Google's SERPs VS The 3-Pack

Google's SERPs VS The 3-Pack

04/05/2023   Blog   Indy Web Design

SERPs and The 3-Pack are two terms that are often used in the context of search engine optimization (SEO) and online marketing. While they are related and they effect each other, they have distinct differences that are worth exploring.

What are "SERPs" and the "3-Pack"?

SERPs (Search Engine Results Pages) are the pages displayed by search engines when a user performs a search on,, etc. SERPs typically include a list of organic search results, paid ads, and other search features such as snippets, knowledge graphs, and image results.

The 3-pack (aka Local Pack or the Map Pack), on the other hand, refers to a specific feature in Google's local search results. When a user performs a local search, such as "best coffee shops near me," Google may display a 3-pack of local businesses that match the search keyword. The 3-pack typically includes the business's name, address, phone number, and a link to its website or Google Business Profile (formally known as Google My Business).

Focus and Purpose

The primary focus of SERPs is to display relevant search results and features to users based on their search. Results may or may not include world-wide-web information, as well as some local related results.

In contrast, the 3-pack is designed to showcase local businesses that match the user's search and proximity. The purpose of the 3-pack is to provide users with quick access to local business listings and enable local businesses to attract more customers to their physical locations.

Placement on the Page

In most cases, the 3-pack is displayed at the top of the SERPs, above the organic search results. This prominent placement makes it more likely that users will click on the 3-pack listings, rather than scrolling down to the organic search results. However, the placement of the 3-pack can vary based on the user's location and search query.

Ranking Factors and Differences

The factors that influence a website's ranking in SERPs are different from those that affect its placement in the 3-pack. While both rely on SEO best practices such as keyword optimization and link building, the 3-pack also takes into account the business's proximity to the user, its reviews and ratings, and its relevance to the search query. This means that local businesses need to optimize their online presence specifically for the 3-pack in order to improve their visibility in local search results.


In conclusion, understanding the differences between SERPs and the 3-pack is essential for businesses that want to optimize their online presence and attract local customers. While both serve the purpose of providing relevant search results to users, the 3-pack is a powerful tool for local businesses that want to increase their visibility in local search results. By optimizing their online presence for the 3-pack, local businesses can improve their chances of attracting new customers to their physical locations.

If you want to boost your organic SERPs, you must perform SEO on your website, however if your goal is to rank in the 3-Pack, you need GBP Optimization. Google 3-Pack optimization goes hand in hand with some website optimizations.