When someone searches "near me", Google shows three businesses on a map before anything else. Getting into those three spots is often the single biggest marketing win for a local business, and most of it is free. Here's how it works and exactly what to do.

How Google decides who shows up on Maps

Google says local results are mainly based on three things:

  • Relevance: how well your profile matches what someone searched for.
  • Distance: how far you are from the searcher or the location they searched.
  • Prominence: how well known your business is, including reviews, ratings and links from around the web.

Google is clear that there's no way to pay for a better local ranking. You earn it.

The industry's long-running Whitespark Local Search Ranking Factors survey backs this up. In its 2026 edition, the top factors for Maps included your primary category, proximity to the searcher, having a physical address in the city searched, being open at the time of the search, and a high star rating.

Step 1: Set up and verify your Google Business Profile

Create or claim your free profile at Google Business Profile, then verify it. Google offers several verification methods, including phone or text, email, a live video call, a recorded video or a postcard. Google decides which methods you're offered.

If you work from home or visit customers, set yourself up as a service-area business, hide your address and set the areas you cover. Google says your service area shouldn't extend beyond about two hours' drive from your base.

Step 2: Complete every part of your profile

  • Categories. Your primary category matters most. Choose the most specific one that describes your business, and add as few extra categories as needed. Google advises against using categories as keywords.
  • Business name. Use your real-world name only. Adding keywords or locations can get you suspended (more below).
  • Hours. Keep them accurate, including holiday hours. Being open when someone searches helps you appear.
  • Description. Describe what you offer. Google doesn't allow links or promotional content in it.
  • Photos and videos. Google recommends adding them. Show your work, your premises and your team.
  • Products and services. List them with clear names and descriptions.
  • Posts. Share updates, offers and events. Posts are archived after six months unless you set dates, so keep them fresh.

What's changed recently

Google Business Profile changes regularly. Chat and call history were switched off in July 2024, and Google discontinued the Q&A API in November 2025. Q&A has since disappeared from profiles, and in the US the Maps app has started replacing it with an AI-powered "Ask a question" feature. AI answers draw on what Google knows about your business, which is another good reason to keep your profile complete and accurate.

Step 3: Get more reviews without breaking Google's rules

Reviews influence both your ranking and whether people choose you. BrightLocal's 2026 Local Consumer Review Survey (a US sample of 1,002 people) found 97% read reviews for local businesses, 74% care most about reviews from the last three months, and 89% expect owners to respond.

Google's review policy allows you to ask customers for honest reviews. It does not allow:

  • offering discounts, freebies or anything else in return for a review;
  • only asking happy customers ("review gating");
  • writing reviews yourself, or asking for specific wording.

The simplest approach: ask every customer, at the moment they're happiest, with a short link or QR code. Then reply to every review, good or bad, politely and promptly.

Step 4: Make your details consistent everywhere

Your business name, address and phone number should match exactly across the web. Google recommends using a local phone number you control rather than a call centre number. Worthwhile UK listings include Apple Business Connect, Bing Places, Facebook, LinkedIn, Trustpilot and, for hospitality, TripAdvisor, based on BrightLocal's UK citation list. Whitespark's 2026 research found these mentions matter even more for appearing in AI-powered search results.

Step 5: Back it up with your website

Link your profile to a fast, mobile-friendly website that clearly says what you do and where. If you serve several towns, a genuinely useful page for each area can help, as long as it isn't a copy-and-paste of the others. This is standard good practice rather than something Google spells out, but it gives Google more reasons to see you as relevant.

Mistakes that get profiles suspended

From Google's guidelines for representing your business:

  • Adding keywords, locations or taglines to your business name. Google says this can lead to suspension.
  • Using a virtual office, PO box or mailbox address. Co-working spaces only qualify if you have signage, staff and customer-facing hours there.
  • Creating duplicate profiles for the same location.
  • Showing a home address when you should be a service-area business.
  • Buying, incentivising or filtering reviews.

Want it done for you? Our SEO service includes Google Business Profile setup and optimisation, local SEO and a clear monthly ranking report.

Frequently asked questions

Can I pay Google to rank higher on Google Maps?

No. Google says there's no way to request or pay for a better local ranking. Google Ads can show you in sponsored spots, but the organic map results are earned.

Can I use a virtual office address for my Google Business Profile?

No. Google doesn't allow virtual offices or mailboxes. If you don't have premises customers visit, set up as a service-area business and hide your address.

Can I offer a discount in return for a Google review?

No. Google's policy bans incentivised reviews and only asking happy customers. You can ask every customer for an honest review.

How long does local SEO take?

Some improvements, like completing your profile, can help within weeks. Building reviews and authority usually takes several months.

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Figures were checked against these sources on 3 November 2026. Prices and rules change, so check the latest before acting. This article is general information, not legal or financial advice.