When someone types 'plumber near me' into Google, the results they see are not random. Google runs a specific algorithm for local searches that weights three factors: how close the business is to the searcher, how relevant the business's information is to the search, and how prominent the business appears to be based on reviews, links, and activity.
This algorithm is different from the one that ranks national search results. A trade business does not need to compete with national companies. It needs to rank above the other trades in its own area. That is a more manageable problem than it sounds.
The Three Factors Google Uses for Local Rankings
Proximity
Google measures the distance between the searcher and the business's registered location. You cannot change where you are based. You can make sure Google knows exactly where that is. A Google Business Profile with a verified address, a consistent address on your website, and a consistent address across all directories and listings gives Google a clear signal. Inconsistent address data — different formats, different postcodes, old addresses not updated — creates ambiguity that costs rankings.
Relevance
Google matches your business to searches based on the specific language in your Google Business Profile and website. A plumber who lists only 'plumbing services' will rank below a plumber whose profile lists 'boiler installation', 'emergency call-out', 'central heating repair', and 'bathroom plumbing' because the second profile matches more search terms. Every service you provide should be named specifically, in the language your customers use, across your GBP and website.
Prominence
Prominence is Google's measure of how trusted and established a business appears. The primary inputs are review volume and recency, the number of credible websites that link to or mention the business, and activity signals from the Google Business Profile. A business with 50 recent reviews consistently outranks a business with 10 reviews in the same area, even if the 10-review business has a higher average score. Volume matters more than perfection.
The Map Pack and why it matters more than page one
For local trade searches, the most valuable real estate is not position one in the organic search results. It is the Map Pack — the three businesses displayed with a map above the organic results.
Studies of local search behaviour consistently show that the Map Pack receives between 40% and 60% of all clicks for local service searches. The three businesses in it receive the majority of enquiries from that search term. The organic results below it receive the remainder.
Getting into the Map Pack requires optimising the same three factors — proximity, relevance, and prominence — but the primary lever is your Google Business Profile, not your website. The two work together: a well-optimised website strengthens your GBP rankings, and a well-optimised GBP drives traffic to your website.