Definition
The Local Pack is the block of three business listings with a map that Google shows for searches with local intent, such as 'DUI lawyer near me'. It appears above most organic results and pulls its data from Google Business Profiles rather than from law firm websites.
Why it matters for law firms
For most practice areas, the Local Pack captures a large share of clicks and calls on mobile. Searchers can call a firm directly from the listing without ever visiting the website. A firm that ranks well organically but is missing from the Local Pack is invisible to many of the highest-intent searchers in its market.
Example
A criminal defense firm in Phoenix ranks #2 organically for 'DUI lawyer Phoenix' but is not in the Local Pack. Most after-hours mobile calls go to the three firms shown on the map, because the caller taps 'Call' straight from the results page.
How to improve it
- Fully complete and verify your Google Business Profile with the correct primary category.
- Keep your firm name, address and phone number identical everywhere online.
- Earn a steady flow of genuine client reviews and reply to them.
- Build a strong location page on your website that matches the profile's address.
Need help with this?
Local SEO for Law FirmsFurther reading
DUI/DWI Lawyer SEO Guide
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026