Local SEO Guide•12 min read

    What Is the Google Snack Pack?

    The 2025 Guide to Dominating Local Search & Beating Your Competition

    By Joel House•Updated October 2025
    Jump to:What Is It•History•How It Works•Ranking Factors•How to Rank•Maintaining•FAQ

    If you're a local business trying to attract nearby customers, there's one digital real estate you must own — the Google Snack Pack, also known as the Local Pack or Map Pack.

    Appearing here can make or break your local visibility. In fact, over 44% of all Google searches have local intent, and most users click one of the top three Snack Pack results before scrolling further.

    44% of all Google searches have local intent

    Most users click one of the top three Snack Pack results before scrolling further.

    In this updated 2025 guide, we'll cover:

    • What the Snack Pack is and how it's evolved
    • How Google decides which businesses appear
    • The latest 2025 ranking factors (including AI integration)
    • Actionable strategies to climb — and stay — at the top

    What Is the Google Snack Pack?

    The Google Snack Pack is that map-based box of three local results that appears at or near the top of a local search — above the organic listings.

    When someone searches for "plumber near me" or "best vegan café Santa Monica," Google displays:

    Map with Pins

    A map showing pinned business locations

    Top 3 Listings

    The most relevant local businesses

    Business Details

    Name, rating, address, phone, hours

    Direct Links

    Website and Google Maps directions

    Why It Matters

    This is prime digital real estate. Businesses in the Snack Pack receive:

    • Up to 700% more clicks than those appearing below it
    • Nearly double the phone calls
    • Much higher local trust — users assume the top three are "Google-approved"

    A Quick History of the Snack Pack

    Google's local results have evolved a lot:

    2006

    The One Box

    Introduced as a single business result

    2008

    The 10-Pack

    Expanded to ten business listings

    2009

    The 7-Pack

    Cut to seven results for clarity

    2015

    The 3-Pack (Snack Pack)

    Reduced to three results — designed for mobile-first browsing

    2025

    AI-Powered & Dynamic

    Deeply integrated with Google Maps, AI-driven intent signals, and Search Generative Experience (SGE). Personalized, dynamic, and context-aware.

    How Google Chooses Who Appears

    Google doesn't publicly share its full local ranking algorithm, but SEOs have identified three core pillars that determine which businesses appear:

    1

    Relevance

    How well your business matches the user's search.

    • Correct business category in Google Business Profile (GBP)
    • Keywords in your title, description, and posts
    • Content and reviews that align with search intent
    2

    Distance

    How close your business is to the searcher's location.

    • Google uses GPS and IP data to localize results
    • Being far from the searcher can limit visibility
    3

    Prominence

    How established and trustworthy your business appears.

    • Review quantity and quality
    • Backlinks and brand mentions
    • Local citations
    • Website authority and engagement metrics

    In 2025, "Experience" and "Trust" signals — part of Google's E-E-A-T guidelines — have been added to the mix. Businesses with real-world authority, visible community presence, and consistent customer engagement rank higher.

    2025 Ranking Factors That Matter Most

    Here's what's changed (and what still counts) this year:

    Ranking FactorWeight (2025)Notes
    Google Business Profile optimization
    		Must be 100% complete, verified, and regularly updated
    Reviews (quality & quantity)
    		Use consistent review requests & respond to all reviews
    NAP consistency
    		Same business name, address, phone everywhere
    Local backlinks
    		Get links from chambers, local blogs, suppliers
    Behavioral signals
    		Clicks, dwell time, driving directions requests
    Website content quality
    		Include local service pages + structured data
    Proximity
    		Based on user's search location
    AI/LLM visibility (GEO optimization)
    		Structured answers, schema, consistent data
    Social proof & media mentions
    		Adds to perceived authority

    How to Get Your Business Into the Snack Pack

    1. Claim and Optimize Your Google Business Profile (GBP)

    This is non-negotiable. Without a verified, fully optimized GBP, you won't rank in the Snack Pack.

