Understand how the Google Maps ranking algorithm works, and what actually moves the needle.
The Google Maps ranking algorithm determines which businesses appear in the Local Pack, the top 3 results that show on Google Maps and in Google Search for local queries. Google has publicly described the three primary factors: relevance, distance, and prominence. This guide breaks down exactly how each factor works, what signals influence each one, and what you can change to rank higher.
This playbook adapts well to other industries, for example local SEO glossary.
If you want to go deeper, our article on best service in city searches walks through how to rank for searches like best plumber in your city.
Google's documentation on local ranking describes three primary signals:
Relevance: How well your business listing matches what the user searched for. A query for "Italian restaurant downtown" needs to be matched against your business name, categories, services, and content.
Distance: How far your business is from the searcher's location or from the location they specified in the query. Google balances distance against relevance and prominence, a highly relevant business slightly farther away can outrank a closer but less relevant one.
Prominence: How well-known and trusted your business appears across the web. Google measures this through review volume and rating, citation consistency across directories, backlinks from local sources, and overall online presence.
All three factors interact. A business with perfect GBP optimization (high relevance) but low review count (weak prominence) may lose to a competitor with a complete profile AND strong reviews. The algorithm weighs the combination.
📊 Flento Data: Flento's analysis of 10,000+ GBP profiles shows that businesses in the Local Pack top 3 score above average on all three algorithm factors, not just one. Businesses ranking 4–10 typically have one weak factor holding them back.
You may also want our guide to rank for near me searches.
We break down a full playbook for marketing your business on Google Maps in our guide to Google Maps marketing.
Relevance is the factor you can improve most directly and quickly. It's determined by how well Google can understand what your business does and whether it matches the user's query.
The relevance signals, ranked by impact:
Primary GBP category (highest impact): Your primary category is the single most important relevance signal. Whitespark's 2026 Local Search Ranking Factors survey identifies primary category as the #1 ranking factor for the Local Pack. "Italian Restaurant" will rank for Italian restaurant queries; "Restaurant" will not rank specifically for cuisine type searches.
Choose the most specific accurate primary category available. This single change can produce ranking movement within 2–4 weeks.
Secondary categories: Add every relevant secondary category. Each secondary category expands your query eligibility. A plumber might add "Drain Cleaning Service," "Emergency Plumber," and "Sewer Contractor" as secondary categories to capture those specific searches.
Business name: Your business name should be your actual name. Keyword stuffing in the name (e.g., "Best Plumber NYC, Emergency 24/7") is a policy violation and can trigger suspension. However, if your actual business name includes a relevant keyword ("Chicago Deep Dish Pizza Co."), that naturally improves relevance.
GBP description: Write your description to include relevant terms naturally. A 250–300 word description that accurately describes your services, cuisine type, specialty, or approach adds keyword surface area for Google's relevance matching.
Services and menu fields: The Services section and Menu section in GBP add structured data about what you offer. Google reads this data for relevance matching. A "furnace installation" service listed in your GBP helps you appear for "furnace installation near me" even if your business name doesn't include those words.
Website content: Google reads your linked website as part of its relevance assessment. Your website should use the same terms, category language, and location signals as your GBP.
To get more from your listing, see Google Business Profile keyword strategy.
Related reading: our guide to proximity in local search covers how distance affects local rankings and what you can do about it.
Distance is the only Google Maps ranking factor you genuinely can't change. Your business is where it is.
What distance actually means in the algorithm:
Distance is measured from the searcher's current location (on mobile) or the location implied by the query ("restaurants in Austin"). Google uses geographic coordinates, it's not just about being in the same city.
The practical implication: A business physically located in the center of a city will naturally have a distance advantage over businesses on the outskirts for searchers in the central areas. This is why businesses in high-density commercial areas often outrank suburban competitors for generic "near me" queries.
What you can do:
Service area declaration: For service area businesses (plumbers, HVAC, movers), declaring your service area in GBP tells Google which geographic areas you serve. A plumber in the suburbs who lists 15 surrounding zip codes as service area will appear in Local Pack results for searches in those areas, even though they're not physically located there.
Service area pages on your website: Location-specific pages on your website (e.g., "Plumber in [City]") reinforce your relevance for that city's searches and help you appear in local results even for areas slightly outside your GPS coordinates.
Multiple physical locations: The most direct way to improve distance for multi-city coverage is having actual locations in multiple cities. Each location gets its own GBP and ranks for searches near that address.
Prominence is the broadest and most complex of the three factors. It reflects how well-known and trusted your business appears across the entire web, not just within Google.
Prominence signals:
Reviews (highest weight within prominence):
Citations:
Links:
GBP engagement:
The three factors aren't equal, and their weight shifts depending on the query type:
For "near me" searches: Distance is weighted heavily. The searcher wants the closest relevant result. A query without location intent defaults to the user's current GPS location.
For category + city searches ("restaurants in Chicago"): Relevance and prominence dominate. Distance matters less because the user has specified a city, not "near me." The algorithm looks for the most relevant and prominent business in that city.
