How Google ranks local businesses
Google ranks the local "map pack" on three things — relevance, distance, and prominence. Here's what each means and how to influence them.
When you search for something local, Google shows a map with a short list of businesses above the regular results. That list is the local pack (often called the "map pack"), and it's where most local clicks and calls come from. Understanding how Google chooses who appears there is the foundation of local SEO.
The three things Google looks at
Google has publicly said local results are ranked on a combination of three factors:
Relevance — how well your business matches what the person searched. Driven by your categories, services, and the information on your Google Business Profile and website. A complete, accurate profile helps Google understand exactly what you do.
Distance — how close you are to the searcher (or to the location in their search). You can't move your shop, but accurate location info and a properly set service area make sure Google places you correctly.
Prominence — how well-known and trusted your business is. This is the big one you can grow: it's driven by your reviews (quantity, rating, and recency), your activity (posts, fresh photos), consistent listings across the web, and your website's quality.
What this means for you
You can't change distance much — but relevance and prominence are squarely in your control, and they're where the wins are:
- Complete your profile and pick the right categories → relevance.
- Earn reviews steadily and reply to them → prominence.
- Stay active (posts, photos) → prominence.
- Keep your name, address, and phone consistent everywhere → both.
- Show up for the right searches with a relevant website → relevance.
This is why "set it and forget it" doesn't work for local SEO — prominence rewards ongoing activity. A business earning a review a week and posting regularly will out-rank an identical one that went quiet.
How Aaptly helps
Aaptly's audit grades you on exactly these signals (profile completeness, reviews, freshness, citations, site health) and tells you which fix moves the needle most. Then it does the recurring prominence work — posting, review requests, listing sync — for you. See Local SEO & rankings and Keywords & rank tracking.
Frequently asked questions
What is local SEO?
Local SEO is how your business shows up when nearby customers search for what you offer. Here's what it means and why it matters.
Why your Google Business Profile matters
Your Google Business Profile is the single most important asset for getting found locally — and Google's own data shows a complete one wins more visits and trust. Here's why, and what a strong one looks like.