How to Rank Higher in Google Maps and Local Search Results

In today’s digital landscape, local searches play a crucial role in driving traffic to businesses. If your business isn’t ranking high in Google Maps, you’re missing out on potential customers searching for products or services near them. This guide will walk you through the most effective strategies to improve your ranking in Google Maps, focusing on NAP consistency, Google My Business (GMB) optimisation, and other key local SEO techniques.

1. Understanding Google Maps Ranking Factors

Google Maps ranking is crucial for local businesses looking to attract nearby customers. Google’s local search algorithm evaluates businesses based on three key factors: Relevance, Distance, and Prominence. Understanding these factors and optimizing your Google Business Profile (GBP) accordingly can improve your local rankings and visibility in search results.

1.1. Relevance

Relevance ensures that your business listing matches what users are searching for. If Google determines that your business is highly relevant to a query, your listing is more likely to appear in Google Maps Pack results.

How to Improve Relevance:

✅ Optimize Your Business Listing: Ensure that your business name, categories, and description accurately represent what you offer.

✅ Use Primary & Secondary Categories Strategically:

• Your primary category should reflect your main business offering (e.g., “Hair Salon” or “Digital Marketing Agency”).
• Add secondary categories to highlight additional services (e.g., “Hair Extensions,” “SEO Consultant”).

✅ Write a Keyword-Rich Business Description:

• Incorporate relevant keywords naturally (avoid keyword stuffing).
• Highlight unique selling points (e.g., “organic skincare treatments” or “same-day delivery”).
• Provide a concise yet detailed overview of your services.

✅ Regularly Update Your Listing:

• Add new services, promotions, and special offers to keep your profile fresh.
• Post Google Business Profile updates (photos, events, or customer testimonials) to maintain relevance.

By optimizing your Google Business Profile with accurate and detailed information, you increase the likelihood of Google recognizing your business as relevant to user searches—ultimately boosting your visibility in local search results. 🚀 

1.2. Distance

Distance is a key factor in Google Maps rankings, as Google prioritizes businesses that are geographically closer to the user’s search location. If someone searches for "coffee shop near me," Google will display businesses that are physically closer to their current location or the area specified in their search.

Source: Semrush Map Rank Tracker

How to Improve Distance-Based Ranking:

✅ Set Your Correct Business Address: Ensure that your Google Business Profile (GBP) lists the exact address of your business. If you operate in multiple locations, create separate listings for each branch to target local customers effectively.

✅ Define Your Service Area Properly: If your business serves multiple areas (e.g., a plumbing service or food delivery), specify your service area within Google Business Profile. This helps Google understand where your business operates, even if you don’t have a physical storefront.

✅ Encourage Local Reviews & Engagement: Google factors in how local customers interact with your business. If users search from a specific area and frequently engage (clicking on your listing, leaving reviews, or requesting directions), Google recognizes your business as more relevant to that specific location.

💡 Tip: Even if you can’t change your business location, improving prominence and relevance (covered in the next section) can help you rank higher for searches outside your immediate area.

1.3. Prominence

Prominence refers to how well-known and authoritative your business is both online and offline. Google determines prominence based on brand recognition, website authority, backlinks, reviews, and business activity.

How to Improve Prominence & Visibility in Google Maps:

✅ Get More Google Reviews & Ratings:

• Encourage happy customers to leave positive reviews with keywords related to your services.
• Respond to all reviews (both positive and negative) to boost engagement and credibility.
• Use review keywords naturally—for example, if you run a dental clinic, a review that mentions “best dentist for teeth whitening in [city]” can improve rankings for that service.

✅ Increase Citations Across Local Directories:

• Get listed on Yelp, Yellow Pages, TripAdvisor, Apple Maps, Bing Places, and industry-specific directories.
• Ensure that your business name, address, and phone number (NAP) are consistent across all platforms to build trust with Google.

✅ Build High-Quality Local Backlinks:

• Get featured in local blogs, news websites, and community pages.
• Collaborate with influencers, businesses, and industry leaders to gain backlinks.
• Sponsor local events or charities to get mentions on high-authority sites.

