Local SEO can mean a lot of things. For the sake of this article, it refers to organic visibility in Google Maps via the Local Pack. Or, more plainly, your Google Business Profile (GBP).

GBP is particularly relevant today because small businesses are losing organic clicks from top and mid-funnel queries to AI Overviews (AIO). For any business or marketer, fewer clicks means less data. For these small businesses, it can mean fewer leads, too.

In other words, showing up for bottom-of-funnel search queries is more important than ever. For local businesses, those queries are the ones driving prospective customers to the Local Pack.

How AIOs Impact SMBs: A Quick Look at 2025

For a lot of businesses, clicks go down as AIOs take over relevant search engine results pages (SERPs). This is true even if the business ranks well in the overviews, as the business referenced below does. While some AIO citations result in clicks, many do not.

Correlation is not causation, but this is not an isolated example. SMBs are seeing fewer clicks across the board, and it’s not difficult to guess why.

GBP is a Critical Source of Leads for SMBs

The bright side is this: GBP remains a critical source of leads for SMBs. In fact, I’ve seen about 10-15% more calls come through GBP compared to pre-AIO times.

Additionally, first-time calls to businesses with aggressive marketing packages saw their Google listings start to drive more leads than their organic website traffic (which was unusual for the businesses I work with, historically).

With the advent of AIOs, GBP has overtaken organic search for phone calls by a margin of about 12%.

Small Business Local SEO 101: Make Patterns, Not Big Changes

SMBs need an actionable and consistent approach to GBP. We’ll dive into tactics in a minute, but for now, I want to focus on the right approach: Don’t look for one “big” change to fix everything. Look for small improvements and iterate on them.

Google actually encourages this approach with on-site SEO in its SEO Starter guide. It says “…if you’re not satisfied with your results and your business strategies allow it, try iterating with the changes and see if they make a difference.”

This statement isn’t about GBP, but the same principle applies. Don’t chase the big fixes; instead, iterate on the small ones to create a positive pattern.

This includes things like:

• Posting regularly, in a natural cadence that reflects your business’s updates, events, specials, etc.
• Gathering reviews over time, naturally, and in a way that reflects customer experience
• Consistently reviewing changes to your GBP data and keeping it fresh, accurate, and updated
• Responding to reviews consistently, over time
• Responding to customer questions in the Q&A section as they are asked
• Keeping your website updated with relevant content and information

Let’s Talk Strategy: Tactics that Customers (and Google!) Love

So, what patterns should you create? And which tactics create them? The simple answer is this: Focus on the things you can control, or at least try to.

Below, I’ve listed what I consider the more important local SEO tactics for small businesses. Some of them may seem obvious; others not. But they’re all important, especially when taken as part of a larger strategy.

Keep Your Profile Updated & Accurate

This one’s pretty obvious: it’s important to keep your business information updated and accurate. Not because it’ll help you rank, but because it’s a good customer experience. (And because customers will get annoyed if your information is wrong.)

A 2023 study from BrightLocal found that 62% of consumers would not use a business if they found incorrect information about them online.

It’s also completely within your control and could impact whether or not a customer is able to find or call you. Thus, it’s worth noting.

Describe Your Business Accurately (Don’t worry about the SEO)

As a general rule of thumb, make sure your GBP accurately reflects your business as customers experience it in the real world. This means filling out every field in your profile and adding as much detail as GBP allows, including your business description.

Here are a few best practices for the description:

• DO fill out your business description with as much helpful information as possible, so customers can see what you’re about.
• DON’T use keywords in your description or try to cater to what you think Google wants.

Keep Your Photos Updated (and Helpful)

Include photos of your business storefront so customers know what it looks like from the street or parking lot. Add pictures of the inside, too, so they know what to expect when they get there.

Update images if something changes. This is especially relevant for businesses (such as restaurants) that change their menu frequently. Service-based businesses, such as law firms, may not need to update their photos as often unless something at the business location changes.

A few things to avoid:

• Stock photos
• Geo-tagging your images
• Low-quality images
• Outdated images

Show Customers What You Have to Offer

If it’s available for your business type, add products and services to your listing.

Products are detailed snapshots of what you offer; services are more like a menu of what you do.

I find the products feature particularly valuable because you can add a detailed description, image, and link to a related page on your website from the product listing. Even for service-based businesses (like law firms or dentists), “products” are a great way to give customers more information about how you can help them.

Prep for GBP Suspensions Before They Happen

Google Business Profile suspensions are a hassle. Prepare for them in advance. There are two types of suspensions: hard and soft suspensions. A soft suspension keeps you from editing your business information; a hard suspension completely removes it from SERPs.

If your listing gets suspended, you can appeal it and submit evidence for reinstatement.

Here’s a quick list of what you should have on file to make sure you can appeal your listing quickly in the unfortunate event of a suspension:

• Business registration
• Business license
• Tax certificates
• Utility bills (Internet, phone, water, etc.)

I also recommend keeping a picture of their storefront with signage on hand as well.

Reviews, Reviews, Reviews

Treat reviews like an ongoing part of your business operations and request them consistently.

The number of reviews and average star rating are important, but velocity (how often people review your business) is also important. If you can, I recommend using review management software, such as BrightLocal, GatherUp, or Podium, to request reviews.

A few best practices and notes regarding reviews:

• It’s okay if your star rating isn’t 5/5. People know you’re not perfect, and a 4.8/5 can look more authentic to customers anyway.
• Respond to reviews. Be kind and don’t get defensive. If you’re able, offer to fix the problem. If not, let the customer know you’ll do better next time.
• If a review is fake or harassment, do not respond to it; instead, report it to Google so it can be removed.
• Do not have your employees leave reviews! Only reviews from real customers count.

Perfect Your Intake (Make Every Lead Count)

It’s easy to treat your digital marketing as something separate from your business’s day-to-day operations. Once you get a lead or someone walks through the door, your Google Listing has done its job, right?

Kind of. The next step is just as important, though. When you get a lead (call, form, text), you need to make sure that prospective customers have the same helpful experience they got online. If you can, audit your intake (you’ll need call tracking for this!) and coach your team on how to work with prospective customers/clients when they reach out.

The goal is to turn leads into revenue, and that only happens when the lead converts.

Track everything really well (call Tracking, UTM codes, etc.)

Speaking of call tracking, if your business gets leads over the phone, use call tracking software on your website and your Google listing. Call data is part of your local SEO Strategy.

Set up call recording (if permitted by local laws) and pay attention to the origin of your calls.

Additionally, make sure to add UTM tracking codes to your Google listing and any links on it (appointment link, product link, website link, etc.). I won’t go into too much detail here, but this resource from Claire Carlile has everything you need to know (including a template!).

What about directory listings (other than GBP)?

“Local SEO” used to be synonymous with “directory listings,” and the general rule of thumb was this: The more, the merrier! Today, it’s more closely associated with Google Maps optimization, and it’s worth asking whether other directories are worth the time and money it takes to stay listed in them.

Not long ago, I revised my approach to these third-party listings and removed clients from many of them. Here’s what happened:

• Rankings did not go down (they went up, on average, for important terms)
• Leads did not go down (they went up, on average, for most clients)

This doesn’t mean directories don’t have their place, but syndicating your business information to 80+ listings that will never be indexed or seen by humans simply is not needed to achieve local SEO success.

When Third-party Directory Listings Really Matter

Local SEO is still SEO, so “it depends” applies even to third-party directory listings. There are a few technical instances in which directories are relevant, and not just for your ideal clients:

New Businesses

I’ve worked with some new businesses that struggle to get their Google listing verified because they are so new.

If your business falls into this category, consider getting it listed in more directories than I recommended above. Listings that come with a unique profile that Google can index are best. Syndicating your data to many publishers is one way you can show search engines that your business is, in fact, “legit” and has some semblance of an online footprint.

Website Indexation

The same goes for new websites (often associated with new businesses).

In recent years, I’ve seen new domains struggle to get indexed without the help of some third-party mentions. Directory listings are one way to encourage crawlers to engage with your site.

Of course, your website needs to include some kind of value and helpful content, too, but getting onto directory listings can help move the indexation process along.

Address Changes

Changing an address in GBP can be really easy, but it can also be tough if Google deems the change unreliable. Having additional listings (ones that are easier to update, ideally) with the new address in place can increase the likelihood of Google accepting the change quickly.

LLMs Use Listings for Business Information

Kate Herbert-Smith, Digital Learning Manager at BrightLocal

BrightLocal’s research from July 2025 found that AI has bought citations and listings back into a more prominent position. While their importance had been waning for a few years, LLMs now use them as a regular source of information for your brand.

A few of our findings:

• Yelp is used as a source in a third of all searches, and often multiple times in one search.
• LLMs use reviews from Yelp, Google Business Profile, and other sources to get additional rich information.
• LLMs also take information from social media channels.
• Businesses own websites are incredibly important sources for LLMs.
• Industry niche directories are a regular source of information.

Read the full study

Your On-site SEO Matters, Too!

Your website is part of your local SEO strategy, too. Not only because it can rank for local queries, but also because your website optimization can impact your performance in Google Maps.

It goes without saying that for your GBP to reap the benefits of an optimized and authoritative website, you need a live website to optimize. But research shows that only 40% of SMBs said they had a dedicated website for their business.

Here’s an example of how an active website can impact your local SEO:

I encountered a business not too long ago that wasn’t new, wasn’t indexed except for the home page. Additionally, Google refused to display their website on GBP (would deny the update every time). Initially, the clear problem was thin content. However, the site encountered the same issues after that was fixed.

After checking the site’s technical elements (robots.txt, internal links, etc.), I noticed unsavory backlinks in the client’s backlink profile and submitted a disavow file.

Within two weeks, the site was indexed, and the firm’s visibility in Google Maps increased by 44%. Calls followed a similar pattern:

In short, the relevance of your website impacts the relevance of your Google listing.

If you’re interested in how to structure your website for local success and how to optimize your service pages, check out my course on mastering service page optimization from BrightLocal Academy.

Conclusion

SEO is iterative, and local SEO is no exception. Don’t look for one big lever you can pull and walk away. GBP isn’t a slot machine. If you treat it like one, you’ll end up disappointed. Look for the little things you can do consistently (and well!) that pile up over time. That’s how you win.

The good news, though, is that Google Business Profile will play a key role in what comes next.

As he put it:

“Google Business Profile is the digital storefront. It’s the point of truth across Google Search and Maps.”

