When someone searches for “plumber near me” or “accountant in Leeds”, the first businesses they see are usually the map results at the top of Google, often called the local pack. Those few listings get most of the calls, clicks and visits that follow. If you want to rank on Google Maps, the good news is that most of what decides it is within your control, and none of it needs technical knowledge.
In this article I explain how Google chooses which businesses to show on the map, and the seven steps I recommend to every small business I work with.
Google says its local results are based mainly on three things (Google Business Profile Help):
How Google decides who appears on the map
- Relevance: how well your Business Profile matches what someone is searching for.
- Distance: how far your business is from the person searching, or from the place they typed.
- Prominence: how well known your business is, judged from things like reviews, links and mentions on other websites.
You can’t change where a customer is standing when they search. You can improve relevance and prominence, and that is what the steps below do. Google is also clear that there is no way to pay for a better position on the map, so ads won’t help your free listing.
Step 1: Claim and verify your Google Business Profile
Your map listing comes from your Google Business Profile, which is free. If you haven’t claimed it yet, sign in at business.google.com, search for your business and follow the verification steps.
Check that you are eligible first. Google only allows a profile for a business that meets customers in person, either at your premises or by travelling to them. If you visit customers at home, set a service area and hide your home address. Businesses that work only online can’t have a profile.
Step 2: Choose the right categories
Your primary category is one of the strongest signals of what you do. Choose the most specific one that describes your main service, for example “Cosmetic dentist” rather than just “Dentist” if that is your focus.
Then add a few secondary categories, but only for services you genuinely offer. A quick way to check is to search for your main service and look at the categories the top three businesses use.
Step 3: Complete every section of your profile
Google says businesses with complete and accurate information are more likely to show up in local results. Work through every section:
- Business name: exactly as it appears on your signs and paperwork. Adding keywords or place names breaks Google’s rules and can get your profile suspended.
- Hours: including bank holiday and seasonal changes.
- Phone number and website: link to the most relevant page of your site, not always the home page.
- Services and products: list each one with a short, plain description.
- Description: say what you do, who you help and where, in your own words.
- Attributes: such as wheelchair access, parking or free Wi-Fi.
- Photos: real photos of your team, premises and work. Add a few new ones every month.
Step 4: Build a steady flow of genuine reviews
Reviews matter twice. Google says more reviews and positive ratings can help your local ranking, and they are also the first thing many customers read before they call.
Ask every happy customer for a review soon after the job, while it is fresh. Use the review link from your Business Profile, so it is one click for them. Never buy reviews or offer rewards for them: it breaks Google’s policies, and fake reviews have been illegal in the UK since April 2025.
Reply to every review, good and bad, politely and within a few days. A calm, helpful reply to a negative review often reassures future customers more than the review itself worries them. If keeping up with replies is a struggle, my Google Review Management service can help.
Step 5: Keep your details the same everywhere
Google cross-checks your business information across the web. Your name, address and phone number should match exactly on your website, your Business Profile and every directory listing.
Start with the listings that matter most: Bing Places, Apple Business Connect (for Apple Maps), Yell, FreeIndex and your Facebook page. Small differences, such as an old phone number or “Ltd” on one site but not another, make Google less sure the details are right. They also confuse AI tools such as ChatGPT, which draw on the same information.
Step 6: Make your website support your profile
Google looks at your website to understand what you do and where. Make sure it has:
- A separate page for each main service, explaining what it is and who it is for.
- The areas you serve, mentioned naturally where they are relevant.
- Your name, address and phone number in the footer, matching your profile.
- Local business structured data (schema), which helps search engines read your details.
- Pages that load quickly and work well on a mobile phone.
Step 7: Keep your profile active
A profile that is set up once and left alone slowly falls behind competitors who keep theirs fresh. Each month:
- Add a Google post about an offer, a recent job, a tip or news.
- Upload a few new photos.
- Check your hours, services and contact details are still right.
- Answer any new questions or reviews.
Over time, look for genuine local mentions as well: your local Chamber of Commerce, suppliers and partners, community events you support and local news. These build the prominence Google looks for.
Common mistakes to avoid
- Adding keywords or place names to your business name.
- Using a virtual office or PO box as your address.
- Asking family, friends or staff to leave reviews.
- Having more than one profile for the same business.
- Setting up the profile and never updating it.
How long does it take to rank on Google Maps?
It depends on your competition and your starting point. Quick fixes, such as the right categories and a complete profile, can make a difference within a few weeks. Reviews, consistent listings and local mentions build up over several months.
To track progress, check the Performance section of your Business Profile each month: searches, calls, website clicks and direction requests. Also search for your main service in a private browser window from a few places in your area, and note where you appear.
Want a step-by-step plan?
If you would like to work through this yourself, my guide Get Found on Google is a 23-page workbook for UK small businesses. It takes you through seven practical steps, with a ranking check, competitor tracker, search phrase planners and a 30-day plan.
If you would rather hand it over, my Local SEO & Google Maps service keeps your profile, listings and local rankings working for you every month. Get in touch for an honest view of where you stand.