These aren't opinions. Each factor is derived from Google's own guidelines, third-party ranking studies (Whitespark, BrightLocal, Semrush), and observable data from thousands of local business profiles.
Your GBP is the single most important factor. Google directly uses the information in your profile to determine relevance and display your listing.
- Primary + secondary categories must match your actual services
- Business description (750 chars) should include your services and service area naturally
- Attributes (women-owned, wheelchair accessible, etc.) give Google additional context
- Services/Products sections should be fully populated with real offerings
- Business hours must be accurate and updated — Google penalizes stale profiles
- Photos — businesses with 100+ photos get 520% more calls than average (Google data)
Our scanner checks whether your schema markup matches your GBP data. If your website says "Plumbing" but your schema says "HomeAndConstructionBusiness", Google sees a conflicting signal.
Your business name, exact address, and phone number must be identical in every place they appear: your website header, footer, schema markup, GBP, social profiles, and every directory listing.
- "123 Main St" vs "123 Main Street" vs "123 Main St." — Google sees these as three different addresses
- A phone number in your footer that doesn't match your schema tells Google the data is unreliable
- Old addresses or phone numbers from a previous location create "NAP residue" that suppresses rankings
Our Contact Integrity Scanner cross-references every phone and address on your site — visible text, tel: links, WhatsApp links, and JSON-LD — then flags mismatches. The NAP Congruency Check compares what your schema says vs what your page shows.
Google doesn't just look at your star rating. It analyzes how many reviews you have, how often new ones come in, whether you respond to them, and what keywords appear in them.
- Volume: More reviews = more trust signals. The top 3 local pack results average 2x more reviews than results 4-10
- Recency: A burst of reviews from 2022 that stopped means less than steady reviews in 2024-2025
- Keywords in reviews: When customers mention "emergency plumber in Edmonton" in a review, Google treats it as a relevance signal
- Owner responses: Replying to reviews signals active management — Google factors this in
Our competitor analysis shows you exactly how many reviews your top competitors have, their average rating, and where you stand. The Battle Map™ provides a full review sentiment comparison.
Schema markup is machine-readable code on your website that tells Google exactly what your business is, where it's located, what it offers, and its operating hours. Without it, Google is guessing from unstructured text.
- LocalBusiness schema is the foundation — it confirms your NAP, hours, and type to Google
- FAQPage schema earns rich results (expandable FAQ snippets) in search results
- Product & Service schemas tell Google exactly what you sell with prices and availability
- AggregateRating can display star ratings directly in search results
- Missing or broken schema is one of the most common problems we find — and one of the easiest to fix
Schema Doctor™ validates every JSON-LD block on your site against Google's Rich Results requirements. It identifies missing required fields, incorrect types, and gives you the exact fix code to paste in.
Your website is the backbone that confirms everything in your GBP. Google crawls it, evaluates its speed, mobile-friendliness, and content quality — then uses that to validate your Maps listing.
- Page speed: Sites loading in under 2 seconds rank measurably better in local results
- Mobile-first: Google indexes the mobile version of your site first. If it's broken on mobile, your rankings suffer
- Title tags & meta descriptions: Should include your city + primary service for local relevance
- H1 headings: Your main heading should clearly state what you do and where
- HTTPS: Non-secure sites are penalized — this is table stakes in 2025
Our 5-dial scan measures load time (Velocity Matrix™), SEO health (title, meta, H1, sitemap, viewport), and security headers in a single pass. You see exactly where your site falls short.
A citation is any mention of your business NAP on another website — Yelp, Yellow Pages, BBB, industry directories, social profiles. Consistent citations across authoritative sites tell Google your business is real and established.
- Core citations: Google Business Profile, Bing Places, Apple Maps, Yelp, Facebook
- Industry citations: Avvo (lawyers), Healthgrades (doctors), HomeStars (contractors)
- Data aggregators: Localeze, Factual, Infogroup feed hundreds of smaller directories
- Even one inconsistent citation (wrong phone number on Yelp) can drag your entire profile down
Our Citation Tracker probes 15+ platforms for your business presence — social profiles, directories, maps — and scores your citation coverage. The audit identifies which critical platforms you're missing.
Google's AI Overviews, ChatGPT, Claude, and Gemini are now answering the same local questions that used to be Maps-only. If AI can't crawl your site, you're invisible for a growing percentage of searches.
- GPTBot access: If your robots.txt blocks GPTBot, ChatGPT can never recommend you
- ClaudeBot access: Same for Anthropic's Claude
- llms.txt: A structured file that tells AI crawlers about your business in their preferred format
- AI Overviews now appear in 15-20% of local searches and are growing rapidly
Our AI Visibility Score checks bot access permissions, llms.txt presence, schema completeness, and runs an AI Perception Check™ — asking ChatGPT, Claude, and Gemini to recommend businesses in your category to see if you appear.
Google measures how people interact with your listing. If searchers consistently click your listing, call you, or request directions, Google interprets that as a positive ranking signal.
- Click-through rate on your Maps listing vs competitors
- Direction requests and phone calls from the listing
- Website visits from the Maps listing
- A well-optimized GBP profile with good photos, reviews, and posts gets more clicks — creating a positive feedback loop
While we can't measure click-through rates directly, the competitor intelligence in your Command Center shows you which businesses are winning clicks in your area based on their review count, star rating, and category match.