A-Z Local SEO Master Playbook
I've ranked over 50 home service companies at the top of search results using this strategy.
This guide shows you exactly how to get more calls from the Google Map Pack, SERPs, and AI Overview.
If you have any questions, feel free to DM me on Twitter: @noahiglerseo
What You'll Learn & Timeline of Results
1
Dominate Google Map Pack
70% of all local searches only click on businesses in the map pack. You want to rank here (if you want leads).
2
Rank in Traditional Search Results
Rank your website right under the map pack search results.
3
Appear in AI Search
Appear in Google's AI overview and LLMs (ChatGPT, Perplexity, etc.)

Timeline
  • Expect initial momentum in 30-90 days.
  • Months 4-6 will bring a larger increase.
  • Months 6-12 will have you dominating your local market.
How Local Rankings Actually Work
Google Uses Three Core Factors
Relevance: Does your business match what the person searched for?
Distance: How close are you to the searcher? Proximity is huge.
Reputation: Are you known and trusted?
Start by dominating your 5-mile radius before expanding.
It's hard to stage proximity, but there are workarounds.

IMPORTANT
In most markets, you are at a HUGE disadvantage by not having a physical location on your GBP.
To check if you need one, search for your target keyword and see what the top competitors have (service area or location). That's likely what you need to rank.
The 90-Day Sprint Roadmap
01
Step 1: Foundation GBP Optimization
Here's where we'll make sure your Google Business Profile is full optimized using best practices. I'll also show you some tricks to rank higher by changing a few things on your GBP.
02
Step 2: Website Setup and Service Pages
We'll make sure your home page is setup to convert. You'll also build out location service pages for each specific service ("plumbing [city]", "ac repair [city]"). Optimize these pages with local keywords relevant to your services and target areas. Include specific content about the location and service.
03
Step 3: Reviews and Citations
Here's where we show Google our business is actually reputable enough to show at the top of search results. We'll dive into reviews and citations.
04
Step 4: Tracking and Advanced Link Building
Here's where we discuss an efficient tracking setup and also how to build higher quality backlinks for even more trust in Google's eyes.
Optimizing Your Google Business Profile
Pick Your Exact Primary Category
Choose the ONE category that matches your main service. Google weighs this heavily. "Plumber" beats "Handyman" if most of your work is plumbing.
Add 2–4 Related Secondary Categories
Support your primary with specifics. Examples: Drainage Service, Water Heater Contractor, Emergency Plumber.
Fill Out Services & Descriptions
List every service you offer. Build out keyword-rich descriptions for each service. Mention all necessary entities for each service to rank.
Service Area Business vs Physical Location
If you have a service area profile, you are at a direct ranking disadvantage. Even though customers don't visit your office, you NEED to have a physical location profile in order to rank well.
Add Products & Services
"Add products" section. Add all your main services as products. Build out keyword rich descriptions for each. This helps you show up for detailed searches that include those specific services.
Opening Date
Google slightly favors businesses that have been open for a while. I recommend setting your GBP opening date to at least 10-15 years ago. Simple as.

One more quick tip to get more calls:
  • If you want more calls at more hours in the day, mark your profile as open for 24 hours and use an AI answering service
Ongoing GBP Work
Monthly Photos/Video Content
"Add photos" section. Show your team, trucks, completed jobs, and happy customers. Add videos of you explaining a repair. Fresh media signals activity and builds trust with the algorithm. I recommend uploading new content MONTHLY.
Weekly Post Updates
"Add update" section. Share completed jobs and special offers you are running. Include the city name and service for keyword signals. Also make sure to geo-tag your images with tool.geoimgr.com to improve rankings for "near me" keywords. I recommend publishing posts 2-3x/week.
Q&As
Manually add in a new question and answer every few weeks. I recommend answering common FAQs as well as questions that mention if you offer a specific service in a specific city. You can respond to these yourself.
Responding To Reviews
Google monitors how quickly you respond to reviews, so try to check every morning. Mention the service you did for the customer and the location you did it in to help rank for those specific service keywords.

Action Box
  • Upload job photos and videos MONTHLY (before/after, team, trucks)
  • Publish 2-3 updates WEEKLY (mention service + location)
  • Add a few Q&As MONTHLY
  • Respond to reviews DAILY
What Actually Matters for Google Reviews
1
Frequency/velocity
Aim for more than your competitors in the past month.
2
Quality of reviews
Not just "Good job" but reviews that actually use keywords and mention the service you did and the location you did it in.
3
Local guide account reviews
(Added bonus, lucky if you get one)
4
Total rating
Your overall star rating matters for customer trust and Google's algorithm.
5
Total amount
The total number of reviews you have signals authority and popularity. This is less important than a lot of people say.
6
Adding photos
Adding photos to reviews can boost their impact and credibility.
How to Stack Google Reviews 101
Google reviews are arguably the BIGGEST needle mover when it comes to ranking in the map pack.
Aim for 30 Reviews in 30 Days
Review frequency is the most important review metric. More reviews = more trust = more clicks and calls.
Train Your Crew To Ask in Person (Most Important)
Hire charismatic, good team members, and it will pay dividends. Train your team to ask all customers friendly in person for a review. Have them carry QR codes so customers can scan to leave a review in 1 minute.
Send Review Requests Via Email + SMS
Message them the day of the service via email and SMS. Follow up once a week.
Suggest They Mention The Service + Location
Request they mention the service you did and their location/general area. This will help Google recognize what service keywords you should show up for.

