Glossary
Local pack
The local pack is the box of three businesses with a map that Google shows above the ordinary results for searches with local intent.
Which three appear is decided mainly by relevance, distance and prominence — how well you match the search, how close you are, and how established you look. Reviews and a complete profile feed the third.
Why it matters to you
It sits above every ordinary result, so a business in the pack is above every business that is not, however good their website is. Third place gets a fraction of the calls that first does.
An example
Somebody searching with a burst pipe is choosing from those three and rarely scrolls further. Being fourth is, for that search, being invisible.
Where this comes up: local visibility & lead generation .