Local SEO for service businesses: where we start.

Local SEO is often made more complicated than it is. At its core it is three things: Google thinks you exist, Google knows where you are, and Google trusts you enough to show you to local searchers.

Here is how we tackle it for new clients. Step by step.

Step 1 · Google Business Profile in order

For local searchers, Google Business is more important than your website. A well set-up profile appears in Google Maps and in the "local 3-pack" at the top of search results.

What we always do:

• Name, address, phone (NAP): exactly the same as on your website. No "Ltd" on Google and not on the site.
• Categories: pick your main category precisely. Add 2–5 relevant sub-categories.
• Service areas: for businesses without a fixed location — name every city/region.
• Photos: at least 10, real photos of you and your work. No stock photos.
• Opening hours: including holidays, always current.
• Products/services: fill this field completely. Google uses it for matching.

Step 2 · Local landing pages

If you serve 5 towns, you need 5 pages. Not "we work in Moraira, Jávea and Dénia" on one page — that ranks for nothing.

Every town gets its own page with:

• Title: [Service] in [Town], [Business name]
• H1 with town + service
• 200–400 words of unique text (not copy-paste with town name swapped)
• Map with your service area around that town
• 1–2 local references/projects in that region
• Contact block

One strong page per town always beats 10 weak ones.

Step 3 · Reviews (real, no tricks)

Google uses reviews as a strong local signal. Goal: at least 10 reviews averaging 4.5+ within 3 months.

How to get them:

• Ask after every successful job. Personally, not via a generic email.
• Send a short link (Google Business generates one for you).
• Reply to every review, including negative ones. Without argument.

Step 4 · Technical SEO foundation

Without a proper technical foundation the rest does not get picked up:

• Schema.org LocalBusiness: literally tells Google who/where you are
• Sitemap.xml and robots.txt: set up correctly
• Speed: Core Web Vitals in the green
• Mobile-friendly: Google's mobile-first index
• HTTPS: obvious, but we still see it missing

Step 5 · GEO. Findable in ChatGPT and Gemini

New this year: people are searching more via AI tools. To appear there ("Who is a good bookkeeper in Amsterdam?") you need different signals than classic SEO.

• Clear, factual answers on your site (good for FAQ schema)
• Clear entity clarity — who you are, where you are, what you do
• Mentions on external authoritative sources (Wikipedia, trade associations, local news sites)

Timeline: when do you see results?

Roughly:

• Week 1–2: Google Business visible, first impressions
• Week 3–6: Local landing pages start ranking
• Week 6–12: Growth in clicks and leads
• Month 3+: Compounding — more reviews, more content, more authority

Our AC Costa Blanca case (see Cases) hit 7.78K Google impressions and 308 clicks in three months. No ads. This approach.