Local SEO: how to show up in the map pack
For local services, the map results often matter more than the regular listings. Here is how local rankings work and what you can influence.
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Key takeaways
- Google ranks local results by relevance, distance and prominence.
- A complete, accurate Google Business Profile is the foundation.
- Reviews, consistent listings and local pages build prominence over time.
When someone searches for a local service, such as a dentist, an electrician or a restaurant, Google often shows a map with a short list of businesses before the regular results. Appearing there can bring calls, direction requests and visits directly.
How local ranking works
Google explains that local results are based mainly on three factors:
- Relevance: how well your profile matches what the person searched for.
- Distance: how far your business is from the searcher or the location in their search.
- Prominence: how well known your business is, based on information across the web, including reviews, links and articles.
You can't change distance, but you can strengthen relevance and prominence.
Build a complete Google Business Profile
- Choose the most accurate primary category, and add relevant secondary categories.
- Fill in services or products, opening hours, holiday hours, attributes and a clear description.
- Add real photos of your premises, team and work.
- Keep information accurate whenever anything changes.
Our step-by-step guide to optimising your Google Business Profile covers each section.
Earn reviews
Ask happy customers for reviews, make it easy with a direct link and reply to every review, positive or negative, politely. Never buy reviews or offer incentives that break platform rules.
Keep your details consistent
Your business name, address and phone number should match across your website, directories, social profiles and industry listings. Inconsistencies create confusion for people and search engines.
Create local content on your website
- A contact page with your address, map, hours and phone number
- Service pages that mention the areas you serve, with genuinely useful local information
- Local structured data (LocalBusiness) on relevant pages
Get local mentions
Links and mentions from local organisations, suppliers, events, news sites and associations build prominence. Sponsorships, partnerships and community activity often lead to them naturally.
Track results
Your Business Profile shows calls, website clicks and direction requests. Combine those with website analytics to see which actions lead to customers.
Our local SEO service handles profile optimisation, citations, review strategy and local pages.
Frequently asked questions
Do I need a physical address for local SEO?
To appear in map results you need a verified Google Business Profile. Service-area businesses can hide their address and list the areas they serve instead.
Can I rank in a city where I'm not located?
It's harder in map results because distance matters. Dedicated, useful service-area pages on your website can still help in regular results.
