How do websites actually rank in the Map Pack?

Those three local business listings that appear at the top of Google search results – can be a goldmine for local businesses. 

They can also be a source of endless frustration when your client’s business just won’t show up… 🤦‍♂️

“Why isn’t my client ranking in the Map Pack?” is one of the most common strategy sessions we get booked. And the answer is usually more complex than people expect (or probably hope for!).

So let’s break down how Map Pack ranking actually works, what you need to optimize, and – crucially – what doesn’t work anymore (looking at you, duplicate location pages with just the city name swapped out 😬).

Proximity, Relevance, Prominence

Google’s own documentation tells us that Map Pack rankings are based on three main factors:

✅ Proximity: How close is the business to the searcher’s location (or the location in their search query)?

✅ Relevance: How well does the business match what the searcher is looking for?

✅ Prominence: How well-known and authoritative is the business?

Sounds simple, right? But each of these factors has multiple layers underneath.

Proximity: The Factor You Can’t (Really) Control

Proximity is straightforward but frustrating in equal measure – if someone searches “plumber near me” from their home, Google will prioritize plumbers physically close to them.

You can’t change where your client’s business is located. But you can optimize for location-specific searches by:

✅ Ensuring your Google Business Profile (GBP) address is accurate and verified

✅ Using consistent NAP (Name, Address, Phone) across all online citations

✅ Creating location-specific content on your website (more on this later)

✅ Targeting service area keywords if you serve multiple locations

Proximity matters most for “near me” searches and searches without a specific location. When someone searches “plumber in Manchester,” proximity matters less – they’ve already specified where they want service.

Relevance: Optimizing Your GBP and Website

Relevance is where most of the optimization happens. Google needs to understand what your business does and match it to search queries.

Google Business Profile Optimization

Your GBP is the foundation of Map Pack visibility. Here’s what matters:

➡️ Business Category: Choose your primary category carefully – it’s the single most important relevance signal. Don’t pick “Restaurant” when you’re specifically an “Italian Restaurant.” Be as specific as possible.

➡️ Secondary Categories: Add relevant secondary categories, but don’t spam. If you’re a plumber, don’t add “Electrician” unless you genuinely offer electrical services.

➡️ Business Description: Use your 750 characters wisely. Include what you do, who you serve, and your service areas. Write for humans first, but naturally include relevant keywords.

➡️ Services: List all your services in the Services section. Each service can have its own description – use them.

➡️ Attributes: Fill out every relevant attribute (women-led, wheelchair accessible, etc.). These help Google understand your business better.

➡️ Posts: Regular GBP posts signal that your business is active and engaged.

‼️ Just a word of warning here: It is possible to edit the business name to include a primary keyword. However, if you change the interpretation of registered business, then this can take down a profile and trigger a reverification, so this technique should only be used if you can logically append a keyword phrase to a business name.

On-Site SEO for Local

Your website needs to support your GBP with relevant, location-specific content:

➡️ Location Pages: If you serve multiple areas, create genuine location pages (more on what makes them “genuine” in a moment).

➡️ Local Schema Markup: Implement LocalBusiness schema with your NAP, service areas, and business details.

➡️ Embedded Map: Include a Google Map on your contact/location pages.

➡️ Local Content: Blog posts, case studies, and guides that reference local areas, landmarks, and community involvement.

➡️ Title Tags and Meta Descriptions: Include location keywords naturally, but don’t stuff them.

Prominence: Building Authority and Trust

Prominence is Google’s way of measuring how well-known and trustworthy your business is. This is where off-site factors come in:

Reviews (Huge Factor)

Reviews are one of the strongest ranking signals for the Map Pack:

• Quantity: More reviews generally means better rankings
• Recency: Fresh reviews signal an active business
• Rating: Higher ratings help, but quantity often matters more
• Response Rate: Responding to reviews (especially negative ones) shows engagement
• Keywords in Reviews: Reviews that naturally mention your services help relevance

Encourage clients to leave reviews, but never incentivize or fake them. Google’s getting very good at detecting artificial review patterns.

