Your Google Business Profile (GBP) may not be appearing in local search results because Google’s local ranking system, powered by the broader Google Search algorithm, assesses numerous factors to determine relevance and prominence, and your profile may not currently meet the thresholds for visibility. This system doesn’t simply list businesses; it aims to present the most useful and relevant results to a user’s query.
As of December 2025, Google’s local ranking relies heavily on three core elements: relevance, distance, and prominence. Relevance is determined by how well your GBP category and description match the user’s search query. Distance considers the user’s location – Google prioritises businesses geographically closer to the searcher. Prominence, now including signals from Google’s AI-powered Local Services Ads and Google Maps contributions, assesses your business’s online reputation, including the quantity, quality, and diversity of reviews, as well as mentions across the web. Google’s Local Pack algorithm, which generates the map listings, currently favours profiles that are actively maintained with regular posts, updated business hours (especially around public holidays like the January sales), and accurate service area information. In Australia, compliance with Australian Consumer Law regarding accurate business information is also a factor Google considers. Google has announced in late 2025 that in 2026, they will be increasing the weighting of AI-verified information within GBP profiles.
Ultimately, Google’s local search functions by evaluating a complex set of signals to determine which businesses best satisfy a user’s intent, and visibility is dependent on consistently meeting these criteria.
