How Google determines local rankings

Google says local results are primarily based on relevance, distance, and prominence. Relevance is how closely your business matches what the customer searched for. Distance considers how far the business is from the location used in the search. Prominence reflects how well-known and established the business appears, including information Google finds across the web, links, reviews, and other signals.

1. Complete and verify your Google Business Profile

Make sure the profile contains accurate business name, primary category, relevant additional categories, phone number, website, business hours, service areas, services, description, and photos or videos. Google’s local-ranking guidance recommends a complete, current, verified profile.

2. Describe the services customers actually search for

Contractors often list only a broad category while overlooking individual services that generate calls. An electrician might provide panel upgrades, EV-charger installation, lighting installation, troubleshooting, generator connections, and rewiring. Represent real services accurately on both the profile and website.

3. Keep business information consistent

Google may encounter your company on your website, Facebook, Yelp, contractor directories, local chambers of commerce, and other listings. The business name, phone number, website, and location or service-area information should tell the same story everywhere.

4. Build a steady flow of genuine customer reviews

Ask real customers for honest feedback after completed work. Make the request easy, never offer incentives for favorable feedback, and respond professionally to both positive and negative reviews.

5. Add real project photos

Completed projects, before-and-after work, crews, vehicles, equipment, materials, craftsmanship, and owner or team photos help customers understand that the work is real. Avoid relying entirely on stock photography.

6. Strengthen the contractor’s website

A useful site clearly communicates what the company does, where it works, how customers can make contact, experience or licensing where applicable, individual services, completed work, reviews, and common questions.

Explore Local SEO for Contractors →

7. Help Google understand the business

Your website, Google Business Profile, and public listings should tell a consistent story. Accurate structured business details can help reinforce facts customers can also see.

8. Measure visibility from more than one location

A search from your own phone is not a complete picture. Review branded and service searches across different areas, leading competitors, website visibility, map visibility, review strength, and listing accuracy. Record a baseline before making changes.

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