“Why isn’t my business ranking at the top?” “What should I do to improve visibility?”
Google publicly explains the key ranking factors for local results. In this article, we break down the three primary factors and share practical steps you can take.
📋 Table of contents
1. How local rankings work
Google Maps and local results (for example, “coffee near me”) are determined mainly by a combination of three factors.
📍 Google’s official explanation
“Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search.”
— From Google Business Profile Help
The important point is that these three factors are evaluated together. Even if you’re a bit farther away, strong relevance and prominence can still help you rank.
2. Relevance
What is relevance?
Relevance measures how well your Google Business Profile matches what the user searched for.
For example, if someone searches “Austin Italian restaurant,” profiles that clearly describe Italian cuisine and related services are more likely to be considered a strong match.
How to improve relevance
- Choose the right categories: 1 primary category + up to 9 additional categories
- Write a strong business description: naturally include keywords you want to rank for
- Add products and services: describe what you offer in detail
- Set attributes: Wi‑Fi, parking, credit cards, and more
- Post updates regularly: create posts that include relevant topics and services
⚠️ Avoid keyword stuffing
Adding keywords unnaturally to your business name or stuffing your description with repeated phrases can violate guidelines. Use natural language and focus on accurate information.
3. Distance
What is distance?
Distance is how far your business is from the user’s current location (or the location they searched for).
Generally, businesses closer to the searcher tend to rank better. If the query includes a place name, Google uses that area as the reference point instead of the user’s GPS location.
Distance-related actions
- Keep your address accurate: include suite/floor/building details when applicable
- Verify your map pin: confirm it matches the real location
- Set service areas: for service-area businesses
- Mention nearby landmarks naturally: e.g., “3 minutes from Downtown Austin”
| Search type | Distance is calculated from |
|---|---|
| “Coffee near me” | The user’s current location |
| “Austin coffee” | Downtown Austin |
| “Coffee near Zilker Park” | Around Zilker Park |
💡 Can you “change” distance?
You can’t change your physical location easily, but by increasing relevance and prominence, you can still compete for searches from a wider area.
4. Prominence
What is prominence?
Prominence reflects how well-known and trusted your business is. Google considers signals from both online and offline sources.
Prominence is often the most actionable factor—you can improve it steadily with consistent work.
Signals that influence prominence
| Signal | What it means | Impact |
|---|---|---|
| Number of reviews | More reviews often indicates popularity and trust | ⭐⭐⭐ |
| Review rating | Higher average rating generally helps | ⭐⭐⭐ |
| Replies to reviews | Signals responsiveness and active management | ⭐⭐ |
| Mentions on the web | News, blogs, and directory listings that talk about you | ⭐⭐⭐ |
| Backlinks | Links from other sites to your website | ⭐⭐ |
| Website SEO | Your organic SEO can support local visibility | ⭐⭐ |
| NAP consistency | Consistent Name, Address, Phone across the web | ⭐⭐ |
How to improve prominence
- Proactively collect reviews: build a simple system to ask customers
- Reply to every review: ideally within 24–48 hours
- Work on website SEO: improve organic visibility over time
- Be active on social: share updates and grow an audience
- Pursue press and mentions: pitch local media or send press releases
- List your business in directories: choose relevant, reputable sites
- Keep NAP consistent: use the same formatting everywhere
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Join the waitlist (early-bird discount)5. What to prioritize
Not all factors are equally controllable. To improve efficiently, focus on actions that move the needle the most.
| Priority | Action | Why |
|---|---|---|
| 🥇 High | Complete and optimize your GBP | Fast to implement and directly improves relevance |
| 🥇 High | Get more reviews and reply consistently | One of the strongest levers for prominence |
| 🥈 Medium | Post regularly | Supports relevance and signals active management |
| 🥈 Medium | Add high-quality photos | Improves CTR and can indirectly support rankings |
| 🥉 Lower | Website SEO | Takes time to compound |
6. How to check rankings
If you check manually
- Use an incognito/private window
- Turn off location history or set a specific location
- Use consistent conditions every time
- Track multiple keywords, not just one
⚠️ Rankings vary by location
Google Maps rankings can change depending on where you search from. You may rank highly near your store but not appear from 500 m (0.3 mi) away. Checking multiple points is essential.
If you use a tool
A local SEO tool can help you:
- Measure rankings daily
- Check rankings from multiple locations
- Manage many keywords in one place
- Visualize changes with charts
- Compare against competitors
Summary
Google Maps rankings are determined by relevance, distance, and prominence.
- ✅ Relevance: choose accurate categories and describe services clearly
- ✅ Distance: keep your address accurate and verify your map pin
- ✅ Prominence: earn reviews and strengthen your reputation across the web
You can’t easily change distance, but you can steadily improve relevance and prominence. Keep iterating, track results, and build momentum over time.
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