The visibility of a Google Business Profile depends on its evaluation by Google’s local algorithm. What ranking factors can help your business listing achieve a high position in search results and on Google Maps? You’ll find the answers to these and other questions in our article!
What Determines the Ranking of a Google Business Profile?
The search results algorithm primarily considers the location of a business in relation to the user’s current location. Based on this, it selects relevant Business Profiles and displays them in search results. However, ranking factors go far beyond just proximity, as Google openly states in its support documentation: Google Business Profile Help.
In addition to distance, two other key factors influence a Business Profile’s visibility: relevance and prominence. But what exactly do these terms mean? Below, we provide a detailed explanation.
Key Ranking Factors for Google Business Listings
The primary ranking factors for Google Business Profiles (GBP) include distance, relevance, and prominence.
• Distance – The algorithm first considers the user’s location and matches Business Profiles accordingly. For example, if you search for hairdresser Wrocław in Google Search or Google Maps, the results will prioritize businesses closest to that location.
• Relevance – A crucial factor influencing the ranking of a Google Business Profile is how well it matches the user’s search query. The algorithm looks for businesses that fit the specified category, so the more detailed and accurate information you provide in your GBP, the better.
• Prominence – Google’s algorithms favor well-known and reputable businesses. Various factors contribute to prominence, including online mentions, external links, and articles about the business. Business directories, user engagement (such as reviews and their sentiment), and overall visibility in organic search results also play a significant role.
Google Business Profile Ranking Factors and Optimization
Understanding the ranking factors of Google Business Profiles (GBP) helps optimize your listing for better visibility in local search results. What should you focus on to ensure your Business Profile is complete?
Complete Your Google Business Profile
The first step in optimizing your Business Profile is to provide detailed information. To do this:
• Choose the right categories – Select both a primary and additional categories that accurately describe your business in Google Business Profile.
• Add your business address and phone number – Ensure that these details match the information on your website.
• Create a business description with relevant keywords – Include key phrases that potential customers might use when searching for your services.
• Add links – Provide links to your website and social media profiles.
These details will not only help users find your business but also assist Google’s algorithms in analyzing and matching your profile with relevant searches.
Regularly Update Your Google Business Profile
Post updates and upload photos – Share information about your services or products to keep your profile active and provide Google with more data for ranking.
Use Targeted Keywords
Customers often search for businesses by combining a service name with a city or region (e.g., eyelash styling Wrocław). Including such keywords in your business description can improve your profile’s visibility in search results.
How to Increase Your Company’s Brand Awareness?
Brand awareness is one of the ranking factors for Google Business Profiles. The more mentions your brand receives online, the higher the chances that your Business Profile will appear at the top of Google search results or on Google Maps. What can you do to make your company widely talked about across different places on the internet? What should you focus on?
- Reviews and Ratings – These are the most important factors influencing brand awareness. Business profiles with a high number of reviews typically rank higher in Google search results and on Google Maps. Reviews that include photos are especially favored. However, ratings alone, even 5-star ones, do not significantly impact local search rankings.
- User Engagement – Encouraging customers to leave reviews on your Business Profile is crucial. Regularly added reviews indicate strong user engagement. A great approach is to generate a link or QR code that directs users straight to the review section of your Google Business Profile (GBP).
- Website SEO – Website optimization plays a significant role. When combined with a properly configured Google Business Profile, it creates a synergy effect, further boosting visibility.
- Business Directories and Social Media – Mentions of your brand in social media and business directories also matter. However, it’s essential to maintain consistency in the company name and address format across all platforms.
Google Business Profile Optimization – Prohibited Practices
When optimizing your Google Business Profile, it is crucial to follow Google’s guidelines. An improperly configured business listing can result in lower visibility in search results or, in some cases, even lead to the suspension of your Business Profile. What practices should you avoid?
Spammy Business Names
Avoid adding location-related phrases or expressions to your Business Profile name. This violates Google’s guidelines. While “over-optimization” may initially boost your GBP visibility, it does not work in the long run. Why?
- Vicity Update – At the end of 2021, Google implemented one of the largest updates to its local algorithm. The Vicity Update made the distance factor more important. As a result, businesses (brands) with a single location and one listing stopped appearing in broader areas, as profiles now only showed for queries related to the user’s location. The Vicity Update hurt Business Profiles that relied heavily on location-based keywords in their names. Profiles without additional keywords in the name, however, ranked higher in search results.
- Spammy practices can result in the suspension of your Google Business Profile and require a re-verification.
- It’s also worth noting that owners of profiles with spammy names often face difficulties when contacting Google support. Consultants may refuse to assist until the GBP name is corrected.
Creating Multiple Profiles for a Business with One Location
An unethical practice is creating multiple profiles for a business that operates from a single location, such as a company with one office or physical premises. This is especially common for service-based businesses offering services at the client’s location. In an effort to increase online visibility, some owners create fictitious branch addresses. Why should this be avoided?
- Such practices are easily detectable – Google is increasingly effective at identifying businesses with fake addresses. Additionally, Local Guides regularly remove spam from Google Maps. There is also the option for regular users to report issues with GBP, and their suggestions are often reviewed by Google.
- Google may decide to disable a listing for a given address if the owner cannot verify the business’s existence at that location.
Google Business Profile Ranking Factors and SEO – Summary
To ensure your Google Business Profile is visible online, it’s essential to provide all relevant information related to your business. Engaging customers by encouraging them to leave reviews on your GBP profile is also highly beneficial. However, it’s important to avoid unethical practices, such as using spammy business names or providing false addresses. In the long run, such actions can negatively impact your business profile’s ranking and visibility.
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