Local SEO: How to Get Your Business on the First Page of Google Maps (Complete Guide 2025)
Introduction: "Near me" searches are the new standard
Imagine a very common situation. It's Friday night, a group of friends are walking through the city center, and they get hungry. What do they do? None of them will start flipping through a paper phone book or calling information. One of them will pull out a smartphone and type into Google or Maps: "Italian restaurant near me" or "where to get a burger in Prague 5".
At that moment, an invisible but fierce battle for the customer begins. In milliseconds, Google evaluates hundreds of factors and offers the user the three most relevant businesses in the area. If you are in this "holy trinity" (technically called the Local Pack), you've almost won. If you're in fifteenth place, with no photos and incorrect opening hours, those people just walked into your competitor's door.
The numbers speak for themselves:
- Up to 46% of all Google searches have a so-called "local intent." People aren't looking for general information; they're looking for services and products nearby.
- Even more interesting is that 76% of people who search locally on their mobile phone visit the business within 24 hours.
- And what's more? 28% of these searches end in a purchase.
Local SEO isn't just about "some internet advertising." It's about whether your phone rings, whether the doors of your hair salon open, or whether they stay closed. In this article, we will guide you step-by-step through the world of local search for 2025. We'll show you how to get on the map and stay there.
What is Local SEO and why do you need it?
You may have heard the term SEO (Search Engine Optimization). Usually, it means trying to get to the top of search results nationwide. If you sell insurance online, you want to be visible everywhere. But if you're the owner of a car repair shop in Brno, a visitor from Karlovy Vary is useless to you.
Local SEO is the process of optimizing your online presence to attract more customers from relevant local searches. Simply put: It's a way to shout in Google's ear, "We're here, we do this, and we're the best in the area!"
Why is it crucial for you?
While large corporations spend millions on TV advertising, you have a huge advantage in the local pond. In local search, Google prioritizes relevance and distance over brand size. A small, highly-rated café can jump ahead of a multinational chain in the maps if its local SEO is better managed.
Who is Local SEO essential for?
- Gastronomy: Restaurants, cafes, bistros, bars.
- Services: Hair salons, barber shops, massage parlors, cosmetics.
- Crafts and Repairs: Car services, plumbers, locksmiths, watchmakers.
- Retail: Florists, boutiques, bakeries.
- Healthcare: Dentists, physiotherapists, veterinarians.
If you do your work with your hands and customers have to come to you (or you go to them in a specific area), local SEO is more important for you than expensive billboards on the highway.
Google Business Profile: The cornerstone of success
The service used to be called Google My Business, but now you'll find it under the name Google Business Profile. Whatever we call it, it's the alpha and omega of your success on the maps. Without it, you basically don't exist for Google.
1. Creating and verifying your profile
Many entrepreneurs create a profile but never complete it. Google requires verification to be sure that the company is actually located at the given address. In the past, a letter with a code was sent by mail (which took weeks), but today video verification is the standard. You will have to record a short video of your premises, the street, your equipment, and even unlocking the door. Does it sound complicated? Don't worry, it's a protection against fraudsters.
2. The holy trinity of data: NAP
In English, the acronym NAP (Name, Address, Phone) is used. It's about the absolute consistency of the company name, address, and phone number across the entire internet.
Warning: A common mistake that costs you positions is a mess in the data.
- On the website, you have: Novák Auto Service s.r.o., Tel: 602 000 000
- On Facebook: Car repairs at Novák's, Tel: 777 111 222 (mechanic's mobile)
- On Google: Novák Auto Service, Tel: 602 000 000
Google is confused. Which number is correct? What is the company name? Confusion reduces credibility, and Google will push you down. Unify your data everywhere.
3. Choosing the right category
The category tells Google what you are. Be specific.
- Bad: Restaurant
- Good: Italian restaurant, Pizzeria, Pizza delivery
You can choose one main category and several secondary ones. The main category has the most weight for search.
4. Photos sell
People are visual creatures. In gastronomy, it is said that people "eat with their eyes," but this applies elsewhere too. Do you want to go to a gym that looks like a dark basement in the photos, or to one that is bright and clean?
- Upload photos of the exterior (so people can find you).
- Upload photos of the interior (atmosphere).
- Upload photos of the team (builds trust).
- Upload photos of products/work (proof of quality).
Note: Avoid blurry photos from a cheap mobile phone. At Business Ranker, we know that visual presentation is key, which is why we also help clients with a professional visual identity.
Reviews: The digital word-of-mouth that decides
Do you remember the last time you bought something expensive or chose a new restaurant without looking at the ratings? Reviews are the modern form of "neighbor's recommendation." For Google, they are one of the strongest signals that your business is high-quality and trustworthy.
The rating factor
The number of reviews and the average rating directly affect your position in the maps. But be careful, it's not just about having five stars. Google also tracks the text of the review (keywords in the text from customers help!) and freshness (a 5-year-old review doesn't interest anyone).
How to get more reviews?
