Google Maps Ranking Factors: Complete Guide to Local SEO Success

Want to improve your Google Maps ranking? It all comes down to three main factors: relevance, distance, and prominence. But Google’s December 2021 Vicinity update changed the game—proximity now carries more weight than ever before.

This means businesses closer to searchers often outrank better-optimised competitors. For Perth businesses targeting metro-wide coverage, understanding these shifts is crucial for consistent Map Pack visibility.

Here are the 7 ranking factors that matter most in 2025, plus actionable tactics to improve each one.

1. Optimise Your Google Business Profile: Ensure accurate details, add relevant keywords, and upload high-quality photos.
2. Relevance: Align your business description and keywords with what users are searching for.
3. Distance: While you can’t control proximity, optimising multiple locations helps.
4. Prominence: Build trust with positive reviews, backlinks, and consistent online activity.
5. Local SEO on Your Website: Use local keywords, schema markup, and ensure your site is mobile-friendly.
6. Consistent Citations: Keep your Name, Address, and Phone (NAP) details uniform across directories.
7. User Engagement: Encourage reviews, respond to feedback, and post regular updates to boost interactions.

Quick Tips

• Complete every section of your Google Business Profile
• Maintain consistent NAP (Name, Address, Phone) across all platforms
• Focus on getting recent, keyword-rich reviews
• Optimise your website for local search terms
• Build local backlinks from Perth-based sources
• Track performance using Business Profile insights

These strategies will not only improve your ranking but also help attract more local customers. Ready to dive deeper? Let’s break it all down.

1. Optimising Your Google Business Profile

Your Google Business Profile is like your online storefront on Google Maps. It plays a key role in how your business shows up in local searches. A well-tuned business profile helps Google better understand your business and rank it for searches that matter.

Providing Accurate Business Details

Make sure your business details are spot on:

• Use your business name exactly as it appears on your signage.
• Include your full street address, along with suite or unit numbers if applicable.
• Provide a direct phone number that connects customers to your business.
• Keep your operating hours updated, including any holiday schedules.

Consistency is key. Your Name, Address, and Phone (NAP) details should match across all platforms. Even small differences can hurt your rankings and confuse potential customers.

Update special hours for holidays and temporary changes immediately. Inconsistent information confuses Google’s algorithms and reduces your ranking potential.

Adding Relevant Keywords

Your primary category is your strongest relevance signal. Choose the category that best matches your core service, then add secondary categories for additional offerings. Test category combinations quarterly—small changes can unlock new keyword visibility.

Use the Services and Products sections to list specific offerings. These trigger local justifications like "Their website mentions [service]" in search results. Write clear service descriptions with natural keyword inclusion, but avoid stuffing your business name with keywords—Google penalises this practice. Local keyword research is paramount to get started!

Using Photos and Videos

Make sure your visuals are high-quality, well-lit, and showcase your actual business.

Fresh photos perform better than outdated ones—aim for regular updates showing recent work, current team members, and seasonal offerings. Google’s own guidance emphasises authentic, recent imagery that helps customers make informed decisions.

Include exterior shots, interior views, team photos, and examples of your work. Videos can showcase your services in action and increase engagement rates.

Writing Descriptions That Matter

Your business description should clearly explain what you do and why customers should choose you. Include relevant keywords naturally, mention your service areas, and highlight what makes your business unique.

Keep descriptions under 750 characters and focus on benefits rather than features. Use local landmarks or neighbourhoods to establish geographic relevance.

2. Relevance: Aligning with User Searches

Relevance measures how well your business matches what searchers are looking for. Google uses various signals to determine relevance, from your business category to the content on your website.

Your primary category selection is crucial—it directly impacts which searches you appear for. Secondary categories expand your visibility but carry less weight. Test different category combinations quarterly to find optimal keyword coverage.

Complete your Services and Products sections with detailed descriptions. These help trigger local justifications in search results and improve your relevance for specific queries. Write naturally but include terms customers actually search for.

