How to Rank on Google Maps
That little map with 3 businesses at the top of local search results? That's the local pack, and being there can mean the difference between getting calls and getting ignored.
What is the Local Pack?
When you search for a local business ("pizza near me," "dentist Minneapolis," "24 hour plumber"), Google shows a map with 3 business listings. That's the local pack, also called the map pack or the 3-pack.
Being in the local pack is huge. Studies show that 44% of people click on the local pack results before anything else. If you're not in there, you're missing nearly half your potential traffic.
The Local Pack Shows:
- •Your business name
- •Star rating and review count
- •Business category
- •Address or service area
- •Hours (open/closed status)
- •Phone number and website link
The 3 Factors Google Uses
Google has actually told us what matters for local rankings. They boil it down to three things:
Relevance
How well does your business match what someone searched for? If someone searches "emergency plumber" and your GBP says you're a general contractor, you're not going to show up. Your category, services, and description need to match search intent.
Distance
How far is your business from the person searching? This is the factor you have the least control over. If someone's standing on the other side of town, a closer competitor will have an advantage - even if you're better.
Prominence
How well-known is your business? This includes review count and quality, your website's SEO, backlinks, mentions around the web (citations), and overall online presence. The more Google trusts you, the further out from your location you can rank.
Step-by-Step: Getting Into the Map Pack
Claim and Verify Your Google Business Profile
If you haven't already, go to business.google.com and claim your listing. Verification usually involves a postcard with a PIN, but sometimes Google offers phone or video verification. Without verification, you have zero chance of ranking.
Choose the Right Primary Category
This is the single biggest ranking factor. Choose the category that:
- ✓Most accurately describes your main service
- ✓Matches what people actually search for
- ✓Is as specific as possible (not just "Contractor" but "Roofing Contractor")
Add Secondary Categories
Google lets you add multiple categories. A "Dentist" might also add "Cosmetic Dentist," "Emergency Dental Service," and "Pediatric Dentist." Add all that apply - they help you show up for more search variations.
Complete Every Field
Fill out your profile completely. Every. Single. Field.
- Business name
- Address
- Phone number
- Website
- Hours
- Description
- Services list
- Service area
- Attributes
- Products (if applicable)
- Opening date
- Appointment links
Add Photos (Lots of Them)
Businesses with photos get 42% more direction requests and 35% more website clicks. Add photos of:
- •Your storefront (so people recognize it)
- •Interior
- •Your team
- •Your work (before/after, products, completed projects)
Get Reviews (and Respond to All of Them)
Reviews are a major ranking factor. More importantly, they're how people decide whether to call you.
- ✓Ask every satisfied customer for a review
- ✓Make it easy - send them a direct link
- ✓Respond to every review (good and bad)
- ✓Never offer incentives for reviews (against guidelines)
Post Regularly
Google Business Profile posts show up in your listing. They expire after 7 days, but posting regularly signals to Google that your profile is active. Post about promotions, new services, events, or just updates about your business. Once a week is a good target.
Build Citations
Get your business listed on other directories with your exact NAP (Name, Address, Phone). The big ones: Yelp, Yellow Pages, Facebook, Apple Maps, Bing Places. Plus industry-specific directories for your type of business.
For more on this, read the full local SEO guide.
Optimize Your Website
Your website supports your GBP rankings. Make sure you have:
- ✓Location keywords in your title tags and content
- ✓An embedded Google Map on your contact page
- ✓LocalBusiness schema markup (test with the schema tester)
- ✓Good technical SEO (check with the SEO audit tool)
The Distance Problem
Here's the frustrating truth: someone 2 miles from your competitor and 5 miles from you will probably see your competitor first. Distance is a major factor, and you can't move your building.
But there's good news. The more prominent your business is, the further your ranking radius extends. A business with 200 five-star reviews, strong website SEO, and lots of citations can rank for searchers further away than a competitor with 20 reviews and no web presence.
How I Track This With SSARS
In my SSARS dashboard, I check rankings from a grid of 25-49 points across a client's service area. This shows exactly where they're ranking and where they're not - street by street, neighborhood by neighborhood. Instead of one "average" position, I see the full picture.
Mistakes That Will Get You Suspended
Google takes their guidelines seriously. Break them and your listing disappears. Don't do these:
Adding Keywords to Your Business Name
If you're "John's Plumbing," don't list yourself as "John's Plumbing - Best Minneapolis Plumber 24/7 Emergency." Use your actual business name, exactly as it appears on your license.
Using a Fake Address
Virtual offices, P.O. boxes, and addresses you don't actually operate from. Google sends verification postcards and sometimes sends people to verify in person. Don't risk it.
Creating Multiple Listings for One Location
One business, one address, one listing. Don't create separate profiles for different services at the same location.
Buying Fake Reviews
Google's detection is good and getting better. Fake reviews get removed, sometimes all your reviews get removed, and your listing can be suspended.
See a competitor breaking these rules? You can report them to Google. If "Bob's HVAC - Best AC Repair Minneapolis MN 24/7 Service" is a real business named "Bob's HVAC," that's a violation.
Want Help Ranking on Google Maps?
I specialize in local SEO for small businesses. Let's get you into the map pack.