What a "near me" search really shows

When someone in Scarborough types dentist near me or bubble tea, Google shows a map with a short list of businesses before any regular results. Being in that list is worth more to a local business than almost any ad.

Google explains that local results are based mainly on three things: relevance (how well your profile matches the search), distance (how far you are from the searcher) and prominence (how well known you are, including reviews, ratings and links from other websites). You cannot change distance. You can work on the other two.

Relevance: help Google understand what you do

  • Choose the most specific primary category, and add accurate secondary ones.
  • List your services or menu with plain descriptions using the words customers use. "Gel manicure" not "nail artistry experience".
  • Write a clear business description. Do not stuff keywords or city names into your business name, which goes against Google's guidelines.
  • On your website, give each main service its own page and mention the areas you serve naturally.

Prominence: give Google reasons to trust you

  • Reviews: a steady flow of new, genuine reviews, with replies. See how to get more reviews.
  • Consistent details everywhere: the same name, address and phone on your website, Google, Apple Maps, Yelp, Facebook and local directories.
  • Local links and mentions: your BIA or chamber of commerce, local blogs, event sponsorships, suppliers and partners.
  • Photos and updates: an active profile looks like an active business.

Service area businesses

Cleaners, movers, plumbers and other businesses that visit customers can still appear in local results. Set your service areas in your Business Profile, hide your home address, and create a website page for each main area you serve with real details, such as jobs you have done there.

A 30 day local search plan

  1. Week 1: complete and correct your Google Business Profile using our checklist.
  2. Week 2: fix your name, address and phone on every listing you can find. Search your business name to see them.
  3. Week 3: start asking every customer for a review and reply to all existing ones.
  4. Week 4: add photos, post an update, and ask one local partner to link to your website.

Then keep the habits going. Local search rewards steady effort more than one big push.

Sources