Set up your Google Business Profile

Your Google Business Profile is the free listing that appears on Google Maps and in the map results on Google search. If you haven't got one, create it at business.google.com using your business name exactly as customers know it.

Google will ask you to verify that the business is real. This is often done by recording a short video of your van, tools or workplace, though the method varies. Your listing won't show properly until it's verified.

Then fill in everything: services, opening hours, phone number, website, a description of what you do, and as many real photos of your work as you can.

Choose the right categories

Your primary category is one of the most important choices you'll make. It tells Google what you are, so pick the one that best describes your main service, like "Plumber" or "Window cleaning service".

You can add secondary categories for other services you offer. Only add ones you genuinely do, as unrelated categories can confuse Google rather than help.

Look at the businesses that show up first for your main search terms. Their categories are a useful guide to what Google expects for your type of work.

Service areas vs an address

Most trades work at their customers' homes, so Google treats them as service-area businesses. You can hide your home address and list the towns or areas you cover instead.

Keep your service area realistic. Listing a huge area doesn't mean you'll show up across all of it. Google still weighs how close you are to the person searching.

Your website should match your listing, with the same business name, phone number and areas covered. Consistency helps Google trust that the details are right.

Reviews and why they matter

Reviews are one of the clearest signals Google uses, and they're what customers look at first when comparing trades. A listing with plenty of recent, genuine reviews usually beats one with a handful from years ago.

The easiest way to get more is to ask every happy customer, at the end of the job, with a direct link to leave a review. A quick WhatsApp message with the link works well.

Reply to every review, good or bad. It shows customers you care, and it keeps your listing active.

Why your listing might not be showing

If you can't find your listing, check it's verified and hasn't been suspended. Suspensions often happen after changes to your name or address, or when the business name includes extra keywords.

If it's live but not showing for searches, it's usually down to distance, competition or a thin listing. Nearby competitors with more reviews, photos and complete profiles will often rank above you.

Search from a customer's point of view, in the areas you cover, not from your own home. Results change a lot depending on where the search is made.

When to get help

You can do all of this yourself, and it's worth doing. But if your listing is set up and you're still not showing up, or you don't have the time to keep on top of it, that's when help pays for itself.

A good local SEO service will sort your categories, fill gaps in your profile, build a steady review process and connect your listing to a website that backs it up.

If you'd rather have it done for you, take a look at our Local SEO package.