What it is
Google does not only return traditional organic results.
For many local-intent searches, Google displays:
Local Pack (Snack Pack), a map + 3 business listings inside the main Google SERP
Google Maps results, rankings inside maps.google.com
Keyword.com supports tracking both:
Local Pack rankings inside organic results
Dedicated Google Maps rankings
Tracking by domain URL or Google Business Profile (GMB) name
Why it matters
For local businesses, the Local Pack often drives more traffic than traditional organic results.
Ranking:
#1 organically but not appearing in the Local Pack
#3 in the Local Pack but #8 organically
… are very different outcomes.
If you are:
A local service provider
Managing franchise SEO
Competing in geo-driven industries
You must track Local Pack and Maps rankings separately from standard organic positions.
What is the Local Pack (Snack Pack)?
The Google Local Pack is the map-based business result block that appears before or within organic results for local-intent searches.
Example triggers:
“dentist”
“coffee shop near me”
“plumber in Toronto”
The Local Pack typically shows:
3 business listings
Business name
Ratings
Address
Website link
Directions
Keyword.com can detect and track these placements.
How Local Pack tracking works
Step 1: Set a search location
Local Pack tracking requires a defined geographic location.
Step 2: Enable local listings
To track Local Pack placements:
Toggle off “Ignore Local Listings”
Enter your GMB (Google My Business) name
Ensure tracking method is set appropriately (Broad is recommended for Local Pack detection)
If enabled correctly:
Local Pack listings will be counted
Local Pack icons will appear in the SERP Features column
Tracking by domain vs Google Business Profile (GMB)
Keyword.com supports:
Tracking by website URL
Tracking by GMB name
If no website URL is present in the listing:
The system attempts to match by GMB name
⚠️ Best practice:
Always enter the exact GMB name as it appears in Google for reliable detection.
How Local Pack results appear in the Ranking Table
Inside the Ranking Table:
A blue Local Pack icon in the SERP Feature column = Local Pack present, but you are not featured
A green Local Pack icon in the SERP Feature column= You are featured in the Local Pack
A house icon in the Keyword column with a tooltip of the GMB name
Local Pack ranking positions are counted within the result structure for that query.
Tracking Google Maps (maps.google.com)
Keyword.com also supports tracking rankings directly from the Google Maps tab in search results.
To track Google Maps keywords:
When adding a keyword, navigate to the Google Maps tab
Complete the required fields:
Tracked URL
Keyword
Google region
Search Location
GMB name
The tracking logic is the same as standard Google tracking. The difference is:
Results are collected from the Google Maps results page
Tracking works on desktop only
⚠️ Important:
This tracks the Google Maps results that appear in Google under the “Maps” tab, not the standalone Google Maps mobile app.
How to identify maps keywords
In the Ranking Table:
Google Maps keywords are identified by the Maps icon in the Keywords column
Local Pack vs Google Maps - What’s the difference?
Feature | Local Pack | Google Maps |
Appears in | Main Google SERP | maps.google.com |
Format | 3 listings + map | Extended map-based listing view |
Organic blended? | Yes | No |
Ranking influence | Proximity + relevance + authority | Heavier proximity weighting |
Both should be tracked for full local visibility coverage.
Structural notes
Local Pack results depend heavily on the Search Location.
Different cities will produce different Local Pack competitors.
Tracking the same keyword across multiple cities produces separate Local Pack histories.
For broader explanation of how location works, see Location-Based Tracking Explained.