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

Source: https://exextramer.com/en/blog/local-seo-guide-google-maps/
Updated: 2026-10-15

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](https://support.google.com/business/answer/7091)). 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.

| Detail | On the site | In Business Profile | In schema |
|---|---|---|---|
| Business name | Footer, title | Name | name |
| Address | `<address>` | Address | PostalAddress |
| Phone | tel: link | Phone | telephone |
| Hours | Contact page | Opening hours | openingHoursSpecification |

## How do I measure it?

Our free [local SEO check](/en/tools/local-seo-check/) scores five layers out of 100: NAP, schema, map, city signals and mobile contact.