You’ve probably wondered why some of your local competitors (say in Scottsdale, AZ) show up higher than you in Google Maps. Since Google Maps is the modern-day phone book, most people pick from the very top three results displayed. If your business isn’t there, you are losing out on new customers. To pick these top spots, Google uses a mix of complex automated systems to match people with the best local businesses.
To beat your competitors, you need to know how Google makes these choices and what steps you can take to move beyond them.
How Google Decides Who Ranks Higher
Google looks at three main things to rank local businesses: Distance, Relevance, and Prominence.
Distance
This is how close your business is to the person searching. You cannot change your actual address, but you can still beat businesses that are closer. If Google trusts your business much more than a closer competitor (prominence), Google will still put you ahead of that competitor. An example of this would be if there are two plumbing companies in Scottsdale: Plumber A and Plumber B. Plumber A is located just 2 blocks away from a homeowner who needs help.
But, Plumber A has a mostly incomplete Google profile with 60 two-star Google reviews, no website link, and hasn’t updated their operating hours in over two years. In this case, Google may not even be sure whether Plumber A is still open.
Now let’s say Plumber B is located 5 miles away from the person searching. However, Plumber B has a verified Google Business Profile with over 920 active five-star reviews, a super fast website that lists all of their services, and lots of mentions on local news and business directories. In this scenario, even though Plumber B is located further away from the person searching, Google trusts Plumber B more, and as a result, Plumber B should be considered the more appropriate Google Map result to display due to a stronger prominence signal.
Relevance
This is how well your business profile answers what the customer typed. If someone searches for “emergency weekend roofing company” and your profile only says “roofing,” a competitor who lists weekend services may have an additional advantage over yours. However, it is important to understand that Google analyzes official services and website text to determine whether a business meets specific search queries like “emergency weekend roofing company.”
Prominence
This is how well-known and trusted your business is online. Google reads reviews (a form of social proof), websites, and online directories to see what people say about you. For example, you might have 570 five-star Google reviews while your competitor only has 36 two-star reviews, giving your business a greater prominence signal. If instead your competitors have more external web pages talking about them, Google sees them as more famous and they get ranked higher.
Why Your Competitors Are Winning Right Now
Your competitors are not using magic. They are simply giving Google better information. Here is what they are doing right:
They filled out their Google Business profiles completely
Many businesses leave parts of their Google Business Profile blank. Your competitors have likely filled out every single box. They listed their exact hours, wrote a detailed description, and picked the perfect service categories.
They get fresh reviews on an ongoing basis
Having old 5-star reviews from two years ago is not enough. Google cares about how fast and how often you get new reviews. If a competitor gets two or three new reviews every week, Google thinks that business is active and popular. Google also reads the specific words in those reviews to see what services customers mention.
Their business details are consistent across the web
Google looks at other major platforms like Yelp and Apple Maps to confirm your business is legitimate and trustworthy. Your competitors likely have matching names, addresses, and phone numbers across these main networks. If your business information is heavily fragmented or outdated across the web, Google may lose confidence in your data and favor a competitor with a cleaner digital footprint.
Their website works well on phones
Your Google profile is connected to your website. If your competitor’s website opens instantly, works perfectly on mobile phones, and clearly states the cities they serve, their Google Maps ranking gets a major boost.
Simple Steps to Beat Your Competitors
You can take back the top spots by following a clear, step-by-step plan.
Step 1: Fix your categories and details
Log into your Google Business Profile. Make sure your main category describes your primary business exactly. Then, add extra categories. For example, if you are a primary care medical practice, do not just choose “Doctor.” Add “Family Doctor” or “Pediatrician.” Check every small detail box available, such as wheelchair accessibility or free Wi-Fi.
Step 2: Clean up your info online
Search for your business across the web. Fix any wrong or outdated phone numbers, old addresses, or typos. Make sure your business name is spelled exactly the same way on every single website.
Step 3: Improve your website landing page
Link your Google profile to a webpage made specifically for your local customers. Put your address and phone number clearly at the bottom of the page. You can also add a helpful map showing your exact location.
Step 4: Ask for reviews automatically
Do not wait and hope customers leave reviews. Use a tool to text or email customers a review link right after you serve them. When people leave a review, always reply to them. Quick replies show Google that your profile is actively managed and prove to potential clients that you provide great customer service.
Step 5: Post photos and updates weekly
Treat your Google profile like a social media page. Add new, clear photos of your work, your team, or your office every week. You can also use the “Update” feature on Google to share holiday hours, discounts, or helpful tips.
Keeping Your Top Spot
Getting to the top of Google Maps takes effort, and staying there requires consistency. Your competitors will notice when you pass them, and they might try to update their profiles too.
By keeping your information clean, getting steady reviews, and updating your profile weekly, you will build a strong online presence that is very hard to beat.
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