Local SEO: how tradespeople and retailers can stand out on Google Maps

Search for "plumber Angoulême" on Google and you see three results with a map. That little box is Google's local pack . If you're a tradesperson, retailer or independent professional, it's probably THE most important part of your online presence.

46% of Google searches have local intent. Almost half. The first local-pack result gets around 24% of clicks. If you're missing, your competitors thank you.

Google Business Profile: your free shop window

It used to be Google My Business. Now it's Google Business Profile. The name changes, but the principle is the same: your business card on Google and Google Maps. And it's free.

The trouble is, most profiles I see were filled in carelessly. An approximate business name, a vague category, a blurry photo from 2019 and no reviews. Honestly, it doesn't look good.

Here's how to optimise your profile so it performs:

Business name. Use your real name, not a keyword-stuffed version. "Dupont Plomberie" is fine. "Dupont Plomberie Heating Engineer Angoulême Charente Cheap" will get you penalised by Google. I see it every week and it makes me wince.

Primary category. Be as precise as possible. "Plumber" rather than "Repair service". Google offers hundreds of categories; find the one closest to your main activity. You can add up to nine secondary categories.

Description. You have 750 characters to explain your value. Describe your services, service area and specialities. Include keywords naturally. Nobody reads a description that looks like a 2003 Yellow Pages listing.

Photos. This is THE most underestimated factor. Listings with over 100 photos receive 520% more calls than those without photos (Google statistic). Show your team, work, premises and tools. No professional photographer needed: a good smartphone is enough. But please, no blurry pictures.

Customer reviews: where the real difference lies

I'll be direct: without Google reviews, you're almost invisible in local results. Reviews are the number-one ranking factor for the local pack, according to Whitespark's 2025 study.

Buying fake reviews is NOT an option. Apart from being illegal, Google is getting better at detecting them and can suspend your listing. I've seen it happen; it isn't pretty.

The right strategy:

Ask consistently. After each job, send a text or email with a direct link to your Google listing. Most happy customers are willing to leave a review; they just need asking. One bakery client went from 12 to 87 reviews in six months simply by adding a QR code to receipts. Clever.

Reply to EVERY review. Positive ones ("Thank you, Jean-Pierre, see you soon!") and negative ones ("We're sorry about your experience; please contact us so we can discuss it"). Google values active profiles, and future customers watch how you handle criticism.

Consistency matters more than quantity. Two or three reviews every month are better than 50 at once followed by six months of silence. Google likes consistency.

Your website: an essential companion

Your Google listing isn't enough. You need a website confirming to Google that you're a legitimate business in your area.

The basics:

Your name, address and phone number (NAP) must be identical everywhere: Google listing, website, Yellow Pages and social media. Even a small variation ("Street" versus "St", for example) can confuse Google. Yes, it can be that fussy.

Local pages. If you work in several towns, create a dedicated page for each with unique content. Don't just copy and paste a different town name; Google isn't fooled. That's exactly what I've done for my own local pages : content specific to each town, including neighbourhoods, business areas and local characteristics.

Schema.org LocalBusiness markup. This is code (JSON-LD) added to your website to help Google understand your business, address and opening hours. If you have a developer or use WordPress, it's easy to set up. On my site, it's generated automatically through the template system.

Google Posts: the feature nobody uses

Google Business Profile lets you publish posts: short articles visible directly on your listing. Almost nobody does it. That's an opportunity.

Publish weekly: an offer, completed job, tip or local event. Each post remains visible for seven days. It shows Google your profile is active and gives people a reason to click.

A roofer I work with posts a photo of that week's job every Friday with a short caption. His calls increased by 35% in three months. Not bad at all!

Mistakes that hurt your local SEO

Not verifying your listing. If you haven't completed verification using the code Google posts to you, your listing won't appear. It sounds obvious, but clients have contacted me after six months of struggling when they'd never entered the code.

Incorrect opening hours. A customer arrives on Tuesday at 2 pm and you're closed, although Google says "open". The result: a one-star review. Keep your hours up to date, especially on public holidays.

Ignoring Google questions. People can ask questions directly on your listing. If you don't answer, anyone can answer for you. That's not ideal.

Local SEO isn't rocket science, but it takes care and consistency. It's exactly the kind of solid foundation I build with my clients — because a well-optimised Google profile can literally double incoming calls.

If you're wondering where to start, send me a short brief and we'll review your situation together. Fifteen minutes, no commitment, and you'll leave with a practical action plan.

Source: Whitespark — Local Search Ranking Factors, 2025

Translated from the original French article. Publication dates, examples and figures refer to that original version.