When someone searches "oil change near me" or asks Google Maps for a dentist open on Saturday, the businesses that show up are chosen largely from Google Business Profiles. Google describes its local ranking as a mix of relevance (how well your profile matches the search), distance (how far you are from the searcher) and prominence (how well known and well regarded you are). You can't move your building, but you can do a lot about the other two.
Fix these first
1. Primary category
Your primary category is one of the strongest relevance signals. Choose the most specific category that describes your main business ("Auto repair shop", "Car dealer", "Dental clinic"), then add secondary categories for other genuine services. Don't add categories you don't really serve.
2. Name, address, phone and hours
Use your real business name (no extra keywords), and make sure address, phone and hours match your website and other listings exactly. Add holiday hours before every holiday; wrong hours are one of the fastest ways to lose a customer's trust.
3. Services and products
Fill in the services list with the things customers actually search for, using their words: "winter tire swap", "brake inspection", "teeth whitening". Add descriptions and prices where you can.
4. Reviews
Reviews influence both ranking and whether people choose you. Build a simple habit:
- Ask every happy customer, with a direct link, at the moment they're happiest.
- Reply to every review within a few days, thanking people specifically.
- Reply to critical reviews calmly and factually, and offer to sort it out offline.
Never buy reviews or offer rewards for positive ones; it breaks Google's rules and can get reviews removed.
5. Photos
Add real photos of your premises, team, work and vehicles or products. Keep them current. Customers use them to judge you before they ever call.
6. Website link and booking
Link to the most relevant page (often a location or service page rather than your home page), and add your booking link if you take appointments.
Then build on it
- Location and service pages. On your website, create a page for each main service and each area you serve, with genuinely useful local detail, not copies with the town name swapped.
- Consistent citations. Make sure Apple Business Connect, Bing Places, Facebook and key industry directories match your Google profile.
- Posts and updates. Occasional posts about offers, seasonal services or news keep your profile active and give customers more reasons to choose you.
- Questions and answers. Watch for questions on your profile and answer them clearly.
Local search and AI assistants
Google's AI Overviews and assistants like ChatGPT, Perplexity and Gemini increasingly answer local questions directly. They draw on the same profile details, reviews and website content. A complete, consistent profile with specific reviews helps you in both places. If you'd like to go deeper, read our guide to generative engine optimisation.
Frequently asked questions
How long does it take to improve local rankings?
Fixing categories, hours and services can have an effect within weeks. Prominence, which comes mostly from reviews and mentions, builds over months.
Should I use keywords in my business name?
No. Use your real-world business name. Adding keywords can get your profile suspended.
Do I need a separate profile for each location?
Yes, each physical location that serves customers in person should have its own verified profile with its own address, phone number and hours.