Local SEO keeps evolving, and few tasks are more vital for brick-and-mortar businesses or service areas than ranking highly in the Google Maps “Map Pack.” In 2025, optimising your Google Business Profile (formerly Google My Business) remains one of the fastest ways to attract qualified local customers. Whether you’re a plumber, electrician, cleaner, or professional service provider, claiming those top spots means more calls, more bookings, and faster business growth.
This guide lays out seven practical, field-tested SEO hacks to help your Google Business Profile reach the top—and stay there. These are proven tactics from Tim Richard, who manages local SEO for over 40 locations across the US, all updated for the latest Google ranking factors, features, and policies.
Why Is Google Business Profile So Important?
When potential clients search for local businesses, nearly half the time they click on results in the Maps section, not ads or normal web listings. Google’s local 3-Pack—the three featured businesses above map results—gets a majority of those clicks. If your business appears there, you’re winning visibility, trust, and sales without spending on paid ads.
With Google continuously refining local algorithms, optimising your profile isn’t a “set-and-forget” task. Let’s dive into the smartest ways to achieve—and defend—a top ranking.
1. Choose the Right Primary Business Category
Google business categories directly influence how often your profile shows for relevant searches. Selecting the optimal category is crucial: even subtle distinctions make a difference (for example, “Lawn Care Service” versus “Landscaper”). But which category is best for your services?
Pro tip: Use the free GMB Everywhere Chrome plugin. Search your main keywords, and the top listings reveal their primary category. Choose the same category as the highest-ranking competitors for your target searches. This one tweak often causes Google to reevaluate your relevance—sometimes moving your listing up almost instantly.
Don’t forget: you can add secondary categories for broader keyword coverage, but don’t dilute your main focus with too many. Always prioritise the category that matches your ideal customer’s intent.
2. Optimise Your Business Name for Target Keywords
Your business name is a subtle but powerful GMB ranking signal. It needs to reflect your actual legal name (according to Google’s policies), but including high-impact keywords is crucial where possible. For example, instead of “Big Mike’s,” use “Big Mike’s Denver Lawn Care”—this targets city-specific searches for lawn care in Denver and increases local relevance.
If your current business name doesn’t contain a valuable keyword, consider updating your legal business name or using a DBA (“doing business as”) that reflects both services and target area. Always remain compliant with Google’s guidelines to avoid suspensions.
3. Secure a Location Within Your Target Service Area
Location matters: Google usually prioritises businesses physically located within the searcher’s city or service area. If your address is just outside city limits, you’re probably missing out on local traffic.
Solution? Use a staffed co-working space, virtual office, or legitimate secondary address within the targeted city. Per Google’s latest policy, a virtual office address must be staffed during business hours—but this is often enough to appear as local for map-based searches.
For service-area businesses (like electricians or cleaners serving several cities), precisely set your service area boundaries in your GBP dashboard. Always keep your info accurate and up to date to avoid confusion or penalties.
4. Write a Goal-Focused, Keyword-Rich Business Description
Your Google Business Profile description acts as your “elevator pitch” for both Google’s algorithms and human customers. Craft it to showcase:
- Who you are
- What you do
- Where you work
- Which services you offer
Sprinkle local keywords naturally throughout—city names, service types, and areas you cover. This helps Google “scrape” the information it needs to confidently associate your business with those local queries. Don’t stuff the services list—focus on a handful of core offerings to build a strong, recognisable brand presence.
Include all business details, select only relevant services and products, and clearly define your geographic service areas.
5. Upload High-Quality, Geotagged Photos and Videos
Visuals matter more than ever for local SEO. Upload real, high-quality images and videos showing your team, work, location, and happy customers. To boost visibility further, geotag each photo and video so Google knows where they were taken. Free tools like Geoimgr.com let you add precise latitude and longitude data matching your service area.
This tells Google not only that you’re active and legit, but also exactly where you operate. Businesses with fresh, geotagged images often appear more trustworthy, get more clicks, and see better rankings—especially in service industries where showing off workmanship counts.
Aim for ongoing updates, not just a one-time upload. Feature before-and-after work shots, videos of your team in action, and images of your business in the community.
6. Get More Reviews—and Reply to Everyone
Customer reviews are the lifeblood of Google local rankings. Businesses with lots of positive ratings and responsive engagement consistently outrank those with few or neglected reviews. If you’re not actively asking every happy client for a review, you’re leaving easy ranking opportunities on the table.
Use automated follow-up emails, direct SMS requests after every job, or hand out printed cards with your review link. The easiest method? Just ask—in person or via text.
Always reply to reviews—positive or negative. A thoughtful response shows Google and searchers you’re engaged, responsible, and trustworthy. Include the reviewer’s first name and reference specifics from their visit or job if possible. Address criticisms professionally: this demonstrates to new customers your commitment to service.
7. Fully Optimise Your Website Landing Page
The web page you link to from your Google Business Profile should be hyper-relevant—dedicated to the specific city and service highlighted on your GBP. Optimise it with:
- Target keywords in the page title and H1/H2 tags
- Consistent business Name, Address, and Phone Number (NAP)
- Embedded Google Map of your location
- Local testimonials or case studies
- Clear calls to action
Additionally, build local backlinks. Partner with area businesses, sponsor events, or volunteer for charities and get them to link back to your website. If possible, link to other trusted local businesses from your page, showing Google you’re locally active and well-connected. These signals reinforce your authority and neighbourhood relevance.
Local SEO Success in 2025
Ranking your Google Business Profile is more competitive—and rewarding—than ever. It’s not enough to just claim your listing and fill in the basics. By following these seven proven SEO tricks, you shape your profile into a magnet for local leads, phone calls, and sales.
- Pick the right business category—don’t guess, research top competitors.
- Optimise your business name with strong, real keywords.
- Maintain a true local address in your target city.
- Write sharp, keyword-focused descriptions and service lists.
- Upload regular, geotagged visuals to showcase your real team and work.
- Get reviews and reply to everyone—don’t neglect any feedback.
- Link to a locally optimised website page and build area backlinks.
Master these steps, and watch your Google Map Pack rankings soar—all without paid ads or tricks that risk your visibility. In the new world of local SEO, authenticity, accuracy, and customer engagement are the real growth levers.
Want more actionable SEO guides? Drop questions in the comments, and share your success story—the local business community is strongest when everyone helps each other climb higher.