When someone searches for "plumber near me" or "dentist in Austin," Google shows a map with three businesses above the regular results. Those listings are known as the local pack, and they get a large share of the clicks, calls and visits. This guide explains how to earn a place there.
How Google ranks local results
Google says local results are based mainly on three factors:
- Relevance: how well your profile matches what the person searched for.
- Distance: how far you are from the searcher, or from the location named in the search.
- Prominence: how well known your business is, based on information from across the web such as reviews, links and mentions.
You cannot change where a searcher is standing, so your work focuses on relevance and prominence.
1. Build a complete Google Business Profile
Your Google Business Profile is the most important local asset. Claim and verify it, choose the most accurate primary category, add secondary categories that describe other services you provide, list your services, and keep your hours and contact details current. Use your real business name only. Adding keywords to the name breaks Google's guidelines and can lead to suspension. Our step-by-step guide to optimizing your profile covers each field.
2. Keep your business details consistent everywhere
Your name, address and phone number, often called NAP, should match across your website, your profile and the directories that list you. Inconsistent details confuse both customers and search engines. Start with major platforms and the directories common in your industry, then correct any old or duplicate listings.
3. Earn and answer reviews
Reviews affect rankings and they affect whether a person picks you. Ask every happy customer, ideally soon after the job is done, and make it easy by sending a direct link to your review form. Do not offer discounts or gifts in exchange for reviews, and do not review your own business. Google's policies prohibit both. Reply to every review, positive or negative, in a calm and helpful tone.
4. Make your website say where you work
Your site should make your location and services obvious. Put your address and phone number in a consistent place, embed a map on your contact page and add LocalBusiness schema. If you serve several cities, create a separate page for each one with useful, original content: the services you offer there, projects you have completed, and details people in that area care about. Do not copy one page and swap the city name.
5. Write for local search terms
Use the phrases your customers actually type. Include the city or neighborhood and the service in page titles, headings and body copy where it reads naturally. A title like "Emergency Plumber in Austin, TX" is clearer than "Welcome to Our Website."
6. Earn local links and mentions
Links from local news sites, chambers of commerce, suppliers, sponsored events and community organizations show Google that your business is part of the area. Sponsor a local team, host a workshop, or share useful local data. These activities build prominence in a way no directory can.
7. Track what matters
Rankings in the map pack change by location, even within one city. Track visibility for your main services from several points, and measure actions that matter to you: phone calls, direction requests and form submissions. Google Business Profile performance data and Google Analytics both help.
A simple order to follow
- Verify and complete your Google Business Profile.
- Fix inconsistent listings.
- Start a steady review routine.
- Improve your location and service pages.
- Build local links over time.
Our local SEO team handles each of these steps for businesses across the United States. If you are not sure where you stand, start with an SEO audit.