How to Get Into the Google Map Pack: A Step-by-Step Guide

The Google Map Pack is the box of three local business results that appears at the top of Google search results for local queries. It sits above the organic results, includes a map, and shows each business's name, rating, address, hours, and a direct link to call or get directions.

The map pack captures roughly 42% of all clicks on local search results pages. If you're a local business, getting into those three spots is one of the highest-impact things you can do for your marketing.

But here's what most business owners don't understand: the map pack isn't random, and it isn't based on who's been around the longest. Google uses a specific set of ranking factors to decide which three businesses to show. Understanding those factors and systematically optimizing for them is how you earn a map pack position.

This guide walks through each step. No tricks, no hacks. Just the consistent work that gets results.

How Google Decides Who Shows in the Map Pack

Google's local search algorithm evaluates three primary factors:

1. Relevance

How well does your business match what the person searched for? This is determined by:

• Your Google Business Profile categories and services
• The content on your website
• The keywords in your reviews
• Your business description

If someone searches "emergency plumber" and your GBP category is "plumber" with "emergency plumbing" listed as a service, you're relevant. If your category is "home improvement store," you're not.

2. Distance

How close is your business to the searcher or the location they specified? This one is straightforward but often misunderstood.

For "near me" searches, Google uses the searcher's GPS location. For "[service] in [city]" searches, Google uses the city center as the reference point.

You can't change where your business is located, but you can expand your effective reach through service area pages and local content that signals relevance to surrounding areas.

3. Prominence

How well-known and trusted is your business? This is where the most opportunity lies because it's the factor you have the most control over. Prominence is built through:

• Review volume and quality (more reviews, higher ratings)
• Citation consistency (your business information across the web)
• Website SEO signals (domain authority, content quality, technical health)
• Backlink profile (links from other reputable websites)
• Online engagement (GBP posts, photo uploads, Q&A activity)

Relevance and distance are table stakes. Prominence is where the competition happens. Two plumbers equally close to the searcher with equally relevant profiles will be separated by prominence.

Step 1: Claim and Complete Your Google Business Profile

If you haven't claimed your GBP, do this today. If you have, make sure every single field is filled out.

Complete these fields:

• Business name (exact legal/doing-business-as name -- don't stuff keywords here)
• Primary category (the most specific accurate category)
• Secondary categories (all that genuinely apply)
• Address (exact, matching your other listings)
• Phone number (local number preferred over toll-free)
• Website URL
• Hours of operation (including special hours for holidays)
• Business description (750 characters max, include your primary services and service area naturally)
• Services (add every service you offer with descriptions)
• Products (if applicable)
• Attributes (wheelchair accessible, women-owned, veteran-owned, etc.)
• Photos (see Step recommendations below)
• Logo and cover photo

Completion percentage matters. Google has confirmed that businesses with complete profiles are more likely to be considered reputable. Treat this as a checklist and fill in every available field.

For a detailed walkthrough, read our Google Business Profile guide.

Step 2: Choose the Right Categories

Your primary category is the single most important field in your entire GBP. It tells Google what you are.

How to choose your primary category:

1. Search for your main service in your city. Look at what category the top 3 map pack businesses use.
2. Pick the most specific category that accurately describes your core service.
3. Don't pick a broader category hoping to capture more searches. "Plumber" is better than "Home improvement" for a plumbing company.

Secondary categories:

Add every relevant secondary category. These expand the searches you're eligible to appear in. A general contractor might use:

• Primary: General contractor
• Secondary: Remodeling contractor, Kitchen remodeler, Bathroom remodeler, Deck builder, Home builder

Common category mistakes:

• Using a category that doesn't match your business (triggers irrelevance signals)
• Picking a broad category when a specific one exists
• Adding categories for services you don't actually offer
• Ignoring secondary categories (free relevance signals)

Step 3: Build a Strong Review Profile

Reviews are the most influential ranking factor for the map pack after relevance and distance. Google's own documentation confirms that "high-quality, positive reviews from your customers can improve your business visibility."

Four dimensions of reviews matter:

Quantity

More reviews generally correlate with higher map pack rankings. But there's no magic number. What matters is how you compare to the other businesses ranking for your target keywords.

If the top 3 map pack results have 50, 75, and 120 reviews, and you have 12, that's a significant gap to close. If they have 20, 25, and 30, and you have 15, you're in striking distance.

Benchmark: Check the review count of the current top 3 results for your most important keyword. Aim to match or exceed the highest count within 12-18 months.

Quality (Rating)

A higher average rating helps, but the difference between 4.6 and 4.8 is much less important than the difference between 3.8 and 4.5. Anything above 4.3 stars is generally competitive.

