In the ever-evolving world of search engine optimization (SEO), the only constant is change. For years, local businesses have vied for coveted spots in the Google Local Pack, a prime piece of digital real estate that has proven to be a significant driver of traffic and conversions.

However, the recent and rapid rollout of Google's AI Overviews has introduced a new layer of complexity, fundamentally altering the search engine results page (SERP) and forcing marketers to rethink their strategies. This article delves into the enduring value of map searches, analyzes the click-through traffic data that underscores their importance, and explores the profound implications of AI Overviews for the future of SEO.

The Enduring Power of the Local Pack

The Google Local Pack, also known as the Map Pack or 3-Pack, is the block of three local business listings that appear at the top of the SERP for queries with local intent, such as "coffee shops near me" or "plumbers in Chicago." Its prominence is undeniable, appearing in the number 1 organic position for a staggering 93% of local-intent searches. This high visibility translates directly into user engagement and trust.

According to recent data, 44% of local searchers click on a result within the Local Pack, compared to just 29% for traditional organic results and 19% for paid ads.

This preference for the Local Pack is rooted in user trust. A 2025 study found that 68% of searchers trust Local Pack listings, a figure that dwarfs the 27% who trust the organic results below it and the mere 10% who trust paid search ads. This trust translates into tangible business results, with businesses featured in the 3-Pack receiving 126% more traffic and 93% more conversion-oriented actions, such as calls, website clicks, and requests for directions, than their counterparts listed further down the page [2].

Deconstructing the Click-Through Rates

A closer look at the click-through rates (CTR) within the Local Pack reveals a competitive but rewarding landscape. The top position in the Local Pack garners a 17.6% CTR, followed by 15.4% for the second position, and 15.1% for the third.

While the top spot has a clear advantage, the relatively even distribution of clicks across the three positions highlights the value of simply being present in this exclusive club.

The presence of the Local Pack significantly impacts the CTR of the traditional organic results that follow. When a Local Pack is present, the CTR of the #1 organic result plummets from 39.8% to 23.7%, and the number 2 position drops from 18.7% to 15.1%. This demonstrates the immense power of the Local Pack to capture user attention and clicks, effectively creating a new top-of-the-page hierarchy.

It is also crucial to distinguish between the Local Pack and the broader Google Maps interface. While both pull data from Google Business Profiles, they serve different user intents. The Local Pack is often the first point of contact for users in the early research phase, driving discovery and website visits. In fact, one study found that the Local Pack generates 60% more website clicks than listings within Google Maps itself.   

Conversely, Google Maps is typically used by those with higher purchase or navigational intent, leading to more direction requests and phone calls.

The Dawn of AI Overviews

Just as marketers were mastering the nuances of Local Pack optimization, Google unleashed a new and disruptive force: AI Overviews. These AI-generated summaries appear at the very top of the SERP, aiming to provide a direct and comprehensive answer to the user's query. The rollout has been swift, with the percentage of queries triggering an AI Overview jumping from 6.49% in January 2025 to 13.14% by March 2025, a 72% increase in a single month [6].

This rapid expansion signals a fundamental shift in how Google presents information, moving from a search engine to an answer engine. For users, this means potentially quicker access to information. For businesses and publishers, it raises concerns about the future of organic traffic.

The Contentious Impact of AI Overviews on SEO

The introduction of AI Overviews has been met with a mix of optimism from Google and apprehension from the SEO community. Google's CEO, Sundar Pichai, has claimed that "links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query". However, independent research paints a more complex and, for many, a more concerning picture.

One study by Ahrefs, analyzing 300,000 keywords, found that the presence of an AI Overview correlated with a 34.5% lower average CTR for the top-ranking page. Another study by Amsive, looking at 700,000 keywords, reported an average CTR drop of 15.49%, with losses as high as 37.04% when an AI Overview was combined with a featured snippet.

The impact of AI Overviews appears to be most pronounced for non-branded, informational queries, which make up the vast majority (88.1%) of searches that trigger these AI-generated summaries. For these types of queries, Amsive found a 19.98% decline in CTR. This has led to a rise in "zero-click searches," where users find the information they need within the SERP itself, without clicking through to a website.

Interestingly, the data on zero-click searches is not entirely conclusive. While keywords that trigger AI Overviews tend to have higher zero-click rates on average, a Semrush study found that when analyzing the same keywords before and after the introduction of an AI Overview, the zero-click rate actually decreased slightly, from 38.1% to 36.2%. This suggests that the relationship between AI Overviews and user behavior is nuanced and may depend on the specific query and the quality of the AI-generated summary.

AI Overviews and the Fragmentation of Local Search

The impact of AI Overviews on local search is particularly profound. In many cases, AI Overviews are appearing above the Local Pack, pushing it further down the page and reducing its visibility. Even more significantly, the businesses featured in the AI Overview are often completely different from those in the Local Pack.

This creates a fragmentation of local search results, with users now potentially seeing three different sets of businesses for the same query:

1.  The AI Overview

2. The Traditional Local Pack

3. The AI Mode (an expanded, experimental version of AI Overviews)

This inconsistency is due to the different data sources and ranking factors at play. While the Local Pack primarily relies on proximity, relevance, and prominence, AI Overviews, powered by Google's Gemini 2.0 model, pull from a much wider range of sources, including Yelp, Tripadvisor, Reddit, Instagram, and other public forums. The AI prioritizes contextual relevance and "editorial flavour," selecting businesses based on their reputation across the web, the sentiment of their reviews, and the richness of their content.

Charting a Course in the New SEO Landscape

The rise of AI Overviews does not diminish the importance of map searches and the Local Pack, but it does require a more sophisticated and holistic approach to local SEO.

Here are some key strategies for businesses to navigate this new terrain:

• Double Down on Local Pack Fundamentals: Continue to optimize your Google Business Profile with accurate and complete information. Proximity, relevance, and prominence remain crucial for Local Pack visibility.

• Cultivate a Multi-Platform Review Strategy: While Google reviews are still vital, the influence of third-party platforms on AI Overviews means that businesses must actively manage their reputation across the web. Encourage detailed, high-quality reviews on platforms like Yelp, Tripadvisor, and industry-specific sites.

• Build a Strong Brand Footprint: Engage with customers on social media platforms like Reddit and Instagram, as these are now potential data sources for AI Overviews. Create a strong brand presence that extends beyond your own website.

• Create Content for AI Understanding: Develop content that is not only optimized for traditional search but is also easily digestible for AI. This includes creating detailed FAQs, in-depth articles, and other content that establishes your expertise and authority.

Conclusion: The Future of SEO is Fluid

The SEO landscape is in a state of flux. The Local Pack remains a powerful tool for local businesses, but its dominance is being challenged by the rise of AI Overviews. This new technology is fragmenting search results, changing user behavior, and forcing a re-evaluation of long-held SEO strategies. The businesses that will thrive in this new era are those that embrace a holistic approach, building a strong and authentic brand presence across the entire digital ecosystem. The future of search is fluid, and the ability to adapt will be the key to success.