For most local searches, Google shows a map with three businesses before any normal results. Searches like “electrician near me”, “dentist in Chester” or “accountant Stoke” are decided there. If you’re not one of the three, most people never see you.
The frustrating part for business owners is that it often isn’t clear why a competitor appears and they don’t. The reasons are usually fixable, and most of them cost nothing but time.
How does Google decide who appears on the map?
Google says it ranks local results on three things:
- Relevance: how well your Google Business Profile matches what the person searched for.
- Distance: how far you are from the searcher, or from the place they named.
- Prominence: how well known and well reviewed your business is, online and off.
You can’t move your premises closer to every customer, so the work is in relevance and prominence. Here are the five problems that come up most often.
1. Is your profile verified?
An unverified Google Business Profile may not appear at all. Check your profile for a “Get verified” or “Review issues” message. Google chooses which verification methods you’re offered, which can include a video, a phone call or text, an email or a postcard. Video verification is common now: you record a short, continuous clip on your phone showing your signage, premises or tools, and proof that you manage the business.
While you wait for verification, don’t change your business name, address or category. Changes can restart or cancel the process.
2. Is your primary category right?
Your primary category has more influence on which searches you appear for than anything else in your profile. Many businesses choose something too broad, such as “Lawyer” instead of “Family law solicitor”, or “Contractor” instead of “Roofing contractor”. Choose the most specific category that describes your main service, then add secondary categories for other services you genuinely offer. Looking at the categories used by the top three businesses for your main search is a useful starting point.
3. Is your profile complete?
A half-filled profile gives Google less to match against. Fill in every section: a plain-language description of what you do and where, your services with short descriptions, accurate opening hours (including bank holidays), attributes such as wheelchair access, and real photos of your premises, team and work. Link to the most relevant page on your website, ideally a page about that location or service rather than the homepage.
4. Do you have enough reviews?
Reviews are the biggest part of prominence you can influence directly. A business with a steady stream of recent reviews usually outranks one with a few old ones. Ask every happy customer, ideally with a direct link sent straight after the job, and reply to every review, good and bad. Don’t offer discounts or gifts in exchange for reviews: it breaks Google’s rules and can get reviews removed.
5. Are your business details the same everywhere?
Your business name, address and phone number should be identical on your website, your Google profile and directories such as Yell, Thomson Local and industry sites. Old addresses, different phone numbers and variations of your name make it harder for Google to trust which details are correct.
What can get a profile suspended?
Some fixes people try make things worse. Adding keywords or town names to your business name, using a virtual office or PO box as your address, and creating more than one profile for the same location all break Google’s guidelines and can lead to suspension. If you work from home and visit customers, set your profile up as a service-area business, hide your address and list the areas you cover.
When is it worth getting help?
Most small businesses can work through the steps above themselves in an afternoon, then keep on top of reviews and photos each month. It becomes worth bringing in local SEO services when you have several locations, operate in a competitive area, or have a profile that has been suspended or is stuck below competitors despite doing the basics.
The map pack rewards businesses that look active, accurate and well reviewed. Get those right and you give Google every reason to show you.
Darren Graham is co-founder and Organic Search Director at 408 Media, a specialist search agency with offices in Sandbach, Manchester and Birmingham. He has worked in organic search and local SEO for more than 15 years.
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