When someone searches for "coffee shop near me" or "electrician in Sheffield", Google doesn't show regular search results first — it shows a map with three businesses. That map pack is prime real estate. It drives more calls, more visits, and more customers than any other placement in local search.
The good news: ranking in the Google Maps results doesn't require a big budget or SEO expertise. It requires doing a small number of things consistently. Here's what actually works.
1. Claim and Complete Your Google Business Profile
Google Business Profile (formerly Google My Business) is the foundation of every Google Maps ranking. If you haven't claimed your listing yet, go to business.google.com and do it now — it's free. If someone else has already claimed it, you can request ownership through the same page.
Once you have access, fill out every field:
- Business name — exactly as it appears on your shopfront or letterhead, no added keywords
- Address, phone number, and website
- Business hours, including special holiday hours
- Business description (use the full 750 characters — include what you do and what area you serve)
- Products or services with descriptions and photos
Profiles with complete information rank higher. Google wants to give searchers a useful result, and an incomplete listing signals uncertainty. This is the single highest-leverage thing you can do today.
2. Pick the Right Primary Category
Your primary category is the most important ranking factor in your Google Business Profile — more important than your address, your hours, or almost anything else you control.
Choose a category that describes exactly what your business does at its core. A plumber who also offers boiler installation should list "Plumber" as primary and "Boiler Installation Service" as secondary. Trying to be too broad to capture every possible search means you'll rank well for nothing.
You can add up to ten categories total — use them, but only choose ones that genuinely apply. Irrelevant categories dilute your relevance for the searches that actually matter.
3. Reviews Are Your Biggest Ranking Lever
Review quantity, review quality, and review recency all influence your Maps ranking. A business with 200 reviews and a 4.2 average will typically outrank a competitor with 15 reviews and a 4.8 average.
The most effective way to get reviews is simply to ask. After completing a job or a purchase, send a short text or email with a direct link to your review form. Most customers who had a good experience are happy to leave one — they just don't think to do it unprompted.
Three rules to follow:
- Never offer incentives for reviews — it violates Google's guidelines and can get your listing suspended
- Respond to every review, positive or negative — it shows you're active and engaged
- Make it easy — one click to the review form, no sign-in friction
A steady drip of new reviews over time is better than 50 in one week followed by nothing for six months. Build asking into your regular routine.
4. Add Photos Regularly
Businesses with more photos get more clicks and more direction requests — Google's own data confirms this. Photos signal that your listing is actively maintained and give potential customers a preview of what to expect.
Upload at least exterior shots (so customers can find you), interior photos, product or service photos, and team photos if appropriate. Add new photos every month or two — listings that haven't been updated in six months start to look abandoned, which affects both trust and rankings.
5. Keep Your Name, Address, and Phone Number Consistent Everywhere
Google cross-references your business information across dozens of sources: Yelp, Facebook, Apple Maps, local newspaper sites, and hundreds of directories. If your address appears differently in different places — "St" versus "Street", an old phone number, or a previous address — it creates confusion about whether these listings are actually the same business.
This consistency is called NAP (Name, Address, Phone). Check your listing on the major platforms and make sure the details match exactly. This matters most if you've recently moved premises or changed your phone number — update everywhere, not just Google.
6. Build Local Citations
A local citation is any online mention of your business name, address, and phone number — even without a link. Getting listed in established directories (Yelp, industry-specific directories, local chamber of commerce sites) builds Google's confidence that your business is legitimate and operates where you say it does.
Prioritise the top general directories first, then look for industry-specific ones: a restaurant on OpenTable, a tradesperson on Checkatrade, an accountant on an ICAEW directory. Each relevant citation reinforces your local presence and makes your listing more trustworthy to Google.
7. Your Website Still Matters
Google Maps rankings are partly influenced by your website. Specifically, Google looks at whether your site mentions the location you serve and the services you offer.
If you serve multiple areas, create a dedicated page for each location. Write naturally about the areas you cover — not keyword-stuffed text, but genuine content: "We're based in Leeds and serve customers across West Yorkshire." Include your full address and phone number in the footer of every page. Make sure your site loads quickly on mobile — most local searches happen on phones, and a slow site hurts both rankings and conversions.
Start With the Basics, Then Build
Most Google Maps ranking wins come from doing the fundamentals consistently: a complete Business Profile, a steady flow of reviews, accurate information everywhere, and a website that clearly communicates who you are and where you operate. You don't need to do everything at once — start with your Business Profile and reviews, and add the rest over the coming weeks.
If you want to see how your website is performing for local search — and what technical issues might be holding you back — a free audit takes 30 seconds.