Passivity doesn't pay off. A satisfied customer often leaves and forgets. A dissatisfied one, on the other hand, always finds time to complain. You have to meet fortune halfway:
- In person: When paying, ask with a smile: "Were you satisfied? A review on Google would help us a lot."
- QR codes: Place a QR code with a direct link to the review on tables, business cards, the door on the way out, or on the receipt.
- E-mail/SMS: If you have a customer database (e.g., car services), send them a message the next day with a request for a review.
How to respond to reviews? (Crisis communication)
Many owners make the mistake of not responding to reviews, or worse, arguing.
- To the positive ones: Always say thank you. "Thank you, Mr. Dvořák, we are glad you enjoyed your meal with us!" Google sees that you are active and appreciate your customers.
- To the negative ones: Take a deep breath. Don't take it personally. Respond politely, factually, and with an offer of a solution. "We are sorry for your experience. We would like to make it right, please contact us at..."
Remember: The response to a negative review is not so much for the complainant as for the thousands of other people who will read it. You are showing your character.
Website: The secret weapon for Local SEO
Here we come to the point where most small businesses make a mistake. We often hear: "Facebook and Instagram are enough for me, a website is unnecessary." In 2025, this is a huge mistake.
Why aren't social networks enough?
A Google Business Profile is not an island. Google constantly verifies information. It crawls your website and looks for connections. If you don't have a website, or it's an outdated page from 2010 that doesn't even load on mobile, Google will penalize your business in the maps. A quality website acts as a turbo for your profile on the maps.
What must your website meet for Local SEO?
1. On-page factors and location
It's nice to have "The Best Hair Salon" written on your website, but Google needs context. Your headings (H1, Title) must include the location.
- Bad: Introduction
- Good: Men's Barber Shop – Prague 5 Smíchov
2. Embedded map and contacts
The "Contact" page should not lack an embedded interactive Google Map and a clearly written address identical to the one on the Google profile.
3. Speed and responsiveness
As we mentioned in the introduction, local search takes place on mobile, often on data in the field. If your website takes 10 seconds to load, the customer is gone. Website speed is a Google ranking factor. The website must "fly".
4. Structured data (Schema Markup)
This sounds technical, but it's the "magic" we use at Business Ranker. It's code in the background of the site that an ordinary visitor doesn't see, but it tells the search engine precisely structured information: "This is the opening hours. This is the menu price. This is the rating." By connecting the website with the map database through Schema Markup, you gain a huge competitive advantage.
Don't forget the Czech pond: Mapy.cz and Firmy.cz
The Czech Republic is a world unique. We are one of the few countries where Google still has a relevant domestic competitor – Seznam.cz. Although Google dominates, Mapy.cz is extremely popular, especially among tourists, cyclists, and the older generation.
Firmy.cz from Seznam works on a similar principle as Google Business Profile.
- Reason #1: Customers are looking for you there too.
- Reason #2: A profile on Firmy.cz serves as a very strong and trustworthy backlink for your website, which paradoxically also helps your SEO on Google.
As part of our services at Business Ranker, we automatically handle visibility on both platforms. Ignoring Seznam means voluntarily giving up about 20-30% of the market.
Case Study: How Osoleno Restaurant filled its tables
Theory is nice, but let's look at practice. Osoleno Restaurant had great cuisine, a lunch menu that disappeared before your eyes, but the evenings were weaker. People didn't know much about it in the online world. They relied only on passers-by.
The problem:
- Low visibility for the words "dinner [location]".
- An outdated website that didn't work on mobile phones.
- Reservations only by phone (which discourages people in 2024/25).
The solution from Business Ranker:
- New custom website: We created a lightning-fast website in PHP (no slow WordPress), fully optimized for mobile.
- Technical SEO: We deployed structured data and linked the website to Google Maps.
- Custom reservation system: We implemented our reservation system directly into the website. The customer clicks, chooses a time, and is done. No commissions to third parties for mediation.
- Profile optimization: We adjusted the categories and helped get the first wave of reviews.
The result? Within 3 months, the restaurant got into the Local Pack (TOP 3) for keywords in their neighborhood. The number of reservations via the website increased by 300%, and the phone in the establishment rings mainly because people want to check if they still have a free table.
(You can find more detailed data and graphs in the complete Osoleno Case Study on our website.)
Conclusion: It's a long-distance run
Local SEO is not a one-time "set it and forget it" action. It is a living organism. The competition is not sleeping, new businesses are emerging, and Google is changing its algorithms. To stay on top, you must:
- Regularly add new photos (e.g., the weekly menu).
- Respond to every new review.
- Publish news via Google Posts.
- Keep the website in shape.
Honestly: Do you have time for that?
As business owners, you have to deal with employees, quality of service, accounting, and a thousand other things. Learning SEO in the evenings and keeping an eye on changes in Google's algorithms is often a superhuman task.
Leave it to us. At Business Ranker, we combine cutting-edge technology with marketing sense. You take care that your guests and customers leave with a smile. We'll make sure they find their way to you in the first place.
🚀 Do you want to know where you stand right now? Let's start with a non-binding consultation. We'll look at your visibility in the maps and tell you where you're losing money.