From Keywords to Conversations

According to Riaz, search has moved far beyond “pizza near me.” Today’s customers type, or speak, more nuanced queries: “find me a gluten-free deep-dish pizza with vegan cheese that I can enjoy on a dog-friendly patio.” These conversational searches carry more context and more commercial intent.

“We’ve gone from people typing ‘pool cleaning’ to asking ‘why is my pool green and how do I fix it?’ Search is becoming more conversational and contextual.”

For businesses, this means two things:

1. Your visibility depends on how complete and accurate your information is.
2. Customers are closer to taking action when they find you.

Search Without the Search Box

Riaz pointed to Google Lens, Circle to Search, and AI Overviews as proof that discovery is expanding. One in five Lens searches already has purchase intent.

“One in every five Lens searches has commercial intent. That’s a huge opportunity for businesses.”

Add to that AI summaries at the top of results, and even AI Mode, which reasons through complex questions, and you have customers discovering businesses in entirely new ways. 

Local businesses can no longer rely solely on text-based search. Visibility now requires being present in images, summaries, and AI-driven conversations.

Google Business Profile: The Digital Storefront

Despite the buzz around new AI features, Omar stressed the central role of the Google Business Profile. He described it as the “point of truth” across Maps and Search, and now, increasingly, across AI-driven results.

“Businesses with complete profiles see up to seven times more clicks than those without.”

Complete profiles, with categories, attributes, hours, and rich visuals, are far more likely to surface in conversational queries. In other words, GBP is no longer just a listing; it’s the storefront through which AI introduces your business to customers.

For practical steps, see our guides on Google Business Profile optimization.

SEO Isn’t Dead, It’s Evolving

Riaz was clear: don’t throw away your SEO playbook. The fundamentals still matter — crawlability, technical health, and unique content remain the foundation.

“The fundamentals of SEO are even more important now than before. The goal is still to help people find outstanding original content that adds unique value.”

But in an AI-first world, the yardstick is shifting. Success is measured less in raw clicks and more in engagement, conversions, and loyalty. For marketers, that means rethinking what performance looks like — focusing on outcomes, not just traffic volume.

Our Local SEO Checklist can help make sure you’ve got the essentials in place.

2025 Priorities for Local Businesses

Looking ahead, Google is steering businesses toward four key content priorities:

• Messaging and chat: adding WhatsApp and SMS directly into GBP.
• Social integration: linking Instagram, YouTube, and X to build authenticity.
• Google Posts: using posts as part of an active social strategy.
• Structured menus and ordering: especially for restaurants and cafés, where customers expect to browse and book without friction. For more, check out our restaurant SEO guide.

“We’re advising businesses to treat Google Posts as part of their social strategy — updating at least once a week improves visibility.”

The thread running through all of these? Freshness, completeness, and authenticity. Google wants GBP to be an active channel, not a static listing.

The Data Gap and What Comes Next

One audience concern resonated: visibility into AI traffic. Right now, tracking is limited. While Omar acknowledged this frustration, he noted that these are very new products, and analytics will evolve.

“AI Mode has only just launched in over 180 markets. Tracking and analytics will evolve, but right now it’s still very new.”

For now, his advice was to double down on what’s within your control: strong content, complete business profiles, and consistent engagement.

Google Doubling Down

Omar Riaz’s session underscored an important truth: Google isn’t moving away from local business visibility, it’s doubling down on it. By weaving AI into search, by expanding the role of Google Business Profile, and by emphasizing fresh, authentic content, Google is signaling that the businesses that adapt now will be best positioned tomorrow.

As Riaz made clear;

“Those who invest in completeness, authenticity, and adaptability will be the ones who thrive in Google’s AI-first future.”

This is a real issue that has grown significantly in recent months, so much so that Google has introduced new guidance and recommendations. While facing a sudden flood of negative reviews can feel stressful and even overwhelming, it’s important to know that you’re not alone and that there are clear, calm steps you can take to protect your Google Business Profile. Let’s look at what’s happening and how to handle it with confidence.

Understanding the Google review scam

This phenomenon, often called review bombing, is a coordinated effort in which a business receives a high volume of unearned, fraudulent 1-star ratings on Google Business Profile, often dropped all at once. Sometimes, the review includes a little text, but often, it’s just the star rating.

Source 

The unfortunate reality is that many of these campaigns are actually extortion attempts. The individuals responsible will post the negative reviews and then contact the business, claiming they can “fix” the problem and remove the reviews for a fee.

It’s crucial to understand that these attacks are not a reflection of your quality or service. They are a criminal scheme designed to panic you into paying.

If you are contacted by anyone claiming they can remove the bad reviews for money, the most important piece of advice is not to engage with them and not to pay them anything.

Paying the ransom simply encourages the criminals and makes your business a target for future attacks. Google’s platform is the only legitimate way to have fraudulent reviews removed.

New Policies & Shady Review Schemes: Is Google Helping or Hurting?

Learn more

How to confirm and identify Google review sabotage

Before raising the alarm, you need to confirm that you are dealing with a malicious attack and not an unfortunate wave of genuine complaints. Look out for these tell-tale signs of review sabotage:

• Sudden influx of negative reviews: Review ‘attacks’ often come in sharp waves. Keep an eye out for an immediate, unnatural spike in negative reviews on your Google Business Profile, particularly if they are all posted within a day or two.

If you are dealing with just one or two potentially fraudulent reviews that are not part of a coordinated attack, you should still report them.

You can find the steps for removing any fraudulent Google reviews here. 

• Phone numbers in reviews: Some fraudulent reviews may even include a phone number in the review text or even in the profile picture. This is a crucial red flag, as including contact information in a review is almost always against Google’s guidelines and is a clear indicator that the review should be removed. Under no circumstances should you call the number provided; this is just another tactic to draw you into contact with the scammer.
• Check reviewer history: Check how many reviews these Google accounts have made elsewhere. In most cases, fraudulent accounts will have none or only a few other reviews. Genuine, active reviewers typically have a broader history of activity.
• Look for red flags in the Profiles: Do the names and profile photos on Google look legitimate? Profiles with no profile picture and a generic alias as the name are often clear signs of a fake account. One person even saw someone use “John Doe” for one of the accounts. 
• Cross-check your system: Do your due diligence by checking your booking system, client records, or sales data to confirm whether these individuals had actually visited or purchased from you. This is the strongest way to verify which Google reviews are genuine and which are fraudulent.
• Trust your instincts: Do the reviews just feel wrong? If the content or tone of the reviews is inconsistent with your usual feedback, especially if you have a history of thousands of glowing reviews, it’s highly likely to be part of the attack. Some of the fake reviews have a very obvious pattern across each review. With a similar structure and generic complaints that could have been generated by AI.

Source

How to get these Google reviews removed

Dealing with a review bomb or extortion scam requires a calm, systematic approach. Focus on immediate flagging, thorough documentation, and a clear escalation path.

Step 1: Flag the reviews immediately

This is your first and most immediate action.

• Go to the negative review.
• Click the stop sign with an exclamation point next to it, and select ‘spam’.
• Ensure you are logged into Google as the manager/owner of the Google Business Profile (GBP).

Clay Seaman’s experience emphasizes the importance and speed of this initial step:

“I manage around 500 GBPs. Had this happen ONCE before about a year ago, and they mentioned in the review to pay them or more negative reviews were going to continue. I flagged those and they were removed very quickly.

On October 8, 2025 we had “10” 1 star reviews posted on one of our GBPs in a row with a lengthy specific message that looked legit but also you can see it was fake—all 10 had a similar message. Flagged all 10 on the 9th first thing. Google removed this morning first thing when I checked.”

Step 2: Document everything (build your case file)

You need evidence in case the initial flagging isn’t successful within a few days.

• Take Screenshots: Capture all suspicious Google reviews, noting the reviewer’s name, the time, and the date.
• Collect evidence: Save any emails or messages from people offering to remove the reviews for money. This evidence of a coordinated attack is vital. You can find advice from Google here on what evidence to prepare.

Step 3: Appeal/escalate to Google

If the reviews are not removed within 3 days after flagging, it’s time to escalate using Google’s dedicated tools.

• Submit a Report: Report the reviews immediately to Google using the dedicated reporting form. Provide all the requested information and attach the screenshots and files you collected in Step 2.

Step 4: Post a professional response

While you wait for Google to investigate, it’s a good idea to manage public perception.

• Post a Simple, Professional Response: Consider posting one general response to the cluster of fake reviews on your Google Business Profile. This lets your real customers know what’s happening.

Step 5: Dilute the impact and consider escalation

Here are proactive measures you can take while waiting for Google’s final decision.

• Encourage genuine reviews: To soften the blow to your overall average, gently encourage your recent, happy customers to leave an honest review on Google. A positive influx of real reviews helps dilute the impact of the fake ones.
• The Multi-layered strategy (if all else fails): If you are facing significant resistance or delays, you can consider a more aggressive approach, as advised by Local SEO specialist and spam fighter, Jason Brown:

“Flag the reviews using the tool. Go back and appeal the reviews and upload the image from the scammer. Then post for help on the forum. Finally, contact the local news stations. Once the press contacts Google, the reviews get removed prior to the story going live.”

Stay informed and prepared

The world of online reviews is always changing, and Google is constantly updating its policies to better combat these shady schemes. Understanding Google’s rules is your best defense.

For an in-depth look at the shifting landscape of review policies and the tactics being used, read this helpful BrightLocal article on shady review schemes.

By staying vigilant and handling these attacks calmly, you can successfully protect the great reputation you’ve worked hard to build on Google!

Our guide to Google local search is jargon-free, up to date, explains everything in plain English, and is packed with easy-to-action tips.

We’ll touch on the essential local SEO tools you’ll need to make your life easier and provide you with a complete overview of which areas you need to focus on to make your business more visible to local customers. So, let’s get started!

The Basics: Why local search?

If you’re new to Google local search or have come over from traditional SEO, you may wonder where it’s come from and why it’s so important to local businesses everywhere. The answer to this question lies with a piece of tech that you likely have in your pocket, in your hands, or on your desk right now—your smartphone.

The widespread availability of mobile technology has seriously changed how we behave as consumers. We can now hop online at any time, from any location, and search for something we need or want. That means that anything from the nearest pizza place to the pet grooming parlor (plus any product or service you can think of in between) is just a few taps on your smartphone screen away.

Constant connectivity equals convenience, so more and more, everyday shoppers are heading to Google on their phones when they need to find something. According to BrightLocal’s own Local Consumer Review Survey, 21% of consumers go online to find a local business every day, 77% search for a local business at least once per week, and 91% look online for local businesses at least once a month.

