In what ways does Google's local 3-pack change the user experience compared to traditional search results?

Google's local 3-pack, also known as the "local pack" or "map pack," differs from traditional search results in several key ways:

1. **Local Intent**: The local 3-pack is displayed prominently in search results when a user's query has local intent, such as "plumber near me" or "coffee shop [city]." It includes a map with three local business listings that are relevant to the user's query and geographic location. Traditional search results, on the other hand, may include a mix of organic listings, ads, and other SERP features but do not necessarily prioritize local businesses.

2. **Geographic Proximity**: The local 3-pack prioritizes businesses that are geographically close to the user's location. The three listings typically represent the top local businesses that match the user's query and are nearest to their current location. In contrast, traditional search results may not consider geographic proximity as a primary ranking factor, especially for queries without local intent.

3. **Map Integration**: The local 3-pack integrates a map directly into the search results, showing the locations of the three listed businesses relative to the user's location. Users can interact with the map, view additional business details, and get directions to each listing. Traditional search results do not typically include a map unless the query has local intent or triggers the local 3-pack.

4. **Business Information**: Each listing in the local 3-pack includes essential business information, such as the business name, address, phone number (NAP), website, and reviews. Users can quickly assess these details without clicking through to the business's website. In traditional search results, business information may be displayed in various formats, depending on the type of query and the presence of structured data markup.

5. **Click-through Rates**: The local 3-pack tends to receive higher click-through rates (CTRs) compared to traditional organic listings, as users often find the information they need directly within the pack. Businesses featured in the local 3-pack benefit from increased visibility and are more likely to attract clicks from users seeking local products or services.

Overall, Google's local 3-pack provides users with highly relevant and geographically targeted results for local queries, integrating map data and essential business information directly into the search results. It differs from traditional search results by prioritizing local businesses, emphasizing geographic proximity, and providing a more interactive and visually rich experience for users seeking local services or businesses.