Local SEO Guide: How to Rank in the Google Map Pack
Google Business Profile, reviews, citations and local content that bring customers through the door.
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Key takeaways
- Your primary category is one of the strongest signals you control.
- Complete, accurate information beats clever tricks every time.
- Fresh photos, updates and reviews show Google and customers you're active.
- Track calls, clicks and direction requests, not just views.
Get the basics right (tips 1–5)
Your Google Business Profile is often the first thing a local customer sees, before your website. These Google Business Profile tips start with five basics that decide whether you appear at all.
- Claim and verify your profile, and make sure the owner account belongs to your business, not a former supplier or employee.
- Choose the most specific primary category. "Emergency plumber" or "Family law solicitor" beats a broad category. Add relevant secondary categories too.
- Use your real business name. Adding keywords or towns breaks Google's guidelines and can get your profile suspended.
- Keep your address, phone number and website accurate, and identical to your website and directory listings.
- Set accurate opening hours, including bank holidays. Profiles that look closed lose calls.
Check your competitors' categories: look at the businesses in the top three for your main search and see which primary category they use. It's often the quickest win available.
Show what you offer (tips 6–8)
- List every service or product with a short, plain-English description. These help you appear for more specific searches.
- Write a helpful business description covering what you do, who you help and the areas you serve. Write for people, not keywords.
- Set your service areas if you travel to customers, and hide your address if customers don't visit you.
Look active and trustworthy (tips 9–11)
- Add real photos regularly: your team, premises, vehicles, and before-and-after shots of your work. Avoid stock photos.
- Post updates about offers, events, recent projects and seasonal advice. They show customers you're active and give them a reason to get in touch.
- Turn on messaging and bookings if you can reply quickly. A fast reply wins work; a slow one loses it.
Q&A has gone: Google has retired the Questions and Answers section on Business Profiles and is using AI to answer customer questions from your profile, website and reviews instead. That makes complete services, descriptions and up-to-date website content even more important.
Win with reviews (tips 12–14)
- Ask every happy customer for a review, using your short review link in emails, texts, invoices and a QR code at your premises.
- Reply to every review, thanking good reviewers and responding calmly and helpfully to complaints. Future customers read your replies.
- Encourage detail: reviews that mention the service and area ("boiler repair in Salford") help customers and relevance.
"A steady flow of genuine reviews beats a big burst followed by silence. Make asking part of how every job finishes."
Yasir Latif, Founder, AY Experts
Never buy or incentivise reviews. Google's policies forbid it, and the UK's Digital Markets, Competition and Consumers Act 2024 bans fake reviews and concealed incentivised reviews.
How does your profile compare?We'll check your categories, content and reviews against local competitors.
Get my free audit Measure what matters (tip 15)
- Track calls, website clicks, direction requests and bookings in your profile's performance report, and add UTM tags to your website link so you can see profile visits in Google Analytics 4.
| Metric | What it tells you |
|---|---|
| Calls | The clearest sign your profile brings real enquiries. |
| Website clicks | How many people want to find out more. |
| Direction requests | Customers planning to visit. |
| Searches that showed your profile | Which services people find you for. |
Mistakes that cost you calls
- Keywords or town names stuffed into the business name.
- A broad primary category when a specific one exists.
- Old opening hours, phone numbers or addresses.
- Unanswered reviews, especially negative ones.
- Virtual offices or addresses Google doesn't allow.
- Several profiles for the same business at the same address.
For the bigger picture, including citations, location pages and local links, read our local SEO guide.
Google Business Profile FAQs
How often should I post updates?
Once a week is a good rhythm for most local businesses. Consistency matters more than volume: regular, useful updates show customers you're active.
Why has my profile been suspended?
Common reasons are keywords in the business name, an address Google doesn't allow, or changes that look suspicious. Fix the issue, gather proof of your business (such as a utility bill or business registration) and request reinstatement.
Can I have more than one profile?
Only for separate, staffed locations that serve customers during their opening hours. You can't create extra profiles for service areas or departments at the same address.
Should I reply to negative reviews?
Yes, always. Stay calm, apologise where appropriate, take the conversation offline and never share private details. A good reply can reassure future customers more than another five-star review.
The bottom line
Your Google Business Profile is one of the most valuable marketing assets a local business has, and most of it is free. Work through these Google Business Profile tips one at a time. Choose the right category, keep everything accurate and complete, add real photos and updates, and build a steady flow of genuine reviews. Then track the calls it brings.