In 2025, Google Maps remains the first place consumers turn to when looking for a nearby business. Whether you run a restaurant, a craft shop or a high-street store, your position in the local results directly determines how many customers walk through your door. So how does Google decide which businesses to show first? Here are the 7 key factors that influence your ranking, with concrete actions for each one.

1. The relevance of your Google Business Profile

Relevance measures how well your profile matches a user's search. Google analyses your business name, your primary category, your secondary categories, and above all the description of your business. To maximise relevance, pick a precise primary category (for example "Bakery and pastry shop" rather than just "Bakery") and add up to 9 relevant secondary categories.

Write a complete 750-character description that naturally includes your main keywords: your services, your specialities and your area. Avoid keyword stuffing — Google can detect it and will penalise you.

2. The distance from the user

Geographic proximity is a factor you have little direct control over, but you can still optimise it. Make sure your address is perfectly accurate on Google Maps, with the right postcode and the marker correctly positioned on the map. If your business serves a wide area (plumber, electrician, caterer), define your service area precisely in your profile settings.

One often overlooked point: "near me" searches aren't limited to raw distance. Google also takes into account the density of results in your area. In a neighbourhood with few competitors, you can show up even for searches that are slightly further away.

3. Prominence and customer reviews

This is probably the most important factor and the one where you have the most room to improve. Google evaluates your prominence through several signals:

Put a regular review-collection strategy in place. A QR code at the till, an SMS after the visit, or a follow-up email — every customer touchpoint is an opportunity to gather an authentic review.

4. Engagement on your profile

Google measures how users interact with your profile. Clicks on the call button, direction requests, visits to your website and clicks on your photos are all positive signals. The more interactions your profile generates, the more Google considers it relevant and useful.

To boost engagement, add quality photos regularly (at least one a week), publish Google Business posts to announce promotions or news, and make sure your opening hours are always up to date. A business with incorrect hours creates frustration and sends negative signals.

5. Citations and NAP consistency

Your NAP (Name, Address, Phone) must be strictly identical everywhere online: Yellow Pages, TripAdvisor, Facebook, your own website, local directories. Every consistent mention of your business strengthens your credibility in Google's eyes. Conversely, conflicting information sows doubt and hurts your ranking.

Audit your existing citations and fix any inconsistencies. Get listed on the quality directories that matter in your industry: TheFork for restaurants, Doctolib for healthcare professionals, Treatwell for beauty salons.

6. Optimising your website for local search

Your website is still an important signal for local SEO. Google checks the consistency between your profile and your site. Include your full contact details in the footer, add Schema.org LocalBusiness markup, and create a dedicated page for each area you serve. A fast, mobile-friendly site with localised content sends positive signals.

7. Review responses and profile activity

Replying to 100% of your reviews (both positive and negative) is a strong signal for Google. It shows that you're an active business that cares about its customers. In your replies, naturally include keywords related to your business and location. For example: "Thanks for visiting our Italian restaurant in Lyon — we're glad you enjoyed our wood-fired pizzas."

By optimising these 7 factors together, you can significantly improve your Google Maps ranking within a few weeks. The key is consistency: Google rewards businesses that invest in their online presence continuously, not those that make a one-off effort and then give up.