Why you're not in the Google Maps pack — and how to get there

The map pack is worth fighting for

When someone in Nanaimo searches "roof repair near me" or "coffee shop Duncan," the first thing they see — above the regular search results — is the local pack: three business listings with a map, star ratings, hours, and phone numbers. Studies consistently show these three spots get a disproportionate share of clicks, especially on mobile.

If your business isn't in those three spots, most people searching for what you do won't find you at all. And unlike paid ads, once you're there, you stay there — without paying per click.

Google is transparent about what determines local rankings. Their documentation lists three factors: relevance, distance, and prominence. Here's what each one means and what you can actually do about it.

What you can actually control: relevance

Relevance is the most directly actionable factor. It starts with your primary business category on Google Business Profile. If you're a plumber but your primary category is "Home Improvement Contractor," you're leaving relevance on the table. Be as specific as possible.

Secondary categories matter too. A Duncan electrician can add Lighting Contractor, Generator Installation Service, and Electrical Installation Service as secondary categories to expand the range of searches they can appear for.

Beyond category, relevance signals come from:

• Your GBP description — mention your main services and location by name
• Your services list — fill in every service Google offers you space to list
• Your website content — Google reads your website as part of the relevance calculation; a page titled "Plumbing Services in Duncan, BC" reinforces your GBP
• Q&A on your GBP — seed it with questions that include your keywords

Distance: the factor you can't fully control

Distance is the one factor you can't game. If someone searches from Victoria and your business is in Duncan, you're not going to outrank a Victoria competitor for that search — regardless of how good the rest of your profile is.

But you can work within distance intelligently:

• Set your service area accurately — list every community you genuinely serve. A Cowichan Valley business should include Duncan, Cobble Hill, Mill Bay, Shawnigan Lake, Lake Cowichan, Chemainus, and Ladysmith
• Don't overreach — setting your service area to all of BC when you're a one-person operation in Duncan signals inauthenticity and Google discounts it
• Build content for each community — a dedicated page for "landscaping in Cobble Hill" helps you rank in that community even when you're not physically based there

For businesses with a physical location customers visit, your map pin placement matters. Make sure your pin is accurately placed on the map — Google Maps lets you correct it if it's off.

Prominence: the long game

Prominence is where most of the long-term local SEO work happens. Google builds prominence from several sources:

Review count and rating

Reviews are the most visible prominence signal and one of the strongest ranking factors in local search. A business with 80 reviews at 4.6 stars will typically outrank a competitor with 12 reviews at 4.9 stars. Volume matters alongside quality.

Critically: review velocity matters too. A profile that steadily gets new reviews signals an active business. A profile with 80 reviews, all from two years ago, loses some of that edge. Build review-getting into your regular workflow, not just a one-time push.

Website authority

Google uses your website's overall authority as a prominence signal. This means your site should be fast, mobile-friendly, and have real content — not a thin one-pager with your address and phone number. A well-built website with clear service pages, a blog, or FAQ content outperforms a minimal placeholder site for local prominence.

Citations and mentions

A citation is any mention of your business name, address, and phone number (NAP) on another website. Business directories — Yellow Pages, Yelp, local Chamber of Commerce sites — are the classic source. The number of citations matters, but consistency matters more. A mismatched address or phone number across directories creates conflicting signals that weaken prominence.

Backlinks

Links from other websites to yours are a general SEO ranking factor that spills into local prominence. Local backlinks are especially valuable: a link from your local Chamber of Commerce, a Duncan newspaper article, or a Vancouver Island business directory carries local relevance that a generic directory link doesn't.

How long does it take?

There's no honest answer that involves weeks. Local SEO is a months-long process. A well-optimised GBP with good reviews can see meaningful improvement in 2–3 months. Building prominence through citations, content, and backlinks is a 6–12 month project for competitive niches.

The businesses winning in local search on Vancouver Island are the ones who started 6 months ago and kept at it consistently — not the ones who optimised everything in a weekend and waited. Start now, stay consistent, and the results follow.

If you want someone to look at your specific situation — your current GBP, your competitors, and what's keeping you out of the pack — send Michael a message.