Don't Trust the 3-Pack: What Google Business Profile Really Needs

If you think the Google Local Pack is the be-all and end-all of local SEO, you're wrong. It's not 2015 anymore. The 3-Pack is still important, but it's no longer the only game in town. AI Overviews are muscling in, and if you're only optimizing for the Local Pack, you're missing out on a huge chunk of visibility.

Let's bust that myth right now: the Local Pack is not the most important thing in local search. It's just one piece of the puzzle. And if you're ignoring everything else, you're leaving money on the table.

Why is the Local Pack still important?

The Local Pack, that block of three businesses with a map, appears in about 93% of searches with local intent and grabs over 44% of clicks on local search pages (SE Ranking). So yeah, it's still a big deal for driving traffic to your door. But here's the kicker: it's not the only way people find local businesses anymore. In fact, AI Overviews are now showing up in an average of 68% of local business-type queries (Whitespark). That's a massive shift.

Is my Google Business Profile still the most important ranking factor?

Yes, but with a caveat. Your Google Business Profile (GBP) is still the single most important trust signal for the Local Pack, carrying roughly 36% of the weight (SE Ranking). And Google says businesses with a complete profile are 70% more likely to be visited. But here's the thing: AI Overviews don't just rely on your GBP. They pull from what the entire internet says about you—your website, reviews, and even unstructured citations like blog posts or news mentions (SE Ranking). So while your GBP is crucial, it's not the only thing that matters.

What's the deal with AI Overviews and local search?

AI Overviews are everywhere. Whitespark found they show up in 68% of local business-type queries, and that number jumps to 92% for informational queries like “how long does an eye exam take near me” (Whitespark). Even for hybrid queries that mix info and buying intent, like “average cost of dental implants in Phoenix,” AI Overviews appear 97% of the time (Whitespark). But here's the kicker: for traditional local-intent queries like “plumber near me,” the Local Pack still beats AI Overviews, appearing over 90% of the time (Whitespark). So you need to optimize for both.

Does my star rating really matter that much?

Absolutely, but not the way you think. 92% of consumers care about star ratings, and 31% now only use businesses rated 4.5 stars or higher (BrightLocal). But don't panic if you have a 4.2—only 10% insist on a perfect 5.0. What matters more is the volume and recency of reviews. 47% of consumers won't use a business with fewer than 20 reviews (BrightLocal). And 74% look for reviews from the last three months (BrightLocal). So it's not about chasing a perfect score; it's about consistently getting fresh, positive reviews.

Do I need to respond to every review?

Yes, and don't even think about skipping this. 89% of consumers expect a response, and 80% are more likely to use a business that responds to every review (BrightLocal). Ignoring reviews? 42% of consumers will avoid you (BrightLocal). So get into the habit of replying to every single review, good or bad. It's one of the easiest wins in local SEO.

Can I just ignore my NAP consistency?

No way. NAP stands for Name, Address, and Phone, and if these are inconsistent across the web, you're tanking your rankings. 80% of consumers lose trust in a business with incorrect contact info (BrightLocal). And Google treats inconsistent NAP data as unreliable, which hurts your local pack rankings (BrightLocal). So make sure your NAP is identical on every directory, from Yelp to your own site.

What about citations? Are they still a thing?

Citations—mentions of your business on other sites—are still a big deal. But it's not just about being on Yelp and the BBB anymore. With AI Overviews pulling from third-party sites, unstructured citations like local news articles, blog posts, even podcast mentions matter more than ever (Whitespark). In fact, for hybrid queries, AI Overviews cited third-party sites like Indeed and Yelp 60% of the time, versus only 40% for individual business websites (Whitespark). So getting mentioned on local blogs and news sites is now a local SEO strategy.

Is the Local Pack the only place I can show up?

No, and this is the myth I want to bust. If you're only optimizing for the Local Pack, you're ignoring AI Overviews, which are showing up in 68% of local queries (Whitespark). And when an AI Overview is present, click-through rates drop by 34.5% (Whitespark). So you need to be visible in both the Local Pack and AI Overviews. That means optimizing your GBP, getting consistent citations, and building a solid online presence beyond just your profile.

So, what's the takeaway? Stop obsessing over just the Local Pack. Yes, it's still important, but AI Overviews are changing the game. If you want to be found, you need a complete Google Business Profile, a steady stream of fresh reviews, and a consistent NAP across the web. Plus, you need to get mentioned in local blogs, news sites, and other third-party sources. That's how you'll show up in both the Local Pack and AI Overviews.

Sources

• SE Ranking - https://seranking.com/blog/google-local-pack/
• Whitespark - https://whitespark.ca/blog/case-study-the-prevalence-of-ai-overviews-in-local-search/
• BrightLocal - https://www.brightlocal.com/resources/local-consumer-review-survey/
• BrightLocal (NAP and citations guidance) - https://www.brightlocal.com/learn/what-is-nap/
• Whitespark Guide to Unstructured Citations for AI Visibility - https://whitespark.ca/guides/whitesparks-guide-to-unstructured-citations-for-ai-visibility/