Say I want a business to appear in the local three pack for a certain search term. How important is it for local pack/maps ranking to use that exact search term prominently on the page linked to from the GMB (usually home page)? Will Google be looking for an exact match for that term in order to display my GMB listing in the local pack? Or would it look generally and contextually for related terms and location information?

We know that it is helpful to use the exact search phrase in title tag and throughout page copy (without over-optimizing) to rank in the organic listings.

But does this precise optimisation apply to the GMB display in the local pack listings too?