When someone searches for a “hotel near me”, “web designer near me” or “best restaurant in [city]”, Google shows a map with three businesses before any regular results. Getting into that “local pack” can bring calls and visits every day. Here is how local SEO works and what you can do about it.
How Google ranks local businesses
Google describes three main factors for local results: relevance (how well your profile matches the search), distance (how close you are to the searcher or the location in the query) and prominence (how well-known and trusted your business is, including reviews and links).
Step 1: Complete your Google Business Profile
Your profile is the foundation of local SEO. Make sure every field is filled accurately:
- Correct business name, address and phone number (the same everywhere online)
- The most specific primary category and relevant secondary categories
- Opening hours, services or products, and a clear description
- High-quality photos of your premises, team and work — added regularly
- Website link pointing to the most relevant page
Step 2: Build a steady stream of genuine reviews
Reviews influence both ranking and conversions. Ask satisfied customers for a review with a direct link, reply to every review, and never buy fake reviews — they violate Google’s policies and can get your profile suspended.
Step 3: Keep your NAP consistent
NAP stands for Name, Address and Phone. List your business on reputable directories and make sure the details match your Google profile and website exactly. Inconsistent information confuses search engines and customers.
Step 4: Strengthen your website’s local signals
Your website supports your Maps ranking. Add:
- Your city and service area naturally in titles, headings and content
- A dedicated page for each main service and location you serve
- LocalBusiness schema markup with address, geo coordinates and opening hours
- An embedded Google Map and clear contact details on the contact page
- Fast, mobile-friendly pages
Step 5: Stay active
Post updates and offers on your profile, answer questions, add new photos and keep hours updated for holidays. Active, accurate profiles give customers confidence — and customers engaging with your profile is a good sign for your business.