Welcome back to Volume 5 of the “Did You Know?” series — this week we’re talking no ad spend. Tidy your Google Business Profile, stack honest reviews and add useful location pages. Be the business that pops up (and gets picked) when someone searches “near me.”
Most local buyers don’t start on your homepage. They start on Google. If your Google Business Profile and location pages do the basics well, you’ll earn calls, visits and messages without touching your ads budget. This is about being findable and chooseable the moment someone nearby needs you.
In plain English
Local search is simple when you strip the jargon. Google wants to show nearby businesses that look open, relevant and trusted. Your profile tells Google who you are, when you are open, what you do and where you do it. Your reviews and photos prove you are real. Your website’s location pages confirm the detail and give people a next step.
You do not need tricks. You need tidy information. The right primary category. Accurate opening hours. A short description that sounds human. A few recent photos that look like your business. On your site, one page per branch or area with the key facts and a clear way to contact you. Nail those and you will appear more often and get chosen more often.
What good looks like
- Get the category right. Pick the best primary category for what you do today, not last year. Add 2 to 4 secondary categories if they truly fit. The primary category is a strong signal, so choose carefully.
- Keep hours accurate. Update opening hours for the next 90 days. Add bank holidays and seasonal changes. If you are open, show open. Nothing loses trust faster than a closed door.
- Complete the profile. Add services, a short description in plain English, a local phone number and the right website link. Keep your name, address and phone identical to your site.
- Ask for specific reviews. Do not chase stars alone. Ask happy customers to mention what mattered: response time, price clarity, on time arrival, aftercare. Reply to every review.
- Post and add photos. One useful post a month beats silence. Add recent, real photos of your team, premises or work. Avoid stock images.
- Build helpful location pages. One page per branch or service area. Include address, opening hours, a map, the services offered there, local FAQs and a short form or phone number. Link from your services hub so users can find them.
- Use local wording naturally. Service plus place in headings and copy is fine when it sounds like a person wrote it. Avoid stuffing lists of towns.
- Fix citation mess. Check the big directories for mismatched names or numbers. Consistency reduces confusion for Google and for people.
60-second action
Open your Google Business Profile.
1. Set the primary category to the closest match for what customers actually search for.
2. Update your opening hours, including any seasonal changes and bank holidays. Press save. Then check your profile in Google Maps on your phone. This tiny tidy-up often moves the needle.
FAQs
Do photos actually help with local visibility?
They do. Upload recent, real photos (team, premises, work) at least monthly. Authentic images increase profile views and call clicks, and they signal you’re active and trustworthy.
How many categories should I choose?
One primary that fits best. A handful of secondary categories if they truly describe what you do. Quality over quantity.
How many reviews do I need?
As many honest ones as you can gather over time. Aim for steady, recent reviews that mention outcomes, not a one-off spike.
For the curious
Read Local SEO: The Ultimate Guide for a fuller walkthrough of profiles, reviews and location pages.
See Mastering Google My Business for step by step profile tips and common pitfalls.
Want a practical plan to tidy your profile, build useful location pages and lift map visibility without ads? See Local SEO in our SEO services and we will map the quickest wins for your business.
