How Google Maps results work for contractors

What Google says

When someone searches for a roofer or a plumber, Google often shows a map with a few businesses next to it. Google's own help pages say these local results are based mainly on three things: relevance, distance and prominence. Google also says there's no way to pay for a better spot in these results. Ads are separate and are labeled.

Relevance: does your profile match the search?

Relevance is how well a business profile matches what the person is looking for. If someone searches for "sprinkler repair" and your profile only says "landscaper", Google has less to go on.

What you can control: pick the most accurate primary category, list each service you really offer, write a plain description, and keep your hours and contact details current. What you shouldn't do: add keywords or towns to your business name. Google's rules say the name has to be your real-world name.

Distance: how far are you from the searcher?

Distance is how far a business is from the place named in the search, or from where the person is when they search. A homeowner in Fountain and a homeowner in Monument can type the same words and see different businesses.

What you can control: very little. Be accurate about where you're based and the areas you serve. What you shouldn't do: fake it. A virtual office or a made-up address breaks Google's rules and can get a profile suspended.

Prominence: how well known is the business?

Prominence is how well known a business is. Google's help page says this can include how many websites link to your business and how many reviews you have, and that positive ratings can help. A clear, useful website gives other sites something real to link to.

What you can control: do good work, ask real customers for honest reviews, reply to them, keep your details the same everywhere, and build a site with real service pages. What you shouldn't do: buy or fake reviews, or offer anything in exchange for them.

What nobody can promise

Google doesn't publish how the three are weighed, and results change with the searcher's location and the exact words they type. That means nobody can honestly promise you a position on the map, and that includes us. Be careful with anyone who guarantees a top spot.

A short to-do list

• Claim and verify your profile yourself
• Choose an accurate primary category
• List every service you really offer
• Set your true service area and hours
• Add your own job photos regularly
• Ask for honest reviews after each job
• Keep name, address and phone the same everywhere

The Google Business Profile checklist goes through each step. If you'd rather hand it off, we set up profiles for $200 per location.