What are the main local SEO ranking factors?

Google uses three main factors for local rankings: relevance (how well your business matches the search query), distance (how close you are to the searcher), and prominence (how well-known and trusted your business is online). Prominence is influenced by your review count, rating, backlinks, and the completeness of your Google Business Profile.

What is NAP consistency and why does it matter?

NAP stands for Name, Address, Phone number. Consistency means your business name, address and phone number are identical across your website, Google Business Profile, and all directory listings. Inconsistencies confuse Google and reduce your local ranking authority. Even small differences like 'St' versus 'Street' can cause issues.

How do I get more Google reviews?

The most effective method is to ask every customer directly after a positive interaction. Create a short link to your Google review page using the Google Business Profile dashboard and send it via text or email. Make it one click — the fewer steps, the more reviews you will receive. Respond to every review, positive and negative, to show Google your profile is actively managed.

Local SEO Guide: Maps, GBP and Local Pack Rankings

Local SEO determines whether your business appears when people nearby search for what you offer. Getting into the Google Maps 3-pack for your key search terms can transform the number of calls, visits and enquiries your business receives.

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How local SEO differs from standard SEO

Standard SEO focuses on ranking in national or global search results. Local SEO focuses on appearing in results for searches with local intent — "plumber near me", "best coffee shop in Sheffield", "dentist open Saturday". These searches trigger the Google Maps 3-pack — the three business listings shown above the organic results — which receives the majority of clicks.

Key insight: A business with 200 Google reviews and a complete profile will almost always outrank a competitor with better website SEO but no reviews and an incomplete profile. Local SEO is heavily weighted toward off-site signals.

The local SEO audit checklist

Google Business Profile

Business name, address and phone number match your website exactly
Business description written with your main keywords naturally included
All relevant categories selected — primary and secondary
Services and products listed with descriptions and prices
Opening hours complete and accurate including special hours
Minimum 10 photos uploaded — interior, exterior, team, work examples
Posting at least once per week — offers, updates, events

Website local SEO

LocalBusiness schema markup on your homepage and contact page
NAP in the footer of every page matching your GBP exactly
Location-specific landing pages for each area you serve
Embedded Google Map on your contact page

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Local SEO Guide: Maps, GBP and Local Pack Rankings

How local SEO differs from standard SEO

The local SEO audit checklist

Google Business Profile

Website local SEO

📍 Run Local SEO Audit Now

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