Google Business Profile (GBP) ranking in 2026 is determined by a complex algorithm assessing relevance, distance, and prominence, with increasing emphasis on local signals and user behaviour. Currently, Google prioritises profiles that closely match a user’s search query, are geographically near the search location, and demonstrate strong online presence.

A key component of assessing prominence involves competitive intelligence. As of December 2025, analysing competitor GBP profiles reveals valuable insights. We utilise metrics like competitor keyword ranking density (tracking top 3 keywords), monthly Question & Answer volume, and competitor photo upload frequency. Higher keyword density, active Q&A engagement, and consistent photo uploads generally correlate with improved rankings. Google’s recent updates now include a stronger weighting for profiles actively utilising all available features, such as posts and services. In Australia, this means optimising for local search terms and ensuring accurate business information is crucial. The latest update in December 2025 also prioritises profiles with verified local citations.

Understanding these ranking factors, and regularly monitoring competitor activity through tools like GMBspy or BrightLocal, allows businesses to identify areas for improvement and maintain a competitive edge in local search results throughout 2026.