Local SEO for a small business

What decides local rankings#

For searches such as "coffee shop near me", Google shows a map with a few businesses. Three things decide who appears: how relevant your profile is to the search, how close you are to the person searching, and how prominent your business is, through reviews, ratings, links and mentions. You cannot move your shop, so focus on relevance and prominence.

Step 1: claim and complete your profile#

1. Look up your business in Local and Maps, under Business profile. If it is not claimed, claim it for free at Google Business Profile.
2. Choose the most specific primary category, such as "coffee roaster" rather than "store".
3. Fill in everything: hours, services, attributes, a description in your customers' words, and real photos.

Step 2: check where you rank#

In the Local pack tab, search your most important terms, such as "coffee shop" and "coffee beans", from three or four points around your area. Note where you appear and who beats you. Nearby competitors shows how their ratings and review counts compare with yours.

Step 3: earn reviews every month#

Reviews are the strongest lever most small businesses have.

• Ask every happy customer, in person and by email, with a short link straight to the review form.
• Reply to every review within a few days, especially the negative ones. Calm, helpful replies build trust with the next reader.
• Aim for a steady flow rather than a burst.

Step 4: answer questions#

The Questions tab shows questions people asked on your profile. Answer any open ones. Add the common ones to your website's FAQ.

Step 5: make your website match#

• Use exactly the same business name, address and phone everywhere: your website, your profile and directories.
• Give each location its own page with the address, a map, opening hours, photos and LocalBusiness structured data from the schema generator.
• Mention your area naturally in your content: the neighbourhood, nearby landmarks, the areas you serve.

Step 6: get mentioned locally#

Local news, community sites, suppliers, event pages and local directories are natural places to be listed and linked. One relevant local link often helps more than several from unrelated sites.

A monthly routine#

• Check your local pack positions from the same points.
• Ask for reviews and reply to new ones.
• Answer new profile questions.
• Post an update about an offer, a new product or an event.
• Fix anything the site audit flags on your location pages.