When someone searches for a service “near me” or in their city, Google often shows a map with a few businesses before any normal results. Being in that list can bring calls, visits and WhatsApp messages without paying for ads. Local SEO is mostly about giving Google clear, consistent, trustworthy information about your business.
1. Claim and complete your Google Business Profile
Your Google Business Profile is the listing that appears on Maps and in local results. If you haven’t claimed it, do that first and complete every relevant field:
- Exact business name (as you actually use it; don’t stuff keywords into it).
- The most accurate primary category, plus a few relevant secondary ones.
- Address (or service area if you visit customers), phone number and website.
- Opening hours, including holiday hours.
- A clear description of what you do and where.
2. Add real photos, and keep adding them
Photos of your shop front, inside, products, team and work help people recognise and trust you. Add new ones from time to time; an active profile looks like an active business.
3. Keep your details identical everywhere
Your name, address and phone number should match across your website, Google profile, Facebook page, directories and marketplaces. Small differences (an old number, a different spelling) make it harder for Google to be confident they’re all the same business.
4. Ask for reviews, the right way
Reviews are one of the strongest local signals, and they persuade customers too.
- Ask happy customers directly, right after a good experience, and send them the review link.
- Reply to every review, positive or negative, politely and specifically.
- Never buy reviews or offer rewards for positive ones. It breaks Google’s rules and can get reviews removed.
5. Make your website support your profile
- Show your address, service area, phone and hours clearly (the footer and contact page are good places).
- Embed a map on your contact page.
- Mention your city and areas you serve naturally in your headings and text, where it’s relevant.
- Make sure the site works well on phones; most local searches happen on mobile.
6. Create pages for what you actually offer
A separate, useful page for each main service, with real details, prices or starting prices, photos and FAQs, gives Google something specific to show. If you genuinely serve several cities, a helpful page for each can work, but avoid copy-paste pages that only swap the city name.
7. Post updates and answer questions
Your profile lets you post offers, news and events, and people can ask questions publicly. Use posts for genuine updates and answer questions quickly. It keeps the profile useful and current.
8. Track what’s working
Google Business Profile shows how people found you and what they did: calls, website clicks, direction requests. Check it monthly alongside your website analytics, and notice which photos, posts and services get attention.
Common mistakes
- Keyword-stuffed business names.
- Wrong or missing hours.
- Several duplicate listings for the same business.
- Ignoring negative reviews instead of responding.
Local SEO is steady work rather than a one-time trick, but the basics above cover most of what matters. If you’d like help setting up your profile and making your website support it, let’s talk.