It’s easy to see how appearing prominently on Google when local people search for your kind of service can be lucrative!

What is a ‘local search’? How does it differ from a normal search?

A local search is perhaps best described with an example:

You’re driving in town and have a flat tire. You pull out your smartphone, head to your web browser, and type ‘mechanic’ into Google.

Whether or not you add ‘near me’, you’re still performing a local search as you’re looking for a specific service in your local area.

Thanks to modern technology, and provided you’ve allowed for this in your privacy settings, Google can accurately pinpoint your location. It can use your Wi-Fi connection or GPS, for example, to get an idea of where you are and then return results for products, services, and merchants that are in close proximity to your location.

Without getting too technical, proximity between searcher and business is one of the three key pillars of local search (along with relevance and prominence) for businesses looking to get their web presence seen by the right people at the right time.

Google will calculate the distance from the search user to a local business when deciding how to rank search results. It knows that, more often than not, search users need a solution that is close to them—especially when searching on a mobile device.

Breaking Down Your Search

You may think there’s nothing much to decode when you type a few words into Google to hunt down a vital product or service. That’s actually not the case, though.

The words and phrases you type in before hitting ‘search’ are a good indicator to Google whether you need something local or a solution from further afield. Let’s look at some of the ways that Google works out if you’re looking for something local.

“Near Me” Searches

Let’s go back to that city drive and your flat tire.

Now, chances are, you don’t just type in mechanic, although that is possible. In your eagerness to return to the road with a fully inflated tire as soon as possible, you might tell Google you’re looking for a “mechanic near me”.

Right away, ‘near me’ triggers a local search, as you need assistance close to your physical location.

The same is true of your customers’ searches. Whether they’re looking for a pool cleaner or a cable guy, ‘near me’ flags up to Google that only a business close to the searcher’s current location will suffice.

This means that Google knows to present that user with service providers from their immediate area. If you’re a mechanic in that city, you’ll want to ensure that you have your local search visibility taken care of to be visible to that customer and stand a chance of winning that job.

Geo-targeted Searches

In some cases, rather than typing in “near me”, you may simply add your location to the end of the search to be assured that you’ll be served relevant results. For example, “mechanic brighton”.

It’s pretty clear to Google that this is a local search, and so to be useful, it needs to show you listings for mechanics in Brighton.

You’d also use geo-targeted searches if you were looking for a place in a specific location that isn’t near you, for example when planning a trip. It’s important to remember this because otherwise, it’s easy to think that ‘local search’ equals ‘near me search’.

Location-enabled Searches

If you have your location enabled on your phone, you can perform a local search without even realizing it. In most cases, if you simply type in ‘mechanic’, you’ll get local results simply because you have location services enabled on your phone (Google is clever enough to know that you’re probably not looking for a definition of a mechanic unless you specifically ask for one).

This can vary depending on the type of business searched for, though. Searches for popular business types like hotels, restaurants, and car dealerships are always likely to trigger a location-enabled search.

What is a local search result in Google?

As we’ve seen, there are several types of ways to make a local search on Google, and fittingly, there are multiple types of local search results, too.

Depending on the device used for the search and the type of search performed, a different type of local search result may be shown.

Here, we just want to share a few terms that pop up most often to describe local search results so you feel comfortable with each one when you carry out local searches, speak to a local SEO agency, or look for local SEO services.

Local Pack

The most common result you’ll see when making a local search for a business is the Local Pack, though Google is doing its best to make AI Overviews the de facto search result—more on this shortly.

The Local Pack is a section of Google’s search results that shows the top local businesses related to your query. Whenever your query has local intent, Google will show a set of local businesses that might answer your query.

You’ll see the Local Pack appear if you go to Google and type in your search query in the search bar. It will often have an image of a map above or beside it and then usually three suggested local businesses below or to the side, sometimes with snippets of reviews, opening times, justifications, and photos.

For local businesses, this is the ultimate goal in local SEO, as these three spots are generally consistent across mobile and desktop and are by far the most popular way of discovering local businesses on Google.

Google Maps

If you use Google Maps to perform a search, you’ll get local map results. This will show the location of businesses matching your search query on a map with options for filtering according to criteria such as ‘top rated’ or ‘open now’, or even business types like ‘restaurants’.

Local Finder

If you click a listing in the Local Pack or scroll through the list of businesses on Google Maps, you’ll get what are called ‘Local Finder’ results. The Local Finder is the source of truth for all local listings on Google.

Wherever you see listings for a particular search term in a particular location, the Local Finder results are what’s being pulled. BrightLocal tracks these positions in our Local Rank Tracker and Local Search Grid.

Google AI Overviews

Getting back to general browser results, today you might find an AI Overview result in response to your local search query. These responses are generated by Google’s Gemini LLM (“AI” is entirely a misnomer—and a deliberate one: there is no “intelligence” going on here, merely pattern recognition and prediction, and the same is true of other LLMs like ChatGPT).

In this local search result type, Gemini does its best to discern what sort of result the user is searching for and pulls from authoritative guides and online sources to compile a response that’s conversational in tone.

The sources themselves are hidden behind ‘link’ icons and in the right-hand box (which I’ve already opened in the screenshot above).

These results are experimental and vary wildly from day to day and from search to search. It’s safe to say that until Google has stabilized Gemini and implemented it fully and consistently, you can’t rely on AI Overviews appearing for any given search, be that local or otherwise.

“Find Results On”

This may vary depending on where in the world you are searching from, but thanks to Google’s ongoing legal issues in the EU (the governing bodies of which want to see Google stop ‘self-preferencing’ in its products) the search giant has had to compromise and place links to other directories prominently in search results.

This is why you might see ‘Find Results On’ above even the Local Pack in your search results. The prominence of these directories in local search results (and in organic results) further highlights the importance of getting your business featured in all the right directories.

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Localized Organic Results

Localized organic results are a slightly different version of local search results. These results are shown in the main search area. They aren’t strictly business-related (so they likely won’t include specific local businesses unless they’re performing very well in local SEO for the search term you’ve used), but they do have a strong local connection via their content.

If the searcher is clearly looking for something local, the results will often consist of directory listings or ‘listicle’ style articles (such as “Top 10 Best X in Y”) and articles from local bloggers and newspapers.

Non-Google Local Search

As mentioned above, we’re now in an era where not everyone relies solely on Google to search the web. 

In fact, they might not even need to go to the traditional ‘web’ (as found via a browser). Search behavior has changed so much in recent years that it’s now perfectly normal for someone to, say, use ChatGPT to get restaurant recommendations and details, use Instagram to check out what the food looks like, and then find an impartial video review on YouTube or TikTok to make the final decision.

Our own Local Business Discovery and Trust Report found these to be the top apps for business discovery on social media:

1. Facebook (59% of consumers use Facebook to learn about businesses)
2. YouTube (49%)
3. Instagram (40%)
4. TikTok (32%)
5. Twitter/X (28%

Let’s take a brief tour of some of these to understand what a local search might look like.

Local Search on Facebook

Facebook is the #1 social media app for business discovery, so we have a dedicated guide to local search and Facebook. For now, let’s move on to some of the others on this list.

Local Search on Instagram

Instagram isn’t quite clever (or perhaps nosy) enough to use your location to prop up a generic search like ‘restaurant’ or ‘restaurant near me’ but if you include a place name, like ‘restaurant new york’, you’ll see posts related to that search, generally from super-popular Instagram accounts.

Another way to search for local businesses on Instagram is a clunky one, but it’s great for a more visual way to browse if you love Instagram.

1. Type a business name you know is in the area and industry you’re researching into the search bar and scroll over to ‘Places’:
   
   
2. Tap on the business name to see posts related to that ‘Place’.
   
3. Zoom out of the map and click ‘Search This Area’ to see a bunch of posts and reels related to your search. That’s where you’ll find similar business types.
   

This is a niche trick for Instagram business search, but it works and highlights the importance of having an updated and engaging Instagram presence that’s properly detailed, with opening times and the correct address.

Local Search on TikTok

TikTok works in much the same way for business discovery as Instagram, but with one key difference: TikTok actually gives businesses the equivalent of a directory listing.

Perform a business search or stumble across a business another way, and you’ll eventually land on the business’s own listing, which contains:

• reviews on TikTok
• reviews from other platforms like Google Maps
• a link to call the business
• a link to find the business on Apple Maps
• the full address, price range, and even…
• an estimate of how close to you the business is (no other platform does this!)

Where does TikTok get this information from? It doesn’t just aggregate it from other platforms, it actually requests business owners to submit and verify their business details via a dedicated form.

With a social media platform taking business discovery so seriously, you can see why Google’s not in the same position it used to be for local search.

Local Search on YouTube

Unlike some of the other platforms mentioned here, YouTube doesn’t need to keep track of your location and doesn’t tailor its search results based on it. Instead, to perform a local search on YouTube, you’ll need to add your location to the search term (e.g. restaurants brighton).

A local search on YouTube provides you with the same kind of results you’d get for a standard YouTube. It’ll likely be comprised of listicles from popular bloggers or review sites, peppered with sponsored posts from content creators or the businesses themselves.

Where YouTube really comes into its own is in individual product or business reviews. Depending on the sector, you could find a host of reviews to help you make a local business decision, or better yet, local experts who take the time to provide their unbiased reviews.

ChatGPT (and other non-Google LLMs)

Finally, we come to LLMs like ChatGPT, and LLM-powered search engines like Perplexity and Arc Search. What all these have in common is that they’re less ‘search engines’ and more ‘answer engines’. By this, I mean that they’re designed to provide clear answers to questions, rather than a host of results for the user to browse around and use to come to their own conclusions.

They’re designed for conversational activity, so you can start a local search with a simple question like ‘where is a good coffee shop in brixton’, and then refine the results conversationally, without having to repeat the question, like so: “which of these is close to t a train station”. This sort of conversation is what LLM providers mean when they say things like “it can help you plan an entire trip”.

As you can see in the screenshot above, ChatGPT answers local business questions with a map and a carousel of businesses it’s highlighted as suitable for the search term. Want to know which sources it used to decide on this list? Just click ‘Sources’ at the bottom, and ChatGPT will provide you with the list of top sources (usually business websites, authoritative blogs, directories, or local news sources) that it used.

Where do LLMs get the bulk of their information from? The training data used (and how up-to-date it is) is different depending on the LLM you choose, but by far the most popular, ChatGPT, primarily uses Microsoft Bing as its search engine, leveraging its data to provide up-to-date information when searching the web through the “ChatGPT Search” feature. This is because OpenAI, the developers of ChatGPT, have a partnership with Microsoft, which owns Bing.

