The map pack and the organic list are two competitions

What the readings contained

Query	Map pack	Publisher in the pack	Publisher in organic top ten
seo agency dublin	yes	yes	yes, position 3
seo company dublin	yes	yes	no
seo consultant dublin	yes	yes	yes, position 8
local seo dublin	none reported	not applicable	no

The overlap is partial everywhere

On seo agency dublin, one pack member also held an organic slot, one held a slot far down the list, and one held no organic slot in the top ten at all. On seo company dublin the publisher held a pack slot with no organic presence in the top ten. That pattern repeats on the third query.

Whatever else the readings show, they do not show one ranked list of Dublin SEO suppliers with a map drawn on top of it. They show two lists that share some members.

Why they differ

Google describes local results as resting on relevance, distance and prominence. Distance has no equivalent in the organic list, which is why a business can hold a pack slot on the strength of being near the searcher and hold nothing in the list beneath. The organic list responds to the things ordinary search responds to: the page, the site around it, and the links to it.

The practical consequence is that a business missing from one of the two is not doing badly at one thing. It is not competing in one of two competitions, and the work that would fix each is different. The profile work is described on the publisher's local SEO page and, chapter by chapter, on the network's handbook property.

The query with no pack

Local seo dublin returned no map pack in this reading. That is a meaningful difference in kind: it suggests the instrument read that query as informational rather than as somebody looking for a nearby supplier. It also means that on this query the profile work buys nothing, and the only route is the list.

The instrument's blind spot

Pack membership varies with where the searcher stands, and this reading comes from one notional point. A business absent from a pack here may hold it half a kilometre away. Nothing on this site can see that, and the limits page says so at greater length.