How Does Google Decide Which Local Businesses Show Up?

Google's own answer

You don't have to guess. Google says it on its help page:

"Local results are mainly based on relevance, distance, and popularity."

The same page calls the third one prominence. (Google Business Profile help)

So there are three things:

• Relevance: does your profile match what someone searched for?
• Distance: how far are you from the person searching?
• Prominence: how well known is your business?

And one thing Google rules out: "There's no way to request or pay for a better local ranking on Google." Anyone selling you a guaranteed top spot on Maps is selling something Google says doesn't exist.

1. Relevance: do you match the search?

Google defines relevance as "how well a Business Profile matches what someone is searching for."

The plainest way to match is to fill in your profile. Google: "Businesses with complete and accurate info are more likely to show up in local search results."

Your categories come first. In Whitespark's 2026 survey, 47 local search experts scored 187 ranking factors. Their number one for Maps was your primary Google Business Profile category. (Whitespark Local Search Ranking Factors) That list is expert opinion, not measured data, but the experts agree on this one.

Google's rule for picking them: choose categories that complete the sentence "This business IS a", not "this business HAS a." Use "as few categories as possible," and don't use them as keywords. (Google Business Profile help)

Then add your services. Sterling Sky found that "Services impact ranking," though the effect varies by industry and market. (Sterling Sky)

2. Distance: how close you are

Google defines distance as "how far each business is from the customer who's searching."

You can't change this one. A customer across town may see a different list than a customer down the street.

That's why people are tempted to fake it. Don't. Google says P.O. boxes and mailboxes at remote locations "aren't acceptable," and a rented mailing address where you don't work "isn't eligible." (Google Business Profile help)

If you go to your customers and they don't come to you, you're a service-area business. Google says you "should hide your business address from customers." Sterling Sky also found that the size of your service area "does not currently impact the ranking." (Sterling Sky) So list the areas you really serve and stop there.

3. Prominence: how well known you are

Google defines prominence as "how well-known a business is."

This is where you have the most control, and reviews are the biggest part of it. Google says it in so many words: "More reviews and positive ratings can help your business's local ranking." (Google Business Profile help)

A steady flow matters more than a big pile. Sterling Sky's 2025 study found that "the number of reviews you've gotten this month matters more than your total number of reviews," and that "reviews with actual text had a stronger impact on rankings." (Sterling Sky)

How to get them, the right way: How to Get More Google Reviews Without Breaking Google's Rules.

Being open counts too

Google's tips include keeping your hours current. (Google Business Profile help)

Whitespark's experts rank "Business is Open at Time of Search" fifth for Maps. And Sterling Sky found that removing hours had "a noticeable negative impact on rankings during the hours the business was open." (Sterling Sky)

Set your holiday hours too. Google suggests confirming them "even if they're the same as your regular hours." (Google Business Profile help)

Two things that don't help (or hurt)

Posting every day. Google's ranking page doesn't list posts. A small 2021 Sterling Sky test found posts "had no measurable impact on rankings in the local pack." (Sterling Sky) Whitespark's experts put post frequency at #148 of 187 for Maps. Posts help people choose you once they find you. They don't move you up.

Keywords in your business name. It works, which is why people do it. Whitespark's experts rank it third. But Google says your name should be your "real-world name," and extra words "could result in the suspension of your Business Profile." (Google Business Profile help) Whitespark's experts name competitor reports as a top cause of suspensions. It isn't worth losing the profile.

What to do this week (our recommendation)

This part is our advice, built on the facts above.

1. Check your primary category. Does it finish "This business IS a…"?
2. Fill in every field you can, and add your services.
3. Set your hours and your holiday hours.
4. Ask every customer for a review, every month.
5. Leave your business name alone.

Chapter by chapter, Drop 08 walks you through each of these on your own profile.