The Steps to Ranking Highly on Google Maps in 2026

People want to find local businesses more than ever, especially in Toronto. A study by Interac found that 79% of Canadians agree that supporting local businesses is more important than it was a year ago. This isn’t just because they want to help companies in their community (though they do), it’s also because they want immediacy. Shoppers today realize that they can get something more quickly when it’s from a shop nearby, instead of something that’s shipped from the other side of the world.

In Toronto, getting in front of these customers is more competitive than it’s ever been.  Toronto is the largest city in Canada, the 4th largest in North America, and it’s home tor more than 86,700 businesses. If you want to compete in this market, you need to understand the right tactics and steps. 

One of the most important things to learn is that the way people find local businesses has changed. It’s no longer just about seeing a business as you walk by or reviews spreading through word-of-mouth. It means using everything from Maps to AI tools to present your business to the exact customers who are looking for you.

If you’re a business owner who doesn’t just want to increase foot traffic but also wants to make sure that the customers who find you are the ones who are most likely to buy, this guide is for you. 

How Google Maps Rankings Work in 2026

Customers use Google Maps to find local businesses. This is true more today than ever before. This means the key to attracting more local traffic is to rank highly on Google Maps. How do you rank highly on Google Maps? There are three core ranking factors: relevance, distance, and prominence.

• Relevance
  • This is what Google thinks you do. It looks at the information on your website and your Business Profile, then matches what you do to the local search. The more relevant it believes you are, the better.
• Distance
  • Someone searching for a local bookstore in North York doesn’t want to be directed to a store near High Park, especially if there are closer options available. Google Maps helps users find businesses that are near their current location. However, it doesn’t just show the closest businesses. It uses other factors when ranking as well.
• Prominence
  • Google wants to send searchers to trustworthy companies, so it uses information it finds online (reviews, directory listings, etc.) to rank businesses based on how noteworthy and trustworthy they are.. 

It’s important to remember that there isn’t just one ranking for each type of business in the entire city, especially a city as large as Toronto. It makes sense when you think about it. If you’re searching for a restaurant in Scarborough, you probably don’t want to get results for downtown or somewhere in Etobicoke. To understand how Google takes this into account, you need to know about the geogrid. 

In short, local searches are ranked differently based on different coordinates. This means you might rank number one if you’re doing the search from a few doors away from your store, but your ranking will change drastically a few blocks over. Specialized geogrid software exists to create heat maps for searches. These tools run queries across multiple GPS locations and show you what customers see in different neighbourhoods.

This helps you see where you rank highly, where your competitors are outperforming you, and what optimizations you can make to improve your rank. The more information you have, the more likely you are to take steps that actually help you improve your ranking, not just add noise for the sake of change.

How ChatGPT and Google AI Overviews Decide Which Local Businesses to Show

You can’t talk about search in 2026 without talking about AI. It’s everywhere now, including in the local search journey. Not everyone searches directly on Maps, even when they’re looking for a local business. Lots of searches start as general Google searches, or people ask AI assistants like ChatGPT or Gemini to  help them find a business. 

The good news is that many of these ranking factors are similar to the ones found in maps. Google AI tends to prioritize based on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Companies that can display that they have experience and expertise, while being trustworthy and reliable, are more likely to rank highly.

ChatGPT generally suggests local businesses based on Bing search results, so having a verified Bing Places for Business profile is incredibly important here. 

One major difference between AI searches and traditional searches is that most AI engines understand context. For instance, if someone asks for a “cozy cafe” or a “fancy restaurant”, the AI understands what they mean. This affects the search results because now it’s not just about proximity or even reviews, there is an additional qualifier to consider. 

Also, since AI tools typically combine information from various sources when giving answers, consistency is crucial. Your business information must be the same across your website, Google Business Profile, Facebook Page, Yelp page, and everywhere else on the internet. Otherwise, the AI won’t know that you’re actually you. 

A few things you can do to make your business more visible to AI search tools are:

• Properly structure your site
  • If AI can’t follow what you do or what you offer, it’s not going to rank you correctly.
  • Use headings, bullet points, and tables to make it obvious what you do and ease for the AI (and for human readers) to understand.
• Implement structured data
  • It’s not just your writing and formatting that help AI read your site. Using schemas that define your name, location, contact details, ratings, and other relevant information will help you rank better.
• Create direct answers to common user questions
  • Place these on your site and in your FAQ in a conversational format, written just like a real searcher would ask. Use specific language and terms that local searches would use to make your information clear.

However, a well-optimized Google Business Profile helps your local ranking just about everywhere. That’s why it’s a critical place to start when you’re looking to improve. 

How to Optimize Your Google Business Profile 

Your Google Business Profile is the foundation of your local search strategy. If you don’t have one (and you don’t properly optimize it), you’re going to struggle to rank.

First of all, the category you choose for your business is perhaps the most critical factor. Get specific with your primary category if possible, then add 1-3 supporting categories to reflect more about your business. Don’t go overboard, though, as you’ll dilute your ranking.

Then, use the business description to accurately explain what you do. You’ll want to include core keywords (especially at the start of the content), but you can’t just stuff them everywhere. Being too repetitive or writing in a way that’s designed to make sense to search engines and not people will hurt your credibility.

Make sure to mention your specific service areas, as Google considers them for local search results..

It’s vital that you keep your name, address, and phone number (NAP) consistent everywhere. What’s written in your Google profile should match what’s written on your site exactly. Even small differences (like writing “Ave” in one place and “Avenue” in another) can hurt you.  List your company name as it appears. Don’t stuff keywords into the name field. Write your business name exactly as it shows everywhere else.

