Local SEO: getting found by customers near you
To get found by customers near you, start with your Google Business Profile: verified, complete and up to date. Google ranks local results on three criteria: relevance, distance and prominence. Regular reviews, a website with one clear page per service and identical information everywhere make the difference.
Google’s three criteria
When someone searches for a service near them, Google ranks businesses on three criteria (Google):
- Relevance: does your profile match what the person is looking for?
- Distance: how far are you from the person, or from the location they searched?
- Prominence: how well known is your business, online and offline?
You can’t do anything about distance. The other two you can work on.
Your Business Profile
It’s the foundation. Google says a verified profile with complete, accurate information increases your chances of appearing in local results (Google).
- verify your profile;
- choose the most precise primary category possible;
- list your service area, hours and contact details;
- describe your services in your clients’ words;
- add recent photos of your work.
Customer reviews
Reviews count toward prominence: the more reviews and positive ratings you get, the better your local ranking, according to Google (Google). They also count for people hesitating between you and a competitor.
Ask for them when a client is happy, with the direct link to your profile. And reply to each one, even negative reviews: a calm, precise reply is often more reassuring than a perfect rating.
Your website
Your profile links to your website. It needs to confirm what the profile says:
- a clear page for each service, with a title that says what you do and where;
- your service area, spelled out;
- contact details that are easy to find, on desktop and mobile;
- answers to the questions your clients ask before calling.
This work also helps your site get picked up by AI assistants: I cover it in the article on ChatGPT and Google AI answers.
The same information everywhere
Your name, address and phone number should be identical on your website, your Google profile, your social media and the directories you’re listed in. An old address forgotten somewhere muddies the waters, for Google and for your clients.
Do a check once a year, or with every change: a move, a new number, a new service.
