TL;DR: If you’re not showing in the Map Pack, diagnose in this order: Proximity → Relevance → Prominence. Fix the first failing factor before moving on. Use the flow, table, and trade checklists below to pick the fastest lever this week.

Quick Answer

Google ranks local results with a blend of proximity (where the searcher is vs. your pin/service area), relevance (how precisely your profile and pages match the query), and prominence (authority/engagement: reviews, links, brand signals).
Fix order:

Proximity problems block you entirely (you won’t appear).
Relevance mismatches cap your impressions and justifications.
Prominence decides who wins among relevant, nearby options.

The 3-Factor Diagnostic Flow (Use Weekly)

Check proximity first
- Do you appear when searching near your pin (or inside your service area) for your exact money term?
- If no, proximity or compliance is broken (SAB set wrong, duplicate/filtered listing, hidden address issues).
Then check relevance
- Is your primary category right for the query?
- Do you have a matching service page and GBP service with the same wording?
- Are justifications (“Their website says…”) appearing for competitors but not you?
Then check prominence
- Do you have steady review velocity, topic-relevant reviews, and local links/mentions?
- Are you losing to brands with similar proximity/relevance but stronger authority?

Rule: Fix the first factor that fails. Don’t chase links (prominence) if your category (relevance) is wrong or your SAB is misconfigured (proximity/compliance).

Decision Table — Pick Your Next Fix

Symptom you see today	Likely factor	Quick test	Your fastest fix
You show up around your pin but vanish 3–5 miles away	Proximity	Move the map a few miles in incognito; results drop off	Add nearby city pages, expand service areas realistically (SAB), strengthen brand mentions in target area
Competitors get “Their website says…” but you don’t	Relevance	Compare their service-page phrasing vs. your GBP services	Mirror wording 1:1 (site ↔ GBP), tighten primary category, add sub-services
Tie near your pin; they outrank you with more reviews	Prominence	Compare review count/velocity and topic coverage	Launch a review velocity ladder, get topic-rich asks, pursue local PR/links
You disappeared after edits/split testing	Proximity/Compliance	Check SAB vs. storefront, duplicates, address visibility	Fix SAB/storefront status, remove dupes, reinstate with evidence
Ranking for “brand + city” but not “service + city”	Relevance	Search exact money term; weak impressions	Rework title/H1, service page, GBP category/services to match intent

Field Examples (Local Services)

Pest Control (Residential)

Proximity fail: SAB showing an address → filtered outside pin. Fix: hide address, list real cities/ZIPs, add nearby /service-areas/ pages.
Relevance fail: GBP lists “exterminator” while page targets “pest control service.” Fix: align primary category and page wording; add sub-services (ant, German roach, rodent).
Prominence gap: Competitor has steady ant/rodent review topics. Fix: implement a review prompt rotation (topics: speed, cleanliness, pet-safe approach).

Water Damage Restoration

Proximity fail: Not showing beyond 2–3 miles for “emergency water extraction.” Fix: build city-intent pages with emergency language, add 24/7 attribute only if true.
Relevance fail: Site says “dry-out services,” GBP service says “water damage remediation.” Fix: unify terminology and add moisture mapping sub-service.
Prominence gap: Stuck behind a chain with news mentions. Fix: secure local citations/press (chamber, neighborhood groups), publish before/after jobs.

Handyman

Proximity fail: Pin in an office park; customers 10–15 miles away. Fix: clarify SAB, expand service areas modestly, add door/window project pages in target towns.
Relevance fail: Generic “handyman” page; query is “sliding door replacement.” Fix: create a specific door replacement page and GBP service.
Prominence gap: Thin reviews. Fix: request photo-backed reviews and mention the exact task in prompts.

Proximity Triage (SAB & Storefront)

SAB set correctly (address hidden, realistic service areas listed).
No coworking/virtual office listed as storefront.
No duplicates competing/filtered; consolidate or remove.
City pages exist for the places you want to win (not just a giant list).
Consistent NAP across major references; map pin is accurate.

Relevance Triage

Primary category precisely matches the money term (quarterly review).
Secondary categories only for real, distinct services.
GBP services mirror the exact wording of site service pages.
Pages include specific sub-services (e.g., “German cockroach treatment,” “structural drying”).
You trigger local justifications; if not, tighten on-page phrasing.

Prominence Triage

Review velocity target set (e.g., +8–15/mo per location).
Topical coverage in reviews (service, speed, safety, result, city).
Local links/mentions (chamber, local blogs, suppliers, community orgs).
Photos/videos uploaded monthly; captions name service + city.
CTR and calls from GBP Posts and Answer pages tracked via UTM.

Quick Wins by Factor (One-Week Sprints)

Proximity

Add/repair service areas and /service-areas//pages.
Ensure SAB vs storefront is compliant; hide address if SAB.
Verify pin accuracy; remove dupes.

Relevance

Switch to the correct primary category (once; then wait).
Add sub-services to GBP; align exact terms on the site.
Write a 150–220 word service summary at the top of each service page.

Prominence

Launch a review prompt rotation (three rotating topics per month).
Publish before/after jobs with captions (service + city + what changed).
Pitch one local story (safety tip, seasonal checklist) to community outlets.

Pitfalls & Fixes

Chasing links before relevance: Fix category/service-page alignment first.
Over-expanding service areas: Unreasonable coverage can hurt trust and clicks.
Category hopping weekly: Adopt a quarterly change cadence and log why.
Review gating: Ask everyone; never filter unhappy customers.

FAQs

How do I know if proximity is my main issue?
If you appear within 1–2 miles but drop off fast, fix proximity/SAB and service-area content first.

Can I win farther away without moving?
Yes—via city-intent pages, stronger brand mentions, and prominence—but expect a gradual lift.

What if I’m relevant and prominent but still stuck?
Check for duplicates/filters, SAB misconfiguration, or category mismatch. Then pursue local PR for incremental distance wins.

How long should I wait after a category change?
Give it a couple of weeks; avoid stacking more edits during that window.

Map Pack Diagnostics 2025: Proximity, Prominence, Relevance—What to Fix First