• What Google says it looks at
  • Keep your Business Profile complete and accurate

Local SEO is the work of making your business easy to find when people nearby search for what you offer. For a small business it comes down to four habits: keep your Google Business Profile complete and accurate, use the same business details everywhere, earn real reviews and reply to them, and make your website clear about what you do and where. Google says what it looks at in its own help pages, quoted below; nobody outside Google can promise a ranking.

This page is about the ongoing habits. For setting up the profile itself, see how to create a Google Business Profile. For the website side, see how to build a business website.

What Google says it looks at

Google's Business Profile help page on local ranking (checked October 31, 2026) says: "Local results are mainly based on relevance, distance, and popularity." The same page says: "There's no way to request or pay for a better local ranking on Google." Treat any offer of a guaranteed local ranking with suspicion.

Keep your Business Profile complete and accurate

The same Google page (checked October 31, 2026) says: "Businesses with complete and accurate info are more likely to show up in local search results." Check, at least every quarter:

  • the business name, address or service area, phone number and website;
  • your opening hours, including holiday hours;
  • your categories and the services you list;
  • recent photos of your work, premises or team.

Google's guidelines for representing your business (checked October 31, 2026) say: "Represent your business as it's consistently represented and recognized in the real world across signage, stationery, and other branding." Use your real business name, not a name stuffed with keywords.

Use the same details everywhere

The business name, street address and phone you show should match across your website, your Business Profile, directory listings, social profiles and your invoices. When you move or change your number, update every listing the same week and keep a list of where you're listed.

Earn reviews and reply to them

Ask happy customers for a review soon after the work is done, and make it easy with a direct link. Reply to every review, including the critical ones, with a short, specific answer. Google's local ranking page (checked October 31, 2026) says: "More reviews and positive ratings can help your business's local ranking."

Don't write reviews yourself or pay for fake ones. In the US, the FTC says (checked October 31, 2026): "The Commission's Rule on the Use of Consumer Reviews and Testimonials, which went into effect on October 21, 2024, addresses deceptive and unfair conduct involving consumer reviews and testimonials." Ask a lawyer before you offer any reward for reviews.

Write your website for local searches

Give each main service its own page that says what you do and which areas you serve, in the words your customers use. List your business name, address and phone in the footer of every page. Google Search Central's SEO starter guide (last updated December 10, 2025) says: "Google Search doesn't use the keywords meta tag." It also says: "Excessively repeating the same words over and over (even in variations) is tiring for users, and keyword stuffing is against Google's spam policies." Write naturally for people.

Worked example: checking your listings

Sample figures: you list the places your business appears online and find 12 listings. 3 still show an old phone number, so 12 minus 3 = 9 match, and 9 ÷ 12 = 0.75, or 75% of your listings are correct. Fix the 3, note the date, and check all 12 again next quarter.

Mistakes to avoid

  • Adding keywords to your business name on the profile.
  • Leaving old addresses or numbers on directory listings.
  • Ignoring reviews, or answering critical ones with a template.
  • Paying anyone who promises a guaranteed local ranking.

When this guide isn't for you

If you sell only online with no local customers, focus on general SEO instead. If you have several locations, write down a process for each branch and keep each location's details up to date. This page doesn't give legal advice; ask a lawyer about review incentives.

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Frequently Asked Questions

What does Google say decides local search results?

Google's Business Profile help page on local ranking (checked October 31, 2026) says: "Local results are mainly based on relevance, distance, and popularity."

Can I pay Google for a better local ranking?

No. Google's Business Profile help page on local ranking (checked October 31, 2026) says: "There's no way to request or pay for a better local ranking on Google."

Do reviews affect local ranking?

Google's local ranking page (checked October 31, 2026) says: "More reviews and positive ratings can help your business's local ranking." Ask for genuine reviews and reply to them.

How often should I check my Business Profile?

At least every quarter, and whenever your hours, address, phone number or services change.

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