How Google picks the businesses
The results come from Google Business Profiles. Google says local ranking depends on three things:
- Relevance: how well the profile matches the search.
- Distance: how far the business is from the searcher or the place in the search.
- Prominence: how well known the business is, based on reviews, links, articles and other information.
How to appear in the map pack
- Claim and verify your Google Business Profile and fill in every section.
- Choose the most accurate primary category.
- Collect genuine reviews regularly and reply to them.
- Keep your name, address and phone number the same everywhere online.
- Build a website with location and service pages that match what people search for.
Ads can also appear at the top of the map pack.
Map pack example
Someone searches “emergency dentist Gothenburg” on a Sunday. Google shows three clinics with ratings, hours and a call button. The clinic with a complete profile, recent reviews, opening hours that include Sunday and the right category “Emergency dental service” appears. Another clinic, with outdated hours, does not. Most calls go to those three results.
Map pack checklist
- Claim and verify your Business Profile.
- Choose the most accurate main category and add services.
- Keep name, address, phone and hours the same as on your website.
- Collect reviews regularly and reply to them.
- Add real photos and update them.
- Build local links and mentions.
- Create service and location pages on your site for each area you serve.
Map pack mistakes
- Keyword stuffing the business name.
- Buying or faking reviews.
- Listing a virtual or fake address.
- Not checking spam edits to your profile.
Map pack FAQs
Why does the pack change from place to place?
Distance is a ranking factor, so results depend on where the searcher is. See local SEO and our guide to backlinks for local SEO.
Can I pay for a spot?
No. Local ads are separate. See paid search.