{"id":9349,"date":"2026-03-27T18:22:06","date_gmt":"2026-03-27T18:22:06","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/map-pack\/"},"modified":"2026-03-27T18:22:06","modified_gmt":"2026-03-27T18:22:06","slug":"map-pack","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/map-pack\/","title":{"rendered":"MAP Pack: What It Is, Key Features, Benefits, Use Cases, and How It Fits in Local Marketing"},"content":{"rendered":"\n

The MAP Pack<\/strong> is one of the most valuable pieces of real estate in modern search results for location-based intent. In Organic Marketing<\/strong>, it represents the set of prominent local business listings that appear alongside a map when someone searches for a nearby service, store, or professional. For Local Marketing<\/strong>, the MAP Pack often becomes the first (and sometimes only) set of options a searcher evaluates\u2014especially on mobile.<\/p>\n\n\n\n

Understanding how the MAP Pack works, what influences it, and how to improve your visibility within it is essential for any business that serves customers in a defined geographic area. It\u2019s not \u201cpaid placement\u201d in the traditional sense; it\u2019s an organic visibility layer driven by local relevance signals, business profile quality, and real-world prominence.<\/p>\n\n\n\n

What Is MAP Pack?<\/h2>\n\n\n\n

The MAP Pack<\/strong> is the local results block that typically appears near the top of search results for queries with local intent (for example, \u201cdentist near me\u201d or \u201ccoffee shop in [city]\u201d). It commonly shows a small map and a short list of businesses with key details such as name, rating, review count, category, address or service area, hours, and contact options.<\/p>\n\n\n\n

At its core, the MAP Pack is a local discovery mechanism<\/strong>. It helps search engines connect a user\u2019s intent (what they want and where they want it) with nearby businesses that best match that intent.<\/p>\n\n\n\n

From a business perspective, MAP Pack visibility can drive:\n– Calls and appointment requests\n– Direction requests and walk-ins\n– Website visits with high purchase intent\n– Trust signals through reviews and ratings<\/p>\n\n\n\n

In Organic Marketing<\/strong>, the MAP Pack sits adjacent to (and sometimes above) traditional organic blue-link rankings. In Local Marketing<\/strong>, it\u2019s often the primary battleground because it compresses competition into a short list and heavily influences decision-making.<\/p>\n\n\n\n

Why MAP Pack Matters in Organic Marketing<\/h2>\n\n\n\n

The MAP Pack<\/strong> matters because it captures high-intent searches at the exact moment a customer is ready to act. Many local queries are \u201cdecision queries,\u201d where the user is choosing a provider, not researching a topic.<\/p>\n\n\n\n

Key reasons it\u2019s strategically important in Organic Marketing<\/strong> include:<\/p>\n\n\n\n

    \n
  • Disproportionate visibility:<\/strong> The MAP Pack is visually dominant and attracts attention before standard organic results, particularly on mobile devices.<\/li>\n
  • High conversion intent:<\/strong> Actions like calls, direction requests, and bookings are common MAP Pack outcomes, making it a strong driver of real leads.<\/li>\n
  • Trust at a glance:<\/strong> Ratings, reviews, and business details serve as instant credibility signals.<\/li>\n
  • Competitive leverage:<\/strong> If you\u2019re in the MAP Pack and competitors aren\u2019t, you can win market share even if your traditional SEO rankings are average.<\/li>\n
  • Local moat effect:<\/strong> Strong local presence (reviews, citations, accurate profiles, strong engagement) is harder to copy quickly than a single web page ranking.<\/li>\n<\/ul>\n\n\n\n

    For Local Marketing<\/strong>, the MAP Pack is often where brand preference is formed. For Organic Marketing<\/strong>, it\u2019s a reminder that \u201cranking #1\u201d can mean different things depending on the query.<\/p>\n\n\n\n

    How MAP Pack Works<\/h2>\n\n\n\n

    The MAP Pack<\/strong> is influenced by how search engines interpret local intent and which businesses best satisfy it. While the exact algorithms are not fully disclosed, local results generally align with three core concepts commonly described as:<\/p>\n\n\n\n

