How to get found by customers who are ready to buy
For contractors, trades, and service businesses, local SEO isn’t just another marketing tactic—it’s often the single highest-ROI investment you can make. When someone searches “plumber near me” or “roof repair in Providence,” they’re not browsing. They’re ready to hire.
The Difference Between Local and General SEO
General SEO focuses on ranking for broad terms nationally. Local SEO targets geographic-specific searches and Google’s local pack—the map results that appear at the top of search results. For service businesses, this is where the money is.
Why Intent Matters More Than Volume
A search for “how to fix a leaky faucet” gets more volume than “plumber in Warwick RI.” But the second search is infinitely more valuable. That person isn’t looking for DIY tips—they’re looking for someone to hire. Local SEO targets these high-intent, ready-to-buy searches.
Google Business Profile is Your Foundation
Your Google Business Profile (formerly Google My Business) is the cornerstone of local SEO. A complete, optimized profile with accurate categories, service areas, photos, and regular updates signals to Google that you’re a legitimate, active business worth recommending.
Reviews Drive Rankings and Trust
Reviews aren’t just social proof—they’re a ranking factor. Businesses with more high-quality reviews rank higher in local results. But it’s not just about quantity. Recent reviews, review velocity, and how you respond to reviews all matter.
Local SEO compounds over time. Unlike paid ads that stop the moment you stop paying, organic local rankings continue to generate leads month after month. For service businesses, it’s the foundation everything else should build on.