Local SEO Basics: How to Set Up and Improve Your Google Business Profile

When nearby customers search for what you sell, a complete and accurate Google Business Profile can help put your shop on the map.

Why local search is different

If you run a business that serves people in a specific area, such as a hair salon, a dentist, a food truck or a lawn care service, your customers often search with a place in mind. They type "pizza near me" or "electrician in Riverside" and look at the map that pops up before they look at anything else. Showing up in that map and the short list of businesses beside it is the goal of local SEO.

Local SEO, short for local search engine optimization, is the work of helping your business appear in those location-based results. Much of it happens outside your website, on your Google Business Profile. That is the free listing that shows your name, hours, address or service area, phone number, photos and reviews in Google Search and Google Maps. Google's help pages say you can add your business "at no charge."

The appeal for a small business is simple: a well-kept profile works for you around the clock, and the people who find it are often ready to call, visit or book.

How Google ranks local results

Google is unusually open about how local ranking works. Its Business Profile help center says local results are mainly based on three things: relevance, distance and prominence.

Relevance is how well your profile matches what someone searched for. If your profile lists you as a "bakery" and shows cakes, breads and custom orders, you are relevant to a search for "custom birthday cake."

Distance is how far your business is from the person searching, or from the location they typed in. You can't change where a customer happens to be standing, so this factor is mostly out of your hands.

Prominence is how well known your business is. Google says prominent places are more likely to show up in results, and that prominence is partly based on how many websites link to your business and on your reviews.

Just as important is what doesn't count. Google states plainly that there is no way to request or pay for a better local ranking. Ads are a separate product, clearly labeled. Anyone who promises to buy you a top spot in the regular map results is promising something Google says is not for sale.

Setting up your profile the right way

Start by searching for your business on Google Maps. A listing may already exist, created from public information or by a customer. If you find one that is unverified, Google's help center explains that you can select "Claim this business" and follow the steps. If none exists, you can create a new one.

Next comes verification, which is how Google confirms you are the real owner or manager. Google offers several verification options and walks you through them on screen. A verified profile is one of the steps Google recommends for local ranking, and it lets you control the information shown.

Follow Google's eligibility rules while you set up. Google says a business needs either a location customers can visit during stated hours or a service that travels to customers. A rented mailbox or a virtual office where you don't actually work does not qualify. If you work from home and travel to clients, as many plumbers and cleaners do, Google's guidelines say you should hide your home address and list a service area instead.

Use your real business name exactly as it appears on your sign, website and receipts. Google's guidelines say adding extra words, such as a slogan, a city name or a list of services, is not permitted and can lead to a suspended profile. Keep to one profile per business, because duplicates can confuse both customers and Google.

Filling in the details that help

A half-finished profile leaves customers guessing. Google's own advice for improving local ranking starts with entering complete, accurate data, including your address or service area, phone number, primary category and attributes such as parking, accessibility or Wi-Fi.

Your category deserves extra thought because it ties closely to relevance. Choose the one that best describes your main business. A coffee shop that also sells pastries is still a coffee shop first.

Keep your hours current, including holiday hours and special closures. Google lists accurate hours among its recommendations, and nothing frustrates a customer like driving across town to a locked door.

Add photos of your storefront, inside space, products and team. Google recommends photos to show what you offer, and clear pictures of your entrance help first-time visitors find you.

It also helps to keep your business name, address and phone number the same everywhere they appear, from your website to social media pages to local directories. Matching details make it easier for customers, and they avoid mixed signals about who you are and where you operate.

Reviews and staying active

Reviews are where many customers make up their minds. Google says replying to reviews shows that you value customers' feedback, and that more reviews and positive ratings can help your local ranking.

The simplest way to get more reviews is to ask. After a good job or a happy visit, a friendly request, or a small printed card at checkout, reminds customers that their opinion helps. Google's rules say reviews must reflect genuine experiences, so never write fake reviews, pay for them or post them for your own business. The Federal Trade Commission has also adopted a rule banning fake reviews and testimonials.

Answer reviews politely, including critical ones. A calm, helpful reply to a complaint can reassure future customers more than a string of five-star ratings. Thank people by name when you can, and invite unhappy customers to contact you directly to sort things out.

Finally, link your profile to a simple, fast website. Your profile is often the first impression, and your site is where customers go to see your menu, prices or booking options. Check your profile every month or so to make sure nothing has changed without your knowledge.

This article is for education only and is not financial advice. Everyone's situation is different.