Google says it ranks local results on three things: relevance (does your listing match the search), distance (how close you are to the person searching), and prominence (how well known and trusted your business is). You can't change distance, but you can improve the other two with the right categories, complete information, real photos, steady reviews, and consistent business info across the web.
The three things Google looks at
Google has publicly explained that local results are based mainly on three things.
- Relevance: how well your listing matches what someone searched. Your categories, services, and description drive this.
- Distance: how far your business is from the person searching, or from the location in their search.
- Prominence: how well known your business is. Reviews, links and mentions on other websites, and your overall presence online all play a part.
That's why rankings change as you move around town. A customer two miles from your shop may see you first, while a customer ten miles away sees someone else.
Step 1: Get your categories right
Your main category is one of the most important choices on your listing. Pick the one that describes your core business, not a side service. A plumbing company should usually be "Plumber," not "Water heater installation service."
Then add a few extra categories for other major services you offer. Don't add categories for things you rarely do.
Look at the businesses already in the top 3 for your main search. Their categories are a good clue to what Google expects.
Step 2: Fill out everything
- List every service you offer, in the words customers use
- Write a plain description of what you do and where
- Set accurate hours, including holiday hours
- Set your service area to the places you actually serve
- Add your website and a phone number that rings a real person
Don't add extra keywords or city names to your business name. It breaks Google's guidelines and is one of the most common reasons listings get suspended. Check yours with our free business name checker.
Step 3: Add real photos, and keep adding them
Photos help customers choose you, and they show Google your business is active. Use real photos of your work, your team, your vehicles, and your location. Skip stock photos.
A steady habit works better than a big upload once a year. A few new photos every week or two is a good goal.
Step 4: Get reviews steadily
Reviews help with prominence, and they help customers decide. The best approach is simple: ask every customer, right after the job, with a direct link to leave a review.
- Reply to every review, good or bad, briefly and professionally
- Never pay for reviews or offer discounts in exchange for them
- Never post fake reviews. The FTC's rule on reviews and testimonials took effect in October 2024, and Google removes fake reviews
- Don't ask only the customers you think are happy. The FTC says that practice could violate federal law, and Google's rules don't allow it either
Step 5: Match your info across the web
Your business name, address, and phone number should be the same everywhere: your website, Apple Maps, Bing, Yelp, Facebook, and industry directories. Mismatched info makes Google less sure about your business.
This matters most if you've moved, changed phone numbers, or changed your business name.
Step 6: Measure across your whole area
Searching your own business from your office only tells you where you rank at that one spot. A rank scan checks many spots across your service area, so you can see where you're strong and where you're missing calls.
Google's own performance numbers on your listing also show calls, direction requests, and website clicks. Track those over time.
How long it takes
Fixing obvious problems, like a wrong category, can make a difference within a few weeks. Moving into the top 3 across a whole service area usually takes a few months of steady work, and longer in crowded markets.
Be wary of anyone who promises a number one ranking. Google warns business owners about exactly that.