Uncovering ChatGPT Search Sources

Learn More

What about other search engines?

While they’re not nearly as popular as Google, there are a multitude of niche or localized search engines available, from industry stalwarts like Yahoo! and Bing to others like Baidu and Yandex. Take a look at our guide to alternative search engines to learn how local search works on those platforms.

Conclusion

Now that you know the differences and commonalities between local search types and local search results, you can dive further into learning what affects these things.

Whatever you do, always be testing and learning. There’s no such thing as set-it-and-forget-it in SEO, and local search is no different. Even citations have to be updated sometimes!

If you’re no longer the best person to handle the ongoing maintenance and upkeep required, you can transfer Google Business Profile ownership to a designated replacement. Read on to find out how to start this process and what you’ll need to consider along the way. 

Can I transfer Google Business Profile ownership?

Whether you’ve run out of time, changed jobs, or sold your business, there could well come a time when you wish to transfer ownership of your Google Business Profile to someone else. While Google has numerous policies around listings management, it does allow primary owners to merge Google Business profiles and to transfer ownership of a listing to someone else. 

Things to Consider Before Transferring Google Business Profile Ownership

While the process of transferring ownership of your listing is straightforward, there are still a few things that you’ll need to consider. 

Roles

There are two main roles within the Google Business ecosystem: owners and managers. Owners are further categorized as primary owners and owners.

Your profile can have multiple owners and managers, but only one primary owner. The primary owner is the only one who can transfer ownership of the listing to another user. A primary owner can only remove themselves from a listing when another user is appointed as the primary owner to take their place.

There’s a Holding Period

Transferring ownership is a quick process, but once the primary owner role is assigned to another user, a seven-day holding period will commence. During this handover phase, the new primary owner will have limited capability to enact changes. They won’t be able to remove other owners or managers, for example, nor can they recover a deleted profile or delete a listing.

Listing Accuracy

When transferring ownership to another user, the listing information, including reviews, will be maintained. However, it’s still a good idea to check the listing for accuracy and ensure all contact information, opening hours, and location information are up to date.

Communicating the Change

While you won’t need to tell anyone outside of your organization that you have successfully transferred Google Business Profile ownership to someone else, there may be people within the business that you’ll need to notify. 

How to Transfer Ownership of a Google Business Profile

There are several steps involved in the ownership transfer process:

Step 1: Log in to your listing

Go to business.google.com to access your listing control panel and admin tools.

Step 2: Choose your listing

Click the listing you wish to transfer and then navigate to ‘Settings.’ You can find this by clicking on the three dots icon to the right of your screen.

Step 3: Navigate to ‘People and access’

When the Business Profile settings menu loads, select the ‘People and access’ option. This is where you add and remove other managers and owners and assign roles.

Step 4: Add the new owner (option A)

When the ‘People and access’ menu loads, you’ll see that you have the option to add a person to the listing.

If the person you wish to transfer ownership to isn’t already a manager for the listing, you’ll need to add them. Enter their email address and select ‘Owner’ from the two role options given. Then click ‘Invite’.

Step 4: Change role to owner (option B)

If the person you’re transferring ownership to is already a manager, you can change their role to ‘Owner’ rather than add them to the listing.

Simply click on their name and then select ‘Primary owner.’

Step 5: Await invitation acceptance

If you’ve invited a new user to own the listing, you’ll need to wait for that person to accept the invitation before you can proceed. They can do this by opening the email sent by Google and clicking on the link provided.

Step 6: Remove the previous owner

When the new owner accepts their invitation, you’ll need to log back into your Google Business Profile, navigate to the ‘People and access’ menu, and remove the old owner. This process will complete the transfer of ownership. 

Why might I need to transfer Google Business Profile ownership?

There are multiple reasons why you may need to transfer ownership of your Google Business listing. Often, these reasons relate to a notable change within the business, such as the arrival of new owners or the appointment of a new marketing team. During that transition period, your profile must remain helpful, trustworthy, and up-to-date, and for that to happen, you need to ensure the right person has ownership.  

A Change in Business Ownership

If you’ve sold your business, the new owners will need full access to the Google Business listing to manage their presence on Google Search and Maps. They’ll only have complete control of their profile when they become the primary owner.

The Departure of a Key Employee

The primary owner of your Google listing may be an employee or contractor rather than the physical owner of the local business. Often, this is because that person originally set up the listing or was given responsibility for managing the Google Business Profile as part of their role.

If that employee leaves or the contract reaches an endpoint, someone within the business will need to be appointed as the primary owner so they can manage the profile and assign roles in the future.

Changes to Agency Relationships

If your business has worked with a marketing or local SEO agency, that agency may have initially claimed the business listing. It’s always advisable to request the transfer of ownership to yourself or someone within your business when this happens so that you don’t lose control if you cease work with that agency.

To Create a Central Management Team

Are you opening a new location? Or perhaps you already have multiple locations? Businesses with more than one storefront or service area will have multiple listings to manage. Often, it’s more efficient to consolidate that management into a centralized hub, with one designated owner responsible for updating and maintaining those multiple listings. 

Conclusion

Your Google Business Profile listing is a central pillar of your local search presence. It can be an invaluable tool, but it’s only an asset to your business when it is accurate, provides up-to-date contact information, and is proactively maintained. Our Local Business Discovery and Trust Report 2023 found that 62% of consumers would avoid using a business if they found incorrect information online.

If your circumstances change, whether due to a business sale, a transition into a new role, or the arrival of a different marketing team, transferring the ownership of your Google Business profile can ensure it continues to perform at an optimal level.

The process of appointing a new listing owner is straightforward, but as we have seen, there are a few steps to follow and several things you’ll need to consider. Use the above information as your guide, and you should find the process quick and easy. 

At Google I/O 2025, we learned more about Google’s vision for AI search, and just before then, we found out about some new Google Business Profile (GBP) functionality. The direction is clear. Google is doubling down on AI and trying to improve the user experience of searchers.

So, what’s at the heart of this strategy? A renewed focus on personalization using AI, local discovery, smart spending, and seamless, enjoyable experiences, especially when it comes to food, events, and things to do.

AI Mode and the Future of Search

As part of the keynote on day one of Google I/O, Google announced a brand new AI Mode, along with a number of upgrades to Google Gemini.

While these aren’t local specific, there’s a good chance they’ll affect how users search for and discover businesses moving forward.

AI Mode is a fully AI search experience. Google created it early in 2025 in Search Labs and is now rolling it out to the whole of the US.

In their own words:

“AI Mode is our most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web. Over the coming weeks, you’ll see a new tab for AI Mode appear in Search and in the search bar in the Google app.”

– Elizabeth Reid, VP, Head of Search, Google

Right now AI Mode is opt-in; you have to navigate to it as it sits in its own tab at the top of the screen. But realistically, and hammered home by Liz Reid, Google’s Head of Search, this is the future of search. A truly personalized experience.

So what does that mean for you? How can you future-proof yourself?

It means that traditional search is not necessarily long for this world. AI Mode is designed to learn from you. It’ll look at your emails, your search history and try to tailor your searches based on that.

“Today the search experience for someone looking something up varies from postal code to postal code, but with this type of feature it’s going to vary from individual to individual.”

– Ross Simmonds, CEO, Foundation & Distribution.ai via LinkedIn

If it knows you’ve booked a hotel in downtown Miami, for instance, it can start giving you a tailored itinerary, and local restaurant suggestions.

If you’ve told it about allergies, it can omit any recipes it suggests in a search that includes those ingredients. That doesn’t sound too much of an issue for a local business, right? You’re not giving someone a recipe. But think about what that sort of learning and personalization actually means.

• When a user asks for a list of places to buy products in their local area, Google will already know their shopping preferences from their emails (and other sources). It could exclude certain shops from their list, while including them more regularly for others.
• If Google knows about an allergy, it can give tailored suggestions for places to eat based on the menus in Google Business Profiles.
• It can tailor recommendations based on the vibe it knows a user has. If it knows all about their interests, the brands they interact with, the papers they read, the inspirational content they interact with, the bands they listen to, or anything else, it can give them a recommendation that matches it.

This truly tailored searching is likely to be what Google wants all search experiences to be like in the future. So, while AI Mode may be in its own tab, for now, there’s a good chance it will inform how search works in the future. Therefore, it will affect how people find your business.

It’s currently available across the US.

For marketers or local businesses, AI Mode will bring some new truths:

• Clicks will likely go down.
  This is already the case for a lot of sites based purely on AI Overviews. But AI Mode may decrease them even more, even when it does provide links.
• Ranking for general terms may become less important.
  Depending on the personalization, the same term could show completely different results.
• Your brand and reputation is more important than ever.
  Making sure AI understands your brand, and that your brand is both familiar and respected locally will be crucial for getting it found. It goes without saying, but continue to work at getting more reviews.
• Diversifying your channels is going to be important.
  Look beyond simply optimizing for Google. Where else is your brand visible? TikTok, YouTube, Yelp?
• Your Google Business Profile remains important.
  In the examples Google uses in its presentation, the AI continues to surface the full profile for the local businesses it recommends.
• You can’t track traffic from AI Overviews or AI Mode.
  As it stands, Google is not offering the opportunity to track traffic from its AI search functions. 

“Right now, ranking #1 for a broad key phrase means you get a lot of clicks, but many people will drop out when the price is wrong, the brand isn’t a good fit for them, or doesn’t fit some kind of personal requirement.

The personalisation we’ll see within AI-type systems will mean a “broad” term with 50,000 searches a month may generate 1,000 different sets of results/recommendations based on the user profile. Fewer clicks, but much higher qualification is likely the future—so as Myriam Jessier has been publishing, making sure AI systems understand what your brand is, will be paramount.”

– Mark Williams-Cook, SEO Direct, Candour via LinkedIn

On top of AI Mode, Google announced a number of upgrades to Google Gemini and a rollout of AI Overviews to new countries. If you hadn’t realised by now, Google is all in on AI.

Google Business Profile Releases: Event Posts and ‘What’s Happening’

Just before Google IO, Google rolled out a brand-new Event Post display for restaurants and bars. This significant update makes GBP Posts more visible than ever in mobile search.

Here’s what you need to know:

• Displays prominently for branded searches on mobile
• Pulls content from your GBP event posts or connected social accounts
• Highlights timely updates like ‘Live Band Tonight’ or ‘Happy Hour Today’
• Prioritizes recency—outdated content disappears quickly
• Not available on Maps or desktop (yet)
• Live in English-speaking markets: US, UK, CA, AU, NZ
• Available only for single-location listings

And there’s more! Google has also introduced the new ‘What’s Happening’ section for restaurants and bars. This is a dedicated space at the top of a GBP profile to spotlight events, deals, and specials.