✅ Stay Active on Google Business Profile:

• Regularly post updates, promotions, and events using GBP’s Posts feature.
• Upload high-quality photos and videos showcasing your business.
• Keep your business hours, contact details, and services updated.

💡 Tip: The more engagement your Google Business Profile receives (clicks, calls, directions, and interactions), the higher your prominence ranking will be.

2. NAP Consistency: Why Your Business Name, Address, and Phone Matter

2.1. What is NAP Consistency?

NAP consistency (Name, Address, and Phone Number) is a crucial factor in local SEO and Google Maps rankings. Google relies on accurate and consistent business information across the web to verify trustworthiness, improve search visibility, and enhance user experience. If your business information is inconsistent or incorrect, it can confuse search engines, reduce rankings, and create a poor customer experience.

2.2. Why is NAP Consistency Important for Local SEO?

Google uses business citations and directory listings to verify your company’s legitimacy. If your business name, address, and phone number appear consistently across Google Business Profile, directories, and websites, search engines see your business as more reliable—leading to higher local rankings.

Conversely, inconsistencies—such as different phone numbers, outdated addresses, or variations in business names—can hurt your local SEO efforts by causing Google to doubt the credibility of your business listing.

💡 Example of Good vs. Bad NAP Consistency:

✅ Correct & Consistent Across All Platforms
📌 Business Name: Elite Digital Marketing Agency
📌 Address: 123 Main Street, Suite 500, Los Angeles, CA 90012
📌 Phone: (310) 555-1234

🚫 Inconsistent Listings Across the Web
📌 Elite Digital Marketing Agency - 123 Main St., LA, CA
📌 Elite Marketing Co. - 123 Main Street, Suite 500, Los Angeles, CA 90012
📌 Elite Digital - (310) 555-4321

Even small inconsistencies, like “St.” vs. “Street” or using a different phone number, can affect how Google and other directories recognize your business.

• Google uses NAP data to verify the legitimacy of your business.
• Inconsistent details confuse search engines, leading to lower rankings.
• Ensures a seamless experience for customers trying to contact or visit you.

2.3. How to Ensure NAP Consistency Across the Web

Maintaining accurate and consistent NAP details across the web is essential for strong local SEO rankings and customer trust. By ensuring that your business information is uniform on Google Business Profile, your website, and online directories, you increase credibility, improve search visibility, and create a seamless experience for potential customers.

Standardize Your NAP Format on Your Website

Your website should display the exact same NAP details as your Google Business Profile. The footer, contact page, and any location-specific landing pages should have identical business details. 

• Use structured data (schema markup) to help search engines accurately interpret your business information.
• Keep your address format uniform across different web pages.

💡 Example of Schema Markup for NAP Consistency:

• Use the exact same format of your business name, address, and phone number across all platforms.
• Avoid using different abbreviations (e.g., “St.” vs. “Street”).
• Update outdated listings and remove duplicates in online directories.
• Use tools like BrightLocal, Moz Local, or Yext to monitor NAP consistency.

3. Google My Business Optimisation: Step-by-Step Guide

Google My Business (GMB) is the foundation of local SEO. A fully optimised GMB profile increases your chances of appearing in Google’s Local Pack and Google Maps rankings. Your Google Business Profile (GBP) listing should be the foundation of your NAP consistency efforts. Ensure that your business name, address, and phone number are accurate and match the information on your website.

3.1. Claim and Verify Your Google My Business Listing

• Visit Google My Business and sign in.
• Search for your business and claim the listing.
• Complete the verification process (usually via postcard, phone, or email).

3.2. Optimise Your Business Information

• Business Name: Use your official business name without unnecessary keywords.
• Address: Ensure your address matches what is on your website and other listings.
• Phone Number: Use a local phone number instead of toll-free numbers.
• Business Hours: Keep your hours accurate and updated, especially during holidays.
• Website URL: Link to your homepage or a dedicated landing page.
• Business Categories: Choose the most relevant categories that describe your business.

