Local SEO – how to get found on Google in your town

How Google chooses local results

When someone searches for “bakery near me” or “electrician Paderborn,” Google shows a map with matching businesses at the top. According to Google, which ones appear there depends mainly on three things: relevance, distance and prominence.

Relevance means: how well does your profile match what’s being searched for? The more precise your information, the better Google can match you. Distance is how close you are to the person searching. Prominence describes how well known your business is – Google names reviews and ratings as well as links from across the web, among other things.

The lovely part: you can shape two of these three yourself. With a well-kept profile and a lively review culture, you show Google and your future customers who you are.

• Relevance: complete, accurate information in your profile.
• Distance: how close you are to the people searching.
• Prominence: reviews, ratings and mentions across the web.

Fill out your profile completely

The foundation is a verified Business Profile. It tells Google you’re authorized to represent the business. After that, it pays to bring every field to life – the more complete your profile, the better Google can match it to the right searches.

1. Verify your business so you can manage all the details yourself.
2. Enter your name as it appears in real life on your sign, letterhead and website.
3. Add your full address – or your service area if you travel to your customers.
4. Add your phone number and website.
5. Write a description: what you offer, what makes you special, who you’re there for.
6. Choose attributes that fit you, for example parking or Wi-Fi.

Categories: tell Google exactly what you are

Your category is one of the most important details in your profile. Google advises choosing as your primary category the one that best describes your business – and as specifically as possible: “Nail salon” rather than just “Salon.”

Additional categories highlight special areas or services, such as the bakery inside a grocery store. Google recommends not creating a separate category for every product but deliberately choosing a few that fit.

Opening hours and special hours

People looking for you mainly want to know one thing: are you open right now? Google explicitly names opening hours as important information – including special hours.

So enter not only your regular hours but also special hours for holidays, long weekends, company vacations or a Sunday shopping day. That way Google always shows the right thing, and your customers come exactly when you’re there for them.

Photos and videos that make people want to come

Pictures often say more than any description. Google recommends showing photos and videos in your profile – and, for retail, available products too.

Show what your place looks like and who works there: the exterior so people can find you, the interior, your team, your work, your products. New photos every season keep your profile fresh and give people a good feeling before their first visit.

• Exterior and entrance – so people recognize you right away.
• Interior, counter, workshop or treatment room.
• The team at work.
• Products, dishes, finished projects.
• Seasonal touches: fall décor, Christmas baking, the summer garden.

Posts in your Business Profile

In your Business Profile you can publish posts: updates from your business, offers with a time period and events with a date. They appear right in your profile on Google.

That way you also share in search what’s happening with you right now – the new lunch menu, the fall promotion, the open house. A regular rhythm shows everyone who finds you that things are happening here.

Collect and reply to reviews

Google says so itself: the more reviews and positive ratings your business receives, the better its ranking can be. Positive reviews and helpful replies can help you stand out from others.

After a great experience, kindly ask your customers for their honest opinion – easiest with your review link or a QR code at the counter. And reply to every review: warmly to praise, calmly and factually to feedback. Every reply shows how you treat people.

Consistent details everywhere

Your name, address and phone number show up in lots of places: in your Google profile, on your website, in your legal notice, on Instagram and Facebook, in business directories. When these details match everywhere, people find you without detours – and everything feels all of a piece.

Take the time once to go through every place, then keep them up to date together. If you move, get a new number or change your opening hours, you update all entries in one go.