Search for "plumber in Austin" on Google Maps, and you won't see every plumbing company in Austin in the same position. Google selects businesses it considers relevant to the search and the person's location.

That raises a common question for business owners: why does a competitor appear above you even when your reviews are good and your Google Business Profile is complete?

Google identifies three main factors in local rankings: relevance, distance, and prominence. It doesn't publish the exact weight of each signal or the complete formula it uses to order results.

There is no single change that guarantees the top spot. But there are things you can improve, along with limitations you need to understand before deciding what to do next.

If you need a broader look at setting up and managing your profile, see Google's official tips for improving your local ranking.

The three factors Google uses for local rankings

1. Relevance: how well your business matches the search

Relevance describes how closely your Business Profile matches what someone is looking for.

If someone searches for a locksmith, a profile that clearly describes locksmith services is a better match than one focused mainly on plumbing. Google uses business information to understand what you offer and which searches your business may be relevant to.

That's why your primary category, additional categories, listed services, and business details matter. Your website can provide more context about what you do and where you operate.

This is an area where business owners have room to make improvements. If your profile has the wrong category, leaves out important services, or contains incomplete information, start by fixing those gaps.

However, filling in every available field doesn't guarantee higher rankings. The information needs to be accurate and reflect your actual business.

2. Distance: how close your business is to the searcher

Google considers the distance between a business and the person searching. If the person doesn't specify a location, Google estimates where they are based on the information available.

As a result, your business won't necessarily appear in the same position for everyone. You might rank near the top in one part of town and much lower in another.

Distance is a factor you generally can't change through profile optimization. Completing your business description or adding photos won't automatically put you ahead of a competitor located closer to the person searching.

That doesn't mean optimization is pointless. It means you need to understand where your business has a realistic chance of appearing and focus on the factors you can influence.

Don't change your address or list a location where you don't actually operate just to appear closer to more customers. Your profile should reflect how your business really works.

3. Prominence: how well-known your business is

Prominence refers to how well-known a business is. Google says it considers information such as links from other websites and the number of reviews a business has. More reviews and positive ratings can help local rankings.

This goes beyond what's written on your Google Business Profile.

For example, a business might have a complete profile but very few reviews and little presence on other relevant websites. A competitor with a similar profile might have more reviews and links from relevant sources.

We can't determine with certainty which business will rank first based on those details alone. Google doesn't disclose the exact calculation behind all its ranking signals. Still, its guidance makes clear that prominence isn't something you can fix with a single profile setting.

Reviews are one part of the picture. They also help potential customers assess your business, so it's worth making it easy for genuine customers to share their experiences.

How these factors work together

Imagine two plumbing companies serving the same city.

The first has a complete profile, a clear list of services, and many genuine reviews. The second has incomplete information, fewer reviews, and a smaller online presence.

If someone searches from an area closer to the first company, it may have an advantage because of relevance, prominence, and distance.

Now imagine someone searches for the same service from the other side of town, much closer to the second company. The results may change. The first company's better-maintained profile doesn't guarantee that it will rank first from every location.

This is why you shouldn't judge your local rankings from a single search on your own phone. Results depend partly on where the person searching is located and what they're looking for.

When checking your visibility, compare specific services and different points across your service area. One ranking position can't tell you how your business appears throughout the entire area you serve.

Do clicks, calls, and direction requests improve rankings?

Local SEO discussions often focus on user behavior. Some SEO professionals believe actions taken on a Business Profile may be related to rankings, but there's a difference between an industry theory and a factor Google has officially confirmed.

Google identifies relevance, distance, and prominence as the main factors in local rankings. It doesn't list profile clicks, phone calls, or direction requests as separate confirmed ranking factors.

So it wouldn't be accurate to claim that more clicks on your call button will automatically move your business higher on Maps.

Those actions are still worth tracking. If people open your profile, call your business, or visit your website, the data can help you understand how they use your information and whether the profile generates inquiries. That's useful for evaluating business results, even if it doesn't prove that those actions directly improved your ranking.

What business owners can actually improve

Start with the things you can check and change instead of looking for a secret ranking factor.

• Check your business information. Your business name, address or service area, hours, and contact details should reflect how you actually operate.
• Describe your services clearly. Google and potential customers should be able to understand what your business does.
• Ask for genuine reviews. Make it easy for real customers to leave feedback, without paying for reviews, offering gifts in exchange for ratings, or pressuring customers.
• Build a website that supports your profile. Explain your services, the areas you serve, and how customers can contact you. Your website should provide useful information rather than simply repeat keywords.
• Build a real presence elsewhere online. Accurate business listings, relevant industry directories, local organizations, and other trustworthy sources can help establish your business's presence.

You don't need to tackle everything at once. If your business details are wrong or your profile is incomplete, start there. If your profile is already in good shape, look at reviews, your website, and your presence on other relevant websites.

Why ranking first isn't a realistic goal for every search

There's no way to guarantee the top position on Google Maps for every service and every location. The searcher's distance changes, competition varies from one area to another, and Google doesn't publish its complete ranking formula.

That doesn't mean you can't improve your visibility. It means you need to evaluate your results realistically, based on the services you offer and the areas you serve, rather than a single position you see when searching for your own business.

The goal is to make your business a relevant and trustworthy option for people looking for the services you provide. Improving your profile, earning genuine reviews, maintaining a useful website, and building a credible online presence give you practical areas to work on. Your exact position in the results, however, can't be guaranteed.

For Google's own explanation, read its guide to improving local rankings.