To appear in Google’s local pack (also known as the Map Pack) in Australia, your business needs to be prominently featured in Google’s local search results, which relies heavily on the Google Business Profile (GBP) ecosystem and its ranking algorithms. The core mechanism involves Google matching a user’s search query with businesses that have claimed and optimised their GBP, demonstrating relevance, distance, and prominence.
As of December 2025, Google Business Profile now includes features like performance insights detailing search queries triggering your listing’s appearance, and the ability to directly respond to reviews. Google’s local algorithms consider factors like the completeness of your GBP information (address, phone number, categories, attributes – now including accessibility details as mandated by Australian accessibility standards), the quantity and quality of online reviews (including sentiment analysis), and the presence of location-relevant keywords within your GBP description and website content. Google utilises its local search algorithm, continually updated, to assess these signals. In 2026, Google is rolling out enhanced GBP verification processes across Australia, including postcard verification and video recording verification options. Google Maps Platform pricing for API usage remains consistent for Australian businesses, with usage-based billing.
Ultimately, the local pack functions by Google analysing business data and user intent to deliver the most relevant local results based on a complex set of ranking factors.
