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Guide

How do I improve visibility on Google Maps?

By Sergey Sulimko, Founder18 min read

Claim and verify the Google Business Profile, then keep its real-world name, category, address or service area, hours, phone, website, description, attributes, services, photos, and videos accurate. Ask every customer for an honest review, reply to reviews, and check saved edits before judging the customer-facing profile on Google Maps.

What does Google currently say affects local ranking?

Google's Business Profile Help page, read on September 29, 2026, says: “Local results are mainly based on relevance, distance, and popularity.” Google says these factors help it find the best match for customers' searches.1

Update record, September 26, 2026: this guide records the wording on the current page. It does not preserve a historical snapshot of the page before that date. Google's related Maps Help page, read on September 29, 2026, still uses relevance, distance, and prominence when it explains local results. That is a comparison of two current pages, not proof of when the Business Profile wording changed.2

Why do Google pages say popularity and Prominence?

Google's Business Profile summary uses popularity, while the detailed subsection on the same page remains headed Prominence. Google defines Prominence as how well-known a business is and says prominent places are more likely to show up in search results.1

Google names how many websites link to the business and how many reviews it has as examples of information behind Prominence. Google also says more reviews and positive ratings can help a business's local ranking.1

Because Google keeps search-algorithm details confidential, treat Prominence as qualitative context, not a ranking guarantee.1

What Google names What it means What to keep accurate
Relevance How well the Business Profile matches what someone searches for. Google recommends complete and detailed business information to improve that match.1 The business name, primary category, services, attributes, description, and other details that describe the real business.
Distance How far the business is from the customer who searches. If the customer does not share a location, Google uses what it knows about that customer's location.1 The full address when customers meet the business there, or the actual named service areas when the business travels to customers.
Popularity in the summary, Prominence in the section heading Google describes Prominence as how well-known the business is. Google names how many websites link to the business, how many reviews it has, and positive ratings as examples of information it considers.1 Keep the profile, website, and review record accurate.
Complete and accurate information Google says complete and accurate information is more likely to show in local search, while inaccurate information may prevent a profile from showing for relevant searches.1 Check every field against the business customers can actually visit or hire.

Google also says nobody can request or pay for a better local ranking and that it keeps search-algorithm details confidential.1 Accurate information helps Google and customers understand the business, but it does not guarantee a position in Google Maps or the Google Map Pack.

Google Maps Help adds that payment from other companies does not influence results in Google Maps and that paid content in Google Maps is labeled. Organic visibility and paid placement are separate.2

Which sections of Google's local-ranking guide should I reread?

The current Tips to improve your local ranking on Google page has these owner-facing sections:1

  • Verify your business
  • Keep your business information up-to-date
  • Respond to reviews
  • Add photos & videos
  • Add in-store products
  • Understand factors that determine local ranking

Reread the section that matches the change you are making. The labels above are the page's current labels, not a replacement for the detailed field guidance below.

How do I add, claim, verify, and edit a Business Profile?

Follow this order so the profile can appear on Google's services and the edits apply to the right business.3

  1. Add or claim the profile. Google says a business must add or claim its Business Profile, then verify it, to show on Search, Maps, and other Google services. Some businesses must verify before changing their information.3
  2. Verify the profile. Complete the verification method Google gives the business. Google requires verification before the profile can show on Search, Maps, and other Google services.3
  3. Open the editor on Google Search. Go to the Business Profile, select Edit profile, make the change, and select Save.3
  4. Use the Google Maps app when needed. Open Google Maps, tap Business, tap Edit profile, make the change, and tap Save.3
  5. Add current photos and videos. Use media that shows what the business offers and tells its story, as Google's local-ranking guide recommends.1
  6. Check the customer-facing profile. Keep a record of the field changed and check the profile again after Google's stated review or display window for that field.

Which Business Profile fields should I keep accurate?

Use the exact field names Google documents. The general editor path is Business Profile → Edit profile → Save. A field may be unavailable because Google limits some features by business category, country, or location.345

