Those three businesses that appear on the map above the search results — the "map pack" — capture the majority of local clicks, calls, and directions. For most local businesses, ranking there beats a page-one website link. Here is how to earn a spot.
The three ranking pillars
Google ranks local results on relevance, distance, and prominence. You cannot move your shop, but you have enormous control over relevance and prominence.
Complete every section
- Categories: pick the most accurate primary category, then add relevant secondary ones.
- Description: clear, natural, includes what you do and where.
- Hours: accurate, including holidays — wrong hours erode trust fast.
- Attributes: wheelchair access, parking, payment options, and more.
Post regularly
Business Profile posts (offers, updates, events) signal an active, real business and give you extra surface area in search. A weekly post beats a dormant profile every time.
Photos and videos matter
Profiles with fresh, high-quality photos get significantly more views and actions. Add real images of your space, team, and work — not just stock.
Reviews are the engine
Volume, recency, rating, and your responses all feed prominence. Ask consistently, respond to every review, and never buy fake ones — Google is very good at detecting and penalising them.
Use products and services
List your services with descriptions and prices where relevant. This helps you match more searches and gives customers what they need to choose you.
Keep it consistent
Match your Business Profile details exactly with your website and other listings. Consistency is a quiet but powerful ranking factor.
Watch the insights
Your Business Profile dashboard shows how customers find you, what they searched, and which actions they took. Use it to double down on what works.
Optimising a profile is easy to start and hard to master. HFF Global manages Business Profiles that consistently win the map pack. Ask us for a free profile review.