Local justifications are clues that explain why Google displays one Google Business Profile over another in local search results. These clues appear as short text snippets located below the top-ranking Google Business Profiles in the map pack. Sidebar:  a map pack is a collection of the top three ranking Google Business Profiles that are displayed together on the first page of local search results, often accompanied by a square- or rectangular-shaped bit of map.

Local justifications include verbatim (or related) keyword matches from the search query, and are often taken from reviews, the business profile's website (i.e., your domain), or the "Services" section of the business profile. Reviews are the most common source for local justifications. Bearing that in mind, businesses should focus on getting customers to use target words and phrases when they post reviews.