Google field What to enter or check Rule, limit, or path
Business name The name customers see in the real world. Match the name on real-world signage, stationery, and other branding. A change to a verified name might require verification again.3
Business category The category that best matches what the business does. The first category field is the Primary category. Google allows up to 9 additional categories. Choose a specific listed category, use a general listed category when the specific one is unavailable, and do not use categories solely as keywords or to describe features, or to match other nearby or related businesses.36
Address and pin location The full, accurate address when customers meet the business there. A business that does not meet customers at its address can choose not to show the address. After a verified move, the business must verify again.3
Service area Cities, postal codes, or other places the business actually serves. In Edit profile → Location → Service area → Edit, add named areas, not a radius. Google permits up to 20 service areas. A service-area business uses one profile for its whole area, except a business with separate locations, service areas, and staff can use one profile per location. The overall area should not extend more than about 2 hours of driving from the business base, although Google says larger areas may suit some businesses.78
Hours Main hours, special hours, and feature-specific hours when they apply. Use main hours for the normal schedule, special hours for holidays or temporary periods, and more hours for different features offered by the business.3
Phone number The primary number customers use, plus other valid numbers when needed. Google supports one primary number and up to 2 additional mobile or landline numbers. Fax numbers are not accepted, and the phone number can be hidden.3
Website The business's complete official URL. Use a complete HTTP or HTTPS URL, make sure Googlebot is not blocked, and use additional order, reservation, or appointment links only when the business category offers them.3
Business description A factual description of the business and its services. Do not include URLs or HTML. Keep it within 750 characters and focus on business details, not promotions, prices, or sales.3
Attributes Yes or No for attributes that accurately describe the business. Use Edit profile → More → attribute category → Edit. Some attributes are owner-editable and others may come from customer input. Availability depends on location, country, or category.4
Services Services the business actually offers. The feature is category-dependent. Choose Edit services when it is available. Google may provide suggested services and custom services, with categories, descriptions, and prices. Custom service names must not contain profanity, gibberish, personal information, prices, or phone numbers.5
Menu Menu sections and items when the business is eligible. For a food-and-drink business, choose Edit menu. Items can include descriptions and prices. Menu edits can take 24–48 hours to display on Maps and Search, and the editor may not appear when a menu is supplied through the Business Profile API.9
In-store products Products a retail business has in stock. This feature is available only to retail businesses in eligible countries or regions. Where available, products might appear in local search results.1
Photos and videos Current media that shows what the business offers and tells its story. Google's local-ranking guide says photos and videos can show customers what the business offers and tell its story.1
Posts Current updates for customers. Posts older than 6 months are archived unless a date range is set.10
Reviews Honest customer feedback and helpful replies. Google says more reviews and positive ratings can help local ranking. Give every customer the same chance to leave an honest review. Do not gate or incentivize reviews.11112

Start with accuracy. A complete profile should describe the business customers can actually visit or hire, not every phrase that might be related to it.

How should I use Profile Strength and Performance?

Use Profile Strength after verification to find missing information, check consistency across Google Search, Google Maps, and Google Shopping, and add photos, videos, or posts. Google says the Profile Strength Indicator is available only for verified listings.13

Use Performance to read the terms people used to find the business. Google says Performance data is available only for verified Business Profiles. The Searches metric updates at the start of each month, can take up to 5 days to appear, and cannot be directly managed by the business.14

Treat the Search terms report as a dated monthly view. It is not an input field you can edit directly.14

Which Business Profile features have changed?

Keep these changes separate so an old instruction does not send you looking for a feature that is no longer available:

Feature Current status
Q&A API Google discontinued the My Business Q&A API on November 3, 2025. API clients can no longer read or post questions and answers, and the listed Q&A notification types are deprecated.15
Q&A section in the profile Google's current editing help still documents Q&A for owners and managers, but only for select business categories and regions. Google says its appearance and functionality may change.16
Business Profile chat and call history Google says these features were no longer available as of July 31, 2024. Customers can still find and contact businesses through Search and Maps. Eligible accounts may offer text messaging or WhatsApp.17
Business Profile posts Posts older than 6 months are archived unless a date range is set.10
In-store products The feature is limited to retail businesses in eligible countries or regions.1

Do not describe the Q&A API discontinuation as proof that the Q&A profile section disappeared. The two Google pages describe different things.1615

How should I choose a primary and additional category?

Choose the listed category that best represents the business's main activity. The first category field becomes the Primary category. Google allows up to 9 additional categories per Business Profile, but that ceiling is not a target. Add only a few categories that accurately represent the business, not a category for every product, service, feature, or nearby business.36

Use this decision sequence:

  1. Go to Business Profile → Edit profile → Business category → Edit.
  2. Enter a category and select one from Google's list. Do not create a custom category.6
  3. Put the main business category in Primary category.
  4. Select Add another category only for an additional category that describes a real part of the business.
  5. Select Save. Adding or editing a category might trigger verification again.6

If the exact specific category is unavailable, choose an accurate general category from Google's list. Do not use the category field to insert keywords or describe an attribute such as parking, Wi-Fi, or another feature.36

For the category choice itself, use the Google Business Profile category guide. The guide explains the decision without turning the category field into a keyword list.

How should I set a service area for a service-area or hybrid business?