3.3. Add High-Quality Photos & Videos

• Businesses with photos receive 42% more requests for directions and 35% more website visits.
• Upload high-quality images of your storefront, interior, team, and products.
• Add videos showcasing your business in action.

3.4. Write a Keyword-Optimised Business Description

• Keep it clear, concise, and informative.
• Use relevant keywords naturally without stuffing.
• Highlight what makes your business unique.

3.5. Collect and Manage Customer Reviews

• Reviews are a major ranking factor for Google Maps.
• Encourage satisfied customers to leave reviews by sending follow-up emails or offering incentives.
• Respond to all reviews (both positive and negative) professionally.

3.6. Enable Messaging and Q&A

• Activate the Google Messaging feature to allow customers to contact you directly.
• Monitor and respond to the Q&A section on your business profile.

4. Additional Strategies to Rank Higher in Google Maps

Beyond the core Google Maps ranking factors—Relevance, Distance, and Prominence—there are additional strategies that can enhance your visibility in local search results. Leveraging local citations, backlinks, and authority-building efforts can further improve your Google Business Profile (GBP) rankings, helping your business stand out in the competitive local search landscape.

4.1. Local Citations & Directory Listings

Local citations refer to mentions of your business name, address, and phone number (NAP) on external websites, directories, and business listings. These citations act as trust signals, confirming to Google that your business information is accurate and legitimate. The more high-quality citations you have, the better your chances of ranking in Google Maps results.

How to Optimize Your Local Citations for Google Maps Ranking

✅ Get Listed on High-Authority Directories
Ensure your business is registered and verified on popular local and industry-specific directories, such as:

• Google Business Profile (essential for Maps rankings)
• Yelp (especially for service-based businesses and restaurants)
• Bing Places (Google’s competitor also influences local search rankings)
• Apple Maps (important for iPhone and Siri searches)
• Facebook Business Page (enhances social proof and engagement)
• Yellow Pages, TripAdvisor, Trustpilot, Angi, and industry-specific sites

✅ Ensure Consistency Across Listings
Your business name, address, and phone number (NAP) should be identical across all citations. Even small inconsistencies, like using “St.” instead of “Street” in some listings, can confuse search engines and lower rankings.

✅ Keep Listings Updated & Complete
Regularly update your contact details, business hours, services, and categories to ensure that your listings remain relevant and accurate. An incomplete listing may rank lower than a fully optimized one.

4.2. Build Local Backlinks

Backlinks—links from other websites pointing to your business—are a major SEO ranking factor. For Google Maps rankings, earning local backlinks from authoritative sources strengthens your business credibility and online presence, increasing your chances of appearing in the Google 3-Pack.

How to Earn Local Backlinks for Your Business

✅ Partner with Local Blogs & Newspapers

• Reach out to local bloggers, news websites, and review platforms to feature your business in their content.
• Offer insights for “Best [Industry] Businesses in [City]” lists or news articles.
• Sponsor community events or charities to get featured in press releases and local media.

✅ Get Listed in Local Business Associations & Chambers of Commerce

• Join your city’s Chamber of Commerce, as these organizations often link to member businesses.
• Become a part of local trade associations, networking groups, and small business directories for additional credibility.

✅ Leverage Community Websites & Forums

• Participate in Reddit threads, Quora discussions, and community Facebook groups related to your industry.
• Offer expert advice or insights, ensuring that your website link or GBP listing is included where relevant.

✅ Sponsor or Partner with Local Businesses

• Collaborate with complementary businesses (e.g., a wedding photographer teaming up with a florist) to cross-promote and link to each other.
• Host joint promotions, contests, or community events to encourage engagement and link sharing.

💡 Pro Tip: Not all backlinks are equal. Prioritize high-authority, relevant local websites over spammy or irrelevant sites to build long-term SEO value.

4.3. Implement On-Page Local SEO

Optimizing your website for local SEO is essential for reinforcing your Google Maps rankings and improving visibility in local search results. While your Google Business Profile (GBP) plays a major role in Google Maps rankings, your website needs strong on-page local SEO signals to complement and support it.

