What Google says about its local ranking
Google sums up its local ranking in three factors: relevance (does your profile match the search?), distance, and prominence, meaning how well known your business is, which takes into account links to your website and how many reviews you have1. It states that there is no way to request or pay for a better ranking1.
You can't do anything about distance. For the rest, here are the ten points to check.
The foundations
1. Your profile is verified
Verification tells Google that you are authorised to represent the business, which makes it more likely to appear in results1. It is also required to reply to reviews2.
2. The address is complete
If you receive customers on site, enter your full address1, then check on the map that the pin falls in front of your door.
3. The category describes your business
The type of business is one of the pieces of information Google asks for1. It is what matches your profile to searches: an "Italian restaurant" doesn't show up for the same queries as a "takeaway pizza place".
4. The hours are right, special days included
Google asks for your opening hours, including special hours1. A customer facing a closed door on a bank holiday is a one-star review in the making.
The content
5. The attributes are filled in
Parking, Wi-Fi1, accessibility, terrace, contactless payment: all answers to the questions your customers ask themselves before coming.
6. Recent photos and videos
Google encourages you to show what you offer and tell your business's story through photos and videos1. The room, the products, the team, the shopfront so people recognise you from the pavement.
7. Your products are visible, if you run a shop
In countries where the feature is available, a shop can display its in-store products on its profile: they may then appear in local searches1.
8. The information stays accurate over time
Businesses that provide complete and accurate information are more likely to appear in results; wrong information can on the contrary stop your profile from showing1. Re-read it with every change: new number, new hours, new service.
The reviews
9. Regular reviews
More reviews and positive ratings can help your business's local ranking, Google writes1. Ask every customer for one, within the rules: see our guide to getting more reviews.
10. A reply to every review
Google lists "Reply to reviews" among its tips: by replying, you show that you value your customers' feedback, and positive reviews and helpful replies can help your business stand out1. What replies change, and what they don't, is detailed in our article on local SEO.
And ReplyTop?
ReplyTop connects to your Google profile in a few clicks and takes care of the tenth point: a personal reply to every review, for each of your locations.