Why do I rank lower in the Local Pack than competitors with fewer reviews?

Reviews are only one part of local ranking: Google ranks Local Pack results mainly by relevance, distance and prominence, so a competitor with fewer reviews can rank higher if they are closer to the searcher or match the search better. Reviews count towards prominence, alongside how well-known the business is on the web, for example how many websites link to it. A complete, accurate profile with the right categories is often the bigger lever.

Google itself states that there is no way to request or pay for a better local ranking. What you can influence is how well your profile and website describe what you do and where.

What decides the order in the Local Pack?

• Relevance. How well a Business Profile matches what someone searches for. Google needs complete and detailed information to make that match, above all the right primary category.
• Distance. How far the business is from the person searching. If the searcher does not share a location, Google uses what it knows about their location. You cannot change this factor, except by where your business actually is.
• Prominence. How well-known the business is. Google names links from other websites and the number of reviews as examples. More reviews and positive ratings can help, but they do not outweigh the other two factors.

Why does a competitor with fewer reviews rank higher?

1. They are closer. For many searches the searcher is nearer to the competitor. Because distance depends on where each person searches, a single check from your own office does not show the full picture.
2. Their primary category fits better. If the competitor uses a more specific primary category that matches the search, they are more relevant for it. Google recommends choosing the category that best describes your main business, not using categories as keywords.
3. Their profile is more complete. Opening hours, services, attributes, photos and an accurate address help Google understand a business. Google says that profiles with complete and accurate information are more likely to show up.
4. Their website is better known. A website with more relevant links and clear local content strengthens prominence beyond the reviews.
5. Your profile has issues. An unverified profile, inconsistent details or a pending edit can weaken your listing.

What can I do to improve my local ranking?

1. Verify the profile and keep name, address, phone number and opening hours up to date.
2. Check the primary category against the searches you want to be found for, and add additional categories only if they describe real parts of your business.
3. Complete the profile with services, attributes, special opening hours, photos and, where available, products.
4. Keep collecting reviews and reply to them. Replies show that you value feedback and help your profile stand out.
5. Strengthen your website with a clear page for each service and location, consistent contact details and links from local partners, associations or the press.
6. Measure from several locations. Check rankings from different points in your area instead of only from your own address.

Review counts alone rarely explain a ranking gap. Check the primary category and the completeness of your profile first, and measure visibility from several places in your area.

Sources

• Google Business Profile Help: Tips to improve your local ranking on Google
• Google Business Profile Help: Manage your business category
• Google Business Profile Help: Edit your Business Profile

Want to know why competitors appear above you in the Local Pack? We analyse your profile, your categories and your local visibility and show you where to start. Book a free intro call or read more about our search engine optimisation.