3. Distance: How Proximity Affects Rankings

Proximity is a BIG deal for local SEO in 2025 and beyond! If you can acquire multiple locations around Perth metro and register business profiles for them, you might not even need to hire the services of a local SEO company…

How ‘Near Me’ Searches Work

Google’s Vicinity update in December 2021 made proximity the most influential ranking factor. Businesses within 1-2km of searchers now consistently outrank those further away, even with weaker profiles.

This means location trumps optimisation gaps in most cases. If you’re 5km from Perth CBD and a competitor is 500m away, they’ll likely rank higher regardless of your superior reviews or website.

Near me searches are becoming increasingly important, even if users do not even type the word “near me”!

The Proximity Challenge for Perth Businesses

Perth’s sprawling metro area creates coverage challenges. A single location in Subiaco won’t reliably rank for searches in Joondalup or Rockingham post-Vicinity update.

Realistic coverage expectations: expect consistent visibility within 3-5km radius, occasional rankings up to 10km, and rare appearances beyond 15km unless you’re a major brand. Track rankings across different suburbs using geo-grid tools to understand your actual coverage.

Tips for Optimising Multiple Locations

Each location needs unique content and category alignment. Don’t duplicate services across profiles—tailor offerings to local demand. A Fremantle location might emphasise marine services while a Hills location focuses on rural applications.

Service Area Businesses (SABs) can cover wider areas but must follow Google’s radius guidelines by only listing locations within a 2 hour max driving distance.

"Google considers the search term the user entered (e.g., ‘leaky faucet’) and compares it to the info included in business listings. Those that are more relevant to the searcher’s keyword get bumped closer to the top." – Tradie Digital

Learn how to location pages in this guide!

4. Prominence: Building a Strong Online Presence

Prominence reflects how well-known your business is both online and offline. This includes your reputation, reviews, backlinks, and overall digital footprint.

Getting Positive Reviews

Recent reviews carry more weight than old ones and are a huge ranking factor. Aim for steady review velocity—2-4 reviews monthly beats 20 reviews in one week then silence.

Encourage specific language in reviews. When customers mention your "emergency plumbing" or "Northbridge location," you’re more likely to trigger justifications for those terms. Respond to all reviews within 48 hours—response quality and speed signal active management.

According to Whitespark’s 2024 Local Search Ranking Factors study, review signals remain a top-5 ranking factor, but velocity and recency matter more than total count.

Improving Online Visibility

Complete every Google Business Profile section. Add products with photos and prices, select relevant attributes, maintain an active Q&A section, and post weekly updates. These features increase engagement signals and trigger local justifications.

Use appointment links, booking buttons, and menu uploads where applicable. Enable messaging if you can respond quickly. Each completed section improves your relevance score and provides more touchpoints for customer interaction.

Using Local Keywords and Assets

Local backlinks outperform generic high-authority links for Maps rankings. Target Perth-specific sources: Chamber of Commerce WA (CCIWA), local councils (.wa.gov.au), Perth media outlets, and neighbourhood business associations.

Sponsor local events, join community groups, and partner with complementary businesses. A link from Fremantle Business Network carries more local relevance than a generic business directory mention.

Making Your Website Mobile-Friendly

Most local searches happen on mobile devices. Ensure your website loads quickly, displays properly on smartphones, and provides easy access to your contact information.

Include click-to-call buttons, embedded maps, and clear directions. Mobile-friendly sites receive ranking boosts and provide better user experiences.

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5. Local SEO on Your Website

Your website plays a crucial role in local search rankings. Proper optimisation helps Google understand your location and services while providing valuable information to potential customers.

Adding Local Keywords

Include location-based keywords naturally throughout your website content. Target terms like "Perth [service]" and neighbourhood-specific phrases. Create location pages for different service areas if you serve multiple suburbs.

Making Your Website Mobile-Friendly

Most local searches happen on mobile devices. Ensure your website loads quickly, displays properly on smartphones, and provides easy access to your contact information.

Include click-to-call buttons, embedded maps, and clear directions. Mobile-friendly sites receive ranking boosts and provide better user experiences.

Here are 10 mobile UX tips for local SEO!

