How to rank on Google Maps: relevance, distance and popularity, and what you control

How to rank on Google Maps: what Google says decides it

To rank on Google Maps, make the Business Profile match what people search for, because Google says local results rest mainly on relevance, distance and popularity. Its longer section calls the third factor prominence, meaning how well-known a business is. Google also says there is no way to request or pay for a better local ranking.

An owner can work on relevance and popularity, but not on distance. Google's own list is to verify the business, keep the information up to date and complete, respond to reviews, and add photos and videos. A tool such as Localo can show what is missing, as the last section explains.

Relevance: a complete, accurate profile and the right categories

Relevance is how well a profile matches what someone is searching for, and Google says profiles with complete and accurate information are more likely to show up. In the profile editor:

1. Enter the business name exactly as it appears on real signage.
2. Pick the primary category that best describes the business. Google says not to add a category for every product or service or use categories as keywords, and that categories affect local ranking.
3. Enter a precise address or service area. A service-area business, such as a plumber, gets one profile for the whole area, with up to 20 service areas and no radius.
4. Add JPG or PNG photos between 10 KB and 5 MB and at least 250 by 250 pixels that represent reality.

Google reviews edits before they go live, usually within 10 minutes and sometimes up to 30 days. Verified profiles also have a Profile Strength tool that lists missing information.

Popularity: reviews and replies

Google says more reviews and positive ratings can help a business's local ranking. A two-chair hair salon that wants more reviews each month can print Google's QR code for the front desk and put the link on receipts, as Google suggests.

The salon asks every client, offers nothing in return and does not pick who to ask. Google bars incentives and selectively soliciting positive reviews, and the FTC rule on consumer reviews and testimonials (16 CFR Part 465) separately covers fake and bought reviews. This is a summary, not legal advice.

How to get more Google reviews has the steps. Replying to reviews is on Google's list too.

Distance, and what no change can move

Distance is how far each business is from the person searching, so no owner can change it. Google's page on working with third parties lists a guaranteed placement as a warning sign, because third parties cannot promise or directly influence a ranking. Treat a promised position, from an agency or a tool, with caution.

Where a tool helps and where it cannot

Localo's audit runs 17 checks on a profile against the top five nearby competitors every 7 days, and Smart Tasks give a few small weekly tasks tailored to the profile, as Localo describes them. Google Business Profile audit tools prices that against GMB Everywhere and BrightLocal Track.

Localo says its 0 to 100% Audit Score is not your Google ranking and not a guarantee of higher positions. The audit and weekly tasks are part of Localo's 14-day trial for eligible new users, with no card.

A tool saves time on completeness, accuracy and reviews, which is all it can touch. An owner of one profile can do the steps above at no cost. Someone who runs several profiles can compare the options in best Google Business Profile management software.