In short
Google ranks local results on three criteria: relevance, distance and prominence. You can’t change distance, but you can work on the rest: a complete and accurate Business Profile, the right primary category, real photos, genuine reviews you reply to, and a website consistent with the profile. No action guarantees a position.
How Google chooses which businesses to show
According to Google’s official help, local results are mainly based on three criteria (source):
- Relevance: does your profile match what the person is searching for?
- Distance: how far are you from the search location?
- Prominence: how well known, cited and recommended is your business?
Distance isn’t up to you. The other two are.
1. Complete your profile 100%
An incomplete profile is a missed opportunity. Check:
- your business’s real name, with no added keywords (that breaks Google’s guidelines);
- the primary category, as specific as possible, then secondary categories;
- opening hours, including special hours;
- phone, website and booking link;
- services or menu, with a clear description;
- your service area if you travel to clients.
2. Pick the right primary category
This setting weighs most on relevance. A wood-fire restaurant should choose the most specific category available rather than just “Restaurant”. A private chauffeur should check the categories offered in their country.
3. Post real photos
Storefront, dining room, dishes, vehicles, team: real, recent photos help clients recognise and choose you. Avoid stock images on your profile.
4. Get reviews and reply to them
- Ask satisfied clients for a review at the right moment (after the meal, at the end of the ride), with a direct link.
- Reply to every review, positive or negative, politely and specifically. Google explicitly recommends it.
- Never buy reviews or write your own: it is prohibited and can get your profile suspended.
5. Keep your website consistent with the profile
Name, address or area, and phone must be identical on the profile and the website. The website can also:
- have one page per important city or area;
- show opening hours and directions;
- use
LocalBusinessstructured data to describe the business to Google (documentation).
6. Keep the profile active
Posts, new photos, holiday hours: a maintained profile reflects an active business and avoids wrong information that drives clients away.
7. Measure
Profile insights show calls, direction requests and website clicks. Combined with Google Analytics 4 (with visitors’ consent), they show what actually brings in clients.
What not to expect
No agency can guarantee the top spot on Google Maps. The work is to make your business as relevant and credible as possible, then measure progress.
For hands-on support, see our Digital visibility service.
Frequently asked questions
Can I pay to rank first on Google Maps?
Organic ranking can’t be bought. Google Ads can show ads in Maps, but they are labelled as sponsored and don’t change organic ranking.
Do I need a physical address to have a profile?
Businesses that travel to their customers can set a service area and hide their address, following Google’s guidelines.