“This is the first time in a while that Google has made Posts more visible in search. The intent is clear: Google wants to surface what’s happening right now at your business.”

– Claudia Tomina, Google Product Expert and CEO, Reputation ARM via LinkedIn

This space is designed to drive immediate engagement, putting updates like ‘Today’s Special’ or ‘Live Music Saturday’ front and center. To be eligible to appear in this new space:

• Post directly to your GBP using Google Posts, or
• Connect your Facebook, Instagram, and X profiles for automatic syncing.

It’s a small change with a big impact, especially for businesses that rely on footfall and timely promotions.

What These New Features Mean for Local Businesses

These recent GBP changes are all about enhancing the discoverability and appeal of local businesses. From event-led footfall to deal-driven dining decisions, Google is reinforcing the power of local relevance and giving businesses more tools to stay visible and competitive.

At BrightLocal, we’ll be tracking these developments closely and helping businesses make the most of every new feature as it rolls out.

If Google detects multiple listings for the same business, that profile won’t be eligible for inclusion in Google’s Local Pack and Google Maps, meaning duplicate Google listings could be actively harming your search visibility.

Having various profiles is something of a minefield for local business owners, as there are multiple reasons why an extra listing or two might have popped up:

• It could be that a Google Business Profile was created by a previous employee or local SEO agency, and you didn’t have permission to manage that listing, so you created another one
• Perhaps you moved to a new location, and rather than update the existing listing, you created a new profile
• Your service business may have created multiple listings to represent each unique service, rather than including them on a single profile
• You might even have created a duplicate listing by mistake

Whatever the reason, you’ll need to resolve the conflict to be eligible for Search and Maps.

At this point, you’re probably wondering how to merge two Google Business listings. You’re in the right place! We’re here to walk you through it, but first, a word of warning: proceed with caution because this process can be more problematic than it first appears.

Is it possible to merge Google Business Profiles together?

The short answer is yes; you can merge two or more Google Business Profiles to create a single listing. 

The longer answer is that it isn’t just a case of selecting a few duplicate listings and then combining them into one page. As you’ve probably guessed, Google will only allow multiple listings to be merged in certain circumstances.

The main requirement is that you can only merge listings for the same business. The addresses must be the same, and the information for each listing must be broadly very similar.

Additionally, you’ll only be able to merge multiple listings if you are the verified owner of each listing and can see each profile within your Google Business dashboard.

These requirements do rule out some instances where you may want to merge several different listings. If you were to acquire a new business in a totally different location, for example, you couldn’t merge that firm’s listing with your own existing Google Business Profile. Ditto if you find a dupe that you’d like to fold into your main listing but don’t own or manage that additional profile.

How to Merge Two Google Business Listings

The good news is that only a few steps are required to combine additional listings into one main profile for your business.

Step 1: Confirm you meet Google’s requirements

First things first, you’ll need to double-check that you meet each of these requirements:

• Duplicate listings do exist
• Each listing gives the same business name
• The address stated on each listing is the same
•  The listing information is virtually identical across each profile
• You own or manage each listing via your Google Business Profile account 

With those requirements met, here’s what you’ll need to do next.

Step 2: Locate each profile’s ID

Each Google listing has a unique ID that identifies it specifically. To merge multiple pages, you’ll need to note down the ID of each listing to be merged.

1. To find the ID number, log into your Google Business Account and find the first listing to be merged.
2. Once the listing is open, locate the menu in the top right corner.

   
   

3. Select ‘Business Profile settings’ and then from the following menu click ‘Advanced settings’.
   
   
4. Your ID will be at the top of the next screen. Copy that ID and repeat each step until you have the ID for each listing you wish to combine.

Step 3: Submit a request

1. Open the Google Business Help Centre and select the profile you wish to merge from the drop-down box. In the ‘Tell us what we can help with’ box, enter ‘Merge duplicate profiles’ and then click ‘Next’.

2. Select your issue from the options given and click Next.

3. Provide the IDs and request a merger.

Pros and Cons of Merging Google Business Profiles

Local search visibility is a powerful tool for your business, so you’ll want to do all you can to present the clearest and most accurate version of your business in Maps and Search. Cleaning up duplicate profiles and consolidating your presence is one way to do that, but merging two or more listings isn’t always smooth sailing.  

Advantages of Merging Google Business Profiles

Now you know how to merge two Google Business listings, let’s explore the advantages of going through this process.

• Eligibility for Search and Maps: When Google detects multiple listings for the same business name and address, those listings will no longer be visible in Search and Maps. Merging or deleting duplicate listings so you have just one Google Business Profile for your business restores your eligibility.
• Improved local search rankings: Information spread across multiple listings can hamper your ability to rank well for your core Google Business listing. Consolidating your business information and activity, such as images, review responses, and Posts, into a single, unified profile can boost your local rankings.
• A stronger review profile: Multiple listings could mean your reviews are spread across numerous profiles. Most consumers won’t click through to each listing to read your reviews, so the majority will only ever see a snapshot of your feedback. Given that more than half (53%) of consumers want to read positive experiences of local businesses, it makes sense that you’ll gain more benefits from your positive reputation if those reviews are gathered in one profile. This is also important for your local search rankings.
• An improved consumer experience: Multiple listings can be confusing for local search users and could sow a seed of distrust. Eliminating that confusion by having just one accurate and up-to-date listing ensures a more streamlined, more positive customer experience.
• More efficient profile management: Managing multiple listings is inefficient and unnecessary. Merging those unnecessary listings into a single profile frees up your time and efforts so you can focus on making your primary Google Business Profile the best it can be.

Disadvantages of Merging Google Business Profiles

While it’s always advisable to comply with Google’s policies and stick with a single Google Business listing, there are some disadvantages to merging two or more profiles.

• Loss of optimization: Chances are, the two listings you wish to consolidate have different levels of optimization. There is a risk that some of that could be lost if a stronger profile merges with a weaker one. This could result in a loss of local search visibility.
• Loss of review responses: Merging listings will also merge reviews, but it’s been widely reported that review responses often aren’t included in this process. This can be particularly problematic if you’ve had to address negative feedback recently.  
• Negative reviews: If one listing has been plagued by negative reviews, you might not want those to be pulled into your main listing without any means of response. You could consider deleting the duplicate profile instead.
• Inaccurate content: If one of the listings contains inaccurate or outdated information and images, you run the risk of that showing up on your consolidated profile. Rather than merging with an inaccurate profile, a better option would be to delete the incorrect listing.

When is it a good idea to merge Google Business Profiles?

If you’re committed to maintaining a strong local search presence, you can’t afford to drop the ball when it comes to managing your Google Business Profile. Regularly checking for duplicate listings and taking appropriate action to clean up your presence is key to staying in control (and on the right side of Google’s Business Profile policies).

It’s a good idea to consider merging duplicate listings as soon as you become aware that the issue exists. The longer you have multiple listings active, the greater the chances your Search and Maps visibility will be impacted. 

Keep in mind that merging may not always be the best option. Merging inaccurate, malicious, or very outdated listings with your main profile could do more harm than good. Consider deleting those listings (or reporting malicious listings to Google) rather than merging. 

Can I merge more than two Google Business Profiles?

In some circumstances, there may be more than two Google Business Profiles for your business. If the listings are for the same business, at the same address, and contain broadly the same information, you can merge more than two profiles to create a single consolidated profile. 

Conclusion

Having more than one Google Business Profile isn’t just against Google’s policies. It can also confuse search users, increase the risk of inaccurate information being made public, and weaken your review profile.

Merging is one way to regain control and return your search presence to a single optimized listing. While this is straightforward, you should always consider whether merging is the right course of action. Reporting malicious listings or deleting very old listings might be a better choice.

Is it just you? What about your local competitors? What about your industry?! Welcome to hours of digging through forums and ranking tools to get the answers you need for your bosses and clients.

Wish you had a way to quickly determine which ranking changes are being felt throughout your industry?

Introducing Local RankFlux, the world’s only ‘weather report’ for Google’s local ranking algorithm.

The wider SEO industry has been lucky to have multiple tools dedicated to tracking seismic changes in organic SERPs for years. Local SEO? Not so much!

That ends today, with the (re)launch of Local RankFlux: a completely free tracking tool and early-warning system from BrightLocal, designed to give local marketers the edge in understanding what’s happening with Google’s local algorithm.

How Does It Work?

BrightLocal’s local rank tracking software has been monitoring the local SERPs of our customers for years. With Local RankFlux, we apply the same technology to a set group of:

28 keywords x 26 industries x 20 cities = 14,560 keywords (560 per industry)

This means we’re tracking nearly 15k SERPs every day to determine a statistical point of variation (the Local RankFlux score) and to understand if similarities are seen in specific industries.

Local RankFlux simply looks at all these SERPs, calculates how much the rankings for these keywords have changed since yesterday, and gives the level of variation a score, from 0 (no change at all) to 10 (complete upheaval, volcanoes erupting, cities falling into the sea).

• 0 – 3 indicates ‘low’, expected fluctuation (i.e. nothing significant has happened)
• 3.1 – 6 indicates ‘medium’ fluctuation (i.e. something minor has happened)
• 6.1 – 10 indicates ‘high’ fluctuation (i.e. something major has happened – likely a local algorithm update)

That’s the simple version, though! I’d encourage you to take a look at our detailed methodology so you can better understand how the Local RankFlux Score is calculated… The more you know!

How Do I Use It?

Easy! Just bookmark the URL www.brightlocal.com/local-rankflux today, and when you think there’s been a rumble in your rankings, head there, check the score, and filter the data to your own industry to see if there’s anything more to learn.

Want to be ahead of the game? Sign up for one or more of our email alerts:

Daily: Simple. Get a daily email telling you today’s Local RankFlux score.
Weekly: Sign up, and every seven days you’ll get an email with the previous week’s Local RankFlux scores.
Urgent: Sign up to ‘Urgent’ to only receive an email when the score is above 4, which we determine to mean that a Google local algorithm update is likely.

Happy Rankings!

We hope you find Local RankFlux useful and can get a bit more sleep next time you feel that ol’ tremble in the rankings.

Want to know more about Local RankFlux, or need to report a bug? Get in touch with us at content@brightlocal.com.

More than just a seasonal service, HVAC companies now see year-round demand as consumers prioritize maintaining comfortable indoor environments, especially with extreme weather becoming more common.

