GMB Radar
Introduction
Search behavior has changed: many local searches are answered directly in the Local Pack — the map-based results displayed prominently at the top of the SERP. Small business owners often ask: should I focus on the Local Pack or invest in organic SEO? The short answer: both matter, but for most small businesses the Local Pack drives faster, higher-converting traffic.
What Is the Local Pack?
The Local Pack is the boxed section that appears for local intent queries. It contains a small map and usually three highlighted business listings. Listings in the Local Pack often show key actions like call, directions, and website links — especially on mobile.
Why the Local Pack matters: it captures users with immediate intent (to call, visit, or get directions) and appears above organic results, making it prime real estate for local businesses.
What Are Organic Rankings?
Organic results are the traditional search listings determined by Google's web ranking algorithms. They reward content quality, backlinks, site architecture, and relevance to the query. Organic results are essential for building long-term brand authority and capturing informational and research-oriented traffic.
Local Pack vs Organic: Quick Comparison
| Feature | Local Pack (Maps) | Organic (Websites) |
|---|---|---|
| Placement | Top of SERP, above organic | Below Local Pack |
| User intent | High local intent — calls, visits, directions | Informational, broader research |
| Primary ranking signals | Google Business Profile (GBP), reviews, proximity, relevance | On-page SEO, backlinks, content quality, technical SEO |
| Conversion type | Calls, store visits, directions — higher immediate ROI | Website visits, lead capture, content consumption |
| Best for | Driving local customers quickly | Building long-term traffic & authority |
Which Should Small Businesses Prioritize?
For businesses that rely on foot traffic, phone calls, or local appointments (restaurants, clinics, plumbers, salons), the Local Pack typically provides the fastest path to customers. However, organic search supports brand discovery and educates users — it’s the foundation for content-driven growth.
A practical approach: prioritize Local Pack optimization for immediate results while maintaining a steady organic SEO program for long-term growth.
How to Improve Local Pack Visibility
- Claim & optimize your Google Business Profile — complete every field (name, address, phone, category, hours, services, photos). See Google’s guidance: Google Business Profile Help.
- Gather reviews — encourage customers to leave honest reviews and respond professionally.
- Use locally relevant keywords in your GBP description and posts.
- Ensure NAP consistency across directories and citations.
- Post updates & offers to your GBP regularly to keep signals fresh.
Why Tracking Local Pack Rankings Is Tricky
Local Pack rankings are variable — they depend heavily on the searcher’s location, device, and query phrasing. You might rank #1 for a query from one street but #8 from another. That’s why single-point checks are misleading.
Enter GeoGrid tracking: a method that measures rank across a grid of locations to reveal true visibility. Tools like GMB Radar’s Local Rank Tracker visualize where you win and where you need work.
GeoGrid Tracking: What It Shows You
- Neighborhood-level visibility (heatmaps of rank positions)
- Competitor comparison by geographic area
- Changes over time after local SEO changes (reviews, hours, citations)
Real-World Example
Imagine a dental clinic in a mid-size city. After optimizing their GBP and collecting reviews, they jump into the Local Pack for downtown searches. But patients living in nearby suburbs still see competitors higher in their local Pack due to proximity. A GeoGrid report identifies these neighborhoods so the clinic can run targeted campaigns (ads, citation building, localized content) to improve visibility where it matters most.
Don’t Ignore Organic SEO
Organic SEO remains important for brand credibility and long-tail visibility. Blog content, service pages, technical SEO, and backlinks help you capture users who are researching and comparing options — users who may not yet be ready to call but will in the future.
Actionable Priorities for Small Businesses
- Claim and fully optimize your Google Business Profile right away.
- Set up GeoGrid rank tracking to measure real visibility (what to look for in local SEO tools).
- Ask for reviews from satisfied customers and respond to feedback.
- Create a small set of localized landing pages or service pages to support your GBP.
- Track both Local Pack and organic performance monthly and act on gaps.
External Resources & Further Reading
- Google Business Profile Help Center
- Moz: Local SEO & Ranking Factors
- Search Engine Journal: Local SEO Guide
Frequently Asked Questions
FAQ
- Which drives more revenue — Local Pack or organic?
- For immediate local customers (calls, visits), the Local Pack generally drives more revenue. Organic supports longer-term discovery and content-driven leads.
- How often should I check local rankings?
- Monthly tracking is a good starting point. For competitive local markets, weekly checks via GeoGrid are helpful to spot sudden drops.
- Will backlinks help my Local Pack ranking?
- Indirectly. Backlinks strengthen your website’s authority, which can support overall local visibility, but GBP-specific signals (reviews, citations, proximity) are more influential for the Local Pack.
See where you rank across your city
Measure Local Pack visibility with GeoGrid rank tracking and find neighborhood-level gaps your competitors are winning.