Estimated read time: 7 minutes
Introduction
Every day, homeowners in your area type “plumber near me,” “roofer in [your town],” or “landscaper [your area]” into Google. Those searches have extremely high intent, the person is ready to pick up the phone and book.
The question is: does your business show up?
If not, those jobs are going to a competitor. And they’re probably not better than you, they’ve just optimised their local presence.
Here’s the practical guide to ranking at the top of local Google results without spending a penny on ads.
Understanding How Local Search Works
When someone searches for a local trade service, Google shows two types of results:
- The Local Pack — the map with three business listings at the top (prime position)
- Organic Results — the regular website links below
The Local Pack is driven primarily by your Google Business Profile. The organic results are driven by your website’s SEO. To dominate local search, you need both firing properly.
Step 1: Own Your Google Business Profile
This is the single highest-impact free action a trade business can take. If you haven’t claimed your Google Business Profile (formerly Google My Business), do it today at business.google.com.
Once claimed, make sure every field is complete:
- Business name — exactly as you trade (don’t stuff keywords)
- Primary category — be specific (e.g., “Plumber,” not “Home Services”)
- Service areas — add every town and village you cover
- Phone number — your real mobile or office number
- Website — linked to your actual website
- Opening hours — kept accurate and updated for bank holidays
- Photos — at minimum, 10–20 photos of real jobs, your van, and your team
- Services — list every specific service you offer with descriptions
- Posts — share project updates, seasonal offers, and tips regularly
Keeping your profile active and complete signals to Google that you’re a credible, operating business, and rewards you with higher map rankings.
Step 2: Build Up Your Google Reviews
Reviews are the most powerful ranking signal for the Local Pack. The more recent, genuine five-star reviews you have, the higher you rank.
Aim for at least one new review per week. The best way to get there consistently is to send every completed customer a direct link to your Google review page immediately after the job, ideally automatically, so you never forget.
Always reply to every review (positive and negative). Google takes engagement signals seriously, and potential customers read your responses.
Step 3: Optimise Your Website for Local Keywords
Your website needs to tell Google clearly: what trade you are, and where you work. Most trade websites fail at the second part.
What to do:
- Include your town and region naturally in your homepage title and first paragraph
- Create a separate page for each area you serve (e.g., “Plumber in Maidstone,” “Plumber in Sittingbourne”)
- Add your full address in the footer, consistent with your Google Business Profile
- Include location-specific content on each area page (mention local landmarks, typical housing stock, common jobs in that area)
Each location page should be genuinely useful, not just a copy-paste with the town name changed. Google spots thin duplicate content quickly.
Step 4: Build Consistent Business Listings (NAP Citations)
NAP stands for Name, Address, Phone number. Google cross-references your business details across the web to verify you’re a legitimate, established business. Inconsistencies confuse it and hurt rankings.
Make sure your business name, address, and phone number are identical across:
- Your website
- Google Business Profile
- Facebook Business Page
- Checkatrade / TrustATrader profile
- Yell.com, Yelp, Thomson Local
- Any other directory you’re listed in
Step 5: Get Local Backlinks
Backlinks (other websites linking to yours) remain one of Google’s strongest trust signals. For a local trade business, local backlinks matter most.
Opportunities include:
– Your trade association or accreditation body (Gas Safe, NICEIC, Federation of Master Builders, etc.)
– Local business directories and chambers of commerce
– Suppliers who have partner pages
– Local newspapers who’ve covered your work (charity projects, unusual jobs, etc.)
– Other local businesses where you can exchange links naturally
Step 6: Add Schema Markup
Schema markup is code that helps Google understand specific information about your business, including your trade type, location, reviews, and FAQs. Many website platforms support this via plugins, and it helps your listing stand out with star ratings and additional information directly in search results.
At minimum, implement:
– LocalBusiness schema (your name, address, phone, hours)
– Review schema (to show star ratings in results)
– FAQ schema on any FAQ pages
The Compounding Effect
Unlike ads that stop the moment you stop paying, local SEO compounds. Every new review, every new piece of content, every new backlink makes your position stronger. Trade businesses that invested in local SEO three years ago are now almost untouchable in their local markets, and they’re paying nothing per click for that traffic.
The best time to start was a year ago. The second best time is today.
Not Sure Where You Currently Stand?
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Published by Brightr | wearebrightr.com | Business Class Websites™ and Growth Engines for the Trades
