Google Maps rankings depend on 3 main factors: Relevance, Distance, and Prominence. These determine how your business shows up when people search locally. Here's a quick breakdown:
Ranking higher means more visibility, clicks, and customers. Let’s dive into the details.
Google determines business rankings on Maps by evaluating relevance, distance, and prominence. These factors work together, meaning a business slightly farther away but more relevant and reputable can outrank a closer competitor with a weaker online presence.
Relevance measures how effectively your business matches what a searcher is looking for [4].
"How well your business profile matches what someone is searching for." - Google [4]
To improve relevance, ensure your Google Business Profile is fully completed and accurate. This includes filling out every section - business description, operating hours, contact details, and more.
Business categories are especially important. Choose a primary category that best reflects your main service, then add secondary categories for other offerings. For instance, a restaurant could select "Italian Restaurant" as its primary category and add "Pizza Delivery" and "Wine Bar" as secondary options.
Avoid generic location mentions. Simply repeating your city name throughout your profile won’t help [4]. Instead, highlight your local expertise with specific details. For example, include phrases like "Serving the Arts District since 2012" or create content such as "What Makes Downtown Phoenix Unique for Coffee Lovers" [4].
Attributes like "women-owned", "wheelchair-accessible", or "appointments required" also help Google understand your offerings and connect you with searchers seeking those features [4].
Think about how locals search. People often use conversational phrases like "Where can I find..." or "How do I fix...". Include these natural search patterns in your descriptions and posts to align with user behavior [4].
Now, let’s look at how physical proximity influences rankings.
Distance measures how near your business is to the person searching, and it plays a major role in rankings [6]. Google uses device data and other signals to determine a searcher’s location, even if they don’t specify it in their query.
"Google considers how close your business is to the person searching. The closer you are, the more likely you are to rank." - Google Documentation [6]
Proximity has a measurable impact. Local rankings typically drop by 5 to 12 positions for every mile of distance [8]. Since the top three results in Google Maps capture nearly 80% of clicks [7], being close to searchers can make or break your visibility.
Your Google Business Profile should list an address in the area where you want to rank [6]. For service-area businesses, you can hide your address from public view while still providing it to Google for ranking purposes [6].
Proximity isn’t a fixed range. In urban areas, businesses often need to be within a few blocks to rank well, while in rural areas, you might appear in searches several miles away [6].
"Google wants to know that your business has a centralized location and is most importantly – operable." - Bruce Leto, Jr., Owner/Operator, Dynamic Wave Consulting [7]
For businesses serving broader areas, consider targeting regional keywords rather than relying solely on proximity.
Finally, let’s explore the role of your reputation in Google Maps rankings.
Prominence reflects how well-known and trusted your business is, both online and offline [2]. Google evaluates this through reviews, citations, website links, and your overall digital presence.
Reviews are one of the most influential factors. They contribute about 15.44% to local rankings, with positive reviews accounting for 17% of the factors that Google considers [10]. Businesses with higher ratings on Google Maps receive 17 times more clicks than those with lower ratings [9].
"Positive reviews account for 17% of Local Ranking Factors and can elevate your business's prominence." - Brandignity.com [9]
Maintaining an average rating above 4.1 can set you apart from competitors [9]. Beyond the numbers, 84% of consumers trust online reviews as much as personal recommendations, making review management essential [9].
Citations build credibility. Citations are mentions of your business name, address, and phone number (NAP) across other websites [5]. Consistency in your NAP information across directories, review sites, and local platforms helps Google verify your business and builds trust [5].
Google also looks at broader online signals, such as mentions in news articles, blog posts, and directory listings [2]. For example, a plumbing company featured in a local news story or a restaurant praised in food blogs gains prominence signals that boost rankings.
"Reviews and SEO rankings can significantly impact a business, regardless of whether they have a physical store or are operating digitally." - mara-solutions.com [10]
Your website’s SEO also plays a role. Strong on-page optimization, high-quality content, and backlinks from reputable local sources enhance your authority in Google’s eyes [5]. Better Maps rankings can drive more website traffic, creating a positive feedback loop for your online presence.
Fine-tuning your Google Business Profile can significantly impact your visibility and ranking on Google Maps. Think of it as your online storefront - when it's complete and polished, customers are 70% more likely to visit and 50% more likely to consider making a purchase [11].
"To maximize how often users find your business in local search results, ensure that your business information in Business Profile is accurate, complete, and engaging." - Google Support [2]
Leaving parts of your profile incomplete can hurt your visibility. Businesses with the most accurate profiles enjoy 18 times higher search visibility compared to those with missing information [11].