Adding Schema Markup

Add LocalBusiness schema with complete NAP details, opening hours, and service areas. Include Article schema for blog posts, FAQ schema for common questions, and publisher sameAs properties linking to your social profiles.

This structured data helps Google connect your website mentions to local search justifications. When your site says "24/7 emergency service," proper schema increases the chance Google shows "Their website mentions emergency service" in your listing.

6. Consistent Citations and Directory Listings

Citations are mentions of your business name, address, and phone number across the web. While their importance has decreased, maintaining accurate citations remains essential for local search success.

Keeping NAP Information Consistent

NAP consistency is hygiene, not a ranking booster. According to Whitespark’s 2024 study, citations dropped to mid-tier importance while Google Business Profile quality, reviews, and on-page optimisation became primary factors.

Still, inconsistent information confuses Google’s entity matching. Standardise your format: use "Street" not "St," include suite numbers consistently, and maintain the same phone number across all platforms.

Using Local Directories

Focus on Australian platforms first. International directories like Yelp.com carry minimal weight for Perth searches.7. User Engagement and Behavior

Citations may help establish your presence, but user engagement signals play a direct role in improving your Google Maps ranking. These signals can make your business stand out in a crowded marketplace.

Here are 20 of the best free citations for Australian businesses!

7. User Engagement and Behavior

Encouraging Customer Reviews

Customer reviews are a key factor in boosting your Google Maps ranking. They help build trust and improve your business’s online presence. You should encourage and ask your customers to leave reviews.

Here’s how to make the most of them:

• Respond promptly: Aim to reply to reviews within 24-48 hours.
• Automate review requests: Use tools to request feedback after providing a service.
• Handle feedback professionally: Address both positive and negative reviews with care.
• Stay active: Use marketing automation tools to keep up with customer interactions.

Boosting User Interactions

Google evaluates user behavior to determine how relevant and visible your listing is. Factors like click-through rates, time spent on your profile, and interactions with photos or Q&As all matter.

To encourage more engagement:

• Post Regular Updates: Use Google Business Posts to share weekly updates about products, promotions, or news. Scheduling tools can help you stay consistent.
• Improve Your Q&A Section: Add commonly asked questions along with detailed answers to make your profile more helpful.
• Add Visual Appeal: Upload high-quality photos and videos frequently to showcase your business and services in an authentic way.

"Google takes into account the reviews, ratings, backlinks and online mentions you have earned to evaluate the prominence of your business".

Steps to Improve Your Google Maps Rankings

Improving your Google Maps ranking requires consistent effort across multiple factors. Focus on completing your Google Business Profile, earning quality reviews, optimising your website for local search, and building relevant local citations.

Regularly monitor your performance using Google Business Profile Performance insights. Track search queries, customer actions, and photo views to identify trends and opportunities.

Remember that local SEO is an ongoing process. Algorithm updates, new competitors, and changing customer behaviour require continuous monitoring and adjustment.

FAQs

How do I increase my rating on Google Maps?

Focus on providing excellent customer service and actively request reviews from satisfied customers. Respond to all reviews professionally and promptly. Maintain consistent business information and regularly update your profile with fresh content.

What are the most important ranking factors?

Post-Vicinity update, proximity dominates followed by Google Business Profile completeness, review quality and recency, website on-page optimisation, and local backlinks. Category selection and triggering local justifications through on-site content have become increasingly important for competitive terms.

How can I improve my business’s prominence?

Build a strong online presence through consistent NAP citations, quality local backlinks, positive customer reviews, and active social media engagement. Create valuable content that establishes your expertise and authority in your industry.

What role does user engagement play?

User engagement signals like clicks, calls, direction requests, and time spent viewing your profile directly impact rankings. Google interprets high engagement as a sign of relevance and quality.

How can I measure optimisation success?

Monitor Google Business Profile Performance for search queries, customer actions, and engagement trends. Set up GA4 tracking with UTM parameters (gbp_source=maps&gbp_medium=organic) to measure website traffic quality. Track direction of change monthly rather than absolute numbers—consistent upward trends indicate successful optimisation.

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