Local SEO Guide for Tradespeople: Get Found in Your Town

Your Google Business Profile (GBP, formerly Google My Business) is the single most important asset in local SEO. It's what powers the map pack — the boxes of three local businesses that appear above the regular search results.

The basics:

• Use your real, consistent business name — no keyword stuffing
• Pick the most specific category Google offers for your trade
• Set a precise service area — the towns and postcodes you actually serve
• Add real opening hours and keep them up to date (especially around holidays)
• Upload at least 10 high-quality photos: van, team, completed jobs, before/after
• Write a 600-word business description that genuinely describes your work
• Verify your profile properly — by postcard or video as Google requires

Reviews are the single biggest factor in local pack rankings after distance. Every plumber within 5 miles is competing on roughly the same distance score — the one with 47 five-star reviews almost always beats the one with 6.

How to get them:

• Ask every single happy customer, in person, at job completion
• Send a follow-up text with a direct review link 24 hours later
• Reply to every review — positive and negative — within a week
• Aim for at least 2 new reviews per month, every month, forever

We've written a full playbook on this — see how to get more Google reviews without buying them for the exact scripts, timing, and tools we recommend.

NAP = Name, Address, Phone. Google trusts a business more when its name, address and phone number are identical across its website, GBP, and major directories (Yell, Bing Places, Trustpilot, FreeIndex, Checkatrade).

Even small inconsistencies — "Ltd." vs "Limited", "Street" vs "St" — can quietly hurt rankings. Pick one canonical version and use it everywhere.

If you serve multiple towns, build a dedicated page for each one. A plumber covering St Ives, Huntingdon and Cambridge should have /plumber-st-ives/, /plumber-huntingdon/ and /plumber-cambridge/ pages.

Each page should be unique, genuinely useful, mention specific local landmarks/areas, and include local schema markup. Don't just duplicate the same content with the town name swapped — Google penalises that.

LocalBusiness schema (in particular the right sub-type, e.g. Plumber, Electrician, RoofingContractor) tells Google exactly what your business does, where it operates, what hours, what reviews. It's invisible to visitors but enormously useful to Google.

Most WordPress and Wix sites get this wrong or omit it entirely. Hand-coded sites can include perfect schema from day one.

Most of your traffic is mobile. Google ranks on mobile. A slow mobile site costs you both rankings and conversions. Test yours at pagespeed.web.dev — anything under 90 on mobile is hurting you.

You don't need 200 directory listings. You need 10-20 high-quality, locally-relevant ones — Yell, Bing Places, Trustpilot, FreeIndex, your trade association, your local chamber of commerce, Checkatrade or TrustATrader if relevant. Make sure NAP is identical on every one.

Local SEO is not magic. Done properly, you'll see meaningful ranking improvements in 3-6 months, and dominant local positioning by 12 months. Don't fall for anyone promising "page one in 30 days" — they're either lying or about to do something that gets you penalised. If you want a deeper look specifically at the map pack, our guide on how to rank higher on Google Maps in 2026 walks through each signal in order.

Every managed website plan we offer includes Google Business Profile setup and optimisation, schema markup, location pages, technical SEO, and a hand-coded mobile-perfect site. For most tradespeople, it's significantly more cost-effective than hiring an SEO agency on top of a separate web designer. Have a look at our website service built specifically for tradesmen or our wider SEO service for the details.