Getting found on Google Maps
Appearing on Google Maps requires a verified Google Business Profile. Without one, you simply don't exist on Maps for commercial searches. The profile needs to be complete and set up correctly — the right category, service area, and business information — before Google will start showing you for relevant searches.
Three things determine whether you appear for a given search:
- Proximity: how close you are to the searcher's location
- Relevance: how well your profile matches the search term
- Prominence: your reviews, website quality, and overall credibility signals
Proximity you can't control. Relevance and prominence you can. See our Local Pack guide for the full breakdown of each ranking factor.
Getting chosen — what makes someone pick your listing
This is the underappreciated half of the problem. A business that appears in position 3 of the Local Pack can still get more calls than the business in position 1 if their listing is more compelling. Here's what people see when they're deciding:
Photos — the first 3 matter most
When your listing appears in search results, Google displays your photos. In the Local Pack, the photo shown is often one of your first uploaded images. In Google Maps when someone opens your full listing, photos appear prominently at the top.
Upload your best three photos first. Before and after shots of completed jobs are the most persuasive content a trade business can show. A cleanly fitted bathroom, a new roof with clean lead flashing, a neat consumer unit installation — these convert browsers into callers faster than any text.
Aim for 25+ photos over time. Listings with more photos get more views. Add new photos monthly — regular photo uploads signal an active business.
The review snippet
Your star rating and review count appear on your listing in search results. A business with 4.9 stars and 47 reviews will consistently get more clicks than a business with 3.8 stars and 12 reviews, even if the lower-rated business is in a better map position.
Some versions of the Maps result also show a snippet from your most recent review. This means recent reviews — especially well-written ones that mention specific services — have outsized value. A recent review saying "Fixed our burst pipe within 2 hours on a Sunday evening" is a powerful selling tool that appears directly on your listing.
Respond to all reviews: Google shows whether a business responds to reviews. A listing with responses to every review signals an engaged, professional business. Takes 2 minutes per review and makes a visible difference to prospective customers.
Business description
Your GBP business description (up to 750 characters) appears when someone opens your full listing on Maps. Most businesses write something generic. A better approach: lead with your key service and area ("Sheffield's emergency plumbing specialists, covering all S postcodes"), mention your key credentials, and state what makes you the right choice.
Don't keyword stuff this. Write it for the human reading it, not for Google. The description doesn't have a major direct ranking effect — it's a conversion tool.
Adding products and services
Your GBP allows you to add specific services with descriptions and optional pricing. Use this. A plumber can list: Emergency Callouts, Boiler Servicing, Bathroom Fitting, Drain Unblocking, Leak Detection. An electrician can list: Fuse Board Upgrades, EICR Certificates, EV Charger Installation, Socket Additions.
Services listed on your GBP help Google match you to relevant searches. A plumber who lists "boiler installation" as a service is more likely to appear for "boiler installation [town]" searches than one who only has a generic description.
Google Posts
The Posts feature in your GBP dashboard lets you publish updates that appear on your Maps listing. Types of posts: offers (limited-time promotions), events, products, and general updates. Posts expire after 7 days unless renewed.
Regular posting signals an active, maintained listing. A roofer could post "Free roof inspection with any repair booking this month." A plumber might post "Now offering same-day boiler servicing across Sheffield." These appear on your listing and can influence whether someone chooses to call.
GBP Insights — measuring what's working
Your GBP dashboard includes a section called "Performance" (previously called Insights). This shows you how many people found your listing in a given period, what searches triggered it, how many clicked your website link, how many requested directions, and how many called you directly from the listing.
Check this monthly. The most useful number: calls. If you're getting 50 views per month but 0 calls, there's a conversion problem with your listing. If you're getting 200 views and 30 calls, something is working — find out what and do more of it.
The search terms report shows you which searches are triggering your listing. This tells you whether your category and service setup is working correctly, and often reveals searches you hadn't thought to target.