What decides where a profile shows
Google's help centre says local results are based mainly on three things:
- Relevance: how well the profile matches the search, so complete and detailed information helps.
- Distance: how far the business is from the searcher, or from the place named in the search.
- Prominence: how well known the business is, including links to its website and the number of reviews and ratings.
What you control
You can't move your address, but most of the rest is yours: the right primary category and services, accurate hours, photos, answers to questions, and a steady flow of reviews with replies. Keep your name, address and phone number the same on your website and in directories, so Google can match them to the profile.
The profile and your website
The profile often gets the click before your site does, but the website still counts: Google names links to your website as part of prominence, and a service page for each thing you do gives the profile something relevant to point to.