Article
How Google decides who shows up in local search
Google names three factors for local results: relevance, distance and prominence. Here is what each one means for a small business in Jamaica, and what you can do about it.
Short answer: Google says local results are mainly based on relevance, distance and prominence. You cannot pay for a better local ranking. You can make your information complete and accurate, earn real reviews, and give Google a website that clearly explains what you do and where.
When someone in Portmore types "nail tech near me" or "auto electrician Kingston", Google shows a map with a few businesses, then the regular results. Google has published how the map part works, in its own help pages. It is simpler than most people think.
1. Relevance
Relevance is how well your profile matches what the person searched for. Google says complete, detailed business information helps it understand you.
What you control:
- The right primary category on your Business Profile
- A description that says what you do in normal words
- A website with a page for each main service, so Google can match "brake repair" to the page about brakes and not just your home page
That last point is why I build separate service pages instead of one long page. Each page answers one search well.
2. Distance
Distance is how far your business is from the person searching, or from the place they typed in. You cannot change where your customers are standing. You can make sure your address or service area is accurate, so Google does not guess wrong.
If you serve several parishes, list them as your service area and mention them naturally on your website. Do not create fake addresses. Google's guidelines do not allow virtual offices or more than one profile per location.
3. Prominence
Prominence is how well known the business is. Google says this is based on information from across the web, including how many websites link to you and how many reviews you have. More reviews and positive ratings can help.
What you control:
- Asking happy customers for a review, every time, with a short link
- Getting listed by real organisations you belong to: a chamber of commerce, an industry association, a church or school you sponsor
- Being mentioned in local news when you do something worth covering
Your website
Want this done for your business?
Tell me what you need in a few quick taps. You get a written quote before you pay anything.
What does not work
- Paying someone to "boost" your map ranking. Google states there is no way to request or pay for a better local ranking.
- Stuffing keywords or towns into your business name. That breaks Google's naming rules.
- Buying reviews or offering discounts for reviews. Google treats incentivised reviews as fake content.
Where your website fits
Your Business Profile and your website work together. The profile gets you into the map. The website explains each service, shows your work and prices, and gives people a way to book or ask for a quote. It also gives Google more relevant pages to match against searches. A strong profile with no website, or a website with no profile, leaves results on the table.
Sources
- Tips to improve your local ranking on Google, Google Business Profile Help
- Guidelines for representing your business on Google, Google Business Profile Help
- Tips to get more reviews, Google Business Profile Help
Your website
Want this done for your business?
Tell me what you need in a few quick taps. You get a written quote before you pay anything.
Let's work together
Want a written quote?
Message me with business type, parish, and whether you need booking or payments.