What affects which businesses show up in maps unprompted?

[valentinb13]

I've posted this in the community forum for Maps, but thought I might get quicker feedback here.

Basically: when you open Maps, is there any way to affect which businesses are showing unprompted (i.e., before you search for anything, look for directions)? Client is asking why certain businesses show up when they open maps, but theirs doesn't (unless you search for their category/similar niche)

Also, is there a way to affect/influence which businesses show up unprompted?

Example screenshot — those businesses show up unprompted:

 

[keyserholiday]

There is no way to influence this. It changes when you zoom in and out.

 

[JS Girard]

It also changes depending on what profiles you've looked at.

 

[ElizabethRule]

Not SEO but you can run Local Ads and get the branded pins that will show unprompted