How Google Decides Which Local Business to Show First

Why Local Visibility Matters
When people search for a plumber, café or shop, they often type 'near me' into Google too. Within seconds, Google displays a shortlist of businesses in what is called the Local Pack. Appearing in this prime spot can be the difference between steady enquiries and silence. Understanding the main factors behind these rankings helps small businesses attract more customers and build credibility.

Relevance to the Search
The first factor Google considers is relevance. This means how closely your business matches the words typed into the search box. If someone searches 'best Italian restaurant in Burpengary' Google checks your website and Google Business Profile for the right words and details. Accurate business information is essential. Your website, business profile and social media pages should all clearly show your services, your location and what sets you apart. Without clear signals, Google has little reason to show your business first.

Distance From the Searcher
Google also looks at how close your business is to the person searching. A café in Brisbane will not appear ahead of one located a few streets away from the person in Burpengary. This is why local SEO is powerful. Including your suburb and surrounding areas on your website and business profile helps you appear for the right local searches. Even if you service multiple regions, you need to make that information obvious online.

Prominence and Authority
Prominence refers to how well known and trusted your business appears online. Google measures this by considering reviews, mentions, backlinks and overall authority. Positive Google reviews matter because they provide social proof. A steady flow of new reviews helps move your business higher in the rankings. Citations in local directories, mentions in articles and backlinks to your website also signal that your business is established and trusted. The more digital proof you have, the more likely Google will reward your visibility.

Website Quality and SEO
Your website plays a central role in local search rankings. Google favours websites that are fast, mobile friendly and filled with relevant content. If your site loads slowly or looks outdated, you are less likely to rank well. Regular updates make a big difference. Service pages with local keywords, photos of your work and customer testimonials all improve authority. A simple blog with local insights or tips shows Google that your business is active and valuable to users.

Engagement Signals
Google also tracks how people interact with your website. If customers click on your profile, call your number or request directions, these signals show that your business is relevant. The more engagement you get, the more likely Google is to keep showing you at the top. Encouraging reviews, posting updates and uploading new photos all boost engagement. Active websites stand out and give Google reasons to highlight your business.

The Bottom Line
Local search results are shaped by relevance, distance, prominence, website quality and engagement. Success is not about spending the most money on ads. It is about proving that your business is active, trustworthy and the best match for local searches.

If you want to appear higher in Google searches, focus on the basics. Keep your business information accurate, optimise your website for local SEO, collect positive reviews and demonstrate to customers that you are the best choice in your area.

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