What the Google Map Pack Is and How to Track Your Ranking in It
By Clay Lawrence, Review Harvest · · 5 min video
The short version
The map pack is the group of three local businesses Google shows under the sponsored results when someone searches a service plus an area. 42% of clicks on local searches land there, and those clicks and calls are free. To see where you stand, run a ranking grid in a tool such as Local Brand Manager or Local Falcon, which simulates the search from points across your area, and watch how often you land in the top three.
Do this, in order
- 1
Search your service and your area to see the map pack
A search like "plumbers Destin" shows sponsored listings first, then the map pack. The sponsored spots are paid real estate. The map pack below them is free.
- 2
Pick a rank tracking tool
Local Brand Manager and Local Falcon both do the job. Each one builds a grid that shows how you rank for a keyword across your area.
- 3
Type in your business
In the tool, type in your business so it knows which listing to look for.
- 4
Enter your main keyword
Use the main thing people search to find a business like yours, for example "pest control". The tool will ask whether the search should be local or global. In Local Brand Manager, keep it as Global.
- 5
Adjust the size of the grid and run the search
The tool runs a search and brings back a grid. Each point on the grid is a simulated search from that spot, showing where you rank for that keyword there.
- 6
Count only the top three
The top three positions are the map pack. Fourth is close, but a searcher has to click through and scroll back down to find you, so it does not really count. A 5, 8, 10 or 11 means you are not on the first page from that spot.
- 7
Track your share of local voice
Share of local voice is the percent of the grid where you rank on the first page for that keyword. It is a good single number to watch over time.
- 8
Implement each step before you move on to the next
Learn a step, implement it, then go to the next. Start with the changes that are most important and easiest to implement.
What is the Google map pack?
The map pack is the three local businesses Google shows when someone types a service and an area, like “plumbers Destin”. It appears below the sponsored listings.
The sponsored spots are paid real estate. In that plumber search, the advertisers were paying $71 per click or call just for someone to click on their website. The map pack is different: a click to your website, a call, or a lead who books on your calendar is free.
It is also where the clicks go. 42% of clicks on local searches end up on the map pack. That is the place to aim for.
Which ranking factors can you actually control?
Every year Whitespark runs a local SEO study with the biggest SEO agencies and thought leaders in local SEO. It covers about 150 ranking criteria.
Some of those are not very controllable, such as your location or where the person is searching from. The useful approach is to weigh two things for each factor: how important it is, and how easy it is to implement. Work from the most important and easiest changes down to the less important, harder ones. The first three steps in this series are simple to carry out and have a strong effect on ranking.
How do you track your map pack ranking?
Use a tool that builds a ranking grid. Local Brand Manager and Local Falcon are both good options.
A grid simulates a search from many points across your area and shows the position your business holds at each one. To run one:
- Type in your business.
- Type in your main keyword, for example “pest control”.
- Choose local or global search as the tool advises. In Local Brand Manager, keep it as Global.
- Adjust the size of the grid.
- Run it and read the grid that comes back.
How do you read the grid?
Look for the top three. Those are the map pack positions, and they are the only ones that matter. Fourth means you are close, but a searcher has to click through and scroll back down to find you. A 5, 8, 10 or 11 at a point on the grid means you are not on the first page there.
A good metric to keep an eye on is share of local voice. It is the percent of the grid where you rank on the first page when someone searches your keyword.
Why tracking only helps if you act
Going through every step without changing anything is a waste of time. You will learn a little, but nothing moves until you execute. Take one step, implement it, then take the next one, and use the grid to see the difference.
How To Rank #1 On Google Overnight: the full series
- 1What the Google Map Pack Is and How to Track Your Ranking in It
- 3How to Change Your Google Business Profile Name and Appeal If Google Reverts It
- 4How to Ask Customers for Google Reviews: Ask, Make It Easy, Remind, Automate
- 5How to Fill Out Every Section of Your Google Business Profile
- 6How to Check and Fix the H1 and Heading Tags on Your Website
- 7Link Each Google Business Profile Product to Its Own Service Page
- 8Internal Linking for Local SEO: Link Back to Your GBP Landing Page
- 9Which Citations and Backlinks Help Your Google Business Profile Rank
Common questions
What is the Google map pack?
The map pack is the set of three local businesses Google shows when someone searches a service and an area, such as "plumbers Destin". It sits below the sponsored listings. Clicks and calls from it are free to the business.
Why does ranking in the map pack matter?
42% of clicks on local searches end up on the map pack. A click to your website, a call or a booking from it costs you nothing, while the sponsored listings above it are paid. In one example search, those advertisers were paying $71 per click or call.
How do I check where my business ranks on Google Maps?
Use a rank tracking tool such as Local Brand Manager or Local Falcon. Type in your business and your main keyword, set the size of the grid, and run it. The tool simulates the search from each point on the grid and shows your position at every one.
What is share of local voice?
Share of local voice is the percent of a ranking grid where your business shows up on the first page for a keyword. If someone searches "pest control" from anywhere in the grid, it tells you how often you are one of the businesses they see.
Is ranking fourth on Google Maps good enough?
Not really. Only the top three businesses are in the map pack. If you are fourth, you are close, but the searcher has to click to see more results and scroll down to find you.
