It is drawn from Google Business Profile data rather than from your website's organic ranking, which is why a business can own the local pack while sitting on page two organically. The pack typically shows three listings with name, rating, review count, category, hours and action buttons for calling, directions or the website, with a link to see more. Results shift substantially with the searcher's physical location, so two people in different parts of a city searching the same phrase often see different businesses. Mobile searches push the pack even further up the page.
For most contractors, clinics and firms this is the single most valuable piece of real estate in search, because it sits above organic results and contains a tap to call button. Appearing there depends mostly on your Google Business Profile rather than your site: correct primary category, service area, hours, photos, and a steady flow of reviews. A roofing company with a thin website and an excellent profile will often take more calls than a competitor with the reverse. Fix the profile first, then earn the organic ranking underneath it.
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