According to Google Business Profile Help, local rankings depend on relevance, distance and prominence. Here is what owners can update themselves, and why rankings cannot be bought.
The three factors that set the ranking
Google Business Profile Help explains that local search results are ranked mainly by three factors: relevance, distance and prominence.
Relevance is how well the content of a Business Profile matches what someone searched for. The Help page says that the more complete the information is, the better Google can understand the business and show it for matching searches.
Distance is how far the business is from the searcher's location. A business cannot change this.
Prominence is how well known a business is. According to the Help page, links across the web, the number of reviews and the rating all play a part, and more reviews with higher ratings can improve a business's ranking.
What owners can do themselves
The Help page lists several steps. First, complete owner verification. Second, keep details such as the address, opening hours, categories, and whether parking or Wi-Fi is available accurate and up to date.
It also mentions replying to customer reviews and adding photos and videos that show off the business and its products. Retailers can also list the products they stock in store.
A caution: rankings cannot be bought
The Help page states plainly that there is no way to request a better local ranking or to pay for one. Any vendor that promises a guaranteed ranking should be judged carefully against that statement.
This article is based on the official documentation, and the details may change. Check the latest Help page and your own dashboard before changing any settings.
TAKEAWAY
What this means for your project
If you commission or run a website for a business with a physical location, open its Business Profile and check that ownership is verified and that the address, hours and categories match reality. Holiday hours are easy to miss. Then add a few photos and make replying to reviews a routine. If a vendor guarantees a ranking, you can decline, citing Google's own documentation.