    Steps to Optimize:

    • Go to google.com/business and claim your profile
    • Complete every section — hours, categories, attributes, photos, and business description
    • Add relevant keywords naturally (e.g., "Family Lawyer in Brisbane" not "Lawyer Brisbane")
    • Upload real, high-quality photos — storefronts, interiors, team members, products
    • Post weekly updates — offers, blogs, or announcements (Google values activity)
    • Use UTM tracking on website links to measure clicks from GBP

    💡 Pro Tip:

    Add a shortname URL (e.g. g.page/joelhouse) and collect reviews under that link — easier for clients to use.

    2. Earn and Manage Reviews (Responsiveness = Ranking Signal)

    Reviews are one of the strongest local ranking factors. Google rewards profiles that show steady, authentic, high-quality review activity.

    • Ask consistently: Send SMS or email requests after each sale
    • Respond publicly: Replies increase visibility and show engagement
    • Don't game the system: Google filters suspicious or duplicate reviews
    • Highlight keywords in responses: Helps with LLM-based "review sentiment" parsing

    Example reply:

    "Thanks, Sarah! We're thrilled you loved our same-day plumbing service here in Santa Monica."

    3. Build Local Citations & Mentions

    Citations validate your business across the web. These include your NAP details on directories, social profiles, and industry sites.

    Top sources in 2025:

    • Yelp, Apple Maps, Facebook, TripAdvisor
    • Local chambers of commerce
    • Industry-specific directories
    • AI business aggregators (e.g., Yext, Moz Local, BrightLocal)

    🧠 Tip:

    Audit your citations quarterly. Even one outdated phone number can harm your authority score.

    4. Get Local Backlinks

    Local backlinks signal authority and community trust. You don't need hundreds — just a few high-quality ones.

    Ideas:

    • Partner with local charities or events (get a sponsor link)
    • Guest post on community blogs or city magazines
    • Collaborate with nearby businesses for referral links
    • Publish original data about your industry or market trends

    🎯 Bonus:

    Create "Local Resource" pages like "Best Family-Friendly Cafés in Santa Monica" and feature others — they'll often link back!

    5. Optimize for Mobile & Voice Search

    In 2025, 70% of local searches happen on mobile or voice devices. If your site loads slowly or isn't mobile-friendly, you're done.

    Make sure:

    • Your site passes Core Web Vitals
    • Buttons and forms are easy to tap
    • Schema markup is clean and crawlable
    • Content includes conversational phrases ("near me," "open now," "best rated")

    Voice example:

    "Hey Google, where's the closest vegan restaurant open right now?"

    If your content and GBP match that phrasing, you'll be first.

    6. Implement Schema Markup (Structured Data)

    Schema helps Google understand your content.

    Add this (or use RankMath/Yoast plugins):

    {
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Xpand Digital",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Santa Monica",
    "addressRegion": "CA",
    "postalCode": "90402"
  },
  "telephone": "+1-555-555-5555",
  "openingHours": "Mo-Fr 09:00-17:00"
}

    Schema also powers AI Search (SGE) and helps LLMs identify your business as a trusted data source.

    7. Leverage AI & GEO (Generative Engine Optimization)

    AI engines like Google's SGE, Perplexity, and ChatGPT now display business recommendations directly in chat results.

    To show up there:

    • Write fact-based, structured answers on your site
    • Keep your business name and service area consistent across all mentions
    • Update content regularly (AI systems reward freshness)
    • Build E-E-A-T — Expertise, Experience, Authority, Trust

    🧠 Advanced Tip:

    Create an llms.txt file (like robots.txt) to tell AI crawlers what they can index.

    Maintaining Your Spot in the Snack Pack

    Once you're in, staying there is about momentum and maintenance.

    Keep your rankings by:

    Updating your GBP every month

    Posting regularly (Google loves freshness)

    Encouraging new reviews weekly

    Refreshing your content and schema quarterly

    Monitoring insights (calls, directions, website clicks)

    Watching competitors — new entries often push others down

    The Snack Pack isn't a one-time win — it's a living leaderboard.
    Stay active, and your listing stays visible.

    Final Thoughts: The Snack Pack = Local SEO Gold

    Appearing in Google's Snack Pack is like owning a digital billboard at the busiest intersection in town. It's free, high-visibility traffic — if you know how to earn and protect it.

    With the right mix of optimized GBP, quality content, community links, and consistent reviews, you can beat competitors who've been coasting for years.

    Frequently Asked Questions