The Google Maps Local Pack — those three business listings at the top of local search results — captures 42% of all clicks for local queries. If your business isn't in those three spots, you're invisible to nearly half your potential customers.
Here's the practical reality: Google Maps rankings aren't random, and they're not pay-to-play (beyond Google Ads). They follow a logic you can understand and act on.
How Google Decides Who Ranks on Maps
Google uses three core signals for Google Maps rankings:
- Relevance — Does your business match what was searched?
- Distance — How close are you to the searcher?
- Prominence — How well-known and trusted is your business online?
You can't change your location. You can significantly improve your relevance and prominence.
Step 1: Nail Your Google Business Profile Categories
Category selection is the #1 most impactful thing you can do. Google uses your primary category to determine which searches your listing is eligible to appear in.
If you're a general contractor and you've selected "Construction Company" when you should have selected "General Contractor," you'll miss searches from people specifically looking for a general contractor.
How to choose the right category:
- Search your top competitor in Google Maps
- Click their listing and scroll to see their categories
- Check the top 3–5 businesses in your market
- Use the most specific category that accurately describes your business
Also add secondary categories for every additional service type you offer.
Step 2: Maximize Profile Completeness
Google's own documentation states that complete profiles rank higher. Every empty field is a missed opportunity. Specifically:
- Complete business description (use all 750 characters)
- All services listed with descriptions
- Service area including all cities you serve
- All applicable attributes checked
- Current, accurate hours
- 20+ recent photos
- At least one video
Step 3: Build Your Review Velocity
Reviews directly influence Maps rankings. More important than the total number is the recency and velocity — a business getting 5 new reviews per month will outrank a business that got 50 reviews two years ago and hasn't gotten one since.
The fastest way to build review velocity:
- Get your direct review link (in GBP: "Ask for reviews" → copy the link)
- Text or email it to every customer within 48 hours of completing their service
- Follow up once if they don't respond in 3 days
Target: 5+ new reviews per month. Full guide: How to Get More Google Reviews
Step 4: Fix Your NAP Consistency
Google verifies your business information by cross-referencing it across dozens of websites. If your address appears as "123 Front St" in some places and "123 Front Street" in others, or your phone number changed two years ago but old listings still show the old number, these inconsistencies dilute your authority.
Audit your citations and correct them all to match your GBP exactly. Priority platforms: Yelp, Bing Places, Apple Maps, Facebook, BBB, your industry's top directory, and your local Chamber.
Step 5: Stay Active on Your Profile
An inactive GBP is a signal to Google that your business might not be operating. Publish at least one post per week — tips, promotions, photos of recent work, community involvement. This keeps your profile fresh and signals engagement.
Also: respond to every review and every question in Q&A. Engagement metrics are a real ranking signal.
Step 6: Optimize Your Website for Local
Your website and your GBP work as a system. A strong website amplifies your Maps rankings:
- Include your city in your homepage title tag ("Plumber in Port Orchard, WA")
- Add LocalBusiness schema markup with your NAP details
- Create dedicated service area pages for each city you serve
- Embed a Google Map on your contact page
- Make sure your phone number matches your GBP exactly
Step 7: Earn Local Backlinks
Links from locally relevant websites increase your "prominence" in Google's algorithm. The easiest wins:
- Join your local Chamber of Commerce (they link to member businesses)
- Sponsor a local event or youth sports team
- Get mentioned in local news
- Partner with complementary local businesses who link to you
How Long Does It Take?
In Kitsap County, most markets aren't deeply competitive yet. With a fully optimized GBP, consistent reviews, and clean citations, most businesses see meaningful Maps ranking improvements within 60–90 days.
Competitive markets (dentists in Silverdale, for example) take 3–6 months of consistent work.
Check Your Starting Point
Not sure where you currently stand? Our free SEO audit includes a Google Maps analysis showing your current positions for your target keywords and what's holding you back.
See our full Local SEO service →
Buzz Cue | Poulsbo, WA | Kitsap County marketing agency. Start a conversation →