Topic file · Local
Local search and map results
The map pack, Google Business Profile, reviews and consistent listings: the parts of search that decide whether someone nearby finds you.
When someone searches for a plumber, a café or a physio, the first thing they often see is a small map with three businesses pinned to it. That block runs on different signals from the ordinary results underneath. Google's own help pages describe local ranking as mainly a matter of relevance, distance and prominence, and they are blunt that there is no way to pay for a better local position.
Why local is its own topic
A business can rank well in ordinary results and still be missing from the map, or the other way round. The map leans heavily on the Business Profile: the categories you choose, the area you serve, your opening hours, and the reviews customers leave. It also notices whether the details about your business agree with each other across the web.
New Zealand quirks worth knowing
Many New Zealand towns are small enough that "near me" searches pull in businesses from a fair distance away, and many trades work from home and serve an area rather than a shopfront. Those service-area businesses are expected to hide their home address on the profile and list the areas they cover instead. Regional place names matter too: people search by suburb in Auckland and Christchurch, and by town or district almost everywhere else.
Where to start
Read Local listings and Google Business Profile first. It covers categories, consistent details and the review rules that catch people out. The measurement note explains which numbers in the profile dashboard are worth watching.