Short answer: Google says it ranks local results on three criteria: relevance (does your profile match the search?), distance (are you close to the person searching?) and prominence (is your business well known and well rated?). You can't change distance, but you can work on the other two: a complete profile, precise categories, steady reviews and a consistent website.
The 3 criteria explained
| Criterion | What Google looks at | What you can do |
|---|---|---|
| Relevance | Categories, description, services, website content | Precise primary category, listed services, one page per service on your site |
| Distance | Distance between the customer and your shop | Nothing; which is why ranking well in your own area matters |
| Prominence | Reviews, mentions on the web, links, online presence | Steady reviews, directories, a well-optimised site |
7 concrete actions
- Pick the most precise primary category. See the Google profile guide.
- Fill in every field: hours, services, products, attributes, description.
- Add photos every month.
- Get reviews regularly and reply to them. See getting more Google reviews.
- Have one page per service and per area on your site. See local SEO.
- Keep the same name, address and phone everywhere.
- Publish Google posts: offers, news, events.
What doesn't work (and can hurt)
- Adding keywords to the business name.
- Creating several profiles for the same business.
- Buying reviews or rewarding customers for reviews.
These practices break Google's rules and can get the profile suspended.
How long does it take?
The first effects of a well-optimised profile often show within a few weeks. In big, competitive cities it often takes several months of steady work. No one can guarantee a position.
FAQ
Why does a competitor further away appear before me?
Their profile may be more relevant or more prominent: more reviews, more precise categories, a better-ranked website.
Do I have to pay Google to be first on Maps?
Not for organic results. Paid ads exist, but they are labelled "Sponsored" and are separate from the organic ranking.
Do replies to reviews help ranking?
Replying shows the business is active and reassures customers. It is a good practice recommended by Google.