7 Must-Do Local SEO Steps to Rank Higher on Google Maps

If you have ever typed “coffee near me” or “best dentist in [your city]” into Google, you have probably skipped the ads, glanced at the map pack (those top 3 businesses with star ratings), and picked the one that looked most legit, right?

Now, flip that thought. When someone nearby searches for your services, are they seeing your business? Or are you buried so far down the list that they’d need a shovel and a flashlight to find you?

If your business isn’t showing up on Google Maps, you’re not just missing out on clicks; you’re missing out on customers. That’s right. Every call your competitor gets could’ve been yours. Every website visit, every “directions” request, and every review adds up to lost revenue and visibility.

But here’s the good news: You don’t need to be an SEO wizard to fix this.

With the right approach, consistency, and a sprinkle of strategy, you can climb the Google Maps rankings ladder and stay there. 

With a rich experience of 13+ years in the field of SEO, we at Mavlers have Ishan Maniar, our SEO expert, walking you through the exact steps to do just that.

Whether you’re a local florist, dentist, HVAC technician, or boutique owner, if you rely on foot traffic or local leads, this guide is for you.

Let’s dive in.

Why local SEO matters more than ever

Gone are the days of yore when people would flip through the pages of dogearred phone books to fix an appointment with the local dry cleaners, dentist, or order a Joey special double pizza from the best pizzeria. 

People now simply whip out their phones, ask Google, and make decisions in seconds.

That’s where local SEO for small businesses shines. It ensures your business shows up at the right place, at the right time, when someone nearby needs what you offer.

And here’s the kicker: Google has stated that businesses with complete and optimized profiles are:

• 2.7x more likely to be seen as reputable

• 70% more likely to attract local visits

• 50% more likely to convert those visits into sales

So, if you’re not actively optimizing your Google Business Profile, you’re leaving real money on the table.

The local SEO checklist: 7 steps to Google Maps success

Let’s break down the key steps to improve your GBP rankings in Google Maps, get seen by more customers, and outshine the competition.

1. Optimize your Google Business Profile (GBP)

Truth be told, if your GBP is blank or outdated, you might as well have an invisible “Closed” sign on your front door.

Here’s how to make your profile pop:

• Fill out everything:  business name, address, phone, website, hours, and description. Interestingly, businesses with complete profiles receive 7x more clicks than those with missing details. A fully optimised profile increases trust, making it easier for customers to choose you over competitors.
• Use relevant terms from your local keyword research (but steer clear from stuffing, please).
• Upload high-quality images that showcase your products, space, team, or services. Here are some must-have photos for your profile:

~ Exterior shots – Building entrance, signage, parking area, and street view.

~ Interior shots – Showcase your workspace, reception, or unique features.

~ Team photos – Employees in action, team interactions, and service delivery.

~ Product & service images – Show real inventory, dishes (for restaurants), or completed projects.

~ Behind-the-scenes- A look into your daily operations, work process, or equipment.

~ Before & after images – Especially useful for service businesses like salons, cleaners, and contractors.

• Keep hours updated, especially during holidays or events.
• Turn on messaging so customers can reach out instantly.

We recommend adding products, services, and business attributes (like “black-owned,” “women-led,” “free WiFi”) to give customers (and Google) even more context.

2. Choose the best primary category for maximum visibility

When choosing your primary business category, don’t get clever; get clear.

If you’re a “wedding photographer,” don’t just list “photographer.” Be specific. This helps Google match your business to people searching for that exact service.

You can also add secondary categories, but make sure they’re relevant and accurate. This one move can dramatically boost your visibility in the right searches.

Check out an example of a smart category choice.

Let’s say you own a salon. Here’s how you might analyse your options:

• “Hair Salon” – High search volume, but also high competition.
• “Unisex Hair Salon” – Fewer competitors, and still a high-relevance category.
• “Men’s Haircut” or “Bridal Hair Stylist” – More specifically, it could dominate niche searches.

By selecting “Unisex Hair Salon” as the primary category and using “Bridal Hair Stylist” as a secondary one, you might improve your chances of ranking higher for the right audience.

Here are some of the common mistakes or pitfalls to avoid;

• Going too broad – A general category like “Contractor” may be too vague, while “Kitchen Remodeler” better targets homeowners searching for kitchen renovations.
• Selecting a category you wish you ranked for – Only choose categories that match the services you actively provide. If Google doesn’t see supporting signals (like website content and reviews), your rankings may suffer.
• Ignoring regional trends – Different categories perform differently by location. A category that works in one city may not be the best choice in another.
• Constantly changing categories – It can take 2-4 weeks for category changes to impact rankings. If you switch too frequently, you won’t see reliable results.

3. Build a strong review strategy 

Let’s be honest; most of us don’t trust a business with zero reviews. But 4.9 stars with dozens of recent, glowing reviews? That’s click-worthy.

To win at Google Maps rankings, you need consistent, quality reviews.

~ Ask happy customers (in person, via email, or even in-store signage).

~ Reply to every review—yep, even the not-so-good ones.

~ Mention services and locations naturally in your responses.

For instance:

“Thanks, Sarah! So glad we could help with your roof repair in South Austin.”

Simply put, reviews = trust, trust = clicks, clicks = conversions. Get the most out of it!

Also, customer reviews that include photos carry extra weight in Google’s ranking algorithm. Photos add credibility because they provide visual proof of your services, products, and customer experiences.

Encourage customers to upload photos, especially for services where before-and-after images make a big impact (e.g., home improvement, beauty services, landscaping).