You’ll then want to list your products, services, and attributes. What do you sell? Write your offerings using words that are common to customers. After all, they’re the ones searching. If you have specific attributes (such as wheelchair accessibility or free Wi-Fi), make them known. It helps people who are searching for those exact things.

Google also doesn’t want to send users to a closed business, so make sure your business hours are accurate. Keep them updated for holidays and special events as well.

Posts, photos, and your question-and-answer section matter a lot as well. Be active in including new content. This shows Google that your company is maintaining its profile, which makes you more credible in their eyes. Aim to update content at least once a month, though every week or two is better. 

Why Do Reviews Matter for Local Search?

Reviews matter because Google wants to send people to businesses they will enjoy. If Google consistently directed users to businesses they didn’t like, people would stop trusting them. Having a large number of reviews and trustworthy reviews is one major way that Google determines if your company is worth sending people to. 

To get more reviews, ask your customers for them! However, be careful how you do it. It’s against Google’s terms to offer an incentive to write a review or to ask someone to leave you only a positive review. They also don’t want you to restrict writing reviews to only customers who’ve had a positive experience. Instead, ask people to share their experiences freely. You can tell them how important reviews are to your business and direct them to the official link or QR code, but you just can’t tell them what to say.

If you get negative reviews, that’s okay. Respond to them and explain yourself. This will give Google (and readers) the context they need to understand the situation. You can apologize if appropriate and otherwise work to rebuild trust. If the reviewer is being unfair, explain your side calmly and politely.

If you think the review is fake or otherwise in violation of Google’s policies, you can flag it. 

In general, responding to reviews is a good idea. It helps Google see that you care about customer service and shows new potential customers that you’re focused on delivering exceptional service. 

On-Page SEO Still Matters for Local Search

Just because people are using Google Maps to find your business, it doesn’t mean that your website doesn’t matter anymore. In fact, using strong local SEO techniques on your site can really help improve your visibility for local searches. 

Remember, your name, address, and phone number should be consistent everywhere, especially on your website. If this information doesn’t match your business profile, you’re hurting your rankings. 

Naturally include local keywords across your site. Mention the city name, nearby areas, landmarks, or other information that shows that you’re actually local. List your services or products clearly and in detail so Google knows what you do. All this information matters.

If your business has a physical location that you want people to visit, embed the Google Map into your site. This not only shows people where you are, but also shows Google. Add structured data to your site to show Google that you’re a local business. 

Getting local backlinks from Toronto-based publications and directories can also help. If you’re listed in your local Business Improvement District (BIA) or have a profile on other local business directories, make sure they link to your site. This helps improve local search rankings. 

Local Citations and Directory Listings Still Matter Too

There was a time when ranking highly online meant being in as many business directories as possible. This isn’t the case anymore. However, certain listings still matter. For instance, Apple Maps, Bing Maps, Yelp, Foursquare, Yellow Pages, and other sites still matter. Facebook, Nextdoor and other social sites are helpful as well.

Your industry may have specific reputable directories and listings. For instance, HomeStars is important for contractors and home services. There are also local BIAs (such as the Bloor West BIA or Danforth Village BIA) that can link to you and show trust in your business. 

As always, consistency is vital. Your company name, phone number, address, website, and all other details must be the same across all directories. Otherwise, you’re hurting your reputation online. Not only will Google not know that all these businesses with different names are the same, but it might rank them differently, hurting your chances of showing up first when a customer searches. 

How to Track Your Local Rankings

Simply doing a search yourself or checking Google Maps from your own device isn’t enough. Not only does this give you limited data, but it can actually give you a false picture of your situation. That’s because what comes up is heavily personalized. Someone else doing a search won’t just be in a different location, but they’ll have a different search history, so Google will show them something different.

Use geogrid tracking tools, SEO heatmaps, and competitor ranking tools to see where you actually stand on local search. These tools will also show you the competitors that are outranking you. This information is vital, since you can look at what others are doing and use that information to beat them at their own game. 

Common Mistakes Toronto Businesses Make With Local SEO

One of the biggest mistakes local businesses make with local SEO is ignoring their Google Business Profile after they set it up. Yes, setup is crucial, but you can’t just enter the details and then forget about it. An active profile shows that you’re an active business. Keep everything up to date; respond to reviews; post photos, notes and specials; and generally show the world (and Google) that you’re alive.

Another big mistake? Buying reviews. Yes, having more reviews matters, but if Google catches you buying fake reviews, they can ban your profile, which can seriously hurt your local search performance. You can even potentially be fined. Most major review sites have AI tools and even manual processes in place to spot fake reviews, so don’t risk it.

You also want to make sure that you’re not limiting yourself. Focusing only on one keyword or one area might help you achieve success there, but it’s also leaving a lot on the table. Don’t sell yourself short. Customers search for a variety of different things, so think like a customer and aim to rank for several relevant terms. 

One more mistake, and it’s a big one, is not frequently tracking your rankings and adjusting. Your competitors are likely working to outrank you every day, and new businesses open all the time. If you’re not staying on top of where you rank and hustling to find continued success, you’re going to fall behind. 

What This Means For Your Business

The first step is to make sure you have a Google Business Profile and that it’s filled out and accurate. The next step depends on you. You can leave it at that and hope someone stumbles upon your business, or you can take things seriously.
Local search is more important than ever. Maps and AI assistants aren’t going anywhere. Take what you’ve learned here and use it to dominate locally. If you want some help, that’s exactly what we’re here for. Book a local SEO audit with Eggs Media and find out exactly what your next steps should be.