How to rank higher on Google Maps: Local SEO tips for 2025

Have you ever wondered why some local businesses appear at the top of Google Maps while others are buried deep in the results? In this guide, I’ll break down the mysteries of local search rankings and show you practical ways to improve your business’s visibility.

How Google decides which local businesses to show first

Think of Google as a matchmaker trying to connect searchers with the perfect local business. To make these matches, Google looks at three main things:

Now we know what Google is looking for, let’s see how to make your business more attractive in these three areas.

How to optimise your Google Business Profile

Your Google Business Profile is how you make a first impression on potential customers. Let’s make it shine:

Step 1: Claim and verify your profile

Before you can optimise anything, you need to prove to Google that you actually own the business. This is done through verification, usually by mail, phone, or email.

Why this matters: Unverified businesses are like unmanned information booths – they might contain some basic details, but they can’t be fully trusted or updated.

Step 2: Fill out every section of your profile

Don’t leave any field empty if you can help it. Each piece of information helps Google understand more about your business.

Think of your Google profile like a job application – the more relevant details you provide, the better your chances of getting noticed.

For your business description, focus on clearly explaining your services and unique benefits. Use natural language that includes terms your customers would use when searching, but don’t artificially stuff keywords into your business name – this violates Google’s guidelines and can get you penalised.

Step 3: Choose the right categories

Your primary category has the biggest impact on where you show up in search results:

• Too broad (like “Restaurant”) = more competition
• Just right (like “Thai Restaurant”) = showing up for more relevant searches

Secondary categories help you appear for additional searches without diluting your main focus. For example, a yoga studio that also sells equipment might choose “Yoga Studio” as the primary category and “Sporting Goods Shop” as a secondary category.

Step 4: Add plenty of photos

Photos aren’t just decorative – they dramatically improve how people interact with your listing. According to Google, businesses with photos receive:

• 42% more requests for driving directions
• 35% more clicks to their websites

[Source]

Upload high-quality images of your:

• Products or services
• Interior and exterior
• Team members
• Happy customers (with permission)

Ensure NAP consistency for local SEO

Google needs to be confident that your business information is accurate before prominently displaying it to searchers.

The power of NAP consistency

NAP stands for Name, Address, and Phone Number – the core information about your business. When these details match exactly everywhere online, it builds Google’s trust in your business.

Think about it like this: If you heard different versions of a story from several people, you’d question its accuracy. Google feels the same way about inconsistent business information.

Even small differences matter:

• “High Street” vs. “High St.”
• “Unit 100” vs. “Room 100”
• “+44 (0)117 123 4567” vs. “01171234567”

Check your business information on these key platforms and make sure they match exactly:

• Your website URL
• Google Business Profile
• Social media accounts
• Online directories
• Review sites

Building quality citations

Citations are mentions of your business information on other websites. Rather than trying to get listed everywhere possible, focus on quality sources:

• Business and industry directories (like TripAdvisor for restaurants, or Yelp)
• Local business associations
• Chamber of Commerce
• Trading Standards

Quality works better than quantity. Five listings on trusted, relevant websites will help more than dozens of listings on obscure directories no one uses.

How Google reviews help you rank on Maps

Reviews are the modern version of word-of-mouth advertising, and they significantly impact both Google’s ranking decisions and customer choices.

How reviews affect your rankings

While Google doesn’t reveal exactly how reviews influence rankings, research consistently shows that businesses with more positive reviews tend to rank higher. Reviews provide Google with evidence that your business delivers value to customers.

The right way to handle reviews

• For positive reviews: Thank the customer specifically for what they mentioned enjoying. This shows you’re paying attention, not just copying and pasting generic responses.
• For negative reviews: Stay calm and professional. Address concerns directly, offer solutions when appropriate, and take the conversation offline if needed. A thoughtful response to criticism often impresses potential customers more than a perfect rating.

Google specifically notes that businesses that respond to reviews appear more trustworthy. Their research shows these businesses are viewed as 1.7 times more trustworthy than those that don’t respond. [Source]

Making your website work with your Google listing

Your website and Google Business Profile should work as a team, reinforcing each other with consistent information and signals.

Local-focused content that helps rankings

Create content on your website that establishes local relevance:

• Separate pages for each location if you serve multiple areas
• Blog posts about local events or topics
• Case studies featuring local clients

This helps Google understand exactly where and how you serve customers. It’s like telling Google, “Yes, we really are experts in serving this specific area.”

Technical tweaks that make a big difference

• Add local business schema mark-up: This special code helps search engines clearly understand information about your business.
• Optimise for mobile: More than half of “near me” searches happen on mobile devices.
• Improve loading speed: A fast-loading site improves both user experience and potentially your rankings.

Start small, build consistently

Don’t feel overwhelmed by trying to implement everything at once. Instead:

1. Begin with completing and verifying your Google Business Profile
2. Focus next on gathering and responding to reviews
3. Tackle citation consistency across major platforms
4. Gradually implement website optimisations

Each improvement builds on the previous ones, creating a stronger foundation for your local visibility.