Never buy fake reviews. Google's detection is sophisticated and penalties are severe, including profile suspension.

Recency

Recent reviews matter more than old reviews. A business with 200 reviews but nothing in the last 3 months may be outranked by a business with 80 reviews and 10 in the last month.

Aim for consistent monthly review activity. 4-8 new reviews per month for most local businesses keeps your review profile fresh.

Response Rate

Respond to every review, positive and negative. This signals to Google that you're an engaged, active business.

For positive reviews: Thank the customer specifically. Reference details from their experience.

For negative reviews: Respond professionally, acknowledge the issue, offer to resolve it offline. Never argue. Prospective customers read your responses to negative reviews more carefully than the negative review itself.

For detailed review strategies by industry, see our guide on getting more Google reviews.

Step 4: Ensure NAP Consistency

NAP stands for Name, Address, Phone number. Your business information must be identical everywhere it appears online.

Why this matters: Google cross-references your information across hundreds of sources. Inconsistencies create confusion about your business's legitimacy and location. Consistency creates confidence.

Common inconsistencies that hurt rankings:

• "Main Street" vs "Main St" vs "Main St."
• "Suite 100" vs "Ste 100" vs "#100"
• "(555) 123-4567" vs "555-123-4567" vs "5551234567"
• "Smith Plumbing LLC" vs "Smith Plumbing" vs "Smith Plumbing Co."

How to fix it:

1. Decide on your canonical format (exactly how you'll write your name, address, and phone number)
2. Match it to your GBP listing
3. Update every citation (directory listing, social media profile, website footer) to use the exact same format

For a complete breakdown of NAP consistency, read NAP consistency explained.

Step 5: Build Local Citations

Citations are mentions of your business on other websites. They validate your existence and location to Google.

Tier 1 Citations (Complete First)

These are non-negotiable:

• Google Business Profile
• Bing Places for Business
• Apple Maps (Apple Business Connect)
• Yelp
• Facebook Business Page
• Better Business Bureau

Tier 2 Citations (Industry Directories)

Add your business to directories specific to your industry:

• For contractors: HomeAdvisor, Houzz, BuildZoom, Angi
• For restaurants: OpenTable, TripAdvisor, Yelp, DoorDash
• For medical: Healthgrades, Zocdoc, Vitals
• For legal: Avvo, FindLaw, Justia
• For plumbers: HomeAdvisor, Angi, Thumbtack, Porch

Tier 3 Citations (Local Directories)

• Chamber of Commerce
• Local business directories
• City/county business listings
• Neighborhood association directories
• Nextdoor Business

Tier 4 Citations (Data Aggregators)

These distribute your information to hundreds of smaller directories:

• Data Axle (formerly Infogroup)
• Neustar Localeze
• Foursquare

Getting listed with these aggregators efficiently spreads your business information across the web.

For a step-by-step citation building process, see our guide on building local citations.

Step 6: Optimize Your Website for Local Keywords

Your website sends signals to Google that influence your map pack ranking. A strong website makes your GBP stronger.

Homepage Optimization

Your homepage should clearly communicate:

• What you do (services)
• Where you do it (service area)
• Why someone should choose you (differentiators)

Include your target city and service in your title tag, H1, and naturally throughout your content. Example: "Licensed Plumber in Denver, CO | Smith Plumbing"

Service Pages

Create individual pages for each major service. Each page should:

• Target "[service] in [city]" keywords
• Include detailed descriptions of what the service involves
• Show pricing information (ranges are fine)
• Include relevant photos or examples
• Have a clear call to action

Location Pages

If you serve multiple areas, create pages for each. These extend your relevance beyond your physical address. See our guide on service area pages for local SEO for implementation details.

Technical SEO Basics

• Mobile-friendly design (Google uses mobile-first indexing)
• Fast loading speed (under 3 seconds)
• SSL certificate (HTTPS)
• Schema markup (LocalBusiness schema with your NAP and service details)
• Clean URL structure (/services/plumbing not /page?id=47)

Step 7: Earn Local Backlinks

Backlinks from other local websites signal prominence to Google. For local businesses, quality local links are more valuable than generic national links.

How to earn local backlinks:

• Sponsor local events, teams, or charities. Sponsors typically get a logo and link on the organization's website.
• Join the Chamber of Commerce. Members get listed on the chamber website with a backlink.
• Contribute to local news. Offer expert commentary for local journalists. HARO (Help A Reporter Out) and local business publications are good sources.
• Partner with complementary businesses. A plumber and a kitchen remodeler can refer each other and link to each other's websites.
• Create genuinely useful local content. A contractor's "Ultimate Guide to Building Permits in [City]" might get linked by local real estate agents, bloggers, and community sites.
• Get listed in local "best of" articles. Local magazines and blogs publish annual "best of" lists. Getting included provides a link and exposure.

