A Local Pack displays the top three business listings, underneath a map, in the organic results section of a search engine results page (SERP).
The features on a Local Pack vary according to the search term and the device being used. For example the call-to-action (CTA) buttons are typically ‘Call’ from a mobile device, and ‘Website’ links are more likely from a desktop device.
Local Packs often include filters – as per the screenshot above – which allow the user to view business listings according to their preferences.
For each listing the name of the business, reviews (average score and quantity), distance from the searcher, first line of their address (not applicable for service-area businesses), business category and opening times are displayed – as well as at least one CTA.
Sometimes thumbnail images are visible alongside a business listing.
Snippets of information from a review or Google Post are also common, as are icons indicating there is information related to the search included on their website.
After the third listing there is a blue ‘More places’ button which takes the user through to the other relevant business listings, which is commonly known as the Local Finder.
Local Pack rankings on Google are influenced by three things, proximity, prominence and relevance as outlined on this How do the search engines decide which businesses to rank? article.