Set the Service area field to named cities, postal codes, or other places the business genuinely serves. Google does not let a business set the service area as a radius. A profile that still has an old radius setup cannot edit it; replace it with named cities, postal codes, or other areas. A service-area business should use one profile for its whole area, except a business with separate locations, service areas, and staff can use one profile per location. The overall area should generally stay within about 2 hours of driving from the business base, although Google says larger areas may suit some businesses.78

Use the business model to decide what to show:

How customers meet the business Address Service area
Customers visit the business at its location Show the full, accurate address.7 Add the named places the business also serves, if applicable.7
The business travels to customers and does not receive them at its address Do not show the address.7 Enter the named cities, postal codes, or other places served.7
Customers visit the location and the business also travels Show the real address.7 Add the actual service areas served outside the location.7

Before choosing a storefront or hybrid model, confirm that the location has permanent fixed signage with the business name, can receive customers during stated hours, and is staffed by the business. A coworking location also needs clear signage, customer reception, and the business's own staff during business hours. An age-restricted business needs a storefront and cannot use a service-area profile without one.8

To edit the field, open Edit profile → Location → Service area → Edit, select a suggested area or enter one, and save. Google permits up to 20 service areas. Approved service-area edits may take up to 48 hours to show.7

Use the service-area setup guide for the address, storefront, service-area, and hybrid-business decisions.

How do I get more reviews without breaking Google's rules?

Google says more reviews and positive ratings can help a business's local ranking.1 Give every customer the same chance to leave an honest review, then keep the conversation open by replying to reviews.

  1. Ask every customer. Invite the customer after the service or purchase, whether the experience was positive, mixed, or negative. Do not ask only customers you expect to give a high rating.1112
  2. Use the review link. In the Business Profile, select Read Reviews → Get more reviews, then copy the link or save the matching QR code. Google says review QR codes can only be generated in a computer browser, not on mobile. The review-link guide shows the same path.18
  3. Reply to reviews. Respond through the profile and address the customer's point clearly. Google's local-ranking guide recommends responding to reviews, and its review guide says replies should be clear and helpful.111
  4. Keep the request neutral. Do not gate reviews by sending unhappy customers to a private form, and do not offer money, discounts, or gifts for a review. Review gating changes who gets asked instead of representing the full customer experience.1112

How does the website support Google Maps visibility?

Google says a Business Profile can compile public information from the official website it crawls, licensed third-party data, user-contributed facts and media, and interactions with Google. Keep the business name, address or service area, phone, hours, and location details consistent with the real business.19

Google Search Central's LocalBusiness structured-data documentation requires name and address. It recommends geo, openingHoursSpecification, menu, telephone, priceRange, and the location URL. Validate the markup, put it on accessible pages, and request a recrawl after deployment.20

Use the markup to describe the business accurately on the official website, alongside accurate profile fields. For the wider relationship between the profile, website, and local SEO, see how to rank higher with local SEO.

How long do Business Profile changes take to appear?

The documented window depends on the field. Google says an attribute edit usually takes about 10 minutes to review but can take up to 30 days. Approved service-area edits may take up to 48 hours, and menu edits can take 24–48 hours to display on Maps and Search.749

After saving, check the profile's customer-facing view rather than assuming every edit is immediate. If a field is still unchanged after its documented window, reopen the same field and confirm that the saved value matches the real business.

What do dated industry studies show about local-ranking factors?

Industry evidence can help you form a testable question. Keep the sample, date, and method with the finding.

Source and date Sample or method Reported finding How to use it
BrightLocal, published June 20, 2023 1,050 business locations across 7 primary categories. The study used a 7 by 7 map grid and 10 keywords. Lower average map-rank numbers are better. The study reported a broadly positive correlation between additional Google Business Profile categories and average map ranking. Locations with 4 additional categories had the best reported average map rank, 5.9. In the ranking analysis, Electrician was the clearest exception to the overall pattern. HVAC Contractor's zero-additional-category group had the worst average map rank, 8.0, and at least one additional category performed better. The separate category-usage analysis reported the opposite usage pattern for both Electrician and HVAC Contractor.21 Treat category choice as a business-specific hypothesis. Add only categories that describe real services.
BrightLocal's September 2026 summary of Whitespark's Local Search Ranking Factors survey Around 50 local SEO experts; the 2026 survey was released in November 2025. BrightLocal reports these grouped Local Pack or Maps weights: Google Business Profile 32%, reviews 20%, on-page 15%, behavioral 9%, links 8%, citations 6%, personalization 6%, and social 4%.22 Treat these as expert opinions and a grouping method, not Google's ranking formula. Use Google's profile guidance for the edits you make.