What to avoid:

• Buying links (Google penalizes this)
• Excessive directory submissions to low-quality sites
• Link exchanges ("I'll link to you if you link to me")
• Guest posting on irrelevant sites just for links

Focus on building relationships in your local business community. The links follow naturally.

Step 8: Post on Google Business Profile Regularly

Google Posts are updates you can publish directly to your GBP listing. They appear when someone views your profile and signal to Google that your business is active.

Post frequency: Weekly is ideal. Minimum once every two weeks.

Effective post types for local businesses:

• Offers and promotions ("10% off furnace tune-ups this month")
• News and updates ("We've expanded our service area to include [city]")
• Event announcements ("Visit us at the [City] Home Show this weekend")
• Tips and advice ("3 Signs Your Water Heater Needs Replacement")
• Recent project highlights (with photos)
• Team spotlights ("Meet our newest technician, [Name]")

Post optimization tips:

• Include a photo in every post (posts with images get more engagement)
• Add a call-to-action button (Call Now, Learn More, Book Online)
• Include relevant keywords naturally
• Keep posts concise (150-300 words)

Posts don't directly rank in search, but the activity signals they send contribute to your overall profile strength.

How Long Does It Take?

Honest timelines for map pack ranking:

Low competition markets (small towns, niche services): 1-3 months to see movement, 3-6 months to reach the top 3.

Moderate competition (mid-size cities, common services): 3-6 months for visible improvement, 6-12 months for consistent top 3 placement.

High competition (major metros, saturated industries): 6-12 months for meaningful movement, 12-18+ months for established top 3 presence.

These timelines assume consistent effort. Sporadic optimization takes longer. And there's no guarantee of reaching the #1 spot -- but you don't need #1. Any position in the top 3 receives significant click volume.

What accelerates results:

• Starting with an existing review base
• Having a website that's already indexed and performing
• Consistent weekly effort rather than monthly bursts
• A physical address in or near the city center

What to Do If You're Being Outranked

If competitors consistently outrank you, diagnose where the gap is.

Compare your profile to theirs:

1. Review count and rating. If they have 150 reviews and you have 30, that's likely a major factor. Prioritize reviews.
2. Category matching. Are they using a more specific or more relevant primary category?
3. Website strength. Is their website faster, more content-rich, better optimized? Run both sites through PageSpeed Insights and compare.
4. Citation count. Are they listed on more directories than you? Use a tool like BrightLocal or Moz Local to compare.
5. Content volume. Do they have more service pages, more blog posts, more location-specific content?
6. Backlink profile. Use a tool like Ahrefs or Moz to compare the number and quality of backlinks.

Close the largest gaps first. If they have 100 more reviews, no amount of citation work will overcome that deficit. Focus where the delta is biggest.

For a comprehensive local ranking strategy, see our local SEO guide and our guide on how to get found on Google locally.

Frequently Asked Questions

Can I rank in the map pack without a physical address?

You can rank in the map pack with a service-area business (SAB) listing where your address is hidden. However, address-based businesses generally have an advantage for searches in their immediate area. SABs can rank well but may find it harder for "near me" searches.

Does paying for Google Ads help my map pack ranking?

No. Google's local (organic) rankings and Google Ads are separate systems. Running ads does not directly improve your organic map pack position. However, ads can increase brand awareness, which may indirectly lead to more branded searches and reviews.

How often should I update my GBP?

At minimum, post weekly, add photos monthly, and review all your information quarterly. Respond to reviews within 24-48 hours. The more active your profile, the stronger the signal.

Can I rank in the map pack for multiple cities?

It's challenging to rank in the map pack for cities where you don't have a physical presence. Service area pages on your website help, and SAB listings can expand your reach, but a verified physical address in a city gives you a significant advantage for that specific market.

What if I have a bad review affecting my rating?

One or two bad reviews won't tank your ranking. What matters is your overall rating and your response. Respond to negative reviews professionally and focus on generating new positive reviews to dilute the impact. Never try to game the system by flagging legitimate negative reviews.

Is the map pack the same as Google Maps?

They're related but different. The map pack appears in regular Google search results. Google Maps is a separate product where users search directly on the map. Your GBP optimization affects both, but the map pack is generally more valuable because it captures people at the moment of intent on the main search page.

Getting into the map pack isn't a one-time project. It's an ongoing practice of keeping your profile active, generating reviews, building citations, and creating relevant content. The businesses that treat local SEO as a consistent habit rather than a one-time checklist are the ones that hold their positions long-term.