Local SEO for Tradesmen: Rank #1 in Your Area

When someone's boiler breaks down at 10pm and they Google "emergency plumber near me", do you show up? Or does your competitor get the £300 callout while you sleep?

Local SEO isn't complicated, but most tradesmen get it wrong. Follow this guide and you'll outrank 90% of your local competition within 3 months.

Step 1: Claim & Optimize Your Google Business Profile

This is the big one. Your Google Business Profile (previously Google My Business) is what shows up in Google Maps and the "local pack" of 3 businesses at the top of search results.

Set Up Your Profile (If You Haven't Already):

• Go to google.com/business
• Search for your business name
• Click "Claim this business" or "Add your business"
• Verify ownership (Google sends a postcard with a code to your business address)

Optimize Every Single Field:

Google ranks businesses that have complete profiles higher. Fill out everything:

• Business Name - "Dave's Plumbing Services" (keep it simple, no keyword stuffing)
• Categories - Primary: "Plumber" Secondary: "Emergency Plumber", "Heating Contractor", "Bathroom Remodeler"
• Service Area - List every town/postcode you cover (Birmingham, Solihull, Sutton Coldfield, etc.)
• Phone Number - Local number (not a mobile if possible - looks more established)
• Website - Link to your actual website
• Hours - Accurate opening hours. If you're 24/7, say so!
• Business Description - 750 characters to explain what you do, who you serve, your experience
• Attributes - "Emergency services", "Free estimates", "Licensed", "Insured"

Add Photos (This Matters More Than You Think):

What to upload:

• Logo - Clear, professional logo
• Cover photo - You, your van, or a great completed job
• Work photos - 10-20 photos of recent jobs (bathrooms, boilers, pipework)
• Van/team photos - Shows you're a real business
• Certificate/accreditation photos - Gas Safe, qualifications, insurance

Upload new photos monthly. Google likes active profiles and ranks them higher.

Step 2: Get More Google Reviews (The Ranking Secret)

Reviews are THE biggest local SEO ranking factor. More reviews + higher ratings = higher ranking.

How to Get More Reviews:

Ask. Every. Single. Customer.

Best time to ask: Immediately after completing a job while they're happy.

Script that works:

"I'm trying to grow my business locally. If you're happy with the work, would you mind leaving me a quick Google review? I can send you the link right now - takes 30 seconds."

Then text/email them your Google review link immediately.

How to Get Your Review Link:

1. Go to your Google Business Profile dashboard
2. Click "Get more reviews"
3. Copy the short link (e.g., g.page/yourbusin ess/review)
4. Save it in your phone and send it to every happy customer

Respond to ALL Reviews:

• Good reviews - "Thanks John! Glad we could sort your boiler quickly. Don't hesitate to call if you need anything else."
• Bad reviews - Professional, apologetic, offer to make it right publicly. Shows you care.

Google tracks response rate and response time. Businesses that respond to reviews rank higher.

Step 3: Build Location-Specific Pages on Your Website

If you want to rank for "plumber in Solihull" and "plumber in Birmingham", you need separate pages for each location.

What Each Location Page Should Include:

• Heading - "Plumber in [Town Name]"
• Local content - "We've been serving [Town] for 15 years, covering [local areas/postcodes]"
• Services in that area - Same services, localized
• Local landmarks - "We regularly work in [local area names, shopping centers, etc.]"
• Local testimonials - Reviews from customers in that town
• Contact info - Phone number, service area map

How Many Location Pages?

Create a page for each major town you regularly serve. If you cover 10 towns, create 10 pages. Don't go crazy with tiny villages - focus on places you actually want work from.

Step 4: Get Your NAP Consistent Everywhere

NAP = Name, Address, Phone number. Google checks these across the internet to verify your business is real.

Your NAP must be EXACTLY the same everywhere:

• Google Business Profile
• Your website
• Facebook page
• Yell.com listing
• Checkatrade profile
• Any other directory

Step 5: Build Local Citations

Citations = mentions of your business on other websites (directories, review sites, local blogs).

