Ranking in Google Maps is one of the most valuable things you can do for your local business. When someone searches for a service in your area, appearing in that coveted 3-pack of local results can mean the difference between getting the call or losing it to a competitor.
In this comprehensive guide, we'll walk you through exactly how to improve your Google Maps rankings and start attracting more local customers.
Understanding Google Maps Rankings
Google uses three primary factors to determine local rankings: relevance, distance, and prominence. Relevance refers to how well your business matches what someone is searching for. Distance is how far your business is from the searcher or the location they specified. Prominence refers to how well-known and trusted your business is online.
While you can't change your physical location, you can absolutely improve your relevance and prominence—and that's where the real opportunity lies.
Step 1: Claim and Verify Your Google Business Profile
Everything starts with your Google Business Profile (formerly Google My Business). If you haven't claimed your listing yet, go to business.google.com and search for your business. Follow the verification process, which typically involves receiving a postcard with a PIN code at your business address.
Verification tells Google that you're a legitimate business owner, and it's required before you can make any optimizations to your listing.
Step 2: Complete Every Section of Your Profile
Google rewards completeness. Businesses with complete profiles are 70% more likely to attract location visits and 50% more likely to lead to a purchase. Fill out every single field available to you, including your business description, services, products, attributes, and hours of operation.
Pay special attention to your primary and secondary categories. Choose the category that most accurately describes your main business activity, then add relevant secondary categories. For example, a law firm might choose "Personal Injury Attorney" as their primary category and add "Car Accident Lawyer" and "Workers Compensation Attorney" as secondary categories.
Step 3: Optimize Your Business Description
Your business description should be compelling and keyword-rich without being spammy. You have 750 characters to work with, but only the first 250 characters appear in the knowledge panel before users have to click "More." Front-load your most important information and naturally incorporate keywords that describe your services and location.
Step 4: Add High-Quality Photos and Videos
Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites. Upload a variety of images including your logo, cover photo, interior shots, exterior shots, team photos, and photos of your work or products. Aim to add at least 10-15 photos, and continue adding new ones regularly.
Step 5: Generate and Respond to Reviews
Reviews are one of the most important ranking factors for Google Maps. Not only does the quantity of reviews matter, but so does the quality (star rating), recency, and whether you respond to them. Implement a systematic approach to asking satisfied customers for reviews, and respond to every review—positive or negative—in a professional manner.
Step 6: Build Local Citations
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistent citations across directories like Yelp, Yellow Pages, and industry-specific sites help Google verify your business information and improve your local authority. Focus on quality over quantity, and ensure your NAP is exactly the same everywhere.
Step 7: Get Local Backlinks
Links from other local businesses, news sites, chambers of commerce, and community organizations signal to Google that your business is trusted in your area. Participate in local events, sponsor community organizations, and build relationships with complementary businesses to earn these valuable links.
Conclusion
Ranking in Google Maps requires a comprehensive approach that combines profile optimization, review management, citation building, and local link acquisition. Focus on these fundamentals consistently, and you'll see your local rankings improve over time.