For specific business name searches: If someone searches for your business name, your listing will appear regardless of distance or proximity to competitors. This is direct search intent.
The practical takeaway: For most local businesses competing in a metro area, improving relevance (category specificity, GBP completeness) and prominence (reviews, citations) are the controllable factors. Distance is fixed.
Google's integration of Gemini AI into Search has added new layers to how local results are generated:
AI Overviews: For some local queries, Google shows an AI Overview above the Local Pack. These AI responses pull information from GBP profiles, business websites, and structured data. Businesses with complete schema markup, detailed GBP descriptions, and FAQ sections are more likely to be cited in AI Overviews.
Conversational queries: Voice and natural language searches ("find me a good Thai restaurant open late on Saturday") require Google's AI to interpret intent before matching local results. GBP attributes (hours, cuisine type, dining options) become more important for these queries.
Entity understanding: Google's AI models understand businesses as entities with relationships to categories, neighborhoods, and customer types. Consistent signals across your GBP, website, and third-party listings build stronger entity recognition.
Helpful Content signals: Pages on your website that genuinely answer questions about your business, services, location, and customer needs perform better in AI-influenced results than thin promotional pages.
Based on Whitespark's 2026 survey and Flento's analysis:
Tier 1, Highest impact, act on these first:
Tier 2, High impact, do these second: 6. Secondary GBP categories (every relevant service type) 7. NAP consistency across major directories 8. Website ranking in organic search (prominence signal) 9. GBP description keyword relevance 10. GBP engagement metrics (clicks, calls, directions)
Tier 3, Supporting signals: 11. Local backlinks 12. Citation volume and authority 13. Google Posts activity 14. Review response rate 15. Schema markup on website
Looking at Local Pack winners across industries, the pattern is consistent:
Complete profile: Every field filled in, every relevant attribute selected, active photo library, services list.
Category precision: Not "Contractor" but "General Contractor" or "Kitchen Remodeler." Not "Restaurant" but "Italian Restaurant" or "Sushi Restaurant."
Active review generation: Not a historical count but fresh reviews coming in weekly. This tells Google the business is active and the quality is consistent.
Citation health: NAP that's exactly the same, same name format, same address abbreviations, same phone format, across every major directory.
Website alignment: The website reinforces everything in the GBP: same categories, same service descriptions, same location information, same NAP.
None of this is advanced. The businesses winning Local Pack positions aren't doing anything secret, they're doing the fundamentals completely and consistently.
Start free on Flento →, Flento monitors your GBP profile, tracks your local ranking position, and alerts you when any citation or profile data changes from your canonical data.
What are the Google Maps ranking factors? Google publicly states that Maps ranking is determined by three core factors: relevance (how well your listing matches the search query), distance (how far your business is from the searcher), and prominence (how well-known your business is based on reviews, citations, and web presence). Within these three, primary GBP category and review count/recency are the highest-impact controllable signals according to Whitespark's 2026 Local Search Ranking Factors survey.
How does the Google Maps algorithm work? The Google Maps algorithm evaluates every business listing in a geographic area against a user's search query. It scores each listing on relevance (category, description, services, keywords), distance (proximity to the searcher's location), and prominence (review volume and rating, citation consistency, website authority, engagement metrics). It then shows the top 3 results in the Local Pack based on the combined score. The weights of each factor shift based on query type, "near me" searches weight distance more; city-specific searches weight relevance and prominence more.
Why is my business not showing up on Google Maps? The most common reasons: (1) your GBP primary category is too generic, changing from "Restaurant" to "Italian Restaurant" can cause rapid ranking movement; (2) your review count or rating is too low compared to competitors; (3) citation inconsistencies (wrong phone number or address on Yelp, BBB, or other directories) are weakening your prominence score; (4) your GBP profile is incomplete, missing hours, attributes, photos, or services; (5) you haven't declared your service area, so you're not appearing in searches from areas where your customers live.
Does Google Maps rank based on proximity alone? No, proximity (distance) is one of three factors. A business farther from the searcher can outrank a closer business if it has better relevance and stronger prominence. In practice, distance matters most for "near me" queries with no location specified. For city-level searches ("plumber in Austin"), the algorithm weighs all three factors and highly relevant, highly prominent businesses rank regardless of their exact position within the city.
How do reviews affect Google Maps ranking? Reviews influence the prominence factor, which is one of three core ranking inputs. Specifically: review count signals how many customers have engaged with your business; average rating affects click-through rates and consumer trust signals; review recency tells Google the business is currently active and maintaining quality; review response rate is an engagement signal. Businesses with consistent weekly review flow outrank competitors with the same total count but no recent reviews.
How long does it take to rank higher on Google Maps? Category changes typically produce ranking movement within 2–4 weeks. Citation cleanup takes 4–8 weeks to propagate through data aggregators. Review velocity increases take 6–12 weeks to meaningfully affect ranking. Schema markup and website improvements take 4–8 weeks after Google recrawls. Most businesses working all factors simultaneously see their most significant ranking jumps between weeks 8 and 16 of consistent optimization.
