Google Maps SEO: How to Rank in the Local Pack

When someone in Melbourne searches “electrician near me” or a Sydneysider looks up “best physio in Bondi,” the first thing they see is the Local Pack: three business listings with a map pinned above the organic results. That’s Google pulling from Google Maps data, and it’s where most local clicks go.

Getting into those three spots isn’t random. Google has published exactly how it decides which businesses show up. This guide breaks down the ranking factors, then walks through every optimisation step for your Google Business Profile (GBP).

The three local ranking factors

According to Google’s own help documentation, local results are based on three factors: relevance, distance, and prominence. Google states explicitly that there is “no way to request or pay for a better local ranking.”

Relevance is how well your Business Profile matches what someone searches for. Google says businesses with “complete and accurate info are more likely to show up in local search results.” The more detail you provide about what your business does, the easier it is for Google to match you to the right searches.

Distance is how far your business is from the person searching. If the searcher doesn’t share their location, Google estimates it based on what it knows. You can’t change where you are, but you can make sure your address is correct and your service area is properly defined.

Prominence is how well-known your business is. Google factors in “how many websites link to your business and how many reviews you have.” More reviews and positive ratings improve your local ranking. This is the factor you have the most control over.

Step 1: Claim and verify your profile

If you haven’t already, claim your Business Profile at business.google.com. Google’s help centre explains that you can add your business if no profile exists, or claim an existing unverified profile by searching for your business in Google Maps and selecting “Claim this business.”

Verification tells Google you’re authorised to represent the business, which makes it “more likely to show up in search results.” Google offers verification via phone, email, or postcard depending on your business type.

Until you verify, you can’t respond to reviews, add photos, or control what shows up. This is step one for a reason.

Step 2: Complete every field

Incomplete profiles rank lower. Google’s local ranking documentation says businesses with “complete and accurate info” are more likely to appear in local search results.

Fill in everything:

Business name. Use your real business name. Don’t stuff keywords into it.
Address. Your full street address if customers visit your location.
Phone number. Use a local number, not a 1300 or 1800 number, so Google can associate you with your area.
Hours. Keep regular and special hours (public holidays, Boxing Day, ANZAC Day) up to date. Google’s help documentation recommends regularly updating your business hours so “customers know when they can visit.”
Category. Pick the most specific primary category that describes your business. A “plumber” should choose “Plumber,” not “Home Services.” You can add secondary categories for other services you offer.
Business description. Write a clear summary of what you do, who you serve, and where. Use natural language, not keyword lists.
Services. Google lets you “show a list of your business services and provide online quotes, so customers get the info they need.” List every service you offer.
Attributes. Things like wheelchair accessibility, Wi-Fi, parking, payment methods. Google mentions “other details such as parking or Wi-Fi availability” as information to provide.

Step 3: Get reviews (and respond to every one)

Reviews are one of the strongest prominence signals. Google’s ranking documentation explicitly links “more reviews and positive ratings” to better local ranking.

How to get more reviews:

Ask after you’ve delivered a good result. A plumber who just fixed a burst pipe has earned the ask.
Make it easy. Send a direct link to your Google review page via text or email.
Don’t offer incentives for reviews. Google’s policies prohibit this.

When you reply to reviews, Google says it “shows that you value their feedback” and that “positive reviews and helpful replies can help your business stand out.” Respond to every review, good or bad. Thank positive reviewers specifically. For negative reviews, acknowledge the issue, offer to resolve it offline, and keep it professional.

Step 4: Add photos and videos

Google lets you “show customers what you offer and tell the story of your business with photos and videos.” Profiles with photos get more engagement than those without.

What to upload:

Exterior shots. Help people recognise your location from the street.
Interior shots. Show the space, especially if appearance matters (restaurants, clinics, salons).
Team photos. People want to see who they’ll be dealing with.
Work photos. Before-and-after shots for tradies, completed projects for builders, plated dishes for restaurants.
Your logo. Google lets you share logos directly on your profile.

Add new photos regularly. A profile with photos from 2023 looks abandoned. Fresh images signal an active business.

Step 5: Post updates

Google Business Profile lets you “create posts to promote special offers, events, and updates to keep customers in the loop.” Posts appear directly on your profile in Search and Maps.

Use posts for:

Seasonal offers (end-of-financial-year specials, summer promotions)
New services or products you’ve added
Completed projects or case studies
Community involvement or local events
Tips relevant to your industry

Posts expire after six months, so keep them coming. A business that posts regularly signals to both Google and customers that it’s active and engaged.

Step 6: Add your products or services

If you’re a retail business, Google can “automatically list your in-store products for free, right from your Business Profile.” For service businesses, listing your services with descriptions helps Google match your profile to relevant searches.

This ties directly back to relevance. The more Google knows about what you sell or do, the better it can match you to someone searching for it.

Step 7: Keep your information consistent everywhere

Your business name, address, and phone number (NAP) should be identical everywhere it appears: your website, your GBP, your social profiles, and any directory listings. Inconsistencies confuse Google about which information is correct, which can hurt your prominence score.

Common places to check:

Your own website’s contact page and footer
Yellow Pages, True Local, and other Australian directories
Industry-specific directories (HiPages for tradies, HealthEngine for healthcare)
Social media profiles (Facebook, Instagram, LinkedIn)

What you can’t control (and shouldn’t stress about)

Distance. If someone searches from the other side of the city, you’re unlikely to show up in their Local Pack no matter how optimised your profile is. That’s fine. Focus on dominating searches near your actual location.

Google’s algorithm updates. Rankings shift. Don’t panic over a week-to-week drop. If you’ve followed every step above, you’re doing everything Google has publicly recommended.

The local pack isn’t the whole picture

Ranking in the Local Pack matters, but it’s one part of how people find local businesses. Your website still needs to rank in organic results, and increasingly, people are asking AI tools like ChatGPT and Perplexity for local recommendations.

If you’re starting from scratch with SEO, our guide to small business SEO in Australia covers the fundamentals: site speed, keywords, page titles, and how everything fits together.

For trade businesses specifically, we’ve written about how AI search is changing visibility for tradies and what you can do about it now.