How local search works
The map pack
For searches like “dentist near me” or “emergency plumber Austin”, Google shows a map with a few businesses above the normal results. These listings come from Google Business Profiles and receive a large share of clicks and calls.
The three ranking factors
- Relevance: how well your profile matches the search — categories, services, description, reviews.
- Distance: how close you are to the searcher or the place they searched for.
- Prominence: how well-known you are — reviews, ratings, links, mentions and website strength.
What you control
You cannot move your address, but you can control your categories, services, photos, posts, reviews, website and citations. Most competitors neglect these — which is your opportunity.
Near-me intent
Local searchers usually want to act soon: call, get directions or book. Make those actions easy.
💡 Real-world example
Two dental practices sat on the same street. The one with the right primary category, 40 more recent reviews and weekly photo updates appeared in the map pack far more often and received most of the calls.
✅ Checklist
🛠 Your assignment
Search your top three services “near me” and note who appears in the map pack and why.
📝 Check your understanding
Answer 2 of 3 correctly to complete this lesson.