Google Business Profile: how Sea Kayak Adventures reached the local top 3 in 2 weeks
The short answer
By completing a Google profile that was 80% empty, linking it to a fast, well-structured website, and working on the three factors Google itself names: relevance, distance and prominence. For Sea Kayak Adventures in Mauritius: local top 3 for the main keyword within 2 weeks, and 75% more enquiries through the website.
How does Google rank local profiles?
Google says it itself in its Business Profile Help: local results are mainly based on three factors.
| Factor | What Google looks at | What you can do |
|---|---|---|
| Relevance | How well the profile matches the search | A complete, precise profile: categories, services, description |
| Distance | How far the business is from the person searching | Almost nothing: the address doesn't move |
| Prominence | How well known the business is, online and offline | Reviews, links, mentions, and a quality website linked to the profile |
Google doesn't publish how much each factor weighs. Everything you read elsewhere about "the 50 ranking factors" comes from observation, not official documentation.
Where was Sea Kayak Adventures starting from?
Sea Kayak Adventures runs sea kayaking trips in Mauritius. Before the redesign:
- the Google profile existed, but it was 80% empty;
- the website scored under 60% on every Google PageSpeed metric;
- it was full of dead links (404s) and redirects to the home page;
- the phone number and email weren't even clickable;
- no measurement was in place, not even Google Analytics 4.
In other words, Google had almost no reliable information to show, and visitors who reached the website struggled to get in touch.
What was done on the profile?
The profile was completed from top to bottom. It's what I do on every Business Profile:
- The primary and secondary categories, as close as possible to what people actually search for.
- The services, described in the customers' own words.
- The description, opening hours, service area and attributes, with no empty field.
- Real photos of the activity, rather than generic images.
- The link to the website, pointing to a page that matches what the profile promises.
- Reviews: asking real customers for them, and replying.
Why does the website matter too?
Because the profile and the website strengthen each other. The website, rebuilt in 2 weeks, went from under 60% to over 90% on Google PageSpeed, with an accessibility score of 96/100.
96 /100 for accessibility
/100 for accessibility
- performance
- 91
- SEO
- 100
Source: Google PageSpeed Insights, kayakmauritius.com, desktop version
Beyond the scores, the practical details made the difference: a clickable phone number and email, a clear page for each trip, no more dead links. The website was also structured for search engines and answer engines (GEO), like every website I deliver on the website design page.
What were the results?
Within 2 weeks:
- the profile reached the local top 3 for the main keyword;
- it built up 1,560 impressions and more than 90 interactions;
- enquiries through the website rose by 75%.
These figures also reflect the context. A niche market and a profile starting from almost nothing meant huge room for improvement. For a highly contested search in a city centre, the same work takes longer.
Frequently asked questions
How long does it take for a Google profile to climb the local rankings?
It depends on your starting point and on the competition. Sea Kayak reached the top 3 in 2 weeks because the profile started from almost nothing in a niche market. For a highly contested search, think months rather than weeks.
Can you pay Google to rank higher on Maps?
No. Google states that there's no way to request or pay for a better local ranking. Google Ads can appear above the local results, but they don't improve the profile's organic ranking.
Do reviews really matter?
Yes. Google lists review count and ratings among the prominence signals, and replying to reviews shows the business is active. Ask real customers for them regularly, and never buy them.
Do I need a website for my profile to rank well?
It isn't mandatory, but the website strengthens the profile's relevance and prominence, and it's where a visit turns into an enquiry. At Sea Kayak, the 75% increase in enquiries was measured on the rebuilt website.
Sources
- Tips to improve your local ranking on Google · Google Business Profile Help