It’s Not Random, It’s Just Google’s Rules
Every home service business wants the same thing: to show up first when a local customer searches “AC repair near me” or “plumber in [your city].” And when you see a competitor sitting in that top spot day after day, it’s easy to wonder, What are they doing that I’m not?
The truth is, Google isn’t playing favorites. It’s following a system. The businesses that rank well understand how the system works—and they’ve built their online presence to match.
In this article, we’ll explain why some businesses show up first on Google (especially in the map pack), why yours might not, and what you can start doing right now to improve your position.
1. The “Local Pack” Is Prime Real Estate
When you search for a service, the first thing you often see is a map with three businesses listed underneath. That’s called the Local Pack, and it’s where most of the calls happen.
To get into the Local Pack, Google looks at three key factors:
- Relevance – Does your business match what the person is searching for?
- Distance – How close are you to where the search is happening?
- Prominence – How established and trustworthy is your business online?
You can’t control the searcher’s location, but you can influence relevance and prominence. That’s where most businesses fall short.
2. Incomplete or Inaccurate Listings Kill Your Chances
Your Google Business Profile is the foundation of your local ranking. If it’s missing key information, like services, hours, or categories, Google won’t show you for the searches that matter.
Worse, if your business name, address, or phone number is inconsistent across the web, Google gets confused and confused businesses don’t rank.
Fix it:
- Fill out every field in your Google Business Profile
- Choose the most accurate primary and secondary categories
- Make sure your info is exactly the same on your website, Yelp, Facebook, and local directories
3. Reviews Are Ranking Signals, Not Just Social Proof
Google loves businesses that people love. Reviews tell Google two things:
- People are engaging with your business
- Your business is still active and trusted
It’s not just about your star rating. It’s about volume, recency, and responses. A business with 150 recent reviews (and responses) will almost always outrank one with 15 older reviews, even if both have 5 stars.
Fix it:
- Ask for reviews after every job
- Make it easy (text message with a direct link)
- Respond to every review—good or bad
4. Your Website Still Matters, Even for Map Rankings
Google looks at your website to understand what you do and where you do it. If your site is vague, slow, or missing local keywords, it drags your whole presence down.
For example, if you want to show up for “emergency plumbing [your city],” your website should have a page that clearly talks about emergency plumbing services in your city, not just generic language.
Fix it:
- Add service-specific pages with local city names
- Make sure your phone number and address match your Google listing
- Improve page speed, especially for mobile
5. Engagement Sends Signals to Google
When people click your listing, visit your site, call your number, or ask for directions, Google notices. These are called engagement signals, and they help Google decide which businesses are most useful to searchers.
If people consistently engage with your listing, Google will rank you higher. If they click and bounce, or don’t engage at all, you’ll slide down the list.
Fix it:
- Add real photos (not stock) to your listing
- Post updates regularly (offers, seasonal reminders, etc.)
- Use clear, action-driven language on your site and in your listing
Ranking Higher Isn’t a Secret. It’s a System
The businesses that show up first aren’t doing magic. They’re doing the basics, consistently, and better than their competitors.
If you want to move up:
- Start with a fully-optimized Google Business Profile
- Build a fast, clear website with service + city pages
- Get more high-quality reviews and respond to them
- Keep your info consistent and trustworthy across the web
The good news? Most contractors aren’t doing this well. So when you do, the results come fast and they last.
