Competitors are ranking higher on Google Maps with fewer reviews. How is that possible?

I’ve noticed that some of my competitors rank higher on Google Maps even though they have fewer reviews than my business. I always thought review count was a major ranking factor, so I’m curious to know what else could be influencing local rankings.

I get asked this question a lot, especially by business owners who feel frustrated after working hard to collect reviews. From what I have seen, having more reviews does not always mean you will rank higher on Google Maps. Reviews matter, but they are only one part of a much bigger picture.

In my experience, Google Maps rankings usually come down to three key things: relevance, distance, and prominence. If a competitor is closer to the person searching, has a better optimised Google Business Profile, or matches the search intent more clearly, Google may rank them above you even if they have fewer reviews. For example, if someone searches for “emergency plumber in London” and a competitor has that service clearly listed, detailed descriptions, updated categories, and strong local relevance, they may appear higher.

I have also noticed that review quality often matters more than review quantity. A business with 40 recent, detailed, and keyword relevant reviews can sometimes outperform a business with 200 old or generic reviews. Google pays attention to freshness, consistency, and what customers are actually saying. If reviews regularly mention specific services, locations, or customer experiences, it sends stronger signals to Google.

Another thing I often check is how complete and active a Google Business Profile is. Competitors may be posting updates regularly, adding fresh photos, responding to reviews, updating services, and keeping business information accurate. These small details can make a bigger difference than most people expect. I have seen businesses jump rankings simply by improving categories, fixing inconsistent contact details, or adding more service specific content.

Your website also plays a bigger role than many people realise. If a competitor has stronger local SEO, better location pages, faster website speed, more local backlinks, or content focused on London searches, Google may trust that business more. In many cases, Google Maps performance is closely connected to the strength of the website behind the listing.

I usually tell business owners not to focus only on the number of reviews. Instead, I look at the full picture. I compare competitors’ Google Business Profiles, review quality, website SEO, local citations, categories, and activity levels. Sometimes the reason becomes obvious, and fixing a few overlooked areas can make a noticeable difference in rankings over time.