Local SEO: how to show up when people search for a service near them

When someone searches for “dentist in Austin” or “electrician near me”, Google first shows a map with three results. For many local businesses, being in that block is worth more than the top organic spot.

1. A complete Business Profile

This is your most important asset. Fill in everything:

• the name exactly as it appears on your storefront, with no keywords stuffed in;
• the right primary category, plus secondary ones;
• opening hours, including holidays;
• real photos of the team, the premises and your work;
• a clear description of your services;
• a link to a page on your site that makes sense for whoever clicked.

Post updates regularly. A neglected profile loses ground to an active one.

2. Your website has to confirm what the profile says

Google cross-checks information. Keep your name, address and phone number consistent everywhere: website, social media and directories. On the site, add LocalBusiness structured data with your address, hours and service areas.

3. Pages by service and by area

One page per core service, with specific content, beats a single generic page. If you serve several cities, create area pages with real local information: neighborhoods covered, turnaround times, actual jobs and the questions people in that area ask.

4. Reviews

Reviews influence both rankings and the decision to get in touch. Good practices:

1. Send a direct review link by text or email after the job.
2. Reply to every review, good and bad, politely.
3. Never offer a discount in exchange for a rating; it breaks the platform’s rules.

5. Measure what matters

Track calls, direction requests and website clicks from the profile itself. Compare month over month and notice which terms bring real enquiries, not just views.

In short

Local SEO isn’t a trick, it’s consistency: accurate information, useful content, social proof and a steady presence. Businesses that keep at it for six months usually build a lead that’s hard to close.