You can’t pay Google for a better map ranking, and nobody outside Google knows the exact formula. What Google does say is that local results rest on relevance, distance and prominence. You control a lot of the first and third. This post shows you the three moves that matter most.
By Barry Scheurweghs, Sureway Marketing, Peoria, AZ
How does Google decide who shows up on the map?
Google’s own help page says local results are “mainly based on relevance, distance, and prominence.” It also says there is no way to request or pay for a better local ranking. Here is what each word means in plain English:
Relevance is how well your profile matches what the person searched for. Distance is how far you are from the person searching. Prominence is how well known you are, which Google says depends partly on how many reviews you have and how many websites link to you. You can’t change where the searcher is standing. You can work on the other two. Details are on Google’s page: how local ranking works.
Move 1: Are your business details complete and accurate?
Google says businesses with complete and accurate information are more likely to show up in local search results. That means your address or service area, hours, phone number and category all need to be filled in and correct.
Two rules from Google’s Business Profile guidelines trip people up. First, use as few categories as possible, and pick ones that finish the sentence “This business IS a…” Second, your business name should be your real-world name, with no extra keywords, taglines or phone numbers added. Google says that can get a profile suspended.
If you travel to customers instead of seeing them at a shop, read how to set up a service-area business on Google before you touch your address.
Move 2: Is your profile verified and kept up to date?
Google lists verification as a tip because it shows you are authorized to represent the business. After that, the job is upkeep. Check your hours, especially around holidays. Add real photos of your work, your shop and your team. Google says photos and videos help customers see what you offer.
A note on posting: I haven’t found a Google page that says posting on a set schedule raises your map ranking, so I won’t promise that. Posts and fresh photos are still worth doing because customers see them. If you need a simple rhythm, our 5-minute monthly profile checkup covers it.
Move 3: Are you earning real reviews and answering them?
Google says more reviews and positive ratings can help your local ranking, and that replying to reviews shows customers you value their feedback. Ask real customers after good work, make it one tap with a direct review link, and reply to what they write. Never offer a discount or gift in exchange for a review. Google calls that fake and misleading content, and it’s strictly prohibited. Our guide on how to ask for Google reviews the right way walks through the wording.
What should I do this week?
- Search your business name on your phone and write down anything wrong: hours, phone, category, address.
- Fix those items in your profile. Keep your name exactly as it appears on your sign.
- Check that your primary category says what you are, not what you sell.
- Add five new photos taken in the last month.
- Send your review link to the last three happy customers by text.
- Reply to every review you haven’t answered yet.
Quick answers
Can I pay to be in the top spots on Google Maps?
No. Google says there is no way to request or pay for a better local ranking.
How long until I see a change?
Google doesn’t publish a timeline, so I can’t give you one. Changes to your information can show up quickly. Reviews and prominence build over months.
Why does a competitor farther away outrank me?
Distance is only one of three factors. Google also weighs how well the profile matches the search and how prominent the business is. Reviews and complete information are the parts you can improve.
Where do I start if I’m overwhelmed?
Start with Move 1. Wrong hours or a wrong category cost you calls today, and fixing them is free.
Want a second set of eyes on your profile? Our free marketing report shows where you stand against nearby competitors. If you’re in town, see how we help as a Peoria marketing agency, or read the longer Google Business Profile playbook for Peoria.
Not sure what to fix first? Read five common Google Business Profile mistakes and how to fix them.
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Sureway Marketing is a local marketing agency in Peoria, Arizona. Our free marketing report shows you where you stand against your local competitors and how to reach customers within 30 miles of Peoria, so you can plan steady growth over the next six months.