Start with the basics: Name, Address, and Phone number (NAP). Keep this information consistent across all platforms to avoid confusion.
Add photos and videos that highlight your business. Include a mix of exterior and interior photos, shots of your team, and images of your products or services. Visuals help potential customers get a sense of your business and build trust before they even step inside.
Your business description should clearly explain what you do and who you serve. Use conversational language that mirrors how people search online. Avoid stuffing keywords; instead, naturally weave them into your description as you talk about your services.
Make sure your business hours are accurate and up-to-date, including holiday schedules. With 64% of customers using Google Business Profiles to find contact information [12], incorrect hours can lead to frustration and missed opportunities.
Take advantage of the Q&A feature to answer common questions. This not only saves time for potential customers but also helps Google better understand your business.
Lastly, use attributes like "wheelchair-accessible", "outdoor seating", or "accepts credit cards" to show up in specific searches and meet customer needs. Once you've completed these steps, it's time to refine your business categories.
The categories you choose play a big role in determining which searches your business appears in. Google allows one primary category and up to nine additional ones from a list of over 4,000 options [13].
"Categories on your Google Business Profile (GBP) are among the top factors for local search rankings." - Elizabeth Rule, Local SEO Analyst at Sterling Sky [14]
Pick a specific primary category that best describes your business. For example, instead of a generic "Restaurant", go for something like "Mexican Restaurant." This specificity helps you rank for the right searches and attract the right audience.
Need inspiration? Use tools like PlePer Chrome to see which categories your competitors are using.
Align your categories with your most profitable services and those with high search demand. For instance, a law firm specializing in personal injury cases should choose "Personal Injury Attorney" as the primary category rather than the broader "Law Firm."
Experiment with different primary categories to see which performs better, but don't switch them too often - Google needs time to process and trust your choices. Also, keep an eye out for new categories. Google frequently updates its list to reflect evolving business trends [14].
Once your profile and categories are in place, shift your focus to gathering and managing customer reviews.
Reviews are critical for both search rankings and customer trust. In fact, only 9% of people consider businesses rated below three stars [15].
Ask for reviews right after a positive interaction. Studies show that 62% of customers will leave a review if asked [12]. Send follow-up emails or texts with a direct link to your review section to make the process seamless.
Train your employees to request reviews during in-person interactions. A simple ask can go a long way.
Responding to reviews is equally important. Aim to reply within 24 to 72 hours. While 53% of customers expect a response within a week [16], quicker responses show exceptional customer care.
For positive reviews, thank customers by name and reference specific details they mention. This personal touch shows you value their feedback.
For negative reviews, acknowledge the issue politely and offer a solution. Provide contact information to resolve the matter privately. This approach not only demonstrates professionalism but also reassures future customers who read your responses.
"Responding to Google reviews is a business owner's secret weapon for building trust with potential customers." - Elizabeth Rule, Platinum Product Expert, Sterling Sky [16]
Interestingly, a few negative reviews can make your profile seem more authentic. Businesses with a 4 to 4.5-star rating often perform better than those with a perfect 5-star score because they appear more genuine [15].
Finally, use relevant keywords naturally in your responses. For instance, if a customer praises your "fast delivery", mention that phrase in your reply along with your service area. This small step can give your SEO a boost.
Optimizing your Google Business Profile is crucial, but it's only one piece of the puzzle. To truly stand out in local search results, you need to focus on what happens outside your profile. Off-site strategies play a big role in building trust and authority with Google, amplifying your visibility and strengthening your local presence.
Your business name, address, and phone number (NAP) need to be exactly the same across every platform where your business is listed online. This consistency signals to Google that your business is legitimate and tied to a specific location [18].
Here's why it matters: Businesses with consistent NAP details are 70% more likely to attract local searchers and can see up to a 41% boost in local search visibility [19]. Avram Gonzales, founder of Digital Harvest, emphasizes:
"Accurate NAP details are the foundation of your local SEO success. If Google can't trust the basics, why would your customers?" [17]
On the flip side, 80% of consumers lose trust in businesses with inconsistent names or contact details [20]. Even small discrepancies, like using "St." instead of "Street" or listing different phone numbers, can confuse search engines and potential customers alike.
Start by auditing your current listings on platforms like Yelp, Facebook, and industry-specific directories. Tools like BrightLocal and Yext can help you track and fix inconsistencies automatically [17]. Prioritize correcting errors on high-authority platforms first, and make sure to claim and verify your listings wherever possible. To further solidify your NAP consistency, include these details in your website footer and use schema markup to make it easier for search engines to interpret your data.
