Lesson 1: How Local Results and the Map Pack Work

Why this level matters

When someone searches "plumber near me" or "cafe in Harrogate", Google does not show an ordinary list of websites first. It shows local results: a map, a few business listings with star ratings, and buttons to call or get directions. For a local business, those listings are often where calls and visits come from.

In this level you will:

1. Learn the parts of a local results page.
2. Learn the three factors Google says it uses to rank local results.
3. Choose the example business you will work on for the rest of the course.

The parts of a local results page

A typical local search shows three main areas:

• The map pack (local pack). A map with pins and a short list of businesses, usually about three, near the top of the page. Each listing can show the business name, star rating, number of reviews, category, opening hours and buttons such as Website, Directions or Call. The listings come from Google Business Profiles.
• Maps listings. If you click a link under the pack, such as "More places" (the wording varies), or search in Google Maps itself, you see a longer list of businesses beside a full map. This is the same local system, with more results.
• Ordinary (organic) results. The usual blue links to websites, below or around the pack. These rank websites, not Business Profiles.

Two more things you may see:

• Sponsored listings. Some listings in or near the pack are marked "Sponsored". These are paid ads. Google is still testing where they appear, so the layout may change.
• Other features, such as AI-generated summaries. Later levels cover these.

Task 1: Point to each part on a live search

Do this now:

1. Open Google on your phone or computer.
2. Search for a service plus a place, for example "dentist Leeds" or "cafe near me".
3. Find and note down:
   • the map pack, and how many unpaid listings it shows
   • any listings marked "Sponsored"
   • the link that opens the longer Maps list
   • the first ordinary website result
4. Run the same search in the Google Maps app and compare the order of businesses.
5. Take a screenshot of each one. You will use them again in Level 2.

How Google ranks local results

Google explains its approach on a help page called "Tips to improve your local ranking on Google" (support.google.com/business/answer/7091). In October 2026 it describes three factors:

1. Relevance: "how well a Business Profile matches what someone is searching for." A profile with complete, accurate details about what the business does is easier to match to a search.
2. Distance: how far each business is from the person searching, or from the place named in the search. If the searcher does not give a location, Google uses what it knows about where they are.
3. Prominence: "how well-known a business is." Google says this draws on information from across the web, such as links to the business and how many reviews it has. More reviews and positive ratings can help.

Note on wording: the UK English version of the page currently starts with "relevance, distance and popularity" but uses "prominence" in its detailed explanation. Copy down the exact wording you see, because Google edits this page from time to time.

The same page says: "There's no way to request or pay for a better local ranking on Google." Sponsored listings are ads. They do not raise your unpaid ranking.

Example: A searcher in Headingley types "emergency plumber". A plumber 15 miles away with 300 reviews may still rank below a closer plumber whose profile clearly lists emergency call-outs. Distance and relevance can outweigh prominence.

Task 2: Read Google's page and date it

1. Open support.google.com/business/answer/7091.
2. Write each factor in your own words, in one sentence each.
3. Write the date you read it at the top of your notes.
4. Note one thing you can control for each factor. For distance you mostly cannot control it, so write "cannot change" and move on.

Choose your example business

Every level from here on works on one business. Google Business Profile recognises three types:

• Storefront: customers come to you at a staffed address during opening hours (a cafe, shop or clinic).
• Service-area business: you visit or deliver to customers and do not serve them at your address (a plumber, cleaner or mobile groomer). Google's guidelines say these businesses should hide their address and set a service area. That area should generally reach no more than about 2 hours' drive from the base, although some industries can justify larger areas.
• Hybrid (both): customers visit you, and you also travel to them, for example a garage with a mobile repair van. You show your address and also set a service area.

The course example is Hartley Plumbing & Heating, a fictional service-area business based in Leeds. It offers boiler repair, boiler installation and emergency plumbing across Leeds, Bradford and Wakefield.

Task 3: Write your business profile

Write a short profile (five lines) of your own business, or use the example:

1. Business name
2. Type: storefront, service-area or hybrid
3. Three to five main services or products
4. The area served (towns or postcodes) or the address customers visit
5. Three searches a customer might type to find you

Checklist

• I found the map pack, any sponsored listings, the Maps list and ordinary results on a live search
• I took screenshots for Level 2
• I wrote down relevance, distance and prominence in my own words, with the date I read Google's page
• I chose my business type
• I wrote my five-line business profile

Key takeaways

• Local results come from Google Business Profiles. Ordinary results come from websites.
• Google ranks local results mainly on relevance, distance and prominence.
• You cannot pay for a better unpaid local ranking. Sponsored listings are ads.
• Distance is mostly outside your control. Relevance and prominence are not.
• Your business type (storefront, service-area or hybrid) affects how you set up your profile.