Understanding SERP Features in Local Search: Local Pack, Local Finder, PAA, and More

When a user performs a search with local intent, Google doesn't return a simple list of blue links. It assembles a complex results page composed of multiple distinct features, each governed by different ranking signals and each offering different visibility opportunities. Understanding these features—what triggers them, how they rank businesses, and how to optimize for each—is the difference between dominating local search and being invisible in it.

The Local Pack is the most prominent and highest-converting local SERP feature. It displays a Google Maps widget alongside three business listings, typically appearing at or near the top of the results page for queries with clear local intent.

Each listing in the 3-Pack displays:

• Business name
• Star rating and review count
• Primary category
• Address (or "Service area" for SABs)
• Business hours and current open/closed status
• Quick-action buttons (Call, Directions, Website)

The Local Pack selects its three businesses using Google's relevance-proximity-prominence algorithm with GBP signals carrying 32% of ranking weight, followed by reviews at 20% and on-page signals at 15%. Proximity is heavily weighted—in competitive markets, distance can outweigh review volume by 2–3x.

• Appears in 93% of local-intent searches
• Captures 44% of all clicks on the page
• Position 1 CTR: 17.8%, Position 2: 15.4%, Position 3: 15.1%
• Businesses in the Pack receive 93% more customer actions than those in positions 4-10

The Local Pack is your highest-value target. Optimize by ensuring correct GBP primary category, maintaining review velocity (5-10 new reviews monthly), and building citation consistency across authoritative directories. Use LocalSERPChecker.app to verify your Pack presence from multiple geographic points.

The Local Finder opens when users click "More places" at the bottom of the Local Pack. It displays a full-screen interface with an expanded list of 20+ businesses alongside a larger interactive map.

The Local Finder is the most under-optimized local SERP surface. Businesses ranking 4th through 20th are still highly discoverable by the subset of users who click through from the Pack—and these users often have higher intent because they're actively comparing options.

The Local Finder uses the same core ranking algorithm as the Local Pack but displays far more results. Businesses that narrowly miss the top-3 Pack cutoff are immediately visible in the Finder. This means optimizing to "Pack-adjacent" positions (4th-6th) still delivers meaningful visibility.

The same signals that drive Pack rankings drive Finder rankings. Track your Local Finder position separately from your Pack position. If you consistently rank 4th-6th in the Finder, you're one optimization push away from the Pack.

People Also Ask boxes display expandable question cards related to the user's query. Each card shows a question, a brief answer extracted from a web page, and a link to the source. In local search, PAA questions often address service-specific, location-specific, or comparison queries.

• 43% of all Google searches display a PAA box
• PAA visibility grew 34.7% year-over-year in the U.S. through early 2025
• 63% of PAA interactions happen on mobile devices
• PAA questions are dynamically generated—clicking one question reveals additional related questions

For a query like "plumber in Portland," PAA questions typically include:

• "What is the best plumber in Portland?"
• "How much does a plumber cost in Portland?"
• "Are plumbers available on weekends in Portland?"
• "How do I find a licensed plumber near me?"

Target PAA visibility by:

• Creating FAQ sections on your service and location pages that directly answer common local questions
• Using question-based H2/H3 headings that match PAA phrasing
• Providing concise, direct answers (the ideal PAA snippet is approximately 40 words) followed by detailed explanation
• Implementing FAQ schema markup to signal structured Q&A content

PAA results can appear even for websites not ranking in the top 10 organically, making them a valuable visibility channel for businesses still building their overall ranking authority.

Local knowledge panels appear on the right side of desktop results (or at the top on mobile) when a user searches for a specific business by name. They display comprehensive business information pulled directly from the Google Business Profile.