But with this demand comes fierce competition. Without targeted local marketing, it’s easy for even the best HVAC companies to get lost in the shuffle. That’s why focusing on building a strong local and digital presence is so important in this industry.

What’s more, the first port of call people often have when they have a heating issue is Google. So, showing up in local searches is crucial. In this guide, we’ll cover everything you need to consider when you’re performing local SEO for your HVAC business.

Understanding Your Local HVAC Market

To run a successful HVAC business, it’s important to know your local market well. This means understanding who your customers are, what they need, and what other HVAC companies in your area are offering. 

Here’s how understanding your local market can help your HVAC business succeed:

Know Your Local Customers

Every community is different, and understanding who lives in your service area helps you market your HVAC services more effectively. For example, think about the age, income levels, and homeownership rates in your area:

• Age: Younger homeowners may be looking for energy-efficient systems, while older homeowners might care more about reliability and comfort.
• Income: Areas with higher incomes may be willing to invest in premium systems, while others may prefer budget-friendly options.
• Homeownership: Homeowners tend to invest more in long-term HVAC systems compared to renters, who may only need quick fixes.

By understanding these details, you can make smarter decisions about how to advertise your services and what types of systems or maintenance plans to promote.

Know the Local HVAC Needs

Like other home services businesses, your region’s climate and types of homes greatly impact the demand for HVAC services. For example:

• Warm climates will likely have more demand for air conditioning repairs, replacements, and routine maintenance.
• Cold climates might see more calls for heating system services.
• Older homes may need system upgrades, new ductwork, or other improvements.

Knowing the common HVAC issues in your area can help you focus your marketing efforts on the services that people are most likely to need.

As you can see in the image above, in our work with Cold Factor, we use this information to inform the messaging for that particular area, hitting home the importance of cooling systems in Texas.

Keep an Eye on Your Competitors

It’s always helpful to see what other HVAC companies in your area are offering. Are they focusing on repairs? Do they offer promotions or maintenance plans? By understanding what your competitors are doing, you can identify areas where you can do something different or better. For example, if most companies offer emergency repairs, you might stand out by providing energy-efficient upgrades or flexible financing.

It’s not just about their services, either: you need to see what they’re doing to get ahead in their marketing efforts. Has one of them doubled down on reviews, or have they obtained some local SEO services that have seen them jump up the rankings? It’s good to know what you’re up against.

Optimizing Google Business Profile

If you want your HVAC business to stand out locally, having a solid Google Business Profile (GBP) is a must. It’s one of the easiest ways to get in front of potential customers who are searching for HVAC services in your area. It’s also the quickest thing you can do to start on your local SEO.

Here’s how to get started and make sure your GBP profile is working hard for you:

1. Set Up and Verify Your GBP

First things first—if you haven’t already, go to Google Business Profile and set up a profile for your HVAC company.

It’s pretty straightforward, but one important step is verifying your business.

Google will send you a verification code, usually by mail, to confirm you’re the real deal. Once verified, your HVAC company will pop up in Google searches and on Google Maps when people in your area are looking for services.

2. Optimize GBP for Your HVAC Services

Now that your profile is up, it’s time to fine-tune it so customers can find you easily. Here’s how:

• Use Keywords: Think about what customers are typing into Google when they need HVAC help. Are they searching for “air conditioning repair” or “heating installation”? Make sure you use these keywords in your business description and services section to show up for the right searches.
• Define Your Service Areas: Be clear about where you work. List all the areas you serve so that people in those neighborhoods can find you when they’re searching for local HVAC services.
• Pick the Right Categories: Choose categories that match the services you offer, like “HVAC contractor” or “air conditioning repair service.” This helps Google connect you with people who need exactly what you do.

You can see how we’ve done this for Cold Factor’s GBP:

3. Keep Your NAP Consistent

This might sound simple, but keeping your Name, Address, and Phone number (NAP) consistent across the internet is super important. You want the info on your GBP profile to match exactly with what’s on your website, social media, and other places like Yelp or Angi. Why? If Google sees different addresses or phone numbers floating around, it can get confused, and your rankings might drop. Plus, customers need to be able to reach you without any confusion!

A simple way to do this is to enlist the help of a citation building service to save you time and hassle.

4. Get and Manage Customer Reviews

Customer reviews can make or break a business and are especially important for local services like HVAC. Encourage your happy customers to leave a review on your GBP page—maybe send them a link or a quick follow-up message after a job. Reviews help build trust with new customers who are checking you out for the first time.

And don’t forget to respond to reviews! Whether they’re glowing or not-so-great, replying to reviews shows that you care about your customers.

By optimizing your GBP profile, you make it easier for local customers to find your HVAC services, trust your business, and choose you over the competition.

Local SEO Strategies for HVAC Companies

Google Business Profile is just one part of the local SEO puzzle, though. Focusing on other areas of local SEO is a smart move, too. Local SEO helps ensure your business shows up when people in your area search for heating or cooling services.

Target Local HVAC-related Keywords

The first step in local SEO is targeting the right keywords. You want to include HVAC-related terms combined with the cities or areas you serve in your website content. For example, instead of just writing “AC repair services,” say “AC repair in [Your City].” Be specific! Whether you offer air conditioning repair, heating services, or maintenance, make sure you’re using location-based keywords where appropriate. 

For example, if you serve multiple areas, make sure to mention each one: “We provide AC repairs in [City 1], [City 2], and [City 3].“

If you only target one area, this could be across your website, but if you have several service areas or specific locations, you can create dedicated pages for those, too. 

Create Location and Service Area-specific Pages

If your HVAC business serves multiple towns or neighborhoods, create a separate landing page for each location. These pages should focus on the specific HVAC services you offer in each area and, of course, use local keywords. Not only does this help with SEO, but it also lets your customers know that you’re familiar with their area and ready to serve them.

For example, you might have pages like “Furnace Repair in [City A]” and “HVAC Installation in [City B].” Each page can highlight the services specific to that location and the unique needs of the area, like hot summers or cold winters.

You can see how we do this for Cold Factor with specific ‘areas we serve’ pages.

Optimize Meta Descriptions and Titles

Your meta titles and descriptions are what potential customers see in Google search results, so it’s important to include local terms here too. This not only helps with SEO but also makes it clear that you’re a local business ready to help people in your community. Use phrases like “Air Conditioning Repair in [Your City]” in your page titles and meta descriptions to attract more clicks from people in your area.

For instance, instead of “Expert HVAC Services,” try something like “Reliable HVAC Services in [Your City] | Heating & AC Repair.”

This can help improve your click-through rate, but it’s unlikely to improve your rankings specifically. Standing out in the results is important, though, as ranking alone isn’t always enough to guarantee a click.

Building Relationships with the Local Community

At Risely, we want our HVAC clients to get more involved in their community. Which is why we help them build relationships with local nonprofit organizations. Getting involved locally can increase your brand’s visibility and create lasting relationships that drive new business. 

Sponsoring local events, sports teams, or community programs is an effective way to increase your brand’s presence. Whether it’s sponsoring a youth soccer team or getting involved with a local charity, showing your support for the community helps build goodwill and trust. People are more likely to choose a company that actively supports the community they live in.

If you’re more of a hands-on person, you could even consider helping out with your van in the community. It would get you known as someone who wants to help and get your van all over the place.

All of this helps get your name out there and have people remember your business when they need HVAC services.

Running Localized Paid Advertising Campaigns

If you’re looking to boost your HVAC business and bring in more local customers, running paid advertising campaigns is a smart way to get your name out there. Paid campaigns let you target the people in your area who are most likely to need your services, whether they’re searching online or browsing social media. Here’s how to make the most of localized paid advertising:

Geo-targeted PPC Campaigns

One of the most effective ways to use paid ads is through geo-targeted Pay-Per-Click (PPC) campaigns on platforms like Google Ads and Facebook Ads. Geo-targeting allows you to show your ads only to people in your specific service area. That way, your budget is focused on reaching local customers who are actively searching for HVAC services.

For example, if you offer AC repair or heating installation in a particular city or neighborhood, you can set up your ads to only appear to users in those areas. This helps ensure that your ads are seen by the right audience—people who are nearby and need your services.

For local searches, these ads are called Local Service Ads. You can see an example of the ones we’ve set up for our client below. For these ads you need a Google Business Profile.

Leveraging Retargeting Ads

Retargeting ads are a powerful tool that allows you to reach people who have already visited your website or Google Business Profile. Maybe someone checked out your HVAC services but didn’t book an appointment right away? Retargeting ads keep your business front and center, showing reminders to potential customers as they continue to browse the web or social media.

For example, if someone visits your website to look at furnace repair options but leaves without making a decision, retargeting ads can show them a promotion for furnace tune-ups when they’re on Facebook or Google later. It’s an effective nudge that can turn interest into action.

Leveraging Social Media to Grow Your HVAC Business

Social media is a powerful tool that HVAC companies can use to connect with local customers, build brand awareness, and generate leads. Here are some tips on how to leverage social media for local engagement:

Share HVAC Tips and Promotions

One of the easiest ways to engage your local audience is by sharing helpful HVAC tips and advice. Posting content that offers value, such as how to maintain your air conditioning system in the summer or quick fixes for a faulty heater, will position your company as an expert in the field. 

In addition to tips, share promotions and seasonal offers to attract customers. For example, post about discounts on winter heater tune-ups or summer AC servicing. These posts encourage followers to book your services and share deals with friends and family.

Interact with Local Customers and Businesses

Take the time to interact with your followers by responding to their comments, answering questions, and engaging in local conversations. If someone comments on one of your posts with a question about their HVAC system, offer a helpful response. These small interactions can build trust and make people more likely to choose your business when they need HVAC help.

Tracking and Measuring Local Marketing Success

Set Up Local Analytics and Use Call-tracking Software

Use tools like Google Analytics to track important data like phone calls and website visits. There’s a dedicated tool in GBP too, known as Google Business Profile Performance. This helps you see how potential customers are finding and interacting with your business online. 

Call-tracking software like CallRail allows you to monitor the calls coming in from your local marketing campaigns. By assigning unique phone numbers to different ads or landing pages, you can track which campaigns are most effective at driving calls and, ultimately, new business.

Review Local SEO Rankings Regularly

Your local SEO rankings are a key indicator of how visible your HVAC business is in your area. Use local rank tracking tools like BrightLocal’s Local Search Grid to check your rankings for important keywords like “AC repair in [City]” or “heating services near me.” Regularly review these rankings and adjust your marketing strategies as needed to stay competitive and improve your visibility in local searches.