      \n
    • Relevance:<\/strong> How well a business matches the query (services, categories, content, attributes).<\/li>\n
    • Proximity:<\/strong> How close the business is to the searcher or the location specified in the query.<\/li>\n
    • Prominence:<\/strong> How well-known and trusted the business appears (reviews, citations, brand signals, engagement).<\/li>\n<\/ul>\n\n\n\n

      A practical workflow for how the MAP Pack behaves in real searches looks like this:<\/p>\n\n\n\n

        \n
      1. Trigger (local intent detected):<\/strong> The search engine detects a location signal (e.g., \u201cnear me,\u201d city names, GPS location, or a service typically tied to local needs).<\/li>\n
      2. Candidate selection:<\/strong> It pulls potential matches from business profiles and other local data sources, filtering by category and service relevance.<\/li>\n
      3. Quality and trust evaluation:<\/strong> It weighs profile completeness, review signals, consistency of business information, and evidence of real-world legitimacy.<\/li>\n
      4. Ranking and display:<\/strong> It shows a small set of top candidates as the MAP Pack, optimized for fast decisions and direct actions (call, directions, website).<\/li>\n<\/ol>\n\n\n\n

        This is why MAP Pack optimization is both technical and operational<\/strong>: it requires profile accuracy, website alignment, and ongoing reputation management\u2014key pillars of Organic Marketing<\/strong> and Local Marketing<\/strong>.<\/p>\n\n\n\n

        Key Components of MAP Pack<\/h2>\n\n\n\n

        Success in the MAP Pack<\/strong> depends on a system of connected assets and signals. The most important components include:<\/p>\n\n\n\n

        Business profile foundation<\/h3>\n\n\n\n
          \n
        • Accurate business name, address, phone (often called NAP consistency)<\/li>\n
        • Correct primary and secondary categories<\/li>\n
        • Service areas (for service-based businesses) or address visibility (for storefronts)<\/li>\n
        • Hours, holiday hours, and attributes (accessibility, appointment requirements, etc.)<\/li>\n<\/ul>\n\n\n\n

          Website and on-site local signals<\/h3>\n\n\n\n
            \n
          • Service pages and location pages aligned to actual offerings<\/li>\n
          • Clear contact details that match the business profile<\/li>\n
          • Localized content that demonstrates relevance to the area<\/li>\n
          • Structured data (local business schema) where appropriate<\/li>\n<\/ul>\n\n\n\n

            Reputation and prominence signals<\/h3>\n\n\n\n
              \n
            • Review volume, velocity, and sentiment<\/li>\n
            • Review responses that demonstrate customer care and legitimacy<\/li>\n
            • Brand mentions and local citations (directories, industry sites, local publications)<\/li>\n<\/ul>\n\n\n\n

              Engagement and behavioral signals (indirect but important)<\/h3>\n\n\n\n
                \n
              • Profile interactions (calls, direction requests, clicks)<\/li>\n
              • Photo views and updates<\/li>\n
              • User behavior patterns that suggest satisfaction (harder to measure directly, but reflected in performance)<\/li>\n<\/ul>\n\n\n\n

                Governance and responsibilities<\/h3>\n\n\n\n

                For teams doing Local Marketing<\/strong> at scale, MAP Pack performance depends on clear ownership:\n– Who updates listings and hours?\n– Who handles reviews and escalation?\n– Who audits duplicates and spam?\n– Who manages reporting across locations?<\/p>\n\n\n\n

                Types of MAP Pack<\/h2>\n\n\n\n

                The term MAP Pack<\/strong> doesn\u2019t have rigid \u201cofficial types,\u201d but in practice there are meaningful variants that affect strategy:<\/p>\n\n\n\n

                1) Three-pack vs expanded local results<\/h3>\n\n\n\n

                The MAP Pack often shows a short list (commonly three businesses) with an option to view more. The short list is the most competitive because it concentrates clicks and calls.<\/p>\n\n\n\n

