Local pack vs organic results: how they differ
By Hamza Rivera, updated
Short answer: The local pack is the short list of businesses shown with a map. Google says local results are ranked mainly by relevance, distance and prominence, and that there is no way to request or pay for a better local ranking. Organic results are the standard web listings below. A business can appear in one, both or neither, and each needs its own work.
Search for "plumber near me" and you usually see a map with a few businesses, then regular web results. They look like parts of one list. They are ranked by different rules.
For help working on both, see our local SEO services.
What each one is
The local pack is the group of business listings shown with a map. Those listings come from Business Profiles. Organic results are the web page listings that follow, which come from Google's index of websites. A plumber can show in the map, in the web results, or in both.
How local results are ranked
Google's help page says local results are based mainly on three factors. Relevance is how well a Business Profile matches what someone searches for. Distance is how far the business is from the searcher, or from the location the search names. Prominence is how well known the business is, and Google says it draws on information such as how many websites link to the business, and on review count and ratings.
What you cannot do
Google states that there is no way to request or pay for a better local ranking. Distance is the factor you control least. If you are across town from the searcher, no edit to your profile moves you closer.
What this means for your work
For the local pack, keep your profile complete and accurate, and earn reviews through ordinary service. Our post on how to rank in Google Maps as a plumber goes through that. For organic results, the website does the work: clear service pages, sound technical setup and content people want. Neither replaces the other. A strong profile with a thin website leaves organic results empty, and the reverse leaves you off the map.
Where to go from here
If you want both parts looked at, see our local SEO services. Passieon is an independent agency and is not affiliated with Google.
Sources
- Google Business Profile Help: how local results are chosen, read November 10, 2026.
Frequently asked questions
What is the local pack?
The short list of business listings that Google shows with a map for searches with local intent. The listings come from Business Profiles.
How does Google rank local results?
Google says mainly by relevance, distance and prominence.
Can I pay to rank higher in the local pack?
No. Google says there is no way to request or pay for a better local ranking.
Are organic results ranked the same way?
No. Organic results come from Google's index of web pages, so your website content and technical setup matter there.
Can I show in both places?
Yes. A business can appear in the local pack, in organic results, in both, or in neither.
Does distance matter that much?
It is one of the three factors Google names, and the one you control least, since you cannot change where the searcher is.
Want this done for your site? See what our local SEO services page covers, or read the client results.
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