Local pack, explained
The local pack, often called the map pack, is the block of results Google shows for searches with local intent, such as "custom home builder near me" or "estate planning attorney in Denver". It combines a map with a short list of businesses, usually three, each drawn from a Google Business Profile with its rating, category, hours and a link to directions or the website. More results appear in Google Maps itself.
Google says local rankings depend mainly on three things. Relevance is how well a profile matches the search, shaped by categories, services and descriptions. Distance is how far the business is from the searcher or the place named. Prominence is how well known and well regarded the business is, reflected in reviews, consistent citations, links, press and its presence across the web.
Because the pack sits above the regular results, it often decides which businesses are called first. Distance cannot be changed, so local SEO works on relevance and prominence: precise categories, a complete and active profile, a steady flow of genuine reviews, consistent listings and useful location pages. Rankings vary by the searcher's location, so visibility is best measured across a grid of points in the service area.