                2) Branded vs non-branded local queries<\/h3>\n\n\n\n
                  \n
                • Branded:<\/strong> \u201cBrand name + city\u201d tends to reward strong profile completeness and consistent business data.<\/li>\n
                • Non-branded:<\/strong> \u201cbest plumber near me\u201d is more competitive and heavily influenced by category relevance, proximity, and prominence.<\/li>\n<\/ul>\n\n\n\n

                  3) Mobile vs desktop presentation<\/h3>\n\n\n\n

                  Mobile MAP Pack experiences are typically more action-oriented (tap to call, tap for directions). Desktop users may compare more details before choosing.<\/p>\n\n\n\n

                  4) Storefront vs service-area business visibility<\/h3>\n\n\n\n

                  Service-area businesses can compete well, but they must be careful about accurate service areas, category alignment, and avoiding policy violations that could suppress visibility.<\/p>\n\n\n\n

                  Real-World Examples of MAP Pack<\/h2>\n\n\n\n

                  Example 1: A dental clinic competing in a dense metro area<\/h3>\n\n\n\n

                  A clinic invests in Organic Marketing<\/strong> by improving service pages (\u201cInvisalign,\u201d \u201cemergency dentist,\u201d \u201cteeth whitening\u201d), aligning those services with business profile categories and attributes, and implementing a review request process after appointments. Within months, they see more MAP Pack appearances for high-intent queries, plus an increase in calls during peak hours.<\/p>\n\n\n\n

                  Example 2: A multi-location restaurant improving Local Marketing governance<\/h3>\n\n\n\n

                  A regional restaurant group standardizes hours, categories, menus, and photo updates across locations. They implement consistent review responses and local landing pages for each branch. The MAP Pack benefit is not just ranking\u2014customers stop showing up to closed locations due to inaccurate hours, and direction requests become more reliable indicators of foot traffic.<\/p>\n\n\n\n

                  Example 3: A home services company expanding into neighboring cities<\/h3>\n\n\n\n

                  A service business creates city-specific pages that reflect real service coverage and adds service areas accurately in the business profile. They also clean up inconsistent citations and remove duplicate listings. In Local Marketing<\/strong>, this reduces confusion and increases eligibility to appear in MAP Pack results for adjacent neighborhoods where they can actually serve customers.<\/p>\n\n\n\n

                  Benefits of Using MAP Pack<\/h2>\n\n\n\n

                  When your business is competitive in the MAP Pack<\/strong>, the benefits are tangible:<\/p>\n\n\n\n

                    \n
                  • Higher-quality leads:<\/strong> MAP Pack users often want immediate action\u2014calls, bookings, and visits.<\/li>\n
                  • Lower customer acquisition cost:<\/strong> Strong Organic Marketing<\/strong> reduces reliance on paid channels for local demand.<\/li>\n
                  • Improved customer experience:<\/strong> Accurate hours, directions, and service information prevent friction.<\/li>\n
                  • Faster trust-building:<\/strong> Reviews and ratings communicate credibility before a user even visits your website.<\/li>\n
                  • Better market coverage:<\/strong> For Local Marketing<\/strong>, MAP Pack presence can protect demand in your immediate area and help you expand neighborhood by neighborhood.<\/li>\n<\/ul>\n\n\n\n

                    Challenges of MAP Pack<\/h2>\n\n\n\n

                    MAP Pack optimization is powerful, but it comes with real constraints and risks:<\/p>\n\n\n\n