Citations

Citations are mentions of your business NAP (name, address, phone number) across the web:

• Consistency: Your NAP must be identical everywhere (don’t use “St” in one place and “Street” in another)
• Quality: Citations from authoritative directories (Yelp, industry-specific directories) matter more than spammy directories
• Quantity: More citations generally help, but quality beats quantity

Backlinks

Yes, traditional backlinks still matter for local SEO:

• Links from local news sites, chambers of commerce, and community organizations
• Links from relevant industry sites
• Links from other local businesses (partnerships, sponsorships)

Social Signals

While not a direct ranking factor, social media presence and engagement contribute to overall prominence and can drive traffic that signals business legitimacy.

The Multi-Location Challenge

Here’s where many agencies get it wrong: creating dozens of location pages that are essentially identical except for the city name.

What Doesn’t Work Anymore:

❌ Services in Manchester

We offer [service] in Manchester…

❌ Services in Liverpool 

We offer [service] in Liverpool…

❌ Services in Birmingham

We offer [service] in Birmingham…

Google sees through this. These pages provide no unique value and can actually hurt your rankings.

What Does Work:

Create genuinely unique location pages with:

✅ Local Content: Specific information about serving that area – local regulations, common issues in that region, case studies from that location

✅ Local Team: If you have staff or contractors in that area, feature them

✅ Local Testimonials: Reviews and case studies from customers in that specific location

✅ Local Images: Photos from actual projects or your team working in that area

✅ Local Links: Links to local resources, community organizations, or relevant local information

✅ Unique Value: Each page should answer “Why would someone in this location specifically want to read this page?”

If you can’t create genuinely unique content for a location, consider:

• A single service area page listing all locations you serve
• A blog post about serving that region
• Not creating a page at all (better than thin, duplicate content)

For Multi-Location Businesses with Physical Locations

If your client has actual physical locations (not just service areas), the strategy is slightly different:

• Create a separate GBP for each location
• Each location needs its own unique landing page on the website
• Use location-specific phone numbers if possible (or at least track calls separately)
• Build location-specific citations
• Encourage reviews for each individual location
• Create location-specific content and social media presence

The Consistency Factor

One of the biggest Map Pack killers is inconsistency:

• NAP variations across citations
• Different business names on GBP vs. website
• Incorrect or outdated information
• Unclaimed or duplicate GBP listings

Run regular audits to ensure everything is consistent and up-to-date.

What You Can Do Right Now

If you’re managing local SEO for clients, here’s your action plan:

Audit the GBP:

• Is the primary category correct and specific?
• Are all sections filled out completely?
• Is the business description optimized?
• Are services listed with descriptions?

Check NAP Consistency:

• Run a citation audit (tools like Moz Local or BrightLocal can help)
• Fix any inconsistencies immediately
• Claim and update any unclaimed listings

Review Strategy:

• Set up a system for requesting reviews
• Respond to all reviews (especially negative ones)
• Monitor review velocity and patterns

On-Site Optimization:

• Implement LocalBusiness schema
• Create or improve location pages (with genuine unique content)
• Optimize title tags and meta descriptions for local keywords

Build Citations:

• Submit to major directories (Google, Bing, Apple Maps, Yelp)
• Find industry-specific directories
• Ensure NAP consistency everywhere

Content Strategy:

• Create local content (blog posts, case studies, guides)
• Feature local involvement and community engagement
• Build local backlinks through partnerships and PR

Map Pack ranking isn’t instant. It takes time for Google to recognize and trust your optimizations. You might not see results for weeks or even months – tools like BrightLocal can help you manage and monitor all of this… 

Also, remember that Map Pack results are personalized. What you see when you search might be different from what your client sees, or what their customers see. Always check rankings from different locations and devices.