Local SEO: how to get customers to find you on Google and Google Maps

When someone types "hairdresser near me", "garage Vienna" or "restaurant Split" on their phone, Google first shows a map with three highlighted results. This space is often called the local pack – and for many local businesses it's the most valuable spot on the internet.

The good news: unlike ads, you don't buy this position. You earn it. Here's how.

How Google chooses local results

According to Google, local ranking depends on three factors:

• Relevance – how well your profile matches what the user is searching for,
• Distance – how close you are to the searcher (or the location they named),
• Prominence – how well known your business is: reviews, mentions on other sites, the quality of your website.

You can't change distance. Relevance and prominence, however, are very much in your hands.

Step 1: Claim and fully complete your Google Business Profile

If you don't have a profile yet, create one at business.google.com. If someone already created it (for example, a customer added your business to the map), claim it through verification.

Then fill in absolutely everything:

• your exact business name (no keyword stuffing – Google penalises it),
• the primary category – the single most important choice in the entire profile,
• secondary categories for your other services,
• your address or service area,
• opening hours, including holidays,
• phone, website and a description of your services,
• attributes (parking, wheelchair access, card payments…).

Step 2: Photos that sell

Profiles with good photos get more clicks and enquiries. Add exterior shots (so people can find you), interiors, your team at work, products and finished jobs. Keep adding new ones – it shows the business is active.

Step 3: A system for reviews

Reviews are one of the strongest local signals – and the reason a customer picks you over a competitor. Don't wait for them to appear on their own:

1. Create a short review link (you'll find it in your Google Business Profile).
2. Send it to happy customers right after the job – by SMS, WhatsApp or email.
3. Reply to every review, positive and negative – briefly, politely and specifically.

Step 4: Local signals on your website

Your Google Business Profile and website work together. On your site, make sure you have:

• the same name, address and phone as on your profile (consistency is key),
• a separate page for each main service,
• where relevant, pages for the towns you serve – but only with useful, unique content,
• an embedded map and detailed directions,
• structured data (LocalBusiness schema) that tells Google unambiguously who you are and where.

Step 5: Mentions on other websites

Local directories, tourist boards, associations, partners and local media – every consistent mention of your business builds prominence. Check that your name, address and phone are identical everywhere.

Step 6: Posts and updates

Your Google Business Profile lets you publish posts: offers, news and events. Regular posts don't guarantee a higher ranking, but they show activity and give customers a reason to click on you.

Step 7: Measure the results

In your profile, track how many people called, requested directions or visited your website. Tag the links from your profile (UTM parameters) so you can see in Google Analytics exactly how many enquiries come from Maps.

The most common mistakes

• a wrong or overly generic primary category,
• different phone numbers and addresses in different places,
• unanswered negative reviews,
• a website that doesn't work well on mobile,
• outdated opening hours – nothing annoys a customer more than a locked door.

Want us to handle it?

Local SEO is one of the most cost-effective investments for businesses that rely on customers from their area. As part of our SEO service we optimise your Google Business Profile, set up a review system and optimise your website for local search.