Regular SEO rank trackers won’t cut it when you’re tracking these sorts of searches.

By tracking your marketing efforts and making data-driven decisions, you can continually refine your strategy to attract more local customers and grow your HVAC business.

Last Thoughts

Local marketing is essential for HVAC companies looking to stand out and grow in a competitive market. By implementing strategies like optimizing your Google Business Profile, focusing on local SEO, engaging with your community, and running targeted ads, you can attract more local customers and boost your business.

If you’re an HVAC business owner, now is the time to start using these strategies to stay ahead in your local market.

For instance, as the graphic shows above, 14% of contractors analyzed don’t even have a website, which is a significant barrier to reaching potential customers online. Ensuring your business ranks high in these local searches directly connects you with customers who need your services now.

This post will cover the most important elements of Local SEO for contractors. We’ll discuss optimizing Google Business Profiles, leveraging local keywords, building local citations, and managing online reviews. Each part plays its role in developing a complete local SEO strategy that can enhance your visibility online and attract more customers.

The Role of Google in Local SEO for Contractors

Google is the main place people search online, so being visible on Google can help you get noticed by potential clients. Google sorts local businesses based on what it thinks is helpful for the searcher. This means you need to give Google the right signals to show up in local search results. 

Google Business Profiles Are a Cornerstone of Local SEO

A Google Business Profile (GBP) gives you a public identity on Google. This is a free listing that shows your business’s name, address, phone number, and more. It helps people find your business when they search for the services you offer. Your Google Business Profile can affect if and where you appear in local search results.

Google’s Local Algorithm

Google uses a special system to rank local businesses. This system looks at things like how close you are to the person searching, how relevant your services are, and how much people trust your business. To rank well in local searches, you must make sure your online information is complete, accurate, and trustworthy.

Starting with Google Business Profile: The First Step for Every Contractor

Creating a Google Business Profile is where local search success begins. This listing lets people find your business when they look for services you offer in your area.

Claiming Your Google Business Profile Listing

1. Go to the Google Business Profile website and sign in with your Google account.
2. Type in the name of your business and check if it already exists. If not, continue to add your business.
3. Enter accurate details like your business name, address, and phone number.
4. Choose a category that fits your business best.
5. Verify your listing using the method provided by Google, often by phone call or mail.

Tips on Optimizing Your Profile for Maximum Visibility

1. Add a detailed description with relevant keywords about your services.
2. Post high-quality photos of your work, team, and office.
3. Choose attributes that tell more about what you offer, like ’24/7 service’.
4. Keep your hours of operation updated, especially during holidays.
5. Use the posts feature to share updates, offers, and events.

How Accurate Business Information Affects Local SEO Outcomes

Having the correct information on your Google Business Profile helps your local search ranking. Google uses this data to match your listing with the right searches. Make sure your contact information and service details are the same everywhere online to improve your chances of showing up in local search results.

You’ll know you’ve filled out all important details when your profile strength circle is complete and green.

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How Contractors Can Use Keywords to Reach Local Customers

Finding the right local customers starts with knowing what they are searching for. You’ll need to pinpoint people’s words and phrases when looking for your services. Many times, these keywords have a local element like a city name or “near me” behind them.

For contractors, it’s not just about knowing these local keywords but also understanding how often people search for them and how competitive they are. This is where keyword research tools come in handy. 

These tools show data on local search trends. They help you discover the best local keywords to aim for.

Once you have a list of local keywords, you should use them in your online content. This includes your website, social media posts, and Google Business Profile. Using these keywords helps improve your chances of showing up in local searches when potential customers are looking for your services.

• Identify keywords that customers use when searching for your local contractor services.
• Use keyword research tools to look at search trends and find the best local keywords to target.
• To improve visibility in local searches, incorporate these local keywords into the content of the website, social media, and Google Business Profile.

NJ Basement Waterproofing & French Drains is a great example of a strategic business name based on keyword research. Notice that no other competitors mention “French drain” in their names. With only five reviews, this contractor is beating more established businesses. 

It must be stressed that too much of a good thing can be toxic. Keyword stuffing your GBP name beyond what is reasonable could result in suspension or re-verification. 

Breaking Down On-Page SEO Strategies for Contractors

Understanding on-page SEO methods is like having a blueprint for getting your contractor company noticed online.

Best Practices for Local On-page SEO: Title Tags, Meta Descriptions, and Headers

On-page SEO starts with the basics. You need to get your title tags, meta descriptions, and headers right. Your title tag is the main sign that shows up in search results, and it’s the first thing people see. It should include the city or region you work in and the main service you offer. Next, meta descriptions act as pitches that tell someone why they should click on your website. Again, mention location and services. Headers structure your content, making it easy to read. Use local keywords in headers to connect with local searchers.

Despite its importance, the study found that 22% of contractors are missing H1 tags on their homepage, and 17% of contractor homepages analyzed had fewer than 200 words of text, which can hinder the ability to rank well for targeted keywords.

Content Optimization for Local Intent with Service-specific Keywords

For your website’s content to speak to local searchers, you need to optimize it with keywords that matter to your community. This means you should mix your service terms with the local areas you serve. For example, if ‘roof repair’ is a service, ‘roof repair in Miami’ anchors it to a location. Adding these local service-specific keywords throughout your site helps locals discover your business when they need your services.

Internal Linking Strategies to Boost Local Relevance

Internal links tie your website together. They guide users and search engines to other useful pages on your site. Use descriptive link text that includes local keywords. For example, a link saying ‘Learn more about our Miami electrical services’ is better than just ‘click here.’ This builds local relevance and helps your site’s SEO.

Service Area Pages: Connecting with Your Local Client Base

Contractors often work in different cities or neighborhoods. To reach people in these places, making special pages for each service area on your website is a good idea. These pages can also help your site show up in search results when someone looks for contractors in those areas.

The Importance of Creating Dedicated Pages for Different Service Areas

When you have a separate page for each place you work in, you help search engines understand where you offer your services. This can make your business more likely to be found by people in those places.

How to Craft Unique and Helpful Location Pages

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Optimal Strategies for Structuring and Optimizing Service Area Pages

Here’s how you can make these pages useful and easy for people to find:

• Make sure the page title includes the area name and your service, like “House Painting in Springfield.”
• Write about the services you offer and mention how you understand the specific needs of that area.
• Include details like landmarks or local events to show you are part of the community.

Engaging Local Clients Through Geo-targeted Content

You can connect better with local people by talking about things they know. For example, write about how the local weather in Portland affects house paint choices. This can make your website more appealing and help people find you when they search for contractors in their area.

PJ Fitzpatrick’s website is a superb example of service area pages that are done well. This contractor is a multi-location business spanning six East Coast states. These local service area pages go a long way to being found successfully over that large stretch of land. 

It’s no wonder that they also happen to have the highest review count of all contractors in the study. Nearly 8,000 at the time of the study. 

Why Keeping Your Business Info the Same Everywhere Matters

When you list your contractor business online, your name, address, and phone number (NAP) details must be the same, no matter where you put them. This is important for local SEO. Think of the internet as a big phone book. If your info matches everywhere, search engines like Google understand you better and can show your business to more people looking for contractors.

Building Local Citations for Your Contracting Business

Local citations are listings of your contracting business on websites. They can be on local business directories, industry directories, or social media profiles. To build local citations, put your business info on these websites. Remember, your NAP should stay the same across all these websites. Every time your business is mentioned with the correct NAP, it’s like a vote for your business that helps search engines trust you more.

Keeping Your NAP Consistent for Better Local Rankings

Search engines need to trust the info they find when listing your contracting business high in local searches. By keeping your NAP information consistent, you help build that trust. Go through each place where your business is listed and check if your NAP is correct. If you find mistakes, fix them. This can mean updating old addresses or phone numbers. By doing this, you help search engines see your contracting business as a reliable choice to show people doing local searches.

• Make a list of every place your business is listed online.
• Check each listing to make sure your NAP is correct.
• Update any listings with outdated or wrong information.
• Keep track of new places you list your business, and always use the same NAP.

To make this easier, you can use BrightLocal’s Citation Tracker. This tool helps you keep an eye on all the places your business is listed online. It checks your name, address, and phone number (NAP) in different directories to make sure everything is correct. If Citation Tracker finds any mistakes, you can fix them right away. Citation Tracker also lets you know about new places where you can list your business, helping you keep your information consistent everywhere. Using this tool saves you time and makes sure your business looks trustworthy to search engines, which can improve your local search rankings.

The Power of Social Proof: Reviews and Testimonials in Local SEO

When people look for contractors, they often want to hear from other customers first. Reviews and testimonials play a big role in deciding who to hire. The 2024 study revealed that only 8% of top-ranking contractors have a rating below 4.0 stars, indicating the critical role that positive reviews play in maintaining a competitive edge in local SEO.

Strategies to Encourage and Collect Customer Reviews

Asking customers to leave a review after a job is a good idea. You can do this by sending an email or a text. You can also give customers a link that takes them right to where they can leave a review. Making it easy for customers is important.

• Ask for reviews in person after a completed job.
• Send follow-up emails with links to review sites.
• Include a review link in your email signature.

Handling Negative Feedback and Maintaining a Professional Online Image

No one likes to get negative feedback, but it can happen. When contractors get negative reviews, they should respond in a helpful and professional way. This shows other customers that they care and try to make things right. It can turn a bad review into a chance to show good customer service.

Contractors can build trust with potential customers by focusing on reviews and testimonials. Over time, this can lead to more business and better search rankings.

To help with this, you can use BrightLocal’s Reputation Manager. This software lets you see all your online reviews in one place. It sends you alerts when someone leaves a new review so you can respond quickly. Reputation Manager also helps you ask happy customers to share their positive experiences. By using this tool, you can handle negative feedback better and show that you care about your customers. This helps keep your online image professional and trustworthy, which can attract more customers and improve your search rankings.

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Link Building for Local Contractors

Getting links from businesses and groups nearby can be very helpful for local contractors. If you do it right, building these links can lead to a stronger presence online in your service area.

How Backlinks Affect Your Site’s Authority

Think of backlinks as votes for your website’s trustworthiness. More votes can mean higher authority, which often leads to better search engine rankings. For contractors, this could mean more local customers finding your services. But remember, the quality of the links matters more than the number. Links from respected local businesses, organizations, and industry-related sites are more effective than many links from general directories.

Ways to Get Local Backlinks

Here are some ways to get these valuable local links:

• Join local business groups and directories. This can lead to links from their websites.
• Get involved in community events or sponsor local teams or charities. They might link to your site as a sponsor.
• Create helpful resources or blogs that address local issues. Local media or organizations might link to your content as a useful source.

