TL;DR: Google Maps rankings depend on three things: relevance, distance, and prominence. You can’t control distance, but you can improve the other two by optimising your Google Business Profile, getting reviews, building citations, and having a proper website. Most tradespeople see results within 8-12 weeks.
When someone searches “plumber near me” or “roofer in Sheffield,” the first thing they see is the Google Maps pack – three businesses with a map at the top of the results. Being in that pack is worth more than any directory listing or paid ad.
This guide covers exactly how.
How Google decides who shows in the map pack
Google uses three main factors:
1. Relevance
How well does your business match what the person searched for? If someone searches “emergency electrician Leeds,” Google looks at whether your business profile says you’re an electrician, whether you offer emergency services, and whether Leeds is in your service area.
2. Distance
How close is your business to the person searching? This is the one factor you can’t really control. If someone searches from the other side of the city, a closer competitor might appear instead of you.
3. Prominence
How well-known and trusted is your business online? This includes your review count and rating, how often your business is mentioned across the web (citations), and the quality of your website.
Step 1: Optimise your Google Business Profile
Your Google Business Profile (formerly Google My Business) is the single most important factor for Maps rankings. If you do nothing else, do this.
Pick the right categories
Your primary category should be as specific as possible. “Plumber” not “Home services.” “Roofing contractor” not “Construction company.”
Add secondary categories for each distinct service you offer. A plumber might add “Water heater installation service,” “Drain cleaning service,” and “Emergency plumber.”
Fill in every field
Google rewards complete profiles. Fill in:
- Business description – use your target keywords naturally. “John Smith Plumbing provides emergency plumbing, boiler installation, and central heating services across Leeds and West Yorkshire.”
- Services – list every service you offer with descriptions
- Service areas – every town and area you cover
- Business hours – including special hours for holidays
- Attributes – things like “Locally owned,” “Veteran-owned,” etc.
Add photos regularly
According to Google, businesses with photos get 42% more direction requests and 35% more website clicks. Add:
- Photos of completed work (before and after)
- Your van and branding
- Your team
- Your premises if you have one
Aim for at least 5-10 photos to start, then add new ones monthly.
Post updates
Google lets you post updates to your profile like a mini social media feed. Post:
- Completed jobs (with photos)
- Seasonal offers
- Tips and advice
- Business news
This signals to Google that your business is active and engaged.
Step 2: Get more Google reviews
Reviews are one of the strongest ranking signals for Google Maps. Both the quantity and quality of reviews matter.
For a detailed guide on building reviews, read our post on how to get more Google reviews.
The short version:
- Ask after every job. Most happy customers will leave a review if you ask.
- Make it easy. Text them a direct link to your review page.
- Respond to every review. Good or bad.
- Aim for consistency. Five reviews per month looks better than 30 in one week.
A roofer with 50 reviews at 4.8 stars will almost always outrank a competitor with 5 reviews at 5.0 stars.
Step 3: Build local citations
Citations are mentions of your business name, address, and phone number (NAP) on other websites. They help Google verify that your business is real, established, and located where you say it is.
Essential citations for UK tradesmen
Start with these:
- Yell.com
- Thomson Local
- FreeIndex
- Yelp
- Cylex
- 192.com Business
- Scoot
- Central Index
Trade-specific directories
Depending on your trade:
- Gas Safe Register (gas engineers)
- NICEIC (electricians)
- Federation of Master Builders (builders)
- Checkatrade, Trustatrader, Bark, MyBuilder
Consistency is critical
Your business name, address, and phone number must be exactly the same everywhere. “John Smith Plumbing” on Google and “J Smith Plumbing” on Yell confuses Google and weakens your citations.
Go through every listing and make sure they match perfectly. This includes:
- Spelling and abbreviations (Street vs St, Road vs Rd)
- Phone number format
- Business name (including Ltd, & Son, etc.)
Step 4: Get your website right
Your website supports your Google Maps ranking in several ways.
Link to your Google Business Profile
Add a link from your website to your Google Business Profile. This helps Google connect the two.
Create location-specific content
If you cover multiple areas, create pages targeting each one. A landscaper in Yorkshire might have pages for “landscaping in Leeds,” “landscaping in Bradford,” and “landscaping in York.”
Each page should have unique content – not just the same text with the city name swapped out.
Embed a Google Map
Add a Google Map embed to your contact page showing your location or service area. This reinforces your local connection.
Make sure your NAP is visible
Your business name, address, and phone number should be on every page of your website – typically in the footer. This should match your Google Business Profile exactly.
Technical basics
Your website needs to be:
- Fast – loads in under 3 seconds on mobile
- Mobile-friendly – more than 60% of local searches happen on phones
- Secure – HTTPS, not HTTP
These are ranking factors for both organic search and Maps. Read more about what affects SEO cost and what’s involved in getting these right.
Step 5: Build local backlinks
Backlinks from other local websites signal to Google that your business is established in the community.
Good sources for tradesmen:
- Local news sites – sponsor a community event or offer expert quotes
- Trade associations – most list members on their websites
- Supplier websites – some suppliers link to their approved installers
- Local business networks – chambers of commerce, BNI groups
- Community sponsorships – local sports teams, charity events
You don’t need hundreds of backlinks. A handful of relevant, local links can make a significant difference.
Common mistakes
Setting your service area too wide
Covering “all of England” dilutes your relevance. Be specific about your actual service area. A plasterer who covers a 20-mile radius will rank better in that area than one who claims to cover the entire country.
Ignoring negative reviews
Respond professionally to every negative review. Google sees this as engagement, and potential customers see it as professionalism. Don’t ignore them and don’t argue.
Inconsistent business information
Having different phone numbers, addresses, or business names across the web actively hurts your rankings. Audit your citations regularly.
Not using your profile
Setting up a Google Business Profile and never touching it again is a missed opportunity. Active profiles rank better than dormant ones. Post updates, respond to reviews, and add new photos regularly.
How long does it take?
Most trade businesses see noticeable improvements in their Maps ranking within 8-12 weeks of implementing these steps. The timeline depends on:
- How competitive your trade is in your area
- How many reviews you currently have
- The state of your existing citations
- Whether you have a website that supports your rankings
Ranking in the Maps pack isn’t instant, but it’s one of the most valuable positions in local search. A single position in the map pack can generate 5-15 calls per month – with zero per-click costs.
Want to know where your business stands in the Maps pack? Book a free call and we’ll run a live audit of your local rankings.