Getting listed on Google Maps is among the most effective methods to draw in local customers and own local search rankings. You could be a plumber, cleaner, hairdresser, consultant, or provide any other local service – appearing in the Google Maps “3-Pack” can make a huge impact on leads, visibility, and revenue.

Google Maps optimisation isn’t only putting in your address and hoping for customers to arrive—it takes strategy, consistencÁy, and applying tried-and-tested SEO services methods adapted for local search. Here are step-by-step instructions to make your service-based business rank higher on Google Maps and be discovered by the right people.

Create and Verify Your Google Business Profile

Your path to Google Maps domination begins by setting up a Google Business Profile (GBP), previously Google My Business. If you haven’t already claimed your business listing, go to https://www.google.com/business/ and claim or create your listing.

After you have claimed your profile:

• Confirm your business by phone, email, or postcard.
• Select the right primary category (e.g., “Electrician,””Massage Therapist”).
• Include secondary categories if applicable (e.g., “Emergency Plumber,””Mobile Massage”).
• Complete all the fields: business hours, phone number, website, address, service area, and attributes.

The more comprehensive your profile, the higher your visibility in local search results.

Enhance Your Business Description and Services

After claiming and verifying your Google Business Profile, optimise your content next. Your business description must be brief but informative, clearly stating:

• What you do
• Who you serve
• What differentiates you
• Service areas you cover

Use keywords that your potential clients might search for, such as “emergency roofing in Melbourne” or “affordable wedding photographer in Melbourne.” But don’t overdo it—Google still prefers natural-sounding text.

In addition, list out your services using Google’s available fields and consider adding custom service descriptions where allowed. This helps boost keyword relevance and improves discoverability.

Use Local Keywords Strategically

Similar to with old SEO services, keyword research is important. Optimise for long-tail keywords expressing local intent, like

“plumbing repair near me”

“best electrician in Melbourne”

“emergency cleaning service Melbourne”

Include these keywords on:

Your Google Business Profile

Page titles and meta descriptions on your website

Landing page content

Local landing pages (if you serve several suburbs or cities)

Even if you are not in ecommerce SEO, using the same principles of keyword targeting makes it easier for search engines to figure out what services you provide and where you provide them.

Get High-Quality Reviews (and Respond!)

Google Maps customer reviews are a major ranking factor. Companies with steady, good reviews are much more likely to be listed in the desired 3-Pack.

Get positive customers to review after a service. You can request in person, send a follow-up email, or send SMS reminders with a direct link to your review page.

Success tips:

Keep it simple with a short link to your Google review page.

Never purchase or create fake reviews—it goes against Google’s guidelines.

Reply to all reviews—thank customers, recognise feedback, and resolve any issues.

Implicitly include keywords in your responses (e.g., “Thanks for choosing our emergency plumbing service in Melbourne”).

Update Photos and Videos Periodically

Google promotes active, vibrant listings. Companies that upload photos and videos periodically perform better on Google Maps.

Upload:

Photos of your staff, workplace, equipment, cars, and completed work.

Brief behind-the-scenes videos or before/after segments.

Fresh logos, signs, or service area snapshots.

Geotagging images (including location metadata) will also provide you with a small local SEO benefit, though it is not officially endorsed by Google.

Local Landing Pages on Your Website

While you are concentrating on Google Maps, your site still has an important ranking role to play.

Set up specific local landing pages for every city or suburb you cover. These need to contain

A localised headline (such as “Plumbing Services in Melbourne”)

Locally targeted keywords

Embedded Google Maps

Testimonials from clients in that area

Contact information or booking forms

These pages not only help your organic rankings but also strengthen your authority for specific locations, which improves your visibility on Google Maps.

Embed Google Maps on Your Website

Adding an embedded Google Map with your location to your site enhances trust and supports search engines in verifying your business location. Place the map on your Contact or About page, or even in your site footer.

This small action enforces your business’s NAP (Name, Address, Phone Number) consistency and links your site directly to your Google Business Profile.

Develop Local Citations

Local citations are references to your business on other directories or websites. Some examples include Yelp, Yellow Pages, Bing Places, Apple Maps, and industry-specific directories.

Ensure that your NAP information is 100% consistent across all platforms. Even a small inconsistency (e.g., “St.” vs. “Street”) can confuse search engines and damage your local SEO.

Utilise citation-building tools or professional SEO services to ensure accuracy and maximise reach.

Prioritise High-Authority Backlinks

Backlinks (links from other sites to yours) contribute to your site’s authority—and yes, they also affect your local map rankings.

To obtain high-quality backlinks:

• Collaborate with local bloggers or news sites for articles.
• Sponsor local events or sports teams (and request a backlink).
• Become a member of local business associations and chambers of commerce.
• List on reliable service directories within your industry.

Although ecommerce SEO does lean towards backlinks, service-based companies also reap as great a benefit from a well-planned link-building campaign.

Implement Location-Based Schema Markup

Schema markup is formatted data that enables search engines to grasp your content better. For service businesses, use local business schema to mark up your address, phone number, hours, and service area.

Although it is not a direct ranking signal, schema boosts your listings in search with rich results, which has the potential to enhance click-through rates and trust.

If you are using outsourced SEO or working with an SEO agency for small businesses in Melbourne, make sure this is included in your technical SEO to-do list.

Final thoughts

Ranking your service-based business on Google Maps takes time, effort, and the right strategy—but the payoff is worth it. By optimising your Google Business Profile, generating reviews, using location-based keywords, and improving your website’s local SEO, you will start climbing the local rankings and attracting more high-converting customers.

Whether you are handling it yourself or hiring a local SEO agency in Melbourne, consistency and attention to detail are key.

And while you are not operating a product-oriented store, principles of ecommerce SEO—namely targeting user intent, converting for it, and measuring for it—can be applied to any service-based business wanting to own their locality.

Start today, stay active, and watch your visibility grow.