If your business moves or changes its phone number, update all listings immediately to avoid confusion. Once your NAP details are aligned, you can focus on creating content tailored to your local audience.
Producing content specific to your local area shows Google - and your customers - that you're deeply connected to the community. This can significantly enhance your visibility in local search results [24].
Take The Mad Beet in Pacific Beach as an example. By focusing on local SEO strategies, they ranked first on Google Maps and saw a 650% jump in profile interactions, along with a 193% increase in sales, when comparing May to June in 2023 and 2024 [24].
To replicate this success, create content that naturally incorporates your location and service areas. Write blog posts about local events, community news, or seasonal topics relevant to your audience. Build dedicated location pages on your website for each city or neighborhood you serve, ensuring the content is unique and not repetitive. You can also feature interviews with local business owners or satisfied customers, and share case studies or how-to guides that address challenges specific to your area.
When writing, integrate local keywords naturally - don’t overstuff them into every sentence. Pair this content strategy with efforts to strengthen your presence in online directories.
Citations - mentions of your business's NAP details in online directories - are like digital references that validate your business's legitimacy and location. These citations play a key role in building trust with Google, complementing your reviews and profile information [22][23].
The numbers speak for themselves: 92% of SEO experts agree that accurate citations are a critical ranking factor in the Google Map Pack, and businesses that actively manage their citations often see an 18% boost in local search visibility [21].
Start by claiming your listings on major platforms like Google Business Profile, Yelp, Bing Places, Apple Maps, Facebook, and the Better Business Bureau. Then, expand to industry-specific and geo-targeted directories. For example, restaurants could benefit from listings on OpenTable and Zomato, while contractors might focus on platforms like Angie's List and HomeAdvisor. Don’t forget local opportunities - join your chamber of commerce, business associations, or city directories, many of which offer online member directories.
Accuracy is non-negotiable: 68% of consumers will stop using a business if they find incorrect information online [21]. Regularly monitor your listings and update them whenever your details change. Eliminate duplicate listings, as they can dilute your SEO value and confuse potential customers [22][23]. If duplicates exist, follow the platform’s guidelines to merge or remove them.
Encourage customer reviews on these directories, as reviews often influence rankings and can further boost your visibility [23].
For businesses that find this process overwhelming, services like Humble Help specialize in local SEO solutions. They can handle citation building and Google Business Profile optimization, ensuring your NAP details remain consistent across multiple platforms with minimal effort on your part.
After setting up an optimized Google Business Profile and implementing local SEO strategies, the next crucial step is tracking your performance. Why? Because staying visible on Google Maps - a platform with over a billion users every month [28] - requires constant monitoring and adjustments. The digital world never stands still, and businesses that actively track their metrics and adapt to algorithm updates are the ones that maintain a strong local presence.
Google Business Profile’s performance metrics provide a treasure trove of information about how customers find and interact with your business. These metrics are updated daily for interactions and monthly for views and searches. Key data points include profile views, searches, website clicks, direction requests, and calls [25][27]. Pay special attention to the "How people discovered you" section, as it sheds light on where your audience is coming from and the search terms they’re using to find you [26]. This information is invaluable for fine-tuning your content and marketing strategies to align with trending keywords and customer behavior.
Ryan Burch, Managing Partner at Tobie Group, highlights the importance of tracking calls:
"For our clients, it's almost 100% focused on the number of calls we're able to generate. Our clients stick with us as long as we're able to generate leads via phone calls, so we pay close attention to that." [28]
Want even deeper insights? Add UTM codes to your homepage URL to track traffic sources more accurately in Google Analytics [28]. This allows you to see exactly how much traffic your Google Business Profile drives compared to other channels. You can also download performance reports for a more detailed analysis.
By regularly monitoring these metrics, you can uncover valuable trends, like when customers are most likely to call, which photos grab the most attention, or which search terms bring in the most traffic. Use these insights to keep your profile fresh - update business information, upload new photos during peak viewing times, or tweak your descriptions to match popular search terms [26].
For businesses focused on phone leads, consider using a call tracking tool with a unique number. This helps you identify which marketing efforts are generating not just calls, but high-quality leads [28]. Armed with this data, you can refine your Google Business Profile and overall local strategy to drive better results.
