Get Found First: How to Improve your Local SEO for your Trade Business
- Ryan Spelts
- Oct 20
- 5 min read
If you run a local service business — a contractor, plumber, realtor, or salon — you already know how much your next job depends on being found first. Local search is where that happens. Whether someone needs a roof repair, a haircut, or a lawn service, they’re turning to Google and typing “near me.”
If you’re not showing up there, you’re missing the easiest leads you could ever earn.
This guide breaks down exactly how to improve your local SEO — in plain language — so your business stands out in local search results, gets more calls, and drives real customers to your door.
Why Local SEO Matters More Than Ever to improve your ranking
Local SEO isn’t just about ranking higher. It’s about being visible when it counts — when people are actively looking to spend money in your area.
Google reports that over 46% of all searches have local intent, and “near me” searches have grown more than 500% in recent years. If your service business isn’t optimized for local search, your competitors are collecting those leads.
The good news? You can change that with consistent effort, a few smart tools, and a little know-how.
Claim and Optimize Your Google Business Profile
If you only do one thing after reading this, make it this one. Your Google Business Profile (GBP) — formerly Google My Business — is the single most important piece of your local SEO foundation.
Here’s what to do:
Claim your listing at google.com/business if you haven’t already.
Fill in every field — business name, address, phone, hours, website, and categories.
Add real photos — your team, vehicles, finished projects, your storefront. Authentic images perform better than stock.
Post regularly. Add updates, promotions, or seasonal tips. Google rewards active profiles.
Ask for reviews and respond to every single one. Positive or negative — both matter to searchers and to Google’s trust signals.
Your GBP is often your first impression. Think of it like your digital storefront — keep it clean, current, and customer-focused.
Ensure NAP Consistency Across All Platforms
Your Name, Address, and Phone number (NAP) must match exactly across every platform — your website, Facebook, Yelp, directories, and anywhere else your business appears.
Even small differences (like “St.” vs. “Street”) can confuse search engines. Consistency builds trust and improves your ability to rank in the local map pack.
A simple checklist:
Website footer
Contact page
Social media bios
Directory listings
Run a quick search for your business and correct any mismatches.
Use Local Keywords in Your Content
Keywords are still the backbone of SEO, but for local businesses, they need a location twist.
Instead of writing “professional lawn care services,” make it:
“Professional lawn care services in Salt Lake City, Utah.”
That small tweak helps search engines connect your business to local intent.
You can find local keywords using tools like:
Google Keyword Planner
Ubersuggest
AnswerThePublic
Focus on phrases that combine your service + your city or neighborhood. Then, use them naturally throughout your website, meta descriptions, and blog posts.
Create Local-Focused Content
Blogging isn’t just for national brands. Local content helps you connect with your community and rank for location-based searches.
Some content ideas:
“Top 5 Home Maintenance Tips for [City] Homeowners”
“The Best Time to Aerate Your Lawn in [Region]”
“How [City] Weather Affects Your Roof”
These posts attract search traffic, build authority, and show that you’re part of the local community.
Make it human. Avoid AI-sounding phrasing and overused marketing clichés. As one of the AI content tenets reminds us, ensure natural language flow — people connect with real stories, not buzzwords
Build Local Citations and Backlinks
A citation is any online mention of your business name, address, and phone number — like Yelp, Angi, or Chamber of Commerce directories.
These help confirm your business’s legitimacy and improve your authority with Google.
But citations alone aren’t enough — backlinks matter too. Try:
Partnering with local organizations or charities
Guest posting on community blogs
Sponsoring local events
Joining your city’s business directory
Local backlinks show that your business is connected and trusted in the area — and that’s exactly what search engines love to see.
Get Reviews and Respond to them
Customer reviews are the lifeblood of local SEO. They build credibility and influence rankings.
Here’s the trick: consistency.
Ask after every completed job (a follow-up text or email works great).
Make it easy — include a direct link to your Google review form.
Respond quickly to both praise and complaints.
Google’s algorithm values engagement. When you reply, it signals that your business is active and cares about customers — two things that boost rankings and trust.
Make Sure your Website is Mobile-Friendly
More than half of local searches happen on mobile devices. If your website takes forever to load or isn’t easy to navigate on a phone, you’re losing leads.
Test your site using Google’s Mobile-Friendly Test and PageSpeed Insights.
Quick wins include:
Compressing images
Using responsive design
Reducing pop-ups or intrusive banners
Your goal is simple: make it easy for customers to call, book, or find directions within seconds.
Add Structured Data (Schema Markup)
Structured data helps Google understand your business better.
Adding Local Business Schema to your site can enhance your search listings with rich results — things like ratings, hours, and direct contact info.
You can generate schema easily using technicalseo.com/tools/schema-markup-generator.
Once added, test it in Google’s Rich Results Test.
Track and Measure What’s Working
You can’t improve what you don’t measure.
Here are the key tools every local service business should use:
Google Business Profile Insights – See how many people view, click, or call from your listing.
Google Analytics – Track traffic sources and conversion actions.
BrightLocal or Moz Local – Monitor your rankings for local keywords.
Review trackers like GatherUp or Reputation.com – Keep tabs on your ratings across platforms.
Regularly review this data to see which pages bring in the most traffic and where to adjust your strategy.
10. Keep Your Content Fresh and Relevant
One of the most overlooked factors in local SEO is content freshness. Google loves up-to-date information.
If your business hours, pricing, or services change — update them immediately across all platforms.
Even better, update your blog or promotions monthly.
As The 9 Tenets for Creating SEO Content with AI recommends, regularly updating your content keeps it competitive and signals ongoing activity to search engines
Don’t underestimate the power of local engagement on social media.
Share:
Customer success stories
Behind-the-scenes photos
Local event participation
Tips specific to your service and area
Social media doesn’t directly boost rankings, but it amplifies brand awareness — and local customers who recognize you online are more likely to click your search listings.
Putting It All Together
Improving local SEO isn’t about quick hacks or overnight rankings. It’s about building trust — with Google and with your community.
Start small:
Claim your Google Business Profile.
Ensure NAP consistency.
Publish one solid local-focused blog per month.
Ask for reviews consistently.
Each of these actions builds momentum. Over time, you’ll notice your business appearing higher in search results, getting more calls, and ultimately booking more local work.
Final Takeaway
Mastering local SEO isn’t just about being found — it’s about being chosen.
When someone in your area searches for your service, they’re not looking for a giant brand. They want someone they can trust, nearby, and ready to help.
Focus on visibility, consistency, and genuine connection. Do that, and your local SEO won’t just bring traffic — it’ll bring customers who keep coming back.
Want Expert Help Growing Your Local SEO?
At RyanSpelts.Marketing, we specialize in helping local service businesses own their local market. From Google Business optimization to reputation management and ongoing SEO strategy, we’ll help you attract customers who live right where you work.
👉 Contact us today to get started and start ranking higher in your neighborhood.
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