When someone in your area searches “plumber near me” or “electrician Leeds”, Google shows three businesses at the top of the results — before any websites — inside a map. This is called the Google Map Pack (or Local Pack), and it gets roughly 44% of all clicks for local searches.

Getting your trades business into those top three spots is the single highest-leverage thing you can do for local lead generation. Here’s exactly how to do it.

What Is the Google Map Pack?

The Google Map Pack is the section that appears near the top of search results when someone makes a local search query. It shows three businesses with their name, star rating, address, phone number, and a link to their website or directions. It’s powered by Google Business Profile (formerly Google My Business).

Ranking in the Map Pack and ranking in the standard organic search results are two different things — they use different algorithms and require different strategies. You can rank #1 in Maps and not appear on page 1 of organic results, and vice versa.

How Google Decides Who Appears in the Map Pack

Google uses three main factors to rank businesses in the Map Pack:

1. Relevance

How closely does your business match what the person searched for? A plumber with “emergency boiler repair” prominently listed in their services is more relevant for that search than one with a generic “plumbing services” description.

2. Distance

How far is the business from the searcher? Google estimates the user’s location (from their IP address, GPS, or previous searches) and factors proximity into the ranking. You can’t control this — but you can expand your reach through your service area settings.

3. Prominence

How well-known and trusted is the business? This is based on reviews, links, citations, and how much information Google can find about your business online. This is where most of your optimisation effort should go.

Step-by-Step: How to Optimise Your Google Business Profile

1. Claim and Verify Your Profile

Go to business.google.com and claim your listing if you haven’t already. Verification usually takes 1–2 weeks via postcard.

2. Complete Every Section

Businesses with complete profiles rank significantly higher than incomplete ones. Fill in:

  • Business name (exactly as it appears on your van/website)
  • Primary and secondary categories (be specific — “Plumber” not just “Home Services”)
  • Address and service areas
  • Phone number and website
  • Business hours (including holiday hours)
  • Services and service descriptions
  • Business description (use your target keywords naturally)
  • Opening date

3. Add High-Quality Photos

Businesses with photos receive 42% more requests for directions and 35% more clicks to websites. Add photos of your work, your team, your van, and your equipment. Keep adding new ones regularly — Google likes fresh activity.

4. Get More Google Reviews

Reviews are one of the biggest ranking factors in the Map Pack. More reviews, higher star rating, and recent reviews all improve your ranking. Build a system for getting reviews:

  • Ask every satisfied customer directly after completing the job
  • Send a follow-up text or email with your review link
  • Add a “Leave us a Google review” card to your invoices
  • Put a QR code linking to your review page on your van

Always respond to reviews — both positive and negative. Google sees active engagement as a positive signal.

5. Post Regular Google Business Updates

Use the Posts feature to share updates, offers, and news. Posting at least once a week shows Google your business is active. Share recently completed jobs, seasonal offers, or useful tips for homeowners.

6. Answer Questions in Q&A

Google Business Profile has a Q&A section. Add and answer common questions yourself before customers ask — “Do you offer emergency call-outs?”, “Are you Gas Safe registered?”, “What areas do you cover?” This adds relevant keywords and builds trust.

Local Citations: The Hidden Rankings Booster

A citation is any mention of your business name, address, and phone number (NAP) online. Google uses citations to verify your business exists and cross-check your information. Inconsistent NAP information across directories can hurt your rankings.

Make sure you’re listed consistently on:

  • Yell.com
  • Yelp
  • Thomson Local
  • Checkatrade
  • TrustATrader
  • Rated People
  • 192.com
  • Bing Places
  • Apple Maps

How Long Does It Take to Rank in the Map Pack?

For most trades businesses in moderately competitive areas, consistent optimisation over 2–4 months will produce visible improvements. In highly competitive markets (city-centre searches for common trades), it can take 4–8 months to crack the top three.

The key is consistency. Do the work, keep asking for reviews, keep your profile updated, and the results compound over time.

Want Help Getting Into the Map Pack?

Local SEO is one of the core services we offer at Grwthhub. We handle your Google Business Profile, citation building, and local content strategy — and we report on your Map Pack rankings every month so you can see exactly where you’re moving.

Learn more about our Local SEO service or book a free strategy call.