Action Box
  • Set up automated SMS review request after job completion
  • Write a simple review request template (2 sentences max)
  • Reply to your 5 most recent reviews today
Turn Traffic → Calls/Leads
Optimize for Conversions
Service + City in Headline
Tell visitors exactly what you do and where you do it. "AC Repair in Austin" beats vague taglines every time.
Tap to Call Button
Make it huge, bold, and impossible to miss. Mobile users won't scroll to find your number.
Star Rating and Review Count
Display your stars and total reviews right under your headline. Google reviews are the easiest way to increase trust.
Three Key Reassurances
Pick the three that matter most: Licensed & Insured, Same-Day Service, Free Estimates, Satisfaction Guaranteed, or Warranty info. Put them in a row before your CTA.
Lead Form with Real Offer
"Schedule Service" gets ignored. "Claim Your $50 Off Coupon" gets clicks.

Action Box
  • Add a sticky call button that stays visible while scrolling
  • Social proof stack with reviews and reassurances
  • Update your H1 to include service + city
  • Lead magnet form
  • Page speed dialed in
Location Pages That Rank
Website Structure for Local SEO
Homepage
yoursite.com
Location Hub Page
yoursite.com/service-areas
Individual Location Pages
yoursite.com/service-areas/location
Specific Service Pages
yoursite.com/service/areas/location/specific-service
Key Content Elements for High-Ranking Pages
Local Content & FAQs
Have UNIQUE content on each page. Talk about local/nearby places. Answer common local questions directly. Example: "How much does a water heater cost in Austin? $1,200–$2,500 installed." This content ranks well and converts visitors.
Unique Photos & Map Embeds
Show real work from your business to build trust. Also, embed your map on one main location page. Then, embed driving directions to your business on the other pages.
Strong Internal Linking Structure
Ensure your homepage links to all service pages, and service pages link to relevant location pages. They must also internally link in between each other. This helps search engines crawl and understand your site's architecture.
Technical SEO For Dummies (Checklist)
1
Check Indexing Status
Make sure Google can find and index your pages. Use Google Search Console to identify any blocked or missing pages.
2
Submit an Updated Sitemap
List all your important pages in a sitemap.xml file. Submit it through Search Console so Google crawls efficiently.
3
Fix Canonical Issues
Make sure each page has one canonical URL. No duplicates. This focuses Google's attention on the right version.
4
Internal Link to Money Pages
Link from your homepage and blog to your service pages. This distributes authority and helps pages rank.
5
Improve Core Web Vitals
Focus on Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Interaction to Next Paint (INP). Fast sites rank better.
6
Schema
Utilize advanced (stacked) schemas on each page to make sure Google understands what type of page it is.

Action Box
  • Run your homepage through PageSpeed Insights
  • Fix the top 3 speed issues (compress images, remove unused scripts)
  • Check Search Console for indexing errors
  • Implement page schema
Citations & NAP Consistency
Start with Core Directories
Focus on high-authority sites first: Yelp, Yellow Pages, Angi, HomeAdvisor, Better Business Bureau, and local chamber listings.
Branch Off into Industry Directories
After you make profiles in the main ones above, setup profiles in industry-related directories. Just search for [industry] + business directories.
Match Name, Address, Phone Everywhere
Your business name, address, and phone number (NAP) must be identical across ALL directories. Even small differences hurt rankings. Use the same info from your GBP.
Unique NAP and Citations for Each GBP Location
Treat each location like a separate business. New NAP and new citations.
Local Links That Move the Needle
Chamber of Commerce
Join your local chamber. Most have member directories with links. Expect to pay membership fees ($200-500/year).
Trade Associations
Join industry groups like PHCC or local contractor associations. Member directories provide authoritative links. Usually require membership fees.
Marketplace Links
Check backlink marketplaces if you NEED to. One example is Press Whizz.
Outreach Links
Contact other home service businesses (non-competitors), local blogs, and community sites. Most will charge $50-300 for a link placement, or you can swap links for free.
Most quality links cost money, and that's normal in effective SEO. Focus on value over cost.
When evaluating a potential link, consider these factors:
01
Relevance
The linking site should be related to your industry or local area.
02
Traffic
Sites with organic traffic indicate authority and real visitors.
03
Clean Website
