Local Search Is a Different Game
National SEO is about authority and content. Local search is about proximity, relevance and prominence, and Google weighs them differently. A smaller business with a well-run profile, consistent information and genuine reviews routinely outranks a larger competitor that has ignored all three.
The map pack — those three listings above the organic results — captures a large share of clicks for anything with local intent, and an even larger share on mobile where it fills the screen. Winning organic position one while being absent from the map pack means most of the traffic goes past you.
Google Business Profile Is the Foundation
Most profiles we audit are half-finished: wrong or missing categories, no service list, no products, no attributes, opening hours that were never updated, a handful of photographs from 2019, and questions from customers that nobody answered.
Each of those is a ranking and conversion factor. We complete and optimise the profile properly: primary and secondary categories chosen deliberately, services and products listed with descriptions, attributes set, photographs added regularly, posts published, questions answered, and the messaging and booking features enabled where they suit you.
Reviews, Honestly Earned
Review count, recency, rating and — increasingly — the words inside them all influence local ranking, and they influence conversion far more. A business with forty recent reviews will beat one with six older ones even at the same rating.
We build a review generation process into your operations: the right moment to ask, a frictionless link, staff prompts, and follow-up. We also set up response handling, because replying to reviews is a ranking signal and an unanswered negative review costs more than the incident that caused it.
What we do not do is buy reviews or write them. Platforms detect it, penalties are severe, and it is the kind of shortcut that ends a business relationship rather than starting one.
Local Landing Pages That Are Not Duplicates
The standard approach to multiple locations or service areas is to copy one page and change the city name. Search engines identify this immediately and none of the pages rank.
A local page earns its position by being genuinely local: the actual address and map, the team at that location, projects delivered nearby, districts served, local pricing or availability differences, and testimonials from customers in that area. If you cannot write anything genuinely different about a location, it probably should not have its own page.
Consistency, Structured Data and Measurement
Your business name, address and phone number should be byte-identical everywhere they appear: directories, social profiles, your own website footer and your schema markup. Inconsistency dilutes the signal, and old listings with a previous address or phone number actively work against you.
We audit and correct citations, implement LocalBusiness structured data with the correct opening hours, service area and geo coordinates, and then measure what matters: map pack positions by keyword and location, profile views, direction requests, calls from the listing and form submissions from local pages.