How we measure

This page explains what PinClimb measures, where the data comes from, and what it can and cannot tell you. We would rather you trust the numbers for the right reasons.

1. Google Maps rank on a grid

Google ranks local businesses on three broad factors: relevance, distance and prominence (Google Business Profile Help: How to improve your local ranking on Google). Because distance depends on where the searcher is, a single rank check from one spot says little. PinClimb lays a grid of points over your area (5×5 in the free scan, 7×7 or 9×9 on paid plans) and records where your business appears in the Google Maps results for your keyword at each point.

• Data source: public Google Maps search results for each point, retrieved through a third-party search data provider. We do not log in to or change your Google account to do this.
• Top-3 coverage: the share of grid points where you appear in the first three results, which is roughly what people see in the map pack.
• Average rank: your mean position across all points. If you are not in the top 20 at a point, that point counts as 21.

2. AI assistant visibility

We ask AI assistants (ChatGPT in the free scan; ChatGPT, Gemini, Google AI Mode and, on Pro, Perplexity in paid plans) a plain question such as “What are the best plumber businesses in Dallas, TX?”, with web search on and the location set to your city, and check whether your business is named. AI assistants cannot be pinned to an exact street, so this check works at city level.

3. Limits you should know

• Results change over time and between repeated searches. A single scan is a snapshot, not a verdict.
• What you see on your own phone can differ, because Google also considers your exact location and search history.
• AI answers vary between runs. Paid plans ask the same questions every week, so you see how often you are named over time rather than relying on one answer.
• No tool can guarantee a ranking. Distance to the searcher cannot be changed.

4. What our recommendations rely on

We only recommend changes that published research supports, and we link to it:

• Primary and secondary categories, and the overall weight of profile, review and website signals: Whitespark: Local Search Ranking Factors survey; BrightLocal: Do additional GBP categories boost local rankings?.
• Adding pre-defined services: Sterling Sky: Do services in Google Business Profile impact ranking?.
• Review count and a steady flow of new reviews: Sterling Sky: Does the number of reviews impact ranking?.
• Signals associated with AI recommendations: BrightLocal: Local AI visibility study.

And we tell you when common advice is not supported:

• Weekly profile posts: Sterling Sky: Do Google posts impact ranking?.
• Geotagged photos: Search Engine Land: Geotagging photos and Google Business Profile rankings.
• Keywords added to business names: Sterling Sky: 50 cases of keyword spam in business names.

5. What we never do

• Write, buy or post fake reviews, offer incentives for reviews, or ask only happy customers. These break Google Business Profile Help: Prohibited and restricted content (reviews) and consumer-protection law (US Federal Trade Commission: FTC final rule banning fake reviews and testimonials).
• Change your business profile without your approval.
• Recommend keyword-stuffed business names or other tactics that risk suspension.

Questions or corrections? Contact us.