When someone searches for a local service on Google, the first thing they see is a map with three businesses listed beneath it. This is called the Local Pack, and the businesses inside it get the lion's share of clicks, calls, and new customers.
Getting into the Local Pack — and ranking as high as possible within it — is one of the most valuable things a local business can do in 2026. This guide explains exactly how Google decides who appears there, and what you can do to rank higher.
How Google Decides Who Ranks in the Local Pack
Google's algorithm for local search results considers three main factors:
- Relevance — how well your business matches what the searcher is looking for
- Distance — how close your business is to the searcher (or to the location they specified)
- Prominence — how well-known and trusted your business appears to be, based on online signals
You can't change your physical location, but you have significant control over relevance and prominence. Here's how to improve both.
1. Complete and Optimise Your Google Business Profile
An incomplete profile is one of the most common reasons businesses rank poorly in the Local Pack. Google can't show your listing confidently for a search if it doesn't have clear, comprehensive information about what you do.
Go through every section of your Google Business Profile and complete it fully:
- Primary category — choose the most specific, accurate category available. This is the single most important ranking signal in your profile.
- Secondary categories — add all relevant additional services
- Business description — include your location, primary service, and areas covered naturally
- Services — list every individual service you offer
- Photos — upload at least 10 high-quality images and add new ones regularly
- Hours — keep these accurate, including bank holidays
2. Earn More Google Reviews
Reviews are one of the strongest signals Google uses to assess prominence. A business with 80 reviews averaging 4.9 stars will almost always outrank a competitor with 10 reviews — all other factors being equal.
More importantly: recent reviews carry more weight than old ones. Google values recency. A business that received 50 reviews last year and none this year looks less active than one consistently earning new reviews each month.
Build review collection into your regular process. After every completed job, send a text with your direct Google review link. Make it effortless for the customer. Even a 30–40% response rate compounds significantly over time.
For detailed strategies, see our guide on how to get more Google reviews.
3. Build Consistent Local Citations
A citation is any mention of your business name, address, and phone number (NAP) on the web — in directories, on review platforms, in local publications.
Google cross-references these citations to verify that your business is legitimate and that your information is consistent. Inconsistencies — different phone numbers in different places, an old address that's still live somewhere — erode trust and can suppress your ranking.
Ensure your business is listed correctly and consistently on:
- Google Business Profile (your primary source)
- Yell.com
- Yelp
- Bing Places
- Apple Maps
- Checkatrade or TrustATrader (for tradespeople)
- Any industry-specific directories relevant to your sector
Every citation should use exactly the same business name, address format, and phone number.
4. Improve Your Website's Local Relevance
Your Google Business Profile and your website are closely linked in Google's algorithm. Google reads your website to understand what your business does and where, and this information influences your local search rankings.
To improve your website's local relevance:
- Include your location naturally in your page titles, headings, and content
- Create dedicated pages for each service you offer
- If you cover multiple areas, consider creating individual location pages — e.g. a page specifically for "Web Design in Merthyr Tydfil," one for Aberdare, one for Pontypridd, etc.
- Make sure your NAP information on your website matches your Google Business Profile exactly
- Ensure your website is fast and mobile-friendly — Google uses these as ranking signals
Our web design service and local SEO service both include the website and content improvements needed to support your Google Maps ranking.
5. Post Regularly on Your Google Business Profile
The Google Business Profile posts feature lets you share updates, offers, events, and photos directly on your listing. Google pays attention to how active your profile is — a listing that's regularly updated signals an active, legitimate business.
Post at least two to four times per month. Ideas for posts:
- Recent project photos with a short description
- Seasonal offers or promotions
- New services you've added
- Blog posts or useful tips for your customers
- Announcements (new team member, award won, etc.)
This takes about 15 minutes per month but has a meaningful positive effect on how your listing is perceived by both Google and potential customers.
6. Respond to Every Review
Responding to reviews is a direct engagement signal that Google monitors. Businesses that respond to reviews regularly demonstrate active engagement — and this contributes to ranking.
Beyond the algorithmic benefit, responses show potential customers that you're professional and care about your reputation. A business that responds thoughtfully to a negative review often comes across as more trustworthy than one that only has five-star reviews and responds to none of them.
7. Add Your Business to Additional Platforms
Beyond the major directories, consider:
- Apple Maps — a significant share of mobile searches, especially on iPhone, use Apple Maps
- Bing Places — often overlooked, but Bing traffic still matters, particularly for certain demographics
- Facebook Business Page — links and citations from established platforms carry weight
- Local chamber of commerce — many chambers have online directories and these links carry strong local authority signals
How Long Will It Take?
Improving your Google Maps ranking isn't instant. The most impactful changes — completing your profile, building citations, earning reviews — take weeks to register with Google's algorithm. For a business starting from scratch or making significant improvements, expect:
- 4–8 weeks to see initial movement after optimising your profile and building citations
- 3–6 months to see consistent, meaningful ranking improvements
- 6–12 months to establish a strong, stable position for your core search terms
It's not quick — but the results are durable. Rankings you build through genuine optimisation and review generation don't disappear the way paid ad positions do.
Need Help Ranking Higher?
Improving your local Google Maps ranking is one of the most valuable investments a local business can make. We've helped businesses across South Wales move into the Local Pack for their most important search terms, resulting in a significant and measurable increase in enquiries.
If you'd like to know where your business currently stands and what it would take to rank higher, get in touch with NC Digital. Our local SEO service covers everything covered in this guide — and we'll show you exactly where the opportunities are for your specific business.