Local pack
Definition
The local pack is the block of map-based business listings that Google shows near the top of results for searches with local intent, such as 'dentist near me'. Each listing draws on a Google Business Profile.
Google decides who appears from relevance, distance and popularity, and distance is measured from where the searcher is standing or from the place named in the query. That means there is no single local ranking: the same search from two streets can produce two different packs. A rank check taken from your own office reports how you rank for people sitting in your office.
What a business can influence is the profile: the primary category, accurate details, photos, reviews, and the links and mentions that feed prominence. What it cannot do is buy a better local position, since Google says a ranking can't be requested or paid for. Be wary of any provider that promises a pack position in a fixed time.
Measure the pack through the profile's own reports for calls, direction requests and website clicks, because many searchers act without visiting the site. Put tracking parameters on the profile's website link so that visits from the profile are separated from ordinary organic traffic in your analytics.
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