A complete knowledge panel typically includes:

• Business name, category, and rating
• Address with map
• Phone number and website link
• Hours of operation and current status
• Photos (owner-uploaded and user-submitted)
• Popular times and visit duration
• Reviews and Q&A
• Posts and updates
• Attributes (accessibility, amenities, payment methods)

Your knowledge panel's richness directly correlates with your GBP completeness. Ensure every available attribute is filled:

• Upload high-quality photos of your business, team, and work (no stock images)
• Respond to all reviews and Q&A
• Post regular updates (weekly Google Posts)
• Add all applicable attributes (women-owned, wheelchair accessible, etc.)
• Include detailed service and product listings

A comprehensive knowledge panel doesn't just inform—it builds trust and drives clicks. Businesses with complete panels see significantly higher engagement rates.

AI Overviews (evolved from Google's Search Generative Experience) are AI-generated conversational summaries that appear above or alongside traditional results. For local queries, they synthesize information from multiple GBP listings, review platforms, and website content to provide narrative recommendations.

AI Overviews appear in approximately 13% of all Google queries as of 2026, with local queries being a significant trigger category. Their appearance rate continues to grow.

For a query like "best Italian restaurants downtown Austin," an AI Overview might generate a paragraph summarizing the top-reviewed options, including quotes from reviews, pricing context, and distinguishing features. The businesses cited in these summaries receive significant visibility.

AI Overviews are more likely to cite businesses with:

• Rich, structured GBP data (complete services, attributes, and descriptions)
• Strong review sentiment with detailed, descriptive reviews
• Comprehensive website content that provides factual information about services and pricing
• Proper schema markup that helps AI systems parse your business data

Check whether AI Overviews appear for your target keywords using manual SERP checking. Most automated rank trackers don't yet capture AI Overview citations reliably.

Site links are additional page links that appear below a main organic listing, giving users direct access to specific sections of a website. In local search, site links might link to services pages, contact pages, or location-specific content.

Site links typically appear for branded searches or high-authority sites where Google can identify clear navigational structure. They're more common on desktop than mobile.

Site links are algorithmically selected—you cannot directly specify them. However, a clear site architecture with logical navigation, descriptive page titles, and proper internal linking increases the likelihood of relevant site links appearing.

These features don't appear in isolation. A single local SERP might include a Local Pack at the top, an AI Overview above it, PAA boxes in the middle, localized organic results below, and a knowledge panel on the side. The combination varies by query, location, device, and time.

When multiple features appear, total click distribution shifts:

• A Local Pack above organic results reduces the first organic position's CTR from ~40% to ~24%
• AI Overviews, when present, compress all other features further down the page
• On mobile, the Local Pack and AI Overview can consume the entire first screen, making Pack position even more critical

Beyond tracking your rank position, monitor which features appear for your target keywords. A keyword that previously showed a Local Pack might start showing an AI Overview instead—changing your optimization priority. Regular manual checks with LocalSERPChecker.app reveal these compositional shifts.

Prioritize the Local Pack. It appears in 93% of local searches, captures 44% of clicks, and drives the most customer actions. Once you have consistent Pack visibility, expand focus to PAA and AI Overviews.

Yes. Your business can appear in the Local Pack, your website in organic results and PAA answers, and your business in a knowledge panel—all on the same results page. This multi-feature presence creates a dominant visibility position.

Significantly. Mobile may show 2-Pack instead of 3-Pack, AI Overviews consume more viewport space, and click-to-call buttons are more prominent. Always check from both desktop and mobile.

Manual SERP checking reveals the full feature composition. Automated tools vary in SERP feature detection capability—some track Pack presence but miss AI Overviews or PAA.

Yes. Different geographic locations can trigger different SERP feature compositions for the same query. A highly competitive area might show a packed SERP with all features, while a less competitive area might show a simpler layout.

Local SERP features create a multi-layered visibility landscape where businesses compete across distinct surfaces—each with different ranking signals and user behavior patterns. The Local Pack remains the highest-value target at 44% click share, but PAA boxes, AI Overviews, and knowledge panels all contribute to comprehensive local visibility.

Audit your current SERP feature presence using LocalSERPChecker.app, identify which features your competitors appear in that you don't, and systematically optimize your GBP, website content, and structured data to maximize visibility across every available surface.