4. Optimize your services section for maximum visibility

Google provides a list of predefined services based on your business category. These aren’t arbitrary; they align with common search queries and help Google match your profile to potential customers looking for those services.

By selecting all relevant predefined services, you increase your visibility for those terms without needing to rely solely on website content.

Follow these steps to access and optimise your service listings:

1. Log in to your Google Business Profile dashboard.
2. Navigate to “Edit Profile” > “Services”.
3. Review Google’s suggested services based on your business type.
4. Select all applicable services (many businesses mistakenly skip options that could drive traffic).
5. Enhance service listings with short, keyword-rich descriptions and pricing details if applicable.

For example:

A plumbing business might see predefined services such as:

• Drain cleaning
• Leak repairs
• Water heater installation

If all three services are added and properly described, the business gains visibility for searches related to each one.

Many businesses fail to maximise their Services section due to avoidable errors. We recommend watching out for:

• Being too vague: Instead of “Handyman Services,” specify “Furniture Assembly” or “Drywall Repair.”
• Keyword stuffing: “Best NYC Plumber Leak Repair Drain Cleaning” is unnatural. “Leak Repair & Drain Cleaning in NYC” is better.
• Leaving outdated services: If you no longer offer a service, remove it to maintain accuracy.
• Not including pricing: Listings with price estimates get higher clicks.
• Ignoring location-based optimisation: Adding location details in descriptions (e.g., “Fence Installation in Sydney”) improves local rankings.

5.  Optimize your business name for better visibility

Your business name is one of the strongest signals Google uses to determine search rankings. Including relevant keywords in your Google Business Profile (GBP) name can significantly improve your position in local search results. 

However, there’s a fine line between smart optimisation and violating Google’s guidelines. Let’s explore how to do it the right way.

Google places considerable weight on business names when ranking local search results. If your name naturally includes your industry or services, it improves your chances of appearing in relevant searches.

For example, a business named “Sunnyvale Pet Grooming” is more likely to rank higher for pet-related searches than a generic name like “Sunnyvale Services” because Google can instantly associate the business with pet grooming.

But before you rush to add keywords to your GBP name, it’s essential to follow Google’s rules.

If you add unnecessary keywords that are not part of your legal business name, you risk suspension or removal from Google Maps.

So, what’s the solution?

Instead of taking shortcuts, consider a legally compliant way to optimise your business name.

A DBA (Doing Business As) allows you to legally operate under a name that includes important keywords while complying with Google’s guidelines.

Steps to register a keyword-optimized DBA:

• Identify your core keywords – Research what terms your potential customers use most when searching for your services.
• Create a natural-sounding name – Avoid keyword stuffing; instead, blend keywords naturally into your business name.
• File for a DBA with local authorities – Check your state or city’s requirements for registering a trade name.
• Update all business assets – Ensure your website, social media, business directories, and printed materials reflect your updated name.

For example, if your official business name is “Anderson Group Inc.” but you specialize in lawn care, you could register “Anderson Lawn & Landscape Services” as your DBA to clearly communicate your services to both customers and search engines.

We recommend updating your signage, invoices, and digital presence with your new DBA name to strengthen its legitimacy, reducing the chances of Google flagging it.

Once you update your business name, make sure it appears identically across:

• Google Business Profile
• Website (header, footer, contact page)
• Social media pages
• Business directories (Yelp, Yellow Pages, etc.)
• Legal documents and invoices
• Email signatures
• Storefront signage

Google values consistency. If different variations of your business name appear across platforms, it can create confusion and weaken your local SEO strength.

6. Build local authority with citations & links

Think of citations like online references. They tell Google that your business exists, is legitimate, and operates where you say it does.

You want consistent local citations across reputable directories like, Yelp, Bing Places, YellowPages, Apple Maps, Facebook, etc. 

But here’s the catch: your NAP (Name, Address, Phone) must be exactly the same everywhere, down to the formatting.

Also, don’t forget to build some local backlinks. Get featured in local news, sponsor a neighborhood event, or partner with other businesses. That kind of local buzz builds authority fast.

7. Master the fundamentals for long-term success

Many businesses get caught up chasing quick fixes and hacks to boost their Google Business Profile rankings. However, the real winners in local SEO aren’t those looking for shortcuts they’re the ones who master the fundamentals and apply them consistently.

Staying on top of your Google Business Profile doesn’t require hours of work every day. A structured, one-hour daily plan can ensure you’re covering all critical areas. Here’s a breakdown:

Monday: Optimize your business profile

• Update your business description and services
• Upload fresh photos or videos
• Check and respond to Google Q&As
• Post an update (special offers, announcements, etc.)

Tuesday: Manage your reviews

• Respond to new reviews professionally
• Request feedback from recent customers
• Follow up on pending review requests
• Identify recurring themes in reviews to improve services

Wednesday: Strengthen your content & website connection

• Add new FAQs to your website based on common customer questions
• Optimise location pages with relevant details
• Create a Google Business Profile post with local keywords
• Update seasonal promotions or services

Thursday: Build local authority

• Verify the accuracy of online directory listings
• Engage with local social media groups or forums
• Identify sponsorship opportunities for local events
• Respond to media requests (HARO, local news, etc.)

Friday: Competitor & performance analysis

• Monitor competitors’ recent activities
• Identify new keyword opportunities
• Adjust your strategy based on insights
• Schedule next week’s Google Business Profile updates

This approach ensures that all ranking factors are addressed consistently, preventing ranking drops and keeping businesses ahead of competitors.

The road ahead 

If you’d like to outsource your local SEO needs to Mavlers, we recommend reading ~ Mavlers’ approach to local SEO.