How to Rank Higher in the Local Map Pack (Even If You’re Doing Everything Right)
If you feel like you’ve done everything right with your Google Business Profile (GBP) but still can’t break into the local map pack, you’re not alone. Business owners fill out every field, gather hundreds of five-star reviews, and pick the right categories, only to find themselves buried in the rankings.
So, what’s going on?
Google’s local algorithm is heavily location-based, and even minor differences in address or review quality can dramatically affect your visibility. This post unpacks the three location-based factors Google really cares about, plus additional tips from local SEO experts and Reddit case studies.
Quick Overview of Google’s Local Map Pack Ranking Factors
| Factor | Weight/Impact | What to Focus On |
|---|---|---|
| Physical Location | Very High | Ensure your address is within the target city and ideally close to city center |
| Searcher Proximity | High | Hard to control. Being in high-density areas helps |
| Review Signals | Moderate (12–14%) | Prioritize volume, consistency, and high star ratings |
| Behavior Signals | Moderate (~10%) | Boost branded searches, CTRs, direction requests, and engagement |
| Backlinks | Moderate (more for SEO) | Build relevant and local links to boost domain authority |
| On-Page SEO | Moderate | Embed Google Maps, use schema, consistent NAP data, and optimize service pages |
| GBP Profile Optimization | Foundational | Complete all fields, add photos, post updates, list accurate hours and services |
1. You Can’t Fake Your Way into the Map Pack
When you set up a Google Business Profile, you’re given a choice: list as a store with a physical address or a service-area business. But here’s the catch: setting a wide service area (like a whole state or multiple counties) doesn’t help you rank in those areas. It’s purely informational for customers, not a ranking factor.
If your physical address isn’t inside the city where you want to rank, your chances are slim unless there’s zero competition inside that city. Google’s map results heavily favor businesses located within the official city boundaries.
Fix: Look up the city on Google Maps and check the red border. If you’re even one block outside it, you likely won’t show up in searches for that city name. Consider:
- Relocating your business (harder for retail locations)
- Renting a virtual office or coworking space inside the city center, as long as it’s staffed during business hours (per Google’s guidelines)
2. Proximity to the City Center Still Matters
Even if you’re within city limits, being near what Google considers the city center gives you an edge. Google usually picks the downtown or most active part of a city as the center. You can spot it by zooming out on Google Maps and seeing where the city name appears.
When users search from another location (like someone planning a trip or looking for businesses in a neighboring town), Google tends to cluster results around that central point.
Tip: If you’re investing in a virtual office or planning a move, try to pick a location near the city center to maximize visibility.
3. The Searcher’s Location Affects Everything
Google places heavy weight on how physically close a business is to the person searching. Even if your business is amazing, you won’t show up in the “3-pack” if someone is far away, unless they explicitly search for your city by name.
For example, a person searching “sushi near me” will mostly see restaurants right around them, even if a better-reviewed place is just a few miles out.
Implication: You can’t optimize for every searcher unless you’re located in a high-density area where more searches are happening.
Beyond Location: What Else Influences Your Local Rankings?
While location is foundational, here are additional ranking factors:
A. Review Signals (Volume, Velocity, and Diversity)
A GBP with 1,000+ 5-star reviews might outrank another with 2,000 reviews and a 4.8 rating. While reviews only make up 12-14% of ranking weight (according to studies cited on Reddit), they influence click-through behavior, which affects rankings.
Pro tip: Encourage consistent review generation, respond to every review (positive or negative), and diversify the language in reviews to match search terms naturally.
B. Behavior Signals
Google tracks how users interact with listings: clicks, calls, requests for directions, and even how long they stay on your site. Businesses with more branded searches or more interactions often see a rankings boost.
Action step: Drive branded traffic from social media or offline campaigns. Use a heatmap tool (like Local Falcon or Places Scout) to measure visibility from different locations.
C. Backlink and On-Page Signals
While more relevant for organic SEO, a strong backlink profile and well-optimized website can influence map pack performance.
- Use NAP (Name, Address, Phone) consistently across your site and directory listings
- Embed Google Maps on your service pages
- Link from service pages to your GBP and vice versa
- Include schema markup for LocalBusiness
D. GBP Optimization Details
- Fully complete your listing with detailed service descriptions
- Add high-quality photos regularly
- Keep business hours accurate (24/7 hours may help in some edge cases but could be flagged if inaccurate)
- Post updates regularly to keep your profile active
Location Is King, But Optimization Still Matters
Google’s local algorithm may seem unfair at times, especially if you’re just outside city lines or have slightly lower review ratings. But instead of chasing every small ranking factor, start with what you can control:
- Make sure your physical location aligns with your ideal ranking target
- Consider a virtual office near the city center
- Regularly generate and respond to reviews
- Optimize your website and GBP to improve user behavior signals
With the right combination of location, optimization, and engagement, you’ll have a much better shot at cracking into the local map pack—and staying there.
Need help ranking locally? Drop your questions in the comments or reach out for a free audit of your Google Business Profile and local SEO strategy.