                      \n
                    • Proximity bias:<\/strong> Even excellent businesses can lose visibility if competitors are physically closer to the searcher.<\/li>\n
                    • Volatility:<\/strong> Local rankings can fluctuate due to algorithm updates, competitor activity, or data inconsistencies.<\/li>\n
                    • Spam and fake listings:<\/strong> Some markets suffer from keyword-stuffed business names or illegitimate listings that distort competition.<\/li>\n
                    • Measurement limitations:<\/strong> Not every MAP Pack interaction is easily attributable, especially when users call directly from the listing.<\/li>\n
                    • Operational overhead:<\/strong> Reviews, photos, Q&A, and listing accuracy require ongoing maintenance\u2014this is a major Local Marketing<\/strong> execution challenge.<\/li>\n
                    • Eligibility and policy issues:<\/strong> Misconfigured addresses, duplicated profiles, or guideline violations can suppress visibility or cause suspensions.<\/li>\n<\/ul>\n\n\n\n

                      Best Practices for MAP Pack<\/h2>\n\n\n\n

                      A strong MAP Pack strategy blends listing excellence, website relevance, and ongoing reputation management:<\/p>\n\n\n\n

                        \n
                      1. \n

                        Perfect the fundamentals<\/strong>\n – Keep business info accurate and consistent everywhere it appears.\n – Choose the most accurate primary category and supportive secondary categories.\n – Maintain correct hours (including holidays) to protect customer experience.<\/p>\n<\/li>\n

                      2. \n

                        Align website content with local intent<\/strong>\n – Build service pages that clearly describe what you do and where you do it.\n – Use location pages for multi-location brands, avoiding thin or duplicated content.\n – Make contact info easy to find and consistent with the business profile.<\/p>\n<\/li>\n

                      3. \n

                        Invest in review systems<\/strong>\n – Ask customers at the right moment (after value is delivered).\n – Respond to reviews consistently, including negative ones with professionalism.\n – Use reviews as a feedback loop to improve operations, not just rankings.<\/p>\n<\/li>\n

                      4. \n

                        Strengthen real-world prominence<\/strong>\n – Earn local mentions through partnerships, sponsorships, or community involvement.\n – Ensure directory listings are correct and complete where it matters.<\/p>\n<\/li>\n

                      5. \n

                        Monitor and iterate<\/strong>\n – Track MAP Pack visibility for priority services and neighborhoods.\n – Watch competitors for category changes, listing edits, and review patterns.\n – Audit for duplicates and inaccuracies quarterly (or monthly in competitive markets).<\/p>\n<\/li>\n<\/ol>\n\n\n\n

                        These practices are classic Organic Marketing<\/strong> discipline applied to local search realities, and they scale well when Local Marketing<\/strong> processes are documented and assigned.<\/p>\n\n\n\n

                        Tools Used for MAP Pack<\/h2>\n\n\n\n

                        The MAP Pack<\/strong> isn\u2019t managed by one tool; it\u2019s operationalized through a toolkit that supports accuracy, insights, and improvement:<\/p>\n\n\n\n

                          \n
                        • Analytics tools:<\/strong> Measure website traffic from local queries, behavior by location page, and conversion paths.<\/li>\n
                        • Local SEO tools:<\/strong> Track MAP Pack rankings across zip codes, audit listings, and monitor citation consistency.<\/li>\n
                        • Reporting dashboards:<\/strong> Combine profile performance, call tracking, web conversions, and review trends for stakeholder visibility.<\/li>\n
                        • CRM systems:<\/strong> Connect leads to revenue outcomes and help validate which MAP Pack interactions become customers.<\/li>\n
                        • Call tracking and scheduling systems:<\/strong> Identify which listings and queries drive qualified calls and bookings.<\/li>\n
                        • Review management workflows:<\/strong> Centralize monitoring and response processes, especially for multi-location Local Marketing<\/strong> teams.<\/li>\n<\/ul>\n\n\n\n

                          The best tool stack is the one that turns MAP Pack performance into accountable actions and measurable business outcomes.<\/p>\n\n\n\n

                          Metrics Related to MAP Pack<\/h2>\n\n\n\n

                          To manage MAP Pack<\/strong> performance responsibly, track metrics across visibility, engagement, conversion, and quality:<\/p>\n\n\n\n

