Somebody two streets over needs an electrician tonight, so they open Google Maps and type "electrician near me." Three companies show up at the top. If you're not one of them, most people never scroll far enough to find you, even if your reviews are better.
That's frustrating when you've been doing good work for years. But the companies in those three spots usually aren't better than you, and Google isn't picking favorites. It's reading a few signals. Theirs are just easier to read.
What does Google look at for Maps?
Google ranks local results on three things. It checks how well you match the search, how close you are, and how well known you are. You can't move closer to every customer. The other two are mostly up to you.
Matching the search comes down to what your profile says. If your main category is too general or your services list is empty, Google has to guess what you do. It won't guess in your favor when someone types "panel upgrade."
Being well known comes from reviews, photos and other sites that list your business the same way. If your name is spelled one way on Google and another on Facebook, and your old number is still on Yelp, Google can't tell they're all you.
The usual reasons a good business is missing
Most of the owners I talk to have one or two of these going on:
- The profile was never verified, or it got suspended and nobody noticed.
- The main category is too broad, or it's the wrong one.
- The services and the description are blank, so there's nothing for Google to match.
- There hasn't been a new photo or post in a year or more.
- The website only mentions one town, or there's no website at all.
Most of these take an afternoon to fix. That's the frustrating part, because good businesses lose calls to a profile nobody's opened in years.
One thing to try this week
Search for yourself the way a customer would.
- Open Google Maps on your phone while you're in a town you serve and type your trade plus "near me." Don't type your business name, because that always finds you.
- Write down where you show up, if you show up at all, and who's above you.
- Open the top three profiles and compare them with yours. Look at their category, their services, their photos and their newest review.
Most owners spot the gap in ten minutes. Pick the one thing they have that you don't and fix it first.
When was the last time you searched for your own trade in a town you serve?
Common questions
- Why isn't my business showing up on Google Maps?
- Usually the profile isn't verified, the category is too broad, the services are blank, or the business looks inactive. Google ranks by how well you match the search, how close you are and how well known you are.
- Does a website help you show up on Google Maps?
- Yes. Google looks at your website along with your profile, and a site that lists your services and towns gives it more to match.
- How long does it take to show up on Google Maps?
- A new verified profile can appear within days, but showing up well for your trade in nearby towns usually takes a few months of reviews and activity.