When someone nearby searches for “plumber near me” or “coffee shop,” Google often shows a map with a short list of local businesses right at the top. Getting into that list can bring you calls, visits and directions requests without paying for ads. The good news: you don’t need to be a tech expert to improve your chances. This guide walks you through, in plain English, what Google itself says matters and the practical steps you can take this week.
How Google decides who shows up on the map
Google explains its approach on its official help page, Tips to improve your local ranking on Google. It says local results are mainly based on three things:
- Relevance: how well your business profile matches what someone is searching for. Complete, detailed information helps Google understand what you do.
- Distance: how far your business is from the person searching. You can’t change where your customers are, so focus on the other two.
- Prominence: how well known your business is. Google says this is based partly on information like how many websites link to your business and how many reviews you have, and that more reviews and positive ratings can help.
Google also states plainly that there’s no way to request or pay for a better local ranking. So anyone promising a guaranteed top spot is overselling. What you can do is give Google accurate, complete information and build a genuine reputation. Here’s how.
10 steps to rank higher on Google Maps
- Claim and verify your Google Business Profile
- Choose the right categories
- Complete every detail, including hours
- Keep your NAP consistent and build citations
- Add real photos and videos
- Ask for reviews and reply to them
- Publish posts and use messaging features
- Cover the local basics on your website
- Earn local links
- Track what’s working
Step 1: Claim and verify your Google Business Profile
Your Google Business Profile (formerly called Google My Business) is the free listing that shows your business on Google Search and Maps. If you haven’t already, search for your business on Google and look for an option to claim it, or create a new profile at google.com/business.
Next, verify it. Verification is how you prove to Google that you’re allowed to manage the business. Google’s ranking help page says verification tells Google you’re authorized to represent the business, so it’s more likely to show up in search results. Google will offer you one or more verification methods; follow the instructions it gives for your business.
Step 2: Choose the right categories
A category is the label that describes what kind of business you are, such as “Bakery” or “Roofing contractor.” Google lists your business category as one of the key pieces of information to provide. Pick the most specific primary category that truly describes your main business. If you offer other distinct services, you can add a few additional categories, but only ones that genuinely apply. Adding unrelated categories won’t make you relevant for those searches and can confuse customers.
Step 3: Complete every detail, including hours
Google says businesses with complete and accurate information are more likely to show up in local search results. Go through your profile and fill in:
- Your full address, if customers can visit you (service-area businesses that travel to customers can hide their address and list areas they serve instead).
- Your regular hours, plus special hours for holidays and events.
- Your website link and a clear description of what you offer.
- Attributes, which are extra details such as parking or Wi-Fi availability.
- Products or services, where your profile offers those sections.
Then keep it up to date. If your hours change or you move, update the profile right away. Wrong information frustrates customers and, according to Google, can keep your profile from showing up for relevant searches.
Step 4: Keep your NAP consistent and build citations
NAP stands for Name, Address and Phone number. A citation is any mention of your business’s NAP on another website, such as an online directory, a local chamber of commerce site or an industry listing.
The goal is simple: your name, address and contact details should match everywhere. If one directory shows an old address and another uses a slightly different business name, customers (and search engines) may get mixed signals. Make a list of where your business is listed, starting with your website, your Google profile, major map apps and directories relevant to your industry, and correct anything outdated. Use the same format each time, for example always “Suite 4” rather than switching between “Suite 4” and “#4.”
Step 5: Add real photos and videos
Google encourages businesses to add photos and videos to show customers what they offer and tell the story of the business. Upload clear, recent, real images: your storefront (so people recognize it when they arrive), the inside of your shop, your team at work, and your products or finished jobs. Skip stock photos; customers want to see the real thing. Adding new photos now and then also keeps your profile looking active and cared for.
Step 6: Ask for reviews and reply to them
Reviews matter for prominence. Google’s help page says more reviews and positive ratings can help your local ranking, and that replying to reviews shows you value customer feedback.
Asking for reviews: The easiest approach is to ask happy customers in person or in a follow-up email, and share the review link from your Business Profile. But stay within Google’s rules. Google’s prohibited and restricted content policy says businesses must not:
- Offer incentives such as payment, discounts, or free goods or services in exchange for reviews.
- Discourage negative reviews or selectively ask only happy customers for reviews.
- Pressure customers to leave reviews while on your premises, or ask them to include specific content.
- Post reviews based on a conflict of interest, such as reviews from employees or family.
Google does allow businesses to encourage reviews that reflect a genuine experience, as long as you don’t offer incentives or try to influence the rating or wording. In practice: ask every customer the same friendly way, and let them say what they really think.
Replying to reviews: Thank people for positive reviews, ideally mentioning something specific. For negative reviews, stay calm and polite, acknowledge the concern, and invite them to contact you to sort it out. Future customers read your replies too, and a thoughtful response can say a lot about your service.
Step 7: Publish posts and use messaging features
Your Business Profile lets you publish short posts: updates about offers, events, new products or seasonal news. Posts help customers see what’s happening at your business right now. A short update every week or two is a manageable habit for most owners.
Google has added and removed features such as customer questions and answers and chat over time, so what you see may differ depending on your country and business type. If your profile shows a way for customers to ask questions or message you, keep an eye on it and answer promptly. If a feature isn’t available, don’t worry; focus on the steps above.
Step 8: Cover the local basics on your website
Your website supports your Google profile by helping Google understand what you do and where. Cover these basics:
- Title tag: the clickable headline shown in search results. Include your main service and city on your home page and service pages, for example “Emergency Plumber in Springfield | Smith Plumbing.”
- City or location pages: if you serve several towns or have more than one location, create a page for each one with genuinely useful, unique content (what you offer there, directions, local details). Avoid copying the same page and only swapping the town name.
- Embedded map: add a Google Map of your location to your contact page so visitors can get directions easily.
- NAP on every page: show your business name and address in the footer, matching your profile.
- LocalBusiness schema: schema (also called structured data) is a small piece of code that tells search engines facts about your business in a format they easily read. Google’s LocalBusiness structured data guide lists name and address as required, with details such as opening hours and your website URL recommended, and suggests using the most specific business type available (for example, Restaurant). If you use WordPress or another CMS, Google notes a plugin may make this easier. You can check your code with Google’s Rich Results Test.
Step 9: Earn local links
A link (or backlink) is when another website links to yours. Google’s help page notes that prominence is based partly on how many websites link to your business. For a small business, the best links are usually local and real:
- Your local chamber of commerce or business association.
- Local events, charities or sports teams you sponsor or support.
- Suppliers or partner businesses you work with.
- Local news sites or blogs covering something newsworthy you did.
Avoid buying links or joining link schemes. Focus on relationships you already have in your community.
Step 10: Track what’s working
You can’t improve what you don’t measure. Your Google Business Profile includes a performance section that shows how people found and interacted with your profile, such as searches, calls, website clicks and direction requests. Check it monthly.
For your website, set up the free Google Search Console, which shows which searches bring people to your site. Keep a simple note of what you changed and when, so you can connect your actions to results over time. Local SEO usually takes steady effort over weeks and months, not days.
Wrapping up
Ranking higher on Google Maps comes down to the three things Google says it looks at: relevance, distance and prominence. You can’t move your shop closer to every customer, but you can make your profile complete and accurate, earn genuine reviews, keep your details consistent across the web, and give your website clear local signals. Start with Steps 1 to 3 today, then work through the rest one at a time.
Want to go further? We’re building a free beginner course on local SEO. It’s coming soon, so check back at /free-seo-course/.