Building Local Business Relationships for Links

Making connections with other local businesses can lead to more than just new customers. It could also cause them to link to your website. Start by taking part in local business events or joining local online business forums. Getting to know other local business owners can lead to them recommending your services, both in person and online, by linking to your site.

Remember, the main purpose of getting backlinks is to raise your website’s authority and establish it as a trustworthy source for services in your local area. The right backlinks can significantly impact your local SEO efforts and help you connect with your local audience.

More Tips for Building Local Links

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Why Contractors Can’t Ignore Mobile Website Optimization

People now use their phones to look everything up, including local services. This changes how you need to think about your website. Being easy to find and read on a phone means more people might choose you when they need a service.

The Increasing Prevalence of Mobile Search in Local Queries

Google says that more searches happen on mobile devices than on computers in many countries. This means that if you’re a contractor, your website must work well on phones. When your site is good for mobile users, it can show up higher in search results since Google switched to mobile-first indexing.

The Effect of Mobile Optimization on Local Search Results and Customer Experience

A website that’s good for mobile doesn’t just help with search results. It also makes it easier for customers to like what you offer and get in touch. Mobile users tend to leave websites that are hard to use on their phones. So, when your site is mobile-friendly, people are more likely to stay and contact you.

Remember, having a website that works well on mobile can make a big difference. You could see better results in searches and leave a good impression on potential customers. 

Best Practices for Mobile-Friendly Website Design

Here’s what you can do to make your contractor website better for phone users:

• Make sure your site has a responsive design.
• Keep your layout simple so it can load fast and be easy to use.
• Use large font sizes for easy reading on small screens.
• Have big, easy-to-tap buttons.

By focusing on these website design elements, you can ensure that people can easily use your site on their phones.

Structured for Success: Local Structured Data Markup

Structured data is a way to format information on your website so that search engines can understand it better. For contractors, this means making it clear to search engines like Google what your business does and where you do it. Using structured data, details like your services, reviews, and location can be showcased directly in search results. This can help your business stand out and could lead to more people clicking on your links.

The following local business schema types are particularly relevant for contractors and other local businesses. Implementing these structured data types can help search engines understand the nature and details of your business, leading to improved visibility in local search results and eligibility for rich search features:

1. LocalBusiness

• Schema Type: LocalBusiness
• Description: General schema type for any local business. It should include information such as business name, address, phone number, business hours, and more.
• Key Properties:
  • @type : LocalBusiness
  • name : Business name
  • address : Business address
  • telephone : Business phone number
  • openingHours : Hours of operation
  • url : Website URL
  • priceRange : Typical cost of services
  • aggregateRating : Overall rating score
  • review : Customer reviews

2. ProfessionalService

• Schema Type: ProfessionalService
• Description: This is a more specific subtype of LocalBusiness and is ideal for service-based contractors like plumbers, electricians, and builders.
• Key Properties:
  • Inherits all properties from LocalBusiness .
  • serviceType : Type of service offered (e.g., “Plumbing”, “Electrical Repair”).
  • areaServed : Geographic area served.

3. HomeAndConstructionBusiness

• Schema Type: HomeAndConstructionBusiness
• Description: A specific subtype of ProfessionalService suitable for businesses providing home improvement and construction services.
• Key Properties:
  • Inherits all properties from ProfessionalService .
  • services : List of specific services provided (e.g., “Roofing”, “HVAC Installation”).
  • hasOfferCatalog : Details of different services or packages offered.

4. Contractor

• Schema Type: Contractor
• Description: A subtype of HomeAndConstructionBusiness , specifically tailored for contractor services such as general contracting, specialized trades, and repair services.
• Key Properties:
  • Inherits all properties from HomeAndConstructionBusiness .
  • additionalType : Type of contractor (e.g., “General Contractor”, “Electrical Contractor”).
  • qualification : Certifications or licenses held.

5. Service

• Schema Type: Service
• Description: Used to describe individual services provided by the business, linked to LocalBusiness or ProfessionalService .
• Key Properties:
  • @type : Service
  • serviceType : Type of service (e.g., “Home Inspection”, “Plumbing Repair”).
  • provider : Reference to the business providing the service.
  • areaServed : Geographic area where the service is available.

6. AggregateRating

• Schema Type: AggregateRating
• Description: Summarizes the overall rating of the business, based on multiple reviews.
• Key Properties:
  • @type : AggregateRating
  • ratingValue : Average rating score (e.g., “4.5”).
  • reviewCount : Total number of reviews received.
  • bestRating : The highest possible rating (usually “5”).
  • worstRating : The lowest possible rating (usually “1”).

7. Review

• Schema Type: Review
• Description: Represents individual customer reviews and ratings.
• Key Properties:
  • @type : Review
  • author : Name of the person who wrote the review.
  • datePublished : Date the review was posted.
  • reviewBody : Text of the review.
  • reviewRating : Rating score given by the reviewer.

8. Place

• Schema Type: Place
• Description: Used for the physical location of the business.
• Key Properties:
  • @type : Place
  • address : Business address in detail.
  • geo : Geographical coordinates (latitude and longitude).
  • hasMap : Link to a map showing the business location.

9. GeoCoordinates

• Schema Type: GeoCoordinates
• Description: Specifies the latitude and longitude of the business location.
• Key Properties:
  • @type : GeoCoordinates
  • latitude : Latitude of the business location.
  • longitude : Longitude of the business location.

10. Offer

• Schema Type: Offer
• Description: Represents an offer for a product or service.
• Key Properties:
  • @type : Offer
  • price : Cost of the service.
  • priceCurrency : Currency in which the price is listed.
  • availability : Availability of the service (e.g., “InStock”).
  • validFrom : Date the offer is valid from.

Local Schema Templates

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Implementation Tips:

1. Start with the LocalBusiness Schema: Include essential details like name, address, phone number, and business hours.
2. Add Specific Schema Types: Layer in specific types such as Contractor or HomeAndConstructionBusiness based on the services provided.
3. Include AggregateRating and Review: If your business has reviews, use these schemas to showcase ratings and testimonials.
4. Use GeoCoordinates for Accuracy: Include the geographical coordinates to help search engines accurately map your business location.
5. Validate Schema with Testing Tools: Use tools like Google’s Structured Data Testing Tool or Schema Markup Validator to ensure your schema is correctly implemented.

The Multi-location Challenge: Local SEO for Contractors with Multiple Locations

Contractors with multiple locations face unique challenges when it comes to local SEO. Each location must be addressed individually to ensure potential customers find the correct information. This means tailoring the local SEO strategies specifically for each place of business.

One key aspect is maintaining consistency across locations. Your business’s name, address, and phone number (NAP) should be the same everywhere it is listed. This includes your own website, social media accounts, and online directories. Consistency helps search engines, and customers trust your business information.

But it’s not just about being consistent. You also need to think about the marketing for each location. Each service area might need a different approach. What works in one city might not work in another. You need to know what people in each area are looking for and how they talk about your services.

How to Manage Local SEO for Each Location

• Tailor web pages for each location: Create service area pages on your website for each location. Use the specific city or region’s name and include information relevant to that local customer base.
• Separate Google Business Profiles: Set up a Google Business Profile for each location. This can help your business appear in local searches in each area.
• Localize content: Develop content that speaks to each area’s local events, news, or issues. This helps each location appear relevant and engaged with its community.
• Manage reviews: Encourage and monitor customer reviews for each location to build a strong, local reputation online.

Remember, each location offers a new opportunity to capture a local audience. By focusing on the specific needs and behaviors of customers in each area, a multi-location contractor can effectively use local SEO to be more visible in search results. By doing so, you will not only improve your chances of being found but also build the trust and credibility of your brand across various markets.

To manage local SEO for multiple locations, agencies, franchise owners, and multi-location business owners can turn to BrightLocal’s Horizon.

Horizon is the only tool that tracks search rankings and review performance for hundreds or even thousands of locations all in one easy dashboard. This makes it simple for agencies to oversee their clients’ various branches and for franchise owners to monitor each store’s performance. With Horizon, you can see how visible each location is in local searches and keep track of their reviews, ensuring consistency and reliability. Additionally, Horizon provides national and state-level metrics, allowing you to watch your overall progress over time. By using Horizon, managing the local SEO for a large brand becomes more organized and effective, helping each location stay competitive in its market.

How do you know if your SEO strategy is working?

Seeing results with local SEO does not end when changes are implemented. You must measure your success to know what works. This means tracking how well your business shows up in local search results, the amount of website traffic it gets, and whether this traffic leads to client contacts or sales. You can better understand your local SEO performance by keeping an eye on these areas.

Key Performance Indicators (KPIs) for Local SEO

As a contractor, you should focus on specific KPIs to measure local SEO success. These include ranking in local search results, website visits from local users, and conversions such as phone calls, form submissions, or appointment bookings directly coming from their local search efforts. These numbers paint a clear picture of local SEO effectiveness.

Tools for Tracking Local Search Rankings, Traffic, and Conversions

There are tools designed to help contractors track their local SEO efforts. For example, Google Analytics provides insights into website traffic, tracking users’ location and behavior. Google Search Console shows how a website appears in search results.

BrightLocal can also help you see your search engine ranking positions for local terms. Their Local Search Grid tool allows you to see your search engine rankings for multiple local terms all in one clear, organized grid. With Local Search Grid, you can track how your business performs in different locations and observe changes over time. It also makes it easy to compare your rankings against competitors, helping you identify areas where you can improve. By using BrightLocal’s Local Search Grid, you can gain valuable insights into your local SEO efforts and make informed decisions to boost your visibility in local search results.

Analyzing Data to Guide Future Local SEO Efforts and Marketing Strategies

Data from the tracking tools can help you make informed decisions. For instance, if you see an increase in website visits from your local service pages, this could indicate that your on-page optimization is working. If not, it may be time to revisit your keywords or content strategy. Regular data review allows you to adjust strategies to reach local customers better.

Unlock the Potential of Local SEO for Your Contracting Business

By now, you should understand the steps necessary to optimize your contracting business for local search. Remember that setting up a Google Business Profile is your starting point. From there, target local service queries with keyword research and refine your on-page SEO practices to establish relevance. Your local client base will engage more with content that speaks directly to their needs and community.

SEO is an ongoing process that rewards consistency and attention to detail. You can maintain and improve your online presence by actively managing and updating your local SEO elements. This, in turn, will help your contracting business stand out to potential clients in your area.