Short answer: Google says local results come mainly from three things: relevance, distance, and prominence. You cannot change distance and you cannot pay for a better ranking, so your best moves are a complete profile, steady reviews with replies, and real photos. Below is what Google says in its own help pages, and a checklist you can finish this week.
*Written by Barry Scheurweghs, Sureway Marketing, Peoria, AZ. I read Google’s help pages for this post and link them so you can check them yourself.*
What does Google say decides local ranking?
Google’s local ranking help page says results are mainly based on relevance, distance and prominence. Relevance is how well your profile matches what someone searched for. Distance is how far you are from the searcher. Prominence is how well known your business is, and Google says reviews and links from other websites are part of that.
Google also keeps the exact details private. Anyone who claims to know the secret formula is guessing. What Google does say is simple: businesses with complete, accurate information are more likely to show up. That is why “what’s new this year” posts, including the old version of this one, matter less than getting the basics right and keeping them right.
Can I pay Google for a better local ranking?
No. Google states there is no way to request or pay for a better local ranking. If an agency promises you a guaranteed spot, walk away. That is also a good question to ask any company before you sign. I wrote more on that in how to choose a local SEO company in Peoria.
Which parts of my profile should I check first?
Google lists these as the things that help you show up. Check each one against your own profile:
- Verified. Verification shows Google you are allowed to represent the business.
- Complete and accurate info. Address if customers visit you, regular hours, special hours for holidays, your category, and attributes like parking or Wi-Fi.
- Reviews, and replies to them. Google says responding shows you value feedback.
- Photos and videos. Show your work, your shop and your team.
- Products. If you are a retail shop in an eligible area, Google lets you list in-store products.
What are the rules I must not break?
Google’s guidelines for representing your business say your business name must match your real-world name. No taglines, no phone numbers, and no keywords added to the name. Use as few categories as you can, and pick the most specific ones. Your description cannot include links, promotions or prices. Google can suspend a profile that breaks these rules, so this matters more than any trick.
If you work out of a home or travel to customers, Google says to hide your address and set a service area. It also says a P.O. box or virtual office does not qualify.
What can I do this week?
- Open your profile and confirm it says Verified.
- Compare your business name to your sign and website. Make sure they match exactly.
- Check your hours, including holiday hours. See how to set special hours on Google.
- Look at your primary category. Is it the most specific one that fits?
- Upload five new, real photos of your work or location.
- Reply to every review you have not answered yet, good or bad.
How do reviews fit in?
Reviews are the part you can change the fastest. Google says you can ask customers by sharing your review link or QR code, and that short, useful replies work better than a generic “thank you.” Never offer a discount or a gift in exchange for a review. Google calls that strictly prohibited. For the how-to, read how to ask every customer for a review without feeling pushy, and if a bad one shows up, see how to respond to a negative review.
Frequently asked questions
Does Google rank older businesses higher?
Google’s help page lists relevance, distance and prominence. It does not say the age of a business is a factor. Prominence is about how well known you are, which reviews and links can build.
How many categories should I choose?
Google says to use as few as possible and to choose the most specific ones that describe your core business.
Can I put keywords in my business name?
No. Google says the name must match your real-world name, and adding keywords or locations can get your profile suspended.
How long until I see changes?
It depends on your market and how complete your profile was. I do not promise a timeline. Fixing the basics is still the right first step, and it costs you nothing but a little time.
If you would like me to look at your profile and tell you what I would fix first, request your free marketing report. It is free, and there is no contract.
*Barry Scheurweghs, Sureway Marketing, Peoria, AZ.*
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