Does posting on my profile improve rankings?
Want to know where you rank around your premises?
Our free audit includes a grid ranking check and a comparison with your top three competitors.
Get a free auditSee pricingStarboost is a local SEO and AI search visibility agency based at 40 rue du Colisée, 75008 Paris, working with more than 235 businesses: healthcare professionals, law firms, tradespeople, restaurants and shops. Rated 5/5 across 136 Google reviews, Google Partner Premium and Meta Business Partner. Free audit within 48 hours or by email at [email protected].