Google ranks local results on three things it names publicly: relevance, distance and prominence. You can't move your address, so the checklist below focuses on the other two. Google Business Profile Help, Tips to improve your local ranking on Google (checked 2026-09)
Google Business Profile
- Claim and verify the profile. Remove duplicates. Don't create profiles for virtual offices or locations without staff.
- Use your real-world business name with no added keywords. Keyword-stuffed names break the guidelines and risk suspension.
- Choose the primary category that matches your main service. Add only secondary categories for services you actually deliver.
- List every service with a plain description, and prices where the option exists.
- Set regular and holiday hours, phone, and a website link with UTM tags so you can measure profile visits.
- Upload your own photos (not stock): outside, inside, team, work. Add more monthly.
- Post an update weekly: offers, events, recent work.
Reviews
- Ask every customer for a review with your direct review link. Asking only happy customers ("review gating") and offering incentives are against the rules.
- Reply to every review within two days. Take complaints private without sharing personal details.
- Aim for a steady flow. Six or more genuine reviews a month beats a burst followed by silence.
Your website
- One page per core service, each saying clearly which city or areas you serve, with prices or ranges, process, proof and contact options.
- Location pages only for places you actually serve, each with real local detail. Dozens of pages with only the city name swapped are doorway pages and can be penalised.
- Click-to-call in the header on mobile, a WhatsApp link where customers prefer it, a short enquiry form.
- LocalBusiness structured data that matches the page and the profile exactly.
Citations
- Get the basics right first: Google, Apple Business Connect, Bing Places.
- Then the directories people use in your country (Justdial in India, Yelp in the US, Yell in the UK) and your industry platforms (Practo, Houzz, Clutch).
- Fix wrong phones and old addresses before adding new listings.
Measure
Track profile calls, direction requests and website clicks, and separate them from qualified enquiries. Map rankings vary by searcher location; one check from your office isn't your ranking. Use a geo-grid tool if you need a fuller picture.
Try the free citation checklist and UTM builder.