Most people see one page of Google results and assume it is one ranking. It is two, they work differently, and one of them is far easier to win.
The local pack
The map with three businesses in it. Driven by your Google Business Profile, how close you are to the person searching, your review volume and recency, and how consistent your business details are across the web. It takes the majority of clicks on a local search, and it is usually winnable in months rather than years — which is why it is the first thing we work on.
Organic results
The blue links beneath the map. Driven by what your website actually says, how well it is structured, and who links to it. Slower, more durable, and the only one of the two that can rank you in places you are not physically near.
A build that ignores either one leaves the majority of local traffic on the table. The order matters though: profile and proximity first, content and links second.