                          Visibility metrics<\/h3>\n\n\n\n
                            \n
                          • MAP Pack impressions (where available)<\/li>\n
                          • Share of local voice for target services and neighborhoods<\/li>\n
                          • Ranking distribution by geo-grid (performance across different points in a city)<\/li>\n<\/ul>\n\n\n\n

                            Engagement metrics<\/h3>\n\n\n\n
                              \n
                            • Calls initiated from the listing<\/li>\n
                            • Direction requests<\/li>\n
                            • Website clicks from the listing<\/li>\n
                            • Photo views and interactions (as leading indicators of interest)<\/li>\n<\/ul>\n\n\n\n

                              Conversion and ROI metrics<\/h3>\n\n\n\n
                                \n
                              • Bookings\/appointments attributed to local entry points<\/li>\n
                              • Lead-to-customer rate by location<\/li>\n
                              • Revenue per lead (when CRM and attribution allow)<\/li>\n
                              • Cost savings vs equivalent paid lead volume (useful in Organic Marketing<\/strong> planning)<\/li>\n<\/ul>\n\n\n\n

                                Quality and trust metrics<\/h3>\n\n\n\n
                                  \n
                                • Review count, average rating, and review velocity<\/li>\n
                                • Review response rate and response time<\/li>\n
                                • Listing accuracy score (internal audit measure)<\/li>\n<\/ul>\n\n\n\n

                                  Future Trends of MAP Pack<\/h2>\n\n\n\n

                                  The MAP Pack<\/strong> continues to evolve as search becomes more AI-assisted and more \u201czero-click\u201d:<\/p>\n\n\n\n

                                    \n
                                  • AI-driven search experiences:<\/strong> As AI summaries expand, local decisions may happen faster, increasing the importance of strong business profiles and reputation signals within Organic Marketing<\/strong>.<\/li>\n
                                  • Richer listing content:<\/strong> More emphasis on services, attributes, booking integrations, photos, and real-time updates.<\/li>\n
                                  • Personalization and context:<\/strong> Results may vary more based on user history, location patterns, and immediate intent.<\/li>\n
                                  • Stronger anti-spam enforcement:<\/strong> Markets impacted by fake listings may see increasing verification and stricter guidelines.<\/li>\n
                                  • Privacy and measurement shifts:<\/strong> As tracking becomes more restricted, Local Marketing<\/strong> teams will rely more on blended measurement (profile actions, first-party data, CRM outcomes) rather than perfect clickstream attribution.<\/li>\n<\/ul>\n\n\n\n

                                    The direction is clear: MAP Pack optimization will be less about \u201cone-time SEO\u201d and more about operational excellence, customer experience, and trustworthy data.<\/p>\n\n\n\n

                                    MAP Pack vs Related Terms<\/h2>\n\n\n\n

                                    MAP Pack vs Local Pack<\/h3>\n\n\n\n

                                    These terms are often used interchangeably. \u201cLocal Pack\u201d is a common name for the same concept\u2014the block of local listings with a map. \u201cMAP Pack\u201d emphasizes the visual map element and is frequently used in Local Marketing<\/strong> conversations.<\/p>\n\n\n\n

                                    MAP Pack vs Google Business Profile listing<\/h3>\n\n\n\n

                                    A business profile listing is the individual entity representing your business (your information, reviews, photos, categories). The MAP Pack is the search results feature<\/strong> that selects and displays a few listings based on the query and ranking factors.<\/p>\n\n\n\n

                                    MAP Pack vs organic blue-link rankings<\/h3>\n\n\n\n

                                    Traditional organic results are primarily web pages ranked by relevance and authority. The MAP Pack is a local feature influenced by location signals, listing data, and prominence. Strong Organic Marketing<\/strong> should support both, but they\u2019re not the same competition or algorithmic system.<\/p>\n\n\n\n

