A Look at Local Search Results: Map Packs, Paid, and Organic Links

Posted on August 19, 2025 in Blog

Where you are is everything, and for small businesses, understanding Google’s local search results page is key to prioritizing marketing efforts. The days of 10 blue links on one page in Google are long gone; in their place are several search engine results page (SERP) features, local packs, and paid, or sponsored, results that soak up the majority of clicks. Fortunately, small businesses are often immediately competitive with a smart mix of local SEO, strategic paid, and a locked-in Google Business Profile.

All Search Is Local (Kind of)

Before we dive into what local results display on search results pages for local queries, it’s worth noting why Google has invested so much time and resources into tweaking the SERP for local search specifically.

Roughly 46% of all searches are local, which includes users looking for businesses, products, or services in their area.
According to the Consumer Behavior Index (CBI), 32% of consumers search for a local business daily; 80% conduct a local search at least once a week.
There are over 800 million “near me” keywords searched per month, according to Semrush.

Google has made countless changes to its search engine results page over the past five years. Google has introduced a range of new SERP features, prioritized its Google Business Profile feature as local map packs, and invested billions to bring artificial intelligence to the SERP as AI Overviews.

Local Search Is Personal

Your search results page isn’t the same as your buddy’s, and it’s likely completely different from your customer’s. Search results are influenced by thousands of opaque factors built into Google’s algorithm, including site elements like Core Web Vitals, engagement, and, we assume, if Google thinks you’re cute. Local search has clearer factors for what ranks, specifically your precise, current location. If you give your browser access to your information (and most browsers use it by default), it will use that information to prioritize results nearest to you.

Proximity matters. If you’re looking for a coffee shop, a result 500 yards away is more useful than a result five miles away. However, there are factors that serve as tie breakers when there are multiple results nearby (this is when your site health and engagement really factor in).

Local Search Is Valuable

With roughly a third of potential customers conducting a local search every day, being in the top spot of Google’s Map Pack or using paid search to sit at the top of the page is huge. Among a few Oneupweb clients, between 65% and 85% of the brand’s SERP impressions come from Map Pack results, with the remainder from traditional organic links.

Statistics on being in the top 1-3 in Google Map Packs, also known as the Local Pack, show just how valuable it can be:

The top Map Pack result wins 17% of clicks
The second Map Pack result wins 12% of clicks
The third Map Pack result wins 3% of clicks

When you factor in calls, direction requests, and other Map Pack actions, 44% of local searchers click there, with organic (29%) and paid (19%) picking up the leftovers.

Understanding the Local SERP

Google is constantly changing its algorithm, the type and prevalence of its local search results page, and which queries include which features. So, what do local results display on search engine results pages? While results willvary based on your location, type of business, and competitors, these are the most common elements of the local SERP today.

Google’s Places SERP Feature

Places is a newer iteration of the Local Pack and Map Pack, and it serves an identical function. It lists the top three locations for your results alongside a map of the area. This result is heavily influenced by proximity; in the example below, the three coffee shops listed are the closest to where this was penned.

Google’s Businesses SERP Feature

Like Places, but with a different name. Google tends to service “Businesses” for service-area companies like HVAC, plumbing, or legal services, where proximity is less important. This tends to feature locations with excellent reviews. Interestingly, it will also change what is shown based on businesses that are open at the time of a search, in some cases.

Organic Links

Finally, the old-fashioned organic blue links. While technically #1, the top organic result is often below several, even dozens of potential links featured in local SERP features. These links are still incredibly valuable for brands to target and hold. While the percentage of clicks each link position typically earns varies by industry and has changed with the introduction of AI Overviews, the first position on SERP tends to win twice as many clicks as the link in the second spot.

Local Service Ads (LSAs)

Local Service Ads are a type of paid media that qualifying service companies can run. Once approved, plumbers, HVAC pros, and other service-based businesses can use LSAs to win business within their area on specific terms. There’s a bit of visual overlap with Sponsored Results, but they differ in that they are strictly pay-per-lead, whereas paid search is pay-per-click, or PPC. This means businesses only pay for leads that contact them through an ad, which makes LSAs a beneficial way for growing businesses to increase new customers and awareness.

How to Improve Local Search Results

In competitive markets and industries, it can be difficult to appear in local search results consistently for your most valuable products or services. Don’t expect to hit the top of the results overnight, but with consistent effort, you can dramatically improve your positioning and pick up quality leads and clicks.

Optimize your Google Business Profile. Optimizing and actively managing your GBP is the best way to improve positioning. Add relevant keywords to your description, make sure hours and contact information are accurate, and respond to comments. We have a step-by-step guide for optimizing your GBP to make it easy!
Get listed. Add your business to local listing directories like Yelp, the local chamber of commerce, Angi, and other relevant sites. Most offer free listings, though, as you probably know, they’re going to ask you to run paid many, many, many times.
Invest in local SEO. Add valuable, relevant organic keywords to your website to win top ten positions. There are things you can do, such as introducing geo-modifiers to common keywords (coffee shop traverse city) and placing keywords in key real estate on your site, such as title tags and headers, but that’s just the tip of the iceberg. An experienced local SEO expert can deliver exceptional results – and hey, we do that!
Try paid. While the cost to run local ads is technically very low, there are industry-specific benchmarks that must be met to remain competitive. Home service companies, for example, spend $5,000 or more per month on LSAs and other paid campaigns, with larger, more competitive markets investing $10,000, $15,000, or more.

The Climb to the Top Starts Here

Take the first step to improving your local search results position; work with Oneupweb. We’ve helped franchise systems balance national and local SEO for nearly 30 years, bringing a personalized approach to local search. There are no cookie-cutter solutions. Whether you own a single store or market on behalf of hundreds of stores, we give you the same attention to detail and service. Grow your brand today; drop us a line or call (231) 922-9977 to speak with a local marketing project manager.