Want More Local Customers? Do These 5 Things on Google First
When it comes to getting found in local search results, there is more to it than building a website. Your website is just a piece of the SEO puzzle. Whether you're a service provider, boutique owner, or wellness practitioner, these five steps can make a major difference in your local SEO (Search Engine Optimization). And they all start with Google.
1. Claim (and Optimize) Your Google Business Profile
If you only do one thing after reading this post, let it be this: claim and fully complete your Google Business Profile (GBP).
Your Google listing is what shows up on Maps and in local search results. The more complete and accurate it is, the more likely Google is to trust and recommend your business.
What to include:
Business name, address, phone number, also known as your “NAP” information. Pro-Tip : Make sure it’s exactly the same everywhere online. For example, if you abbreviate the word “Road” on your GBP to “Rd” with no period, make sure it is exactly the same on all of your online profiles, including social media.
Website + appointment link
Hours of operation
Photos (interior, exterior, staff, products/services)
Services and categories (be specific!)
Pro Tip #2: Add FAQs in the Q&A section. This helps build authority and gives you an SEO boost for commonly searched terms.
2. Prioritize Getting Google Reviews AND Respond to Them
Reviews are the #1 trust factor for potential customers and one of Google’s top ranking signals. The more high-quality, keyword-rich reviews you have, the better your chances of climbing the ranks.
How to get more reviews:
Send a personalized request after each appointment or sale.
Include your Google review link in emails, invoices, and your website.
Offer a small incentive (where allowed by policy) like a discount or bonus for reviews.
Pro-Tip: Respond to every review—positive or negative. Google rewards engagement.
3. Embed Your Google Business Map on Your Website
Squarespace (the website builder I use for all my client’s sites) comes with a map module built in to it’s platform. The Squarespace map module works fine, but Google prefers it’s own map. Plus it helps Google connect with your business. Here’s the steps to do this.
Get the embed code from Google Maps:
Go to Google Maps and find the location you want to embed.
Click the "Share" button (often a paper airplane icon).
Select the "Embed a map" tab.
Choose your desired map size and copy the HTML code.
4. Add Real Images, Products and Services to Your Profile
If you didn’t do this as a part of step #1, be sure to go back to your GBP add real images of you and your team performing services or sharing your product. Then, also add or list your products and services in the appropriate areas. Doing this further helps Google understand what you offer and deliver your profile in search results.
5. Post Bi-Weekly or Weekly Google Updates
Yes, you can post on Google like you would on social media. These mini-updates appear right in your business listing and help with visibility.
Post ideas:
Announce a promotion
Share a blog post or tip
Highlight a new product or service
Feature a client testimonial
Pro Tip: Recycle content you’re using on social so you can keep your profile fresh and give Google more reasons to show your business.
Final Thoughts
Remember, local SEO is a marathon, not a sprint. You will not get to the top of the search results by following these steps and these steps alone. There are a number of other things you need to do on a regular basis to improve your search results. Fortunately for a Squarespace users, a new tool is coming out in July 2025 to help with all things local SEO. I’ve already been trained on it and I’ll be ready to roll it out as a service to my clients soon. If you have a Squarespace site and you’d like to improve your local SEO results, contact me for a complete strategy.
