What is the Google 3-Pack? (2024)

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When you search for a local business on Google, the first three results that typically display are what’s known as Google 3-Pack. Google 3-Pack is a format for displaying top results for local business searches. The 3-Pack (also known as the local pack or snack pack) sits alongside a map that shows where each business is located, along with basic information about each business. The 3-Pack’s position above organic search results make this valuable real estate for any local business trying to reach consumers with local intent.

Users who click on a 3-Pack link are taken to a list of 20 businesses, with the business they selected positioned at the top of that list. Users then have the option to click on a business’ link to visit its website, call the business, or click for directions.

To determine which businesses will rank in the 3-Pack, Google considers a user’s query and their location. Business relevancy, prominence, and proximity to the user are all factors. Only businesses with a Google Business Profile (GBP), formerly known as Google My Business, listing are eligible. Businesses with optimized GBP listings seem to have increased chances of appearing in Google 3-Pack.

Based on the 3-Pack’s prominent position on top of Google search results, it appears that featured businesses are “recommended” by Google. It’s clear that ranking in the Google 3-Pack is a powerful driver of traffic for businesses. Appearing in the 3-Pack is one of three potential ways for a business to show up on the first page of Google results for relevant local searches, followed by local PPC and local SEO.