What is the Google Maps 3-Pack?
When someone searches for a local service - "plumber near me", "electrician London", "dentist Manchester" - Google shows a map with three business listings underneath. This is known as the Map Pack, Local Pack, or 3-Pack, and it appears above all organic search results.
Being in the Map Pack is the single most valuable position in local search. It is visible, trusted, and receives the highest click-through rate of any local search feature. For most local businesses, getting into the 3-Pack should be the primary goal of their SEO strategy.
The three ranking factors
Google has stated that Maps rankings are determined by three factors: relevance, distance, and prominence. Relevance measures how well your business listing matches the search query. Distance measures how close your business is to the searcher. Prominence measures how well-known and authoritative your business is online.
You cannot control distance - your business is where it is. But you can significantly improve your relevance and prominence through optimisation.
Step 1: Optimise your Google Business Profile
Your Google Business Profile is the foundation of Maps ranking. Complete every field: business name (your real business name - do not stuff keywords), primary and secondary categories, full address, phone number, website URL, business hours, service area, business description, attributes, and services list.
Add at least 10 high-quality photos. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their website. Include photos of your team, your work, your vehicles, and your premises.
Step 2: Build citations
Citations - mentions of your business name, address, and phone number on other websites - are a key ranking factor. Submit your business to the top UK directories: Yell, Thomson Local, Yelp, FreeIndex, Bark, Checkatrade, TrustATrader, and industry-specific platforms.
Consistency is critical. Your NAP must be identical across every platform. Use exactly the same business name, the same address format, and the same phone number everywhere.
Step 3: Generate reviews
Reviews are one of the most powerful ranking and conversion factors. Aim for quantity, quality, and recency. A business with 50 recent five-star reviews will outrank a business with 10 reviews from two years ago.
Create a simple review request process: after every job, send a text with a direct link to your Google review page. Make it a habit, not an afterthought.
Step 4: Local content
Create location-specific pages on your website. If you serve multiple areas, create a page for each: "Plumber in Lewisham", "Plumber in Greenwich", "Plumber in Bromley". Each page should include the area name naturally in the title, headings, and content.
Step 5: Ongoing optimisation
Maps rankings are not set-and-forget. Post regularly to your Google Business Profile (at least weekly). Respond to every review - positive and negative. Update your photos quarterly. Monitor your rankings and adjust your strategy based on what is working.
For professional Google Maps optimisation, view our Local SEO services or request a free audit.