3 Things Google Wants to See to Rank Your Business #1 on Local Search Results (Google Business Profile)

  1. Relevance
  2. Distance
  3. Prominence

While Google doesn’t tell us the exact formula to rank on the top of the search engine results page (SERP), they tell us exactly what they’re looking for and guide businesses to create a successful Google Business Profile. So, here are 3 things that Google wants to see to rank your business #1.


One of the ways Google determines your local ranking is by measuring the relevance of your content. How well does your business profile reflect what people are searching for that leads to your business?

You can gain relevance by ensuring that your content on your website and Google Business Profile is specific to the products and services you offer. By using keywords, you can target the intent and interests of the people searching for questions that your business might be able to solve.

EXAMPLE: If you own a local bookstore, Google wants to connect you to people searching for books or looking to buy books in your area. If your GBP does not state that you sell books, buy books, or deal with books, it won’t be considered relevant to that search term.


The most important aspect of local SEO is distance and proximity. Depending on what filters people have toggled for their search results, Google will show a list of businesses closest to the searcher first and then up to a certain mile radius.

If you have a brick-and-mortar business that is looking to target a geographic location that is not the city or general area (normally within 5-10 miles), it is likely difficult to show up on the local search results pack. Unfortunately, this is not something that can be manipulated or changed using search engine optimization (SEO).

However, if you operate in a specific area or service location, you can optimize your Google Business Profile for those specific locations. Try mentioning your city in your description, and make sure your business address and service locations are up to date.

If you’re a service provider, you have the option of picking up to 20 locations (cities, towns, & counties) for your Google Business Profile. These locations generally can’t span past a 2-hour radius of the location you list as the physical address, even if you don’t serve customers at a brick-and-mortar location.

EXAMPLE: If someone searches “Gas station in Scranton,” a list of gas stations in Scranton will show up. However, if someone searches “Gas station near me,” Google will yield results based on what they know about their current location.


Your business prominence shows how well your business is known across your area. Many factors are taken into account to determine this. The longer your company has been in existence, the more likely you will have higher prominence.

How many times do other websites mention your business? Are those websites reliable? How good are your reviews? How many reviews do you have? What directories and review websites do you have your business listed on?

One of the ways companies can influence their prominence is through SEO and website authority. By using organic and local SEO to rank for relevant search terms, your business will gain not only relevance but also prominence.

Source: Google – How to Improve Your Ranking on Google

Google Business Profile Optimization Agency

RiZen Metrics is a full-service digital marketing agency that has a team of trained professionals to help you manage and optimize your Google Business Profile. Contact us today to talk strategy and let’s see how we can work with you.

Other Google Business Profile Resources

Use the below articles to assist you with getting your Google Business Profile to #1 on the local search pack! You’ll find various tips and tricks for creating a profile, boosting your profile, ads, local SEO, photos/video, branding, and more.