---
title: "What Is the Google Local Pack (Map Pack)? | Kihan Marketing"
description: "The local pack, or map pack, is the map and short list of businesses Google shows for local searches. What decides who appears, with a roofing example."
url: https://kihanmarketing.com/glossary/local-pack/
published: 2026-10-16
updated: 2026-10-16
author: "Atisam Elahi"
---

# Local Pack

The map pack, defined, and what decides who appears in it

The local pack, also called the map pack, is the block of a map and a short list of businesses, usually three, that Google shows for searches with local intent, such as "roofer near me". Its places come from Google Business Profiles rather than from websites alone, and Google says local results rest on relevance, distance and prominence.

By [Atisam Elahi](https://kihanmarketing.com/atisam/), SEO Strategist

## What decides who appears in the local pack?

Google names three factors in its help page on [how local ranking works](https://support.google.com/business/answer/7091). Relevance is how well a profile matches the search. Distance is how far the business is from the searcher. Prominence is how well known the business is, which Google says reviews and ratings can help.

Distance is the one a business cannot change, which is why the same search shows a different pack two miles away. Relevance and prominence are where the work goes: the right categories and services on the profile, a website that backs them up, and a steady flow of reviews.

## Why does the local pack matter for a roofer?

For urgent jobs, the pack is often the first thing a homeowner sees and calls from. A storm-damaged roof does not wait for page two. A roofer that appears in the pack for "roof repair" in its own towns gets calls that an organic listing further down may never see.

For example, after a hailstorm a homeowner searches "roof leak repair" on a phone. The pack shows three roofers with ratings, hours and a call button. The roofer whose profile lists roof leak repair as a service, has recent reviews mentioning storm work, and sits closest gets the first call.

## How do you improve your place in the local pack?

1. **Choose the right primary category.** Pick the category that matches the main job, then add secondary categories and every service you do.
2. **Keep your details identical.** Use the same name, address and phone number on the profile, the website and every directory.
3. **Ask every customer for a review.** Make it a step at the end of each job, and reply to every review, good or bad.
4. **Back the profile with your website.** Give each main service, and each town you serve, a real page the profile can link to.

## Related terms

- **Google Business Profile.** The [free listing](https://kihanmarketing.com/glossary/google-business-profile/) the local pack is built from.
- **NAP consistency.** [Matching name, address and phone details](https://kihanmarketing.com/glossary/nap-consistency/) across the web.
- **Local Services Ads.** [Paid listings](https://kihanmarketing.com/glossary/local-services-ads/) that can sit above the local pack, charged per lead.

We do this work as [local SEO](https://kihanmarketing.com/services/local-seo/), and for contractors as part of [roofing SEO](https://kihanmarketing.com/roofing-marketing/roofing-seo/).

## Keep reading

- [Local SEO](https://kihanmarketing.com/services/local-seo/): Your Google Business Profile and map pack rankings, for customers searching nearby.
- [Google Business Profile](https://kihanmarketing.com/glossary/google-business-profile/): The free listing behind Google's map results: details, photos and reviews.
- [Roofing](https://kihanmarketing.com/roofing-marketing/): SEO, websites and lead generation for roofing companies, covering every suburb you serve.