                                    Who Should Learn MAP Pack<\/h2>\n\n\n\n

                                    The MAP Pack<\/strong> is foundational knowledge for:<\/p>\n\n\n\n

                                      \n
                                    • Marketers:<\/strong> To design strategies that convert local intent into leads using Organic Marketing<\/strong>.<\/li>\n
                                    • Analysts:<\/strong> To build reporting that connects MAP Pack actions to pipeline, revenue, and operational improvements.<\/li>\n
                                    • Agencies:<\/strong> To deliver repeatable Local Marketing<\/strong> services across industries and locations.<\/li>\n
                                    • Business owners and founders:<\/strong> To understand why reviews, accurate listings, and location strategy directly impact growth.<\/li>\n
                                    • Developers:<\/strong> To support local SEO with technical foundations like structured data, location page templates, and performance improvements.<\/li>\n<\/ul>\n\n\n\n

                                      Summary of MAP Pack<\/h2>\n\n\n\n

                                      The MAP Pack<\/strong> is the prominent set of local business listings that appears for location-based searches, blending map visibility with high-intent actions like calls and direction requests. It\u2019s a critical surface area in Organic Marketing<\/strong> because it captures decision-ready users and compresses competition into a small set of options. For Local Marketing<\/strong>, it\u2019s both a visibility channel and a customer experience layer\u2014driven by relevance, proximity, and prominence, and strengthened through accurate profiles, strong reviews, and locally aligned website content.<\/p>\n\n\n\n

                                      Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                                      1) What is the MAP Pack and where does it appear?<\/h3>\n\n\n\n

                                      The MAP Pack<\/strong> appears in search results when a query has local intent, showing a map and a short list of nearby businesses with key details like ratings, hours, and contact options.<\/p>\n\n\n\n

                                      2) How do I improve my chances of appearing in the MAP Pack?<\/h3>\n\n\n\n

                                      Focus on accurate and complete business profile information, correct categories, strong reviews, consistent business details across the web, and website content that aligns with your services and location.<\/p>\n\n\n\n

                                      3) Is MAP Pack placement part of Organic Marketing or paid advertising?<\/h3>\n\n\n\n

                                      MAP Pack visibility is primarily part of Organic Marketing<\/strong>. While ads can appear around local results, the MAP Pack itself is an organic feature driven by local ranking signals.<\/p>\n\n\n\n

                                      4) Why does proximity matter so much in Local Marketing results?<\/h3>\n\n\n\n

                                      In Local Marketing<\/strong>, the search engine is trying to reduce travel\/time friction. Even if your business is excellent, closer options may rank higher for some users depending on where they are when searching.<\/p>\n\n\n\n

                                      5) Can a service-area business rank in the MAP Pack without showing an address?<\/h3>\n\n\n\n

                                      Yes, many service-area businesses can appear in the MAP Pack<\/strong> by defining service areas and optimizing categories, services, and reputation signals\u2014while following platform guidelines.<\/p>\n\n\n\n

                                      6) How should I measure MAP Pack success if users don\u2019t always visit my website?<\/h3>\n\n\n\n

                                      Track listing actions (calls, direction requests, bookings), monitor lead quality in your CRM, and use consistent intake questions (e.g., \u201cHow did you hear about us?\u201d) to supplement attribution.<\/p>\n\n\n\n

                                      7) Does traditional SEO help MAP Pack performance?<\/h3>\n\n\n\n

                                      Yes. Strong on-site Organic Marketing<\/strong>\u2014especially clear service pages, local relevance, and trustworthy business information\u2014supports the overall credibility and discoverability that often correlates with better MAP Pack visibility.<\/p>\n","protected":false},"excerpt":{"rendered":"

                                      The **MAP Pack** is one of the most valuable pieces of real estate in modern search results for location-based intent. In **Organic Marketing**, it represents the set of prominent local business listings that appear alongside a map when someone searches for a nearby service, store, or professional. For **Local Marketing**, the MAP Pack often becomes the first (and sometimes only) set of options a searcher evaluates\u2014especially on mobile.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1904],"tags":[],"class_list":["post-9349","post","type-post","status-publish","format-standard","hentry","category-local-marketing"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/9349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=9349"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/9349\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=9349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=9349"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=9349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}