When was the last time you saw someone in a wheelchair in your day-to-day life? Someone just going about their daily routine, who also happened to be in a wheelchair? Now, when was the last time you saw someone in a wheelchair as a main character in a movie — a movie that wasn’t entirely about being in a wheelchair?

You’ve optimised your homepage, products and articles – but still aren’t hitting your SEO KPIs.

Which local pack element is hiding in plain sight, has no industry name despite being present in at least 33% of SERPs , and has curious behaviors which, up until now, have been little explored? It’s the thing I’ll call “local pack headers”, after informally polling my peers and confirming that the local SEO industry has never really dubbed this bold, ubiquitous feature which headlines local packs: Right now, you’re probably thinking,