When someone searches "accountant near me", Google doesn't pick the map results at random, and it doesn't sell the top spots. It says local results are based mainly on three things: relevance, distance and prominence.
Knowing which of the three you can control is the difference between busy work and local SEO that pays off.
What does relevance mean?
Relevance is how well your Business Profile matches what the person searched for. Google can only match you to searches it understands you're relevant to, so complete, accurate details matter: your primary category, the services you offer, and a description that says plainly what you do.
You control this one almost entirely. It's where most businesses have the quickest wins.
What does distance mean?
Distance is how far each result is from the location used in the search. If the searcher names a place ("dentist Fitzroy"), Google uses that. If not, it uses what it knows about where they are.
You can't really change this. Don't try to fake it with addresses you don't operate from; that breaks Google's guidelines for representing your business and can get a profile suspended.
What does prominence mean?
Prominence is how well known your business is. Google says this draws on information such as how many websites link to your business and how many reviews you have, and that more reviews and positive ratings can help. Well-known offline brands tend to be prominent online too.
You can influence this over time, but not overnight.
Can you pay for a better local ranking?
No. Google states that there's no way to request or pay for a better local ranking. Ads can appear above or within local results, but they're labelled as sponsored and they don't change the organic order. Anyone selling guaranteed map pack placement is selling something Google says doesn't exist.
What should you do first?
In order of effort versus payoff:
Google's own tips cover most of this list:
- Verify your business. Google says verified businesses are more likely to show up in results.
- Complete every relevant field: categories, services, service areas, phone, website and description.
- Keep hours accurate, including special hours for public holidays.
- Add real photos of your premises, team and work.
- Ask happy customers for reviews, and reply to reviews, good and bad. Never buy or gate reviews; that breaks Google's policies.
- Strengthen your website's local pages so they clearly match the services and places you serve.
How long does local SEO take?
Profile fixes such as categories and hours can show up quickly. Prominence builds over months as reviews, mentions and links accumulate. Expect a mix of fast and slow wins.
The bottom line
You can't move your premises closer to every searcher, and you can't buy the map pack. You can make your profile unmistakably relevant and steadily earn prominence. That's where local SEO effort belongs.
