For most local Aussie businesses, showing up prominently on Google Maps isn’t just nice – it’s essential! When someone nearby searches for “best coffee near me” or “emergency plumber Carlton,” appearing high up in the Maps results (especially in that coveted “Local Pack” with the map) can mean the difference between getting a new customer or being completely missed.
But how does Google decide which businesses to show? While the exact algorithm is complex, we can break down the key factors influencing your Google Maps ranking in Australia for 2025, focusing on what you can control.
Understanding Local Rankings: Relevance, Distance, Prominence
Google aims to show the most helpful results based on three main things:
- Relevance: How well does your business profile match what the person searched for?
- Distance: How close is your business to the person searching (or the location they specified)?
- Prominence: How well-known and established is your business, both online and offline? Google assesses this using various signals.
While you can’t change your distance from a searcher, you can influence relevance and prominence. Let’s dive in!
Factor 1: Your Google Business Profile (GBP) is King (Prominence & Relevance)
Think of your GBP as the foundation. A complete, accurate, and active profile is non-negotiable.
- Complete & Accurate Info: Fill out every section. Ensure your Name, Address, Phone number (NAP), website, and hours are identical everywhere online.
- Choose the Right Categories: Select the most specific primary category that fits your business, plus relevant secondary ones. This directly impacts relevance.
- Keywords (Naturally): Use relevant keywords naturally in your business description and when describing services/products.
- Photos & Videos: Regularly add high-quality visuals (see our post on [Optimising Your Google Business Profile – Link Placeholder]). This boosts engagement and shows activity.
- Google Posts: Use Posts frequently for updates, offers, and events to keep your profile fresh.
- Q&A: Monitor and answer questions promptly (see our post on [Optimising Your Google Business Profile – Link Placeholder]).
Action Tip: Double-check that your primary GBP category is the best possible fit for your main service/offering.
Factor 2: Google Reviews (Prominence & Relevance)
Yes, reviews are huge for Maps visibility! Google sees them as strong indicators of trustworthiness and quality.
- Quantity & Quality: More positive reviews generally correlate with higher prominence. Aim for a steady flow.
- Review Velocity: Getting reviews consistently over time signals ongoing relevance.
- Responding to Reviews: Engaging with reviews (both positive and negative) shows Google you’re active and care about customer feedback.
Action Tip: Make encouraging genuine Google reviews a regular part of your process. (Need help making it easy? That’s what [Boost My Reviews – Link Placeholder] is for!)
Factor 3: Your Website’s Local Signals (Relevance)
Google also looks at your website for clues about your location and services.
- NAP Consistency: Ensure your Name, Address, and Phone number are clearly listed on your website (e.g., footer, contact page) and match your GBP exactly.
- Local Content: Mention your service areas (suburbs, city) naturally within your website copy where appropriate.
- Embedded Map: Embedding a Google Map on your contact page can help reinforce your location.
Action Tip: Check your website’s Contact Us page right now. Is your full address and phone number clearly visible and identical to your GBP?
Factor 4: Local Citations (Prominence)
Citations are online mentions of your business Name, Address, and Phone number (NAP) on other websites. Think online directories (like Yellow Pages AU, TrueLocal), industry-specific sites, and local community pages.
- Consistency is Crucial: Ensure your NAP details are exactly the same across all major citation sites. Inconsistencies can confuse Google.
- Relevance: Citations on relevant local or industry-specific directories can be particularly valuable.
Action Tip: Search for your business on major Australian online directories and check if your NAP details are consistent.
Factor 5: User Behaviour (Prominence)
While harder to measure directly, Google likely observes how users interact with your listing. Do people click for directions? Click to call? Click through to your website? A well-optimised profile with great photos, posts, and reviews encourages this positive engagement, which can indirectly boost prominence.
Action Tip: Focus on making your GBP as helpful and engaging as possible for potential customers.
Factor 6: Distance (The Uncontrollable)
We have to mention it – how close your business is to the searcher is always a major factor. You can’t change your location to rank better elsewhere, but you can ensure your address is listed perfectly accurately on your GBP and website.
Putting It All Together…
Ranking higher on Google Maps in Australia involves optimising several interconnected factors. Focus on what you can control: creating a fantastic Google Business Profile, actively encouraging and managing genuine reviews, ensuring your website sends clear local signals, and maintaining consistent information across online directories.
It’s an ongoing process, but by consistently working on these key areas, you give your Aussie business the best chance of being seen by more local customers when they need you most.
