How to show up in Google's map results

Search for a plumber near you, or a dentist in your town, and Google shows a map with a short list of businesses above everything else. Those few spots get the calls. Google says its local results are based mainly on three things^[1]:

• Relevance: how well your Business Profile matches what the person searched for.
• Distance: how far your business is from the person searching.
• Prominence: how well known your business is.

You can't change where you are. You can make your profile a better match for what people search, and give Google more reasons to see you as well known. Here's where to start.

1. Claim and verify your Business Profile

Verifying tells Google you're allowed to represent the business, and Google says that makes it more likely to show up in search results^[1]. If a profile for your business already exists, request access to it rather than creating a second one.

2. Fill in everything, and keep it true

Google says businesses with complete and accurate information are more likely to show up in local results^[1]. In practice, that means:

• The primary category that best describes what you are, like Plumber or Dentist.
• Your hours, including holiday hours, so nobody drives to a locked door.
• Your services and the areas you serve, in the words customers use.
• Your website, phone number and a short description in plain language.

Your business name should be the name on your sign and nothing more. Google's guidelines don't allow adding taglines, location information or service details to it^[2]. It's a common shortcut, and it puts your profile at risk.

3. Get reviews, and reply to every one

Google says more reviews and positive ratings can help your local ranking^[1]. The simplest way to get more is to ask at the right moment: when the job is done and the customer is happy. A short link or a QR code makes it one tap.

Reply to every review, good or bad. Google notes that replying shows customers you value their feedback^[1], and future customers read those replies too. Keep replies to bad reviews calm and short, and take the details offline.

Don't pay for reviews or offer anything in return for them. Google's policy doesn't allow payment, discounts or free services in exchange for a review, and it asks businesses not to pressure customers into leaving one^[3]. Asking for honest feedback is fine.

4. Add real photos, and keep adding

Google suggests photos and videos to show customers what you offer and tell the story of your business^[1]. Real photos beat stock photos: people want to see the actual van, the actual clinic, the actual finished kitchen.

5. Make your website back up your profile

Your profile and your website should agree: the same name, address and phone number, the same services and the same areas. Give each main service its own page, and name the towns you serve where it's true.

Local business structured data helps too. It's a small block of code that tells Google your hours and other details in a format it reads directly^[4].

Check where you stand

Our free audit checks 20 things on your homepage in one go, including whether it has structured data and a tap-to-call link, email link or form.