Quick answer: Google ranks businesses in Maps and the local 3-pack using three main factors: relevance (how well your listing matches the search), distance (how close you are to the searcher or the place they mention) and prominence (how well known and trusted your business is). To rank higher, complete and verify your Google My Business listing, choose the right categories, keep your name, address and phone number consistent everywhere, build a strong local website, earn reviews steadily and get mentioned by other local sites.
When someone searches for a service with local intent, such as “dentist” or “boiler repair Manchester”, Google usually shows a map with three businesses underneath, known as the local 3-pack. Clicking “more places” opens the local finder with a longer list and a larger map. The same listings appear when people search directly in Google Maps on their phones.
For many local businesses, these few spots bring more calls than the normal organic results below them. Here is how to earn one.
How Google decides map rankings
Google has said publicly that local results are based mainly on relevance, distance and prominence. Understanding each one tells you where to focus.
Relevance
How well does your listing match what the person searched for? Google looks at your business categories, your business name, your description, your website content and other information about you around the web.
Distance
How far is your business from the searcher, or from the location in their search? You cannot change where you are, but you can make sure Google knows your exact address and service area.
Prominence
How well known is your business? This includes offline fame (well known brands and landmarks), the number and quality of reviews, links to your website, mentions in directories and articles, and your general standing in organic search.
Step 1: Claim and complete your Google My Business listing
Your Google My Business (GMB) listing is the foundation. If you have not claimed it yet, do so and complete verification, usually by postcard.
Then fill in everything:
- Business name. Use your real business name as it appears on your signage. Adding keywords or locations that are not part of your name breaks Google’s guidelines and can get your listing suspended.
- Address. Use your exact address. If you visit customers rather than having them visit you, set a service area and hide your address.
- Phone number. Use a local number that rings at your business.
- Website. Link to your home page, or to a specific location page if you have several branches.
- Hours. Keep them accurate, and update them for holidays.
- Photos. Add your logo, a cover photo, the outside of your premises (so people recognise it), the inside and your team or work.
- Description. Write a clear, honest summary of what you do and who you serve.
Choose categories carefully
Categories are one of the strongest relevance signals. Pick the most specific primary category that describes your core business, for example “Family Law Attorney” rather than just “Lawyer” if that is your focus. Add secondary categories for other main services, but do not add categories that do not really apply.
Step 2: Keep NAP consistent across the web
NAP stands for name, address and phone number. Google cross checks your details against other sites. When they match, it is more confident in your listing. When they conflict, for example an old address on a directory or a different phone number on Facebook, confidence drops.
Audit your business on major directories and data sources, such as Yelp, Bing Places, Apple Maps, Facebook, Yell or Yellow Pages, Foursquare and industry specific directories. Correct any errors and remove duplicates. Our guide to NAP consistency walks through the process.
Step 3: Build local relevance on your website
Your website feeds into both relevance and prominence. Google uses it to understand what you do and where.
- Put your NAP on the site. Typically in the footer and on the contact page, in the same format as your GMB listing.
- Create clear service pages. One page per main service, written for customers, explaining what you offer and where.
- Create location pages if you have several branches. Each with its own address, phone, hours, directions and unique content. See our multi-location SEO guide.
- Embed a Google Map on your contact or location page.
- Add LocalBusiness schema markup with your name, address, phone, hours and coordinates.
- Make the site mobile friendly and fast, since most local searches happen on phones.
Title tags matter too. A home page title such as “Emergency Plumber in Leeds | Smith Plumbing” tells Google and searchers exactly what you do and where.
Step 4: Earn reviews, steadily
Reviews influence both your ranking and whether people choose you. A business with many recent, positive reviews looks more trustworthy than one with three reviews from years ago.
- Ask every satisfied customer, at the moment they are happiest, such as when a job is finished.
- Make it easy with a short link straight to your review form.
- Reply to every review. Thank people for positive ones and respond calmly and helpfully to negative ones.
- Never buy reviews, write fake ones or offer incentives in exchange for reviews. This breaks Google’s policies and can lead to reviews being removed or the listing penalised.
- Do not ask customers to leave reviews from your office computer or Wi-Fi. Many reviews from one IP address can look suspicious.
Automating review requests through your CRM or email system makes sure nobody gets forgotten.
Step 5: Earn local links and mentions
Links from local and relevant websites are a strong prominence signal.
- Join your local chamber of commerce and trade associations.
- Sponsor local sports teams, charities or events.
- Share stories and expertise with local news sites and blogs.
- Partner with complementary businesses that can link to you.
- Get listed in respected industry directories.
Quality matters more than quantity. A handful of genuine local links is worth more than hundreds of low quality directory listings.
Step 6: Keep your listing active and accurate
- Check your listing regularly. Anyone can suggest edits to a GMB listing, and Google sometimes accepts them without telling you.
- Add new photos from time to time.
- Update hours for holidays and special events.
- Watch GMB Insights for how people find you, and how many call, ask for directions or visit your website.
Mistakes that hold listings back
- Keyword stuffed business names
- Using a virtual office or PO box as your address, which breaks guidelines
- Multiple listings for the same location
- Inconsistent phone numbers, including call tracking numbers used carelessly
- A website with no clear local information
- Ignoring negative reviews
Voice and map results
Map data also powers spoken answers on phones. When someone asks Google Now for a nearby business, the answer comes from the same local listings. A strong map presence therefore helps with voice too. We covered this in more detail in our guide to voice search optimization.
FAQ
How long does it take to rank in Google Maps?
It varies by competition. Fixing listing and NAP issues can help within weeks. Building reviews and links takes longer.
Can I rank in a town where I don’t have an address?
It is hard to appear in the 3-pack far from your address. Service area businesses can still rank organically for other towns with good location content on their website.
Do reviews with keywords help?
Customers naturally mention services in reviews, and that can help relevance. Do not ask them to use specific keywords.
Should I use a call tracking number on my listing?
If you do, use a local tracking number as the primary number and list your main number as an additional number, so NAP stays consistent.
Put your business on the map
Ranking in map results is about being accurate, relevant and trusted. Get the listing right, keep details consistent, build a strong local website and earn reviews and links over time. If you want help getting your business found by nearby customers, see how we help companies get found.
