Local SEO guide: NAP, schema and Business Profile for Google Maps

Local SEO helps your business appear in location-based searches such as “dentist near me” or “taxi in Van”, on Google Maps and in AI assistants’ local recommendations.

How does Google decide local results?

According to Google, local ranking is mainly based on relevance, distance and prominence (Google Business Profile Help). Prominence includes signals such as reviews, links about the business and your website.

The 10-step local SEO checklist

1. Create and verify your Google Business Profile and choose the right category.
2. Write your business name, address and phone (NAP) identically on the site, profile and directories.
3. Add the full address in an <address> element and a click-to-call link to the site footer.
4. Give address, phone, coordinates (geo) and opening hours in LocalBusiness schema.
5. Use the city you serve in the home page title and H1.
6. Create a separate page based on real information for each district you serve; avoid templated copies.
7. Add a map and a “get directions” link to the contact page.
8. Ask happy customers for Google reviews with permission and reply to reviews.
9. Keep opening hours and holidays up to date.
10. Make WhatsApp and booking links visible on mobile.

How do I measure it?

Our free local SEO check scores five layers out of 100: NAP, schema, map, city signals and mobile contact.