Tracking performance is only part of the equation. Staying on top of Google Maps algorithm updates is equally important for maintaining your visibility. Google is constantly refining its algorithms, and with 87% of consumers using Google to evaluate local businesses in 2022 - up from 81% in 2021 [30] - keeping up with these changes is essential.
To stay ahead, establish a system for monitoring both your metrics and industry updates. Use rank tracking tools with automated alerts to catch significant shifts in your rankings [29]. If you notice a sudden drop or spike in performance, investigate whether a recent algorithm update might be the cause.
Experts agree that Google Business Profiles are critical for local visibility. As Kira Krostag, CEO/Founder of Site Smart Marketing, explains:
"The free Google Business listings in the 'map 3 pack' is currently the most prominent feature at the top of the Google search results. Combined with those golden customer reviews, it's an extremely important part of local visibility." [28]
Regularly analyze your performance data to spot new trends and adjust your strategy accordingly [1]. For example, if you notice changes in how customers are discovering your business or shifts in the search terms driving traffic, refine your approach to align with these patterns.
If managing all this feels overwhelming, there are specialized services that can help. Companies like Humble Help offer end-to-end Google Business Profile optimization and local SEO management, allowing you to focus on serving your customers while they handle the technical details.
In the ever-changing landscape of local search, tracking and adapting isn’t optional - it’s essential. Think of optimization as an ongoing journey, not a one-time fix, to ensure your business stays competitive and visible.
With 93% of consumers searching for local businesses online and 28% of local searches leading to purchases [31], fine-tuning your local presence can directly influence your revenue. Here's a quick breakdown of the essential factors and actionable steps to improve your Google Maps ranking.
As previously highlighted, the three core elements that drive local rankings are relevance, distance, and prominence. Google explains it best:
"Local results are based primarily on relevance, distance, and prominence. A combination of these factors helps us find the best match for your search" [2].
To excel in these areas, ensure your profile is fully optimized with accurate and complete information. Incorporate local landing pages and focus on reputation management. Google also emphasizes that "more reviews and positive ratings can improve your business' local ranking" [2].
To build on these factors, here are specific actions you can take to improve your ranking and visibility:
Rambod Yadegar, President of HawkSEM, underscores the importance of consistent management:
"To leverage the power of your listing, you need to actively manage it by consistently creating fresh content, posts, and updates. This shows Google you're engaged and providing ongoing value to your customers and local community. That's what ultimately helps you rank higher and attract more customers" [3].
For those looking to streamline the process, services like Humble Help specialize in Google Maps SEO and business profile optimization. By outsourcing these tasks, you can focus on serving your customers while experts handle the technical aspects of maintaining your local search presence.
To improve your Google Maps ranking, especially if your business is located far from your target customers, start by fine-tuning your Google Business Profile (GBP). Ensure every detail is accurate and up to date - this includes your business name, address, phone number, operating hours, and a well-crafted description that incorporates relevant keywords. Don’t underestimate the power of positive customer reviews; they not only enhance your credibility but also help boost visibility.
On top of that, dive into local SEO strategies. Create content on your website that’s tailored to specific locations, and focus on building local backlinks. These steps signal to Google that your business is connected to the area, even if you’re not physically close to your target audience. If you’re a small business owner seeking guidance, services like Humble Help can assist with Google Maps SEO and local optimization, helping you strengthen your online presence.
Responding to customer reviews on Google Maps plays a key role in building trust and strengthening your business's reputation. Make it a priority to reply to both positive and negative reviews - this shows customers that their feedback matters to you.
For negative reviews, keep your response professional. If needed, apologize and offer a solution to resolve the issue. This approach demonstrates accountability and a willingness to make things right. On the other hand, when responding to positive reviews, express gratitude and acknowledge their support.
Encourage satisfied customers to share genuine reviews, as this can help improve your overall rating and increase visibility. Stay on top of your reviews by monitoring them regularly and responding quickly to maintain engagement. Don’t forget to fully optimize and verify your Google Business Profile - this not only boosts your credibility but also makes it easier for potential customers to discover your business.
Consistency in your business details - especially your Name, Address, and Phone number (NAP) - plays a key role in improving your Google Maps ranking. When your information is accurate and consistent across various platforms, it helps Google confirm your business's legitimacy. This not only enhances your credibility but also makes it easier for potential customers to find you in local searches.
However, if your details are inconsistent, it can create confusion for both Google and your customers. This could hurt your ranking and make your business seem less trustworthy. To strengthen your presence on Google Maps, always ensure your NAP information is up-to-date and matches exactly across all directories, websites, and listings.
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