How to rank higher on Google Maps without paying

Why Maps rankings move

Google says local results are mainly based on relevance, distance and prominence. Relevance is how well your profile matches what the person typed. Distance is how far you are from the person searching. Prominence is how well known your business is.

You cannot change distance. You can change the other two, and most of the work is small jobs that take a few minutes each.

How to rank higher on Google Maps: check your profile first

Open your profile on your phone and read it the way a homeowner would. Google says businesses with complete and accurate info are more likely to show up in local search results, so gaps cost you.

1. 1Check that your business name matches the name on your truck and your invoices.
2. 2Remove anything extra from the name, because Google does not allow taglines, phone numbers or web addresses in it.
3. 3Confirm your main trade is your first category and add only the extra categories that describe your core work.
4. 4Compare your hours with the hours you actually answer the phone.
5. 5Check the phone number and website for typos by tapping each one.
6. 6Open your service area and make sure it lists the towns you drive to.

Complete and accurate is the standard Google names, so fix the wrong items before adding anything new.

How to write a description that matches real searches

The description is the one place to say what you do in your own words. Google does not allow links in it, and it does not allow a focus on special promotions, prices or sales.

Here is a template you can fill in and paste.

Use the words an owner would use for the job, such as water heater replacement or panel upgrade. Skip words about being the best, since they tell Google and the customer nothing.

How to build prominence with reviews and replies

Google says more reviews and positive ratings can help your local ranking. It also says replying to reviews shows you value feedback. Both are free and both are in your hands.

1. 1Ask each customer for a review the day the job is done.
2. 2Send the same short link every time, using the link or QR code Google provides.
3. 3Reply to every review within a day or two.
4. 4Write each reply about the actual job, so no two replies are the same.
5. 5Never offer a discount or gift for a review, because Google prohibits incentives in exchange for reviews.

If a review is negative, Google advises a genuine apology and says never to share the reviewer's private information. Keep the reply short and name the job.

Why checking from your own driveway misleads you

Google uses the searcher's location, so a search from your shop shows you at your best. Ask a friend in a town you serve to search your trade and read you the results.

Do this from a few towns on your service list. The towns where you do not show up tell you where to add photos, reviews and a mention of that town in your description.

How to add photos that show real work

Google says you can show customers what you offer with photos and videos. A profile with only a logo gives a homeowner little to judge.

1. 1Take photos of your crew, trucks and finished jobs on your own phone.
2. 2Add a few photos after each week of work, not all at once.
3. 3Add a photo of your truck so customers know what will pull into the driveway.
4. 4Skip stock images and photos of other companies' work.

Rule of thumb for where to start

What this will not fix

• ×It will not change your distance from the person searching.
• ×It will not guarantee a top spot, since Google decides the results for each search.
• ×It will not move a competitor who is closer to the customer.
• ×It will not repair a suspended profile, which needs its own fix with Google.

Common questions

Root's free check looks at this on your own business.