The category study is an industry observation, and BrightLocal's survey summary is an expert-opinion measurement. Neither is Google's ranking formula or a guaranteed weight for one business.2122

What should I do next?

Run one pass through the profile, record the date and the fields you changed, then check the edit status and the customer-facing result. For ongoing comparisons, use tracking your local search rankings. If you want an outside check of the profile and local visibility signals, use the free audit.

Sources

  1. Google Business Profile Help, “Tips to improve your local ranking on Google”: Google's local-ranking guidance (read 2026-09-29)

  2. Google Maps Help, “Search locations on Google Maps - Computer”: Google Maps Help (read 2026-09-29)

  3. Google Business Profile Help, “Edit your Business Profile - Google Business Profile Help”: Google's profile-editing guidance (read 2026-09-29)

  4. Google Business Profile Help, “Manage your business attributes - Google Business Profile Help”: Google's attribute guidance (read 2026-09-28)

  5. Google Business Profile Help, “Manage your services on your Business Profile”: Google's services guidance (read 2026-09-28)

  6. Google Business Profile Help, “Manage your business category - Google Business Profile Help”: Google's category guidance (read 2026-09-29)

  7. Google Business Profile Help, “Manage your service areas for service-area & hybrid businesses”: Google's service-area guidance (read 2026-09-28)

  8. Google Business Profile Help, “Guidelines for representing your business on Google”: Google's business-representation guidance (read 2026-09-28)

  9. Google Business Profile Help, “About the menu editor - Google Business Profile Help”: Google's menu-editor guidance (read 2026-09-28)

  10. Google Business Profile Help, “Create & manage posts on your Business Profile”: Google's posts guidance (read 2026-09-29)

  11. Google Business Profile Help, “Tips to get more reviews”: Google's review guidance (read 2026-09-28)

  12. Google Maps User Generated Content Policy Help, “Prohibited & restricted content - Maps User Generated Content Policy Help”: Google's user-contributed-content policy (read 2026-09-28)

  13. Google Business Profile Help, “Manage your Profile Strength”: Google's Profile Strength guidance (read 2026-09-29)

  14. Google Business Profile Help, “Understand your Business Profile performance & insights”: Google's Performance guidance (read 2026-09-29)

  15. Google Business Profile API, “Q&A API”: Google's Q&A API change log (read 2026-09-29)

  16. Google Business Profile Help, “Edit your Business Profile - Google Business Profile Help”: Google's Q&A editing guidance (read 2026-09-29)

  17. Google Business Profile Help, “Changes to Google Business Profile chat and call history”: Google's chat and call-history guidance (read 2026-09-29)

  18. Google Business Profile Help, “Create a Google link or QR code to request reviews”: Google's review-link guidance (read 2026-09-28)

  19. Google Business Profile Help, “Understand how Google sources & uses info in Business Profiles & local search results”: Google's profile-source guidance (read 2026-09-28)

  20. Google Search Central, “Local Business (LocalBusiness) Structured Data | Google Search Central | Documentation | Google for Developers”: Google's LocalBusiness structured-data documentation (read 2026-09-28)

  21. BrightLocal, June 2023 study of additional Google Business Profile categories: BrightLocal study record (read 2026-09-28)

  22. BrightLocal, “Google's Local Algorithm and Local Ranking Factors - BrightLocal”: BrightLocal's survey summary (read 2026-09-29)

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Common questions

Can I pay Google to rank my business higher on Maps?
No. Google says there is no way to request or pay for a better local ranking. Paid advertising is a separate decision.
How many reviews do I need to rank on Google Maps?
Google gives no required review count. Google says more reviews and positive ratings can help a business's local ranking, so ask every customer consistently and reply to the reviews the profile receives.
How many categories can one Business Profile have?
Google documents one Primary category and up to 9 additional categories. Choose the most specific listed category that represents the business, then add only accurate additional categories.
Can I enter a service area as a radius?
No. Google documents cities, postal codes, or other areas instead of a radius. An old radius setup cannot be edited. One Business Profile can have up to 20 service areas, and the overall area should not extend more than about 2 hours of driving from the business base, although Google says larger areas may suit some businesses.
Do profile edits appear immediately?
Google says an attribute edit usually takes about 10 minutes to review but can take up to 30 days. Approved service-area edits may take up to 48 hours, and menu edits can take 24–48 hours to display.
What does LocalBusiness structured data do?
Google Search Central says LocalBusiness structured data can make a page eligible for rich results, but it does not guarantee that a rich result will appear. Add the required `name` and `address`, validate the markup, publish it on an accessible page, and request a recrawl.