If your sales depend on people who live or work nearby, showing up in local Google results is non-negotiable.
This guide walks you through the essentials—from setting up your Google Business Profile to earning five-star reviews—so that prospects find, trust, and choose your company before they ever see a competitor.
Materials & Resources
What you need Why it matters
- Google Business Profile (GBP) access Core listing that powers the “Map Pack.”
- Mobile-friendly website with CMS login Where searchers land after clicking.
- Keyword research tool (e.g., Google Keyword Planner) Confirms which local phrases people use.
- Analytics & tracking (Google Analytics, Search Console) Measures progress and ROI.
- Review-request workflow (email template or SMS tool) Generates trustworthy social proof.
- Citation spreadsheet Tracks NAP consistency across directories.
(Optional but helpful: a reputable SEO plugin, image-compression software, and a backlink outreach list.)
Step-by-Step Instructions
Verify and complete Your Google Business Profile
Claim the listing, choose the right primary category, and fill every field: name, address, phone (NAP), hours, services, and photos.
Upload high-quality images and a keyword-rich yet natural business description.
Turn on messaging if you can reply quickly.
Audit Your NAP Consistency
List every place your business appears online—website, social platforms, local directories, industry associations.
Ensure the NAP formatting matches your GBP exactly; update any discrepancies.
Research Local Keywords
Identify search terms that pair your service with city or “near me” modifiers (e.g., “Cardiff emergency plumber”).
Note search volume and competitiveness to decide which phrases belong on main pages, blog posts, or FAQs.
Optimise key pages for local intent
Craft service pages that mention the city naturally in headings, body text, and image alt tags.
Embed a Google Map showing your location.
Keep paragraph length short and answer common customer questions inline.
Improve Mobile UX and site speed
Run PageSpeed Insights; compress images and eliminate unused scripts.
Test navigation on multiple devices to ensure buttons are thumb-friendly and forms auto-fill correctly.
Build or clean up citations
Submit to high-authority directories (Yell, Yelp, Chambers of Commerce) using your exact NAP.
Remove duplicates or poor-quality listings to avoid confusing search engines.
Earn and Showcase Reviews
After each successful job, send a polite review request with a direct GBP link.
Respond to every review—thank supporters and address criticism professionally.
Publish helpful, locally focused content
Turn frequent enquiries into blog posts or FAQ sections (e.g., “How much does a conveyancer cost in Cardiff?”).
Post consistently—weekly or bi-weekly beats quarterly content dumps.
Acquire Authoritative Backlinks
Pitch guest articles to local news sites or partner with community events for sponsorship links.
Track new links and their quality in your outreach spreadsheet.
Monitor, Adjust, Repeat
Check Google Search Console and GBP Insights monthly for impressions, clicks, and query shifts.
Refine underperforming pages, add fresh photos, and expand FAQs as new questions arise.
Pro tips & best practices
Think marathon, not sprint: Results typically surface after 4–6 months in modest niches and longer in crowded markets.
Avoid keyword stuffing: Overusing city names can trigger algorithmic penalties; write for humans first.
Leverage E-E-A-T factors: Highlight industry qualifications, author bios, and case studies to boost trust signals.
Use steady “link velocity”: Add content and backlinks gradually—sudden spikes look unnatural to Google.
Update GBP on real changes only: Edit hours, address, or phone promptly, but don’t feel compelled to tweak daily.
Measure what matters: Track calls, direction requests, and form submissions, not just rankings. Those actions pay the bills.
Combine local & organic wisely: Dominate your immediate area before investing heavily in national terms; the latter demands more time, content, and budget.
Follow these materials, steps, and tips, and you’ll transform local searches into a reliable stream of walk-ins, calls, and bookings—without ceding ground to better-positioned competitors.