How to Rank Higher on Google Maps When You Go to the Customer

Google says three things decide where you show up on the map: how well your listing matches what someone searched, how far you are from them, and how well-known your business is. Nobody can pay Google to move up.

If you go to the customer, one of those three is out of your hands. You can't move your business closer to every kitchen and crawl space in your area, and the tricks people try to fake it break Google's rules.

The other two you can work on, and most of it is free: the right category, every service you offer listed, reviews from every customer, and real local websites that link to you.

What Google looks at when it orders the map

Your Google listing is what Google calls your Business Profile: the one on the map with your reviews and the Call button. Google's help page on local ranking says results "are mainly based on relevance, distance, and popularity," then explains each one under its own heading:

• Relevance: "Relevance is how well a Business Profile matches what someone is searching for."
• Distance: "Distance refers to how far each business is from the customer who's searching. If a customer doesn't share where they are, Google uses what it knows about their location."
• How well-known you are: Google calls this one prominence: "Prominence means how well-known a business is." It's based "on info like how many websites link to your business and how many reviews you have. More reviews and positive ratings can help your business's local ranking."

Google also says "There's no way to request or pay for a better local ranking on Google." And it says "We do our best to keep the search algorithm details confidential," so nobody outside Google knows the exact recipe.

plumber near me1Searching from: your customer's street2☆☆☆☆☆Call3☆☆☆☆☆Call☆☆☆☆☆Call

Relevance"how well a Business Profile matches what someone is searching for"Distance"how far each business is from the customer who's searching"How well-known you are"how many websites link to your business and how many reviews you have"

Distance: the one you can't change

Google measures distance from the person searching, and you can't be close to every customer at once. There's no honest way around that, and the usual tricks break Google's rules:

• A rented mailing address in town. "If your business rents a physical mailing address but doesn't operate out of that location, also known as a virtual office, that location isn't eligible for a Business Profile."
• A city added to your name. "Your name should reflect your business's real-world name, as used consistently on your storefront, website, stationery, and as known to customers." Google's list of what a name must not include has "Location information" on it, and it warns: "Including unnecessary information in your business name isn't permitted, and could result in the suspension of your Business Profile."
• A second listing. "You can have only one Business Profile for each business." And "If a profile is considered a duplicate, it won't show on Google Search or Maps."

Your service area tells customers where you go. You can list up to 20 cities or ZIP codes, not a radius, and Google says "The boundaries of your overall area shouldn't be more than about 2 hours of driving time from where your business is based." Google's service area page doesn't say a bigger area moves you up the map. It says "be as specific and accurate as possible," so draw the area you actually drive to.

First, make sure Google can trust your listing

Your listing should be verified: Google says that "tells Google that you're authorized to represent the business, so it's more likely to show up in search results." Your hours and phone number should be current, since "Businesses with complete and accurate info are more likely to show up in local search results." And if customers don't come to you, "you should hide your business address from customers."

If your listing isn't showing at all, that's a different problem. Start with why your business isn't showing up on Google instead.

Relevance: tell Google exactly what you do

Pick the most specific main category

Google: "The categories you select affect your local ranking on Google." It asks you to "Select a primary category that best describes your business," and "When you choose your category, select a specific category from the list that shows up." Its own example: instead of "Salon," choose "Nail salon."

Add more categories only for real parts of the business. Google says "Do not select a category for every product or service," and to "Use as few categories as possible to describe your overall core business from the provided list."

List every service, and describe the work

Google: "To help Google better understand your business and match it to relevant searches, provide complete and detailed business info." So list every service you actually do, the small jobs too. Someone searching for a water heater install should be able to see that you install water heaters.

The description is for "useful information on services and products offered, as well as the mission and history of your business." Write it for the customer, in plain words, about the jobs you do. The words people search belong in your services and description because they're true, never in your name.

Skip the tips that aren't for you

Google's tips page is written for every kind of business. Its example search is "Italian restaurant," one tip is "Add in-store products" for stores, and the address tip is for a business with "a location that customers can visit." If you go to the customer, skip those.

To make any of these changes: go to your Business Profile, select Edit profile, make your changes and select Save. Google says "We review your changes before we update them live on your profile."

How well-known you are: reviews and local websites

Reviews from every customer

Reviews are the part you control most. Google: "More reviews and positive ratings can help your business's local ranking." To get more, ask every customer, the same way, with the same link.

Every customer means the unhappy ones too. Google's policy lists "selectively solicit positive reviews from customers" as rating manipulation. And never for a discount: offering "payment, discounts, free goods and/or services" for a review counts as fake engagement, which Google says "is not allowed and will be removed." We cover the asking itself in how to get more Google reviews.

Reply to them

Replying is on Google's own list of ranking tips: "When you reply to customer reviews, it shows that you value their feedback. Positive reviews and helpful replies can help your business stand out." For what to write, here are sample replies for good reviews and bad. For the one that stings, here's what Google will and won't take down.

Get linked from real local websites

Google counts "how many websites link to your business." For a home service business, that means real places: the supply house you buy from, the manufacturers whose products you install, the trade association you belong to, the chamber, a local news story about a job. Don't pay for links.

What Google doesn't list

You'll read that posting every week, embedding a map on your website or uploading fresh photos every Monday will move you up. Posts and embedded maps aren't on Google's ranking tips page at all, and neither is how often to add photos. Maybe some of it helps, but Google keeps the details confidential, so treat anyone's list of secret signals as a guess.

Photos are on Google's tips list, though not among its three factors: Google says they let you "show customers what you offer and tell the story of your business." Add real photos of your work, because they help a customer pick you.

And if anyone guarantees you the top spot, walk away. Google's rules for companies like ours list "Guarantees top placement on Google" under "False, misleading, or unrealistic claims." We don't promise a position.

How to see where you really stand

Because Google measures distance from the person searching, the map you see from your driveway may not be the map your customer sees across town. It's easy to check. Next time you're on a job on the far side of your area, search your main service plus "near me" and see who's above you.

Then look at what they have that you don't: a more specific category, more services listed, more reviews. And count the calls that come in, since a higher spot only matters if the phone rings. We cover how to track which calls came from Google.

The order to work in

1. Make sure your listing is verified, accurate, and follows the rules for businesses that go to the customer.
2. Pick the most specific main category.
3. List every service and write a plain description.
4. Send the same review link to every customer, and reply to reviews.
5. Get linked from real local websites: suppliers, associations, the chamber, local news.
6. Check from across town, not from your driveway.

Reviews take the longest to build, so start asking this week.