When someone in Chaguanas searches “plumber near me” or someone in Port of Spain types “dentist open Saturday”, Google shows a map with three businesses under it. Those three spots get most of the calls. Here’s how Google decides who gets them, and what you can do about it.
The three things Google looks at
Google says local results are based on relevance, distance and prominence. In plain terms:
- Relevance: does your profile clearly match what the person searched for?
- Distance: how close is your business to the person searching, or to the area they named?
- Prominence: how well known and trusted is your business, online and off?
You can’t move your shop closer to every customer, so the work goes into relevance and prominence.
Relevance: say exactly what you do
Pick the right primary category
Your primary category is the single biggest relevance signal. “Dentist” and “Cosmetic dentist” are different categories, as are “Auto repair shop” and “Auto body shop”. Choose the one that matches the searches you most want to win, then add secondary categories for everything else you genuinely offer.
Fill in every section
Services, products, attributes (like wheelchair access or online appointments), opening hours and a description written for people, not keywords. Profiles that are complete are easier for Google to match to specific searches.
Make your website agree
Google cross-checks your profile against your website. If your profile says “AC repair” but your website never mentions it, that’s a weak signal. Give each main service its own page, and mention the towns you serve naturally.
Prominence: earn trust
Reviews, steadily
The number of reviews, how recent they are and how you reply all matter. A business with a steady flow of new reviews usually beats one with a burst of reviews from two years ago. Ask every happy customer, make it easy with a direct review link, and reply to every review, good or bad.
Consistent name, address and phone
Your business name, address and phone number should be identical everywhere: your website, Facebook page, local directories and your profile. Small differences, like “Ltd” in one place and not another, or an old phone number, chip away at Google’s confidence.
Photos and posts
Real photos of your premises, team and work help people choose you, and active profiles tend to perform better. Aim to add photos monthly and post updates or offers when you have them.
Quick win: search for your main service from your own neighbourhood on your phone. If you’re not in the top three, compare your primary category and review count with the businesses that are. That gap is usually your starting point.
Common mistakes we see in T&T
- Two or more duplicate profiles for the same business, splitting reviews and confusing Google.
- Stuffing the business name with keywords, which risks suspension.
- Hours that are never updated for Carnival, Divali, Christmas and other holidays.
- No website link, or a link to a Facebook page instead of a proper website.
Where to start
Claim and verify your profile, choose the right primary category, fill in every section and start asking for reviews this week. Those four steps alone move many local businesses up noticeably within a couple of months.
If you’d like us to check your profile alongside your website, request a free audit.