The three things Google measures
Google states openly that local ranking rests on three factors: proximity, relevance and prominence. Proximity is how far the searcher is from you and you cannot change it, which is why nobody ranks first across a whole city. Relevance is how well the profile matches the query, and that is worked through categories, services and the description. Prominence is how known the business is off Google: reviews, mentions, directory listings, content about you. It is the only factor that grows over time and the only one worth investing in.
Category above all
The primary category carries the most weight. If you sell and install windows but your category says "shop", you will not appear for "window installation". Look at three competitors who are permanently in the pack and see which primary category they use. Add secondary categories, but sparingly: twenty categories does not mean twenty queries, it means a diluted profile.
Reviews: count, pace and content
It is not only the count. A steady flow across the year is worth more than thirty reviews in one week, because a sudden spike looks bought. The text carries signal too: when a customer writes "fast window installation in Nis" themselves, that is relevance you did not have to claim. So ask with a sentence that reminds them of the job: "if you have a minute, write what we did and where".
What else moves the needle
- Filled in services with descriptions, because they are searchable.
- Regular posts on the profile, at least monthly, as a sign the business is active.
- Photos added by you and by customers.
- Questions and answers on the profile, which you are allowed to post and answer yourself.
- Listings in serious directories carrying identical details.
The website still takes part
The profile does not live alone. A page on the site covering the same service and the same place strengthens the profile relevance, and a fast site with no mobile faults helps convert that click. This is where local SEO and ordinary SEO meet. If you do not have a profile yet, first create and verify one.