How to Rank Higher in Google Maps: A Local SEO Guide for PathLabs

Google Maps has become an everyday tool for people searching for essential services nearby. For healthcare providers and laboratories, it serves as a powerful patient acquisition channel. With coverage in over 220 countries and availability in 40 languages, Google Maps is one of the most widely used platforms to connect people with local businesses in real time. For diagnostic labs, this visibility is critical because patients no longer rely on directories or word of mouth. They now turn to quick searches such as “blood test near me” or “lab in [location],” making it vital for centers to appear prominently in Maps results. Strong Maps visibility not only drives website traffic but also leads to more calls, walk-ins, and appointment bookings.

This blog is written for diagnostic labs and healthcare providers aiming to strengthen their presence on Google Maps. By exploring the insights ahead, you will understand the key factors that influence your ranking, how to optimize your Google Business Profile, and take actionable steps to convert map searches into patients.

Google Maps ranking refers to where your laboratory appears when someone searches for healthcare or diagnostic services in a specific area. For example, if someone types “blood test near me,” Google’s algorithm decides which labs will feature in the Maps results at the top of the screen. Appearing in these prime spots directly influences how many patients choose your lab over competitors.

Recent studies highlight the importance of Maps’ visibility. According to studies, 78% of consumers search for local businesses at least once a week, and a significant portion of those searches lead to a purchase within 24 hours. User behavior data underscores this further:

• 86% of people look up a business location on Google Maps
• 42% of them click on results that appear in the Map Pack
• And 25% of business discoveries take place directly within Google Maps

For diagnostic labs, these numbers reaffirm that ranking well on Google Maps strengthens both visibility and trust in a highly competitive healthcare market.

For diagnostic centers, the connection between Google Maps visibility and patient walk-ins is straightforward. When someone searches for “lab near me” or “blood test in [area],” Google Maps immediately displays nearby options, often highlighting the top three results in the Map Pack. These positions act like digital billboards—highly visible, trusted, and convenient for users who need quick decisions.

The impact on footfall comes from the way patients interact with Maps features. A strong profile encourages them to call directly from the listing, request directions, or save the location for later. This seamless user journey moves the patient from intent to action within minutes. Unlike traditional advertising, where outcomes are harder to track, Google Maps provides a direct pathway: a search turns into a click, the click becomes a direction request, and that request results in a physical visit.

Ranking on Google Maps is shaped by a mix of signals that help Google determine which businesses appear at the top and which remain hidden. These signals reflect relevance, trust, and user engagement, all of which are critical for diagnostic labs competing in crowded local markets. To understand what truly impacts rankings, industry insights are essential.

Each year, Whitespark publishes its Local Search Ranking Factors survey, asking leading SEO experts to assess what matters most for local visibility. According to the 2023 survey, the top factors influencing local search results include:

This consolidated view highlights how different elements—from profile strength to user behavior—combine to influence Maps rankings. Building on these broader insights, five key factors have a direct and measurable impact on how well your diagnostic lab performs on Google Maps:

Out of all these factors, the most fundamental step is simply being present on Google Maps with complete and accurate information. Without a verified and well-maintained Google Business Profile, none of the other ranking factors can come into play effectively.

A well-optimized profile helps Google understand your business better and match it accurately with relevant local searches. It also offers potential patients key information that influences their decision to choose your diagnostic center over competitors. Since the December 2021 Vicinity update, proximity has become a more heavily weighted factor in Google’s local ranking algorithm. This update shifted the balance, making it crucial for labs to not only maintain comprehensive profiles but also leverage location-based signals more effectively to rank higher.

Here’s a step-by-step guide to optimizing your Google Business Profile for maximum impact:

• Craft Clear and Relevant Business Titles: Ensure your business name on GBP aligns with your registered lab name. Avoid keyword stuffing; instead, focus on clarity and consistency with branding.
• Specify Test Names and Services Offered: Include detailed descriptions of the tests and services your lab provides in the profile. This helps Google associate your profile with relevant patient searches.
• Accurate Timing and Operating Hours: Keep your lab’s operating hours up to date, including special hours for holidays or emergencies. Consistent timing information builds trust and ensures patients know when they can visit.
• Utilize the Q&A Section Effectively: Proactively add frequently asked questions and answers related to your lab services. This educates patients and reduces barriers to booking or visiting. Monitor this section regularly and respond promptly to new questions.
• Add High-Quality Photos and Videos: Visual content improves engagement and showcases the professionalism of your lab. Include images of your facility, staff, and equipment, along with patient-friendly signage.
• Collect and Respond to Reviews: Actively encourage satisfied patients to leave reviews while promptly addressing any concerns raised. Google values engagement in reviews as a ranking factor. Invest wisely in Online Reputation Management Services now.
• Leverage Service Area and Location Settings: Set your service areas accurately if your lab offers home collection or multiple branches. This informs Google and patients precisely where your services are available.

By following these optimization steps and understanding the increased role of proximity after the Vicinity update, your diagnostic lab can improve its Google Maps ranking, attract more local patients, and stand out in a competitive market. Another critical factor in maintaining and boosting your Google Business Profile performance is consistent posting

Google favors profiles that regularly update fresh content because it signals an engaged and trustworthy business. For labs, posting health tips, special offers, new test information, or updates about your facility can capture patient attention and encourage interaction. Sharing valuable posts boosts your chances of appearing in local search results but also keeps current and potential patients informed about your latest services. Regular updates build ongoing trust and remind users that your lab is dependable and ready to serve their healthcare needs.

By making it effortless for users to connect and visit, you can convert more searches into real-world patient visits and strengthen your lab’s local presence. There are simple, practical ways to encourage this engagement and make your profile even more effective.

Getting more calls and direction requests from your Google Maps profile can significantly increase patient footfall and grow your diagnostic lab’s business. Small, focused adjustments to your profile and user interactions can make a big difference in how easily patients find and choose your lab.

Here are eight practical tips to help you boost calls and directions from Maps visitors: