A few weeks ago, I searched for “coffee shop near me” while walking around Tampere. Google showed me a map with three highlighted businesses, some reviews, and their opening hours.
I picked one and walked there. Simple as that.
That’s local search, and if your business isn’t showing up in those results, you’re missing customers who are actively looking for what you offer.
During my internship at DigiBrandi, I’ve been learning how local search actually works, and here’s what I’ve figured out about making businesses more visible.
What Local Search Actually Looks Like
When someone searches for a service or product with local intent, Google shows three main things.
First, there’s the map pack. That’s the three businesses highlighted on a map at the top of search results. These get the most attention and the most clicks.
Below that, you see organic search results. These are regular website listings, but Google tries to show local businesses first if the search has local intent.
Then there’s the Google Business Profile panel that shows up on the right side (on desktop) with detailed information about a specific business.
Getting into any of these spots means more visibility. Getting into all of them means you’re dominating local search for your area.
Start With Google Business Profile
This is non-negotiable. If you don’t have a Google Business Profile, you won’t show up in the map pack or the local results panel.
Setting it up is free and takes about 30 minutes. You need your business name, address, phone number, website, hours, and some photos. Then Google verifies that you actually own or manage the business, usually by sending a postcard with a code to your business address.
I’ve helped set up several of these now, and the difference is immediate. Businesses go from invisible in local search to showing up when people search for their services nearby.
The key is completing everything. Not just the basics. Add photos of your business, your products, your team. Write a detailed business description. Choose the right categories. Add your service areas if you serve multiple locations.
Google rewards complete profiles with better visibility.
What Makes Some Businesses Rank Higher
I got curious about why some businesses show up first in the map pack while others don’t. Turns out there are three main factors Google uses.
Relevance is first. How well does your business match what someone searched for? If you’re a pizza restaurant and someone searches “pizza near me,” you’re relevant. If someone searches “Italian restaurant” and you only serve pizza, you’re less relevant.
This is why choosing the right categories and having detailed business information matters. Google needs to understand exactly what you do.
Distance is second. How far is your business from the person searching? You can’t control this, but it’s why local SEO matters more for businesses serving specific areas. Someone in Kaleva searching for a service will see different results than someone in Hervanta.
Prominence is third. How well-known is your business? Google looks at reviews, ratings, links to your website, and other signals that show you’re an established, trusted business.
Reviews Matter More Than You Think
I didn’t realize how much reviews affected local search until I started tracking it for different businesses.
A business with 50 reviews and a 4.5-star average ranks higher than one with 5 reviews and a 5-star average. Volume matters, not just rating.
Getting reviews isn’t complicated, but you have to ask. Most happy customers won’t leave a review unless you remind them. Send a follow-up email after a service. Put a QR code on your receipts. Ask in person when appropriate.
Responding to reviews matters too. I’ve seen businesses jump in local rankings just by starting to respond to their Google reviews. It shows Google (and potential customers) that you’re active and engaged.
Bad reviews happen. Responding professionally to them can actually help your reputation more than having only 5-star reviews. People trust businesses that handle complaints well.
Your Website Still Matters for Local SEO
Google Business Profile is important, but your actual website matters too.
I work on websites for local businesses, and there are a few things that consistently help with local search visibility.
Having your city or region mentioned naturally in your content helps. Not stuffed in awkwardly, just mentioned where it makes sense. “We’re a family-owned bakery serving Tampere since 2015” is natural. “Tampere bakery Tampere bread Tampere pastries” is spam.
Creating location-specific pages helps if you serve multiple areas. A plumbing company serving Tampere, Nokia, and Ylöjärvi should have separate pages for each area explaining their services there.
Your contact information needs to be consistent everywhere. If your Google Business Profile says “123 Main Street” but your website says “123 Main St,” that inconsistency can hurt you. Same name, address, and phone number everywhere.
Mobile optimization is huge. Most local searches happen on phones. If your website doesn’t work well on mobile, people bounce immediately and Google notices.
Local Keywords Work Differently
When I do keyword research for local businesses now, I focus on terms that include location.