Where to List Your Business:

Essential directories (all free):

• Google Business Profile (already done)
• Bing Places - Microsoft's version
• Facebook Business Page
• Yell.com - Still ranks well for trade searches
• Thomson Local
• Scoot
• Yelp UK

Trade-specific directories:

• Checkatrade (paid but worth it)
• Rated People
• MyBuilder
• TrustATrader
• Gas Safe Register (for gas engineers)

List your business on 10-15 directories with consistent NAP. Don't spam 100 directories - quality over quantity.

Step 6: Create Local Content

Write content that mentions your service areas naturally. Google reads your website and understands where you operate.

Content Ideas:

• Service area pages - "Emergency Plumber in [Town]"
• Local case studies - "Recent Bathroom Refit in Solihull"
• Blog posts - "Common Plumbing Issues in Birmingham Homes"
• Local FAQs - "Do I need permission to replace my boiler in Birmingham?"

Mention local landmarks, neighborhoods, postcodes naturally. Don't force it - write for humans, not robots.

Step 7: Optimize for "Near Me" Searches

"Plumber near me", "emergency electrician near me" - these searches are HUGE for tradesmen.

How to Win "Near Me" Searches:

• Mobile-friendly website - 85% of "near me" searches are on phones
• Fast loading speed - Under 3 seconds or you lose the customer
• Click-to-call button - Make it easy to ring you immediately
• Google Business Profile fully optimized - (Step 1 above)
• High review rating - Google shows the highest-rated businesses first

You don't need to write "near me" on your website. Google knows what "near me" means - it shows businesses close to the searcher based on their location.

Step 8: Build Local Links

Links from other local websites tell Google you're a legitimate local business.

Where to Get Local Links:

• Local newspapers - Offer expert advice for an article ("Local plumber shares winter boiler tips")
• Community websites - Sponsor local sports team, get a link
• Local business directories - Chamber of Commerce, BNI groups
• Suppliers - If you're an approved installer for a boiler brand, get listed
• Trade associations - Gas Safe, CIPHE, etc. often list members

One link from a local newspaper or council website is worth more than 100 links from random spam directories.

Step 9: Track Your Rankings

You need to know what's working. Track your positions for key searches:

• "Plumber in [your town]"
• "Emergency plumber [your town]"
• "Boiler repair [your town]"
• "Bathroom fitter [your town]"

Free Tools:

• Google Search Console - Free from Google, shows which searches you appear for
• Google Analytics - Track website traffic and where it comes from
• BrightLocal (free trial) - Specifically for local SEO tracking

Check rankings monthly. If you're climbing (position 8 → 5 → 3), keep doing what you're doing. If you're dropping, something's wrong.

Step 10: Stay Active (Consistency Wins)

Local SEO isn't a one-time thing. Google favors businesses that stay active.

Monthly Maintenance:

• Add 3-5 new photos to Google Business Profile
• Get 2-3 new reviews (ask every customer)
• Post an update on Google Business Profile ("Special offer this month" or "Recent job completed")
• Add new content to website - Blog post or case study
• Check for duplicate listings - Remove/merge any duplicates

Spend 30 minutes a month on local SEO and you'll outrank competitors who set it up once and never touch it again.

Common Local SEO Mistakes to Avoid

• ❌ Ignoring Google Business Profile - This is 60% of local SEO
• ❌ Not asking for reviews - Your competitors are asking
• ❌ Inconsistent NAP - Confuses Google and tanks your rankings
• ❌ No location pages - One homepage isn't enough if you cover multiple towns
• ❌ Slow, non-mobile website - Google prioritizes mobile-friendly sites
• ❌ Keyword stuffing - "Birmingham plumber plumbing Birmingham plumbers" looks spammy
• ❌ Set it and forget it - Local SEO requires ongoing maintenance

Quick Win Checklist

Start here and you'll see results within 30 days:

• ✅ Claim and fully optimize Google Business Profile
• ✅ Upload 10-15 photos of your work
• ✅ Ask 5 recent customers for Google reviews this week
• ✅ Make sure NAP is consistent across website, Google, Facebook
• ✅ List business on Yell, Bing Places, Thomson Local
• ✅ Add your service areas to website homepage
• ✅ Make sure website is mobile-friendly
• ✅ Add click-to-call phone button for mobile users

Do these 8 things this week and you're ahead of 80% of your competition.

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