How to Optimize Your Website for Local Search Rankings

✅ Use Local Keywords Strategically
Incorporate location-based keywords throughout your site, especially in:

• Title tags and meta descriptions (e.g., "Best Bakery in London | Freshly Baked Pastries Daily").
• Headers (H1, H2) and page content (e.g., "Award-Winning Cakes & Bread in London’s City Centre").
• URL structures (e.g., www.yourwebsite.com/london-bakery/).
• Image alt text (e.g., "Artisan sourdough bread from London’s best bakery").

✅ Add Location-Based Schema Markup
Schema markup (structured data) helps Google understand your business details, increasing the chances of appearing in rich search results and Google Maps rankings.

✅ Embed Google Maps on Your Website
Including a Google Map with your business location on your Contact page improves user experience and reinforces local relevance for Google.

To embed Google Maps:

1. Go to Google Maps.
2. Enter your business name and click on it.
3. Click the “Share” button, then select “Embed a Map”.
4. Copy and paste the HTML iframe code onto your website’s contact page.

This makes it easier for customers to find you and sends local signals to Google.

4.4. Use Social Media for Local Engagement

Social media plays an indirect but important role in local SEO by boosting engagement, brand awareness, and customer interactions. Google factors in brand mentions, social signals, and customer engagement when determining a business's prominence in local rankings.

How to Leverage Social Media for Local SEO

✅ Promote Local Events & Offers
Regularly post about local events, promotions, and new product launches on platforms like Facebook, Instagram, and Twitter. Use local hashtags (e.g., #LondonBakery, #NYCCoffee) to increase visibility.

✅ Encourage Check-ins & Reviews
On Facebook and Instagram, encourage customers to “Check In” when they visit your store. The more local engagement your business gets, the more Google recognizes your brand’s prominence.

✅ Engage with Local Customers & Businesses
Interact with customers by responding to comments, DMs, and local community discussions. Partner with local influencers or businesses for cross-promotion.

✅ Share Google Business Profile Updates
Share GBP posts (such as updates, offers, and promotions) on social media, directing traffic back to your Google listing.

💡 Example: A café in New York could post:
“We’re launching our new pumpkin spice latte! 🍂☕ Visit us today in SoHo & tag us in your coffee moment! #NYCCoffee #SoHoCafe”

This type of post encourages local engagement, boosts brand awareness, and can lead to more user-generated content, which strengthens local SEO signals.

4.5. Keep Track of Performance with Google Search Console & Google Analytics

To continuously improve local SEO, tracking how users find your business and which strategies drive the most engagement is essential. Google Search Console (GSC) and Google Analytics (GA4) provide detailed insights into local search performance.

How to Monitor Local SEO Performance

✅ Google Search Console – Track Local Search Queries

• Use the Performance Report to see which keywords users search to find your business.
• Identify high-ranking local keywords and optimize your website for them.
• Monitor your Google Maps and organic search impressions to measure local SEO success.

✅ Google Analytics – Analyze Local Traffic & Engagement

• Go to Audience > Geo > Location to see where your visitors are from.
• Identify which cities, regions, or neighborhoods bring in the most organic traffic.
• Check Traffic Acquisition to track how users find your site (Google Search, social media, local directories, etc.).

✅ Monitor Conversions & Clicks to Google Business Profile

• Track how many users click on your Google Business Profile links from search results.
• Use UTM tracking links in GBP posts and social media campaigns to measure engagement.

💡 Tip: If local search traffic is low, revisit your Google Business Profile, website content, and citation strategy to improve rankings.

Conclusion

Ranking higher in Google Maps is not just about having a business listing—it requires consistent effort in optimising your Google My Business profile, ensuring NAP consistency, and building local authority. By following these actionable strategies, you can improve your local search visibility, attract more customers, and grow your business.

Start implementing these steps today, and watch your business climb the Google Maps rankings!

Would you like an expert audit of your local SEO strategy? Contact us today for a free consultation!