When someone searches "plumber near me" or "best dentist Louisville," they're not scrolling through 10 blue links. They're looking at the map. And if you're not in those top 3 spots, you might as well be invisible.
That little box with three businesses and a map? It's called the "Map Pack" (or "Local Pack"), and it's the most competitive, most valuable piece of digital real estate in local search.
Let me show you how to claim your spot.
Why the Map Pack Matters
Think about how you search. When you need a restaurant, a mechanic, or a doctor, do you scroll past the map? Most people don't.
The Map Pack appears for searches with local intent:
- "[Service] near me"
- "[Service] in [city]"
- "Best [service] [location]"
- "[Service] open now"
For local businesses, this is where the game is won or lost. Not page one. Not even position one. The Map Pack.
What Determines Map Pack Rankings
Google's local algorithm is different from regular search. According to Google's own documentation, three factors matter most:
1. Relevance
How well does your Google Business Profile match what someone's searching for? This is why having detailed categories, services, and descriptions matters. If someone searches "emergency plumber" and your profile doesn't mention emergency services, you're less relevant.
2. Distance
How close is your business to the searcher? This is the one factor you can't really control, but you can optimize for specific service areas.
3. Prominence
How well-known and well-regarded is your business? This includes reviews, citations, links, and overall web presence. Getting more Google reviews directly impacts this.
Key insight: You can't change your location, but you can dramatically improve relevance and prominence. That's where the opportunity is.
The Google Business Profile Optimization Checklist
Your Google Business Profile (formerly Google My Business) is the foundation of Map Pack success. Here's how to optimize it:
Essential Optimizations
- Complete every field in your profile. 100% completion matters.
- Choose the most specific primary category. "Plumber" is better than "Home Services."
- Add all relevant secondary categories. You can have up to 9.
- Write a keyword-rich business description (750 characters max).
- Add all your services with descriptions.
- Upload photos weekly. Businesses with photos get 42% more direction requests.
- Keep your hours accurate. Update for holidays.
- Respond to every review within 24 hours.
- Post updates weekly using Google Posts.
- Add your products or services with prices where applicable.
The Review Factor
Reviews are the single most impactful factor you can control. They affect both your ranking and your click-through rate.
Here's the reality:
- Businesses in the Map Pack average 47 reviews
- Reviews with keywords ("great plumber," "fixed my AC") boost relevance
- Review velocity (new reviews over time) matters more than total count
- Responding to reviews signals to Google you're an active business
Need help getting more reviews? Read my guide on how to get more Google reviews without being annoying.
Citations: Your Digital Footprint
Citations are mentions of your business name, address, and phone number (NAP) on other websites. They're a key signal for prominence.
Critical citation sources:
- Yelp
- Apple Maps
- Bing Places
- Industry-specific directories (Healthgrades for doctors, Avvo for lawyers, etc.)
- Local Louisville directories and Chamber of Commerce
The cardinal rule: Your NAP must be identical everywhere. "123 Main Street" and "123 Main St." count as inconsistent. Use the exact same format everywhere.
Your Website Still Matters
Your Google Business Profile links to your website, and Google uses your site to understand your business better. Make sure your website:
- Has your NAP prominently displayed (matching your GBP exactly)
- Includes local keywords naturally ("Louisville plumber," "serving Jefferson County")
- Has location pages if you serve multiple areas
- Embeds a Google Map showing your location
- Is mobile-friendly (most local searches are mobile)
This connects directly to finding the keywords your competitors rank for. The more specific you are about what you do and where, the more relevant you become.
The Louisville Competitive Landscape
Louisville has unique characteristics that affect local SEO:
- Distinct neighborhoods: Highlands, NuLu, St. Matthews, Jeffersontown, each with their own search patterns
- Jefferson County sprawl: Searchers in Prospect have different needs than Downtown Louisville
- Southern Indiana overlap: Many Louisville businesses serve both sides of the river
Smart businesses create content and optimize for these micro-markets, not just "Louisville" broadly.
Want to dominate the Louisville Map Pack?
Let's look at your Google Business Profile together and talk through what's keeping you out of the top 3.
Get a Free Consultation