Local SEO Beyond Google Business Profile: What Actually Moves the Needle

Your business name, address, and phone number, known as your NAP, need to be consistent everywhere. Google’s checking all over the internet to see if it can trust that you’re legit. If your info’s all over the place, your local rankings will be too.

You don’t need to be listed on 500 random directories. Instead, focus on the ones that matter: sites like Yell, Trust a Trader, Check a Trade, and any industry-specific sites where your competitors are listed. These carry way more weight for tradies than listing on random, outdated directories just for the sake of it.

Local Link Building Strategies

You know what Google loves? A local business that’s actually involved in the local community.

That could mean getting a link from your local council website after sponsoring a community event. Or from a charity you supported. Or even from a local news story or blog post where you were featured. These links are gold because they tell Google you’re a real, trusted part of your area.

So get involved. Join your local business group. Show up to networking events. Be seen, be useful and the links will come naturally.

Advanced Review Management

Google reviews are important, but they’re not the only game in town. Facebook, Yelp, industry sites - your customers are talking about you all over the place! You need to be listening - and to be seen listening.

Respond to every review - even the bad ones. Just be sure not to argue or hostile - you want to look responsive and solution-focused. It shows potential customers that you care and that you know how to resolve any issues well.

And whilst it’s against good practice to offer discounts in exchange for reviews, you can still ask happy customers to leave one. Even just a follow-up email after a job’s complete can be super effective. 

Local Content and Schema Implementation

If you serve multiple areas, don’t just throw a list of city names on one page and hope for the best. That doesn’t cut it anymore.

Instead, create a proper landing page for each location you cover — and make sure it actually speaks to the people in that area. Mention local landmarks, call out specific services you offer there, include reviews from customers in that city. Basically: show you know the place, and that you’re actually there to help, not just trying to rank.

And behind the scenes? Make sure your schema’s on point. That means things like your opening hours, business address, service areas — all the stuff search engines need to properly understand who you are and where you operate.