How to rank higher in the Google map pack: 8 steps that work for trades

What the map pack is, and why it matters to trades

The map pack is the small map and handful of businesses Google shows above the normal results for local searches. For a lot of trades, that's where the phone calls come from. Google is open about what drives it: relevance, distance and prominence. Here's how to work on each.

1. Pick the right primary category

Google asks you to choose categories that are as specific as possible and to use the fewest needed. Getting this wrong is the quickest way to be invisible for your main search.

2. Fill in everything

Google says businesses with complete and accurate information are more likely to show in local results. Services, description, hours and attributes all count.

3. Set accurate service areas

You can set up to 20 service areas. Be accurate rather than greedy; Google suggests the overall area shouldn't be more than about two hours' drive from your base.

4. Keep your business name honest

Adding keywords like "Best Plumber Glasgow" to your name breaks Google's guidelines and could result in the suspension of your profile.

5. Add photos of real jobs

Google lists adding photos and videos among its tips to improve local ranking.

6. Make reviews a habit

Google says more reviews and positive ratings can help, and recommends asking with a Google link or QR code. Replying to reviews is also on its list. Never offer incentives; Google calls that fake engagement.

7. Back your profile up with your website

Clear pages for your main jobs and towns help Google understand what you do. Google says it can pick up category information from your website.

8. Earn genuine local links

Prominence is partly based on how many websites link to your business. Earn them from suppliers, trade bodies you belong to, local organisations and real local stories. Don't buy them; Google treats that as link spam.

What not to do

• Don't buy reviews or offer anything for them. Google calls that fake engagement and strictly prohibits it.
• Don't set up extra profiles for the same business to cover more towns. Google allows one profile per business, and duplicates may not show at all.
• Don't list a virtual office. Google says it isn't eligible.
• Don't buy link packages. Google treats them as link spam.

Each of these can undo months of honest work.

How long will it take?

Steps 1 to 5 can show results relatively quickly. Google says profile edits can take up to three days to appear. Steps 6 to 8 build up over months. That's the part our Managed Site Improvement Package is built around.