Someone searching “SEO” could be anywhere in the world looking for information. Someone searching “SEO Tampere” is looking for SEO services in Tampere specifically. That’s a better keyword for a local business.
I use tools like Ubersuggest or Google Keyword Planner to find these local keywords. The search volume is lower than broad keywords, but the intent is much higher. These people are actually looking to hire someone or buy something locally.
Long-tail local keywords work even better. “Emergency plumber Hervanta” is more specific than “plumber Tampere” and probably easier to rank for. The person searching it knows exactly what they need.
Getting Links Still Helps
Links to your website from other websites help with search visibility. For local businesses, local links matter most.
A link from the Tampere Chamber of Commerce website carries more weight for local search than a random blog from another country.
I look for opportunities like local business directories, partnerships with other local businesses, sponsorships of local events, or features in local media.
These don’t have to be complicated. A partnership with another local business where you link to each other is simple and effective. Getting listed in reputable local directories helps too.
Social Media Indirectly Affects Local Search
Google doesn’t directly use social media signals for rankings, but social media helps indirectly.
An active Google Business Profile with regular posts shows Google you’re an active business. These posts show up in your business profile and can include updates, offers, events, or news.
Facebook and Instagram don’t directly improve your search ranking, but they increase your overall online presence. When people search for your business by name, seeing active social profiles alongside your website builds trust.
Plus, social media can drive traffic to your website, which is a positive signal to Google.
What Actually Works in Practice
I’ve seen what helps businesses show up better in local search, and it’s not complicated. It just takes consistency.
Claim and complete your Google Business Profile fully. Get reviews regularly and respond to them. Make sure your website mentions your location naturally and works well on mobile. Use local keywords in your content. Get listed in relevant local directories.
That’s 80% of local SEO right there.
The businesses that struggle with local search are usually missing one of these basics. They have a Google Business Profile but it’s incomplete. Or they have a great website but no reviews. Or they’re doing everything except actually asking customers for reviews.
Common Mistakes That Hurt Local Visibility
Using a PO Box instead of a physical address. Google wants to show real businesses with real locations. If you run a home-based business and don’t want to show your home address, consider renting a small office or using a coworking space address.
Inconsistent business information across the web. Your business name, address, and phone number should be identical everywhere. Check your website, Google Business Profile, Facebook, directories, everywhere.
Ignoring negative reviews or arguing with customers publicly. Respond professionally, acknowledge their concern, and try to resolve it. Even if you can’t make them happy, future customers will see that you tried.
Only optimizing for your business name. If someone already knows your business name, they’ll find you. You need to optimize for what people search for when they don’t know you exist yet. That’s where service and location keywords come in.
Neglecting the Google Business Profile after setting it up. Add posts regularly. Update your hours if they change. Add new photos. Keep it active.
Tracking What Actually Works
You can’t improve what you don’t measure. Google Business Profile shows you insights about how people find you, what actions they take, and where they’re searching from.
I check these insights weekly for the businesses I work with. Are more people calling? Visiting the website? Asking for directions? That data tells you if your local SEO efforts are working.
Google Search Console (free tool) shows you what search terms bring people to your website. Look for local keywords you’re already ranking for. Those are opportunities to create more content or optimize existing pages better.
Google Analytics shows you where your website visitors are located. If you’re a Tampere business but most of your traffic comes from Helsinki, something’s off with your local targeting.
It Takes Time But It Works
Local SEO isn’t instant. I’ve seen businesses set up their Google Business Profile and expect to dominate local search the next day. It doesn’t work that way.
Google needs time to verify your information, build trust in your business, and see that you’re consistently active. It usually takes a few weeks to see movement, and a few months to see significant results.
But it does work. I’ve watched businesses go from not showing up at all in local search to ranking in the top three map results. The ones that succeed are the ones that stay consistent with the basics.
Complete profile, regular reviews, good website, relevant content, local links. Do those things consistently for three to six months and you’ll see results.
Local search visibility isn’t about tricks or hacks. It’s about making it easy for Google to understand what you do, where you do it, and why you’re trustworthy.
Do that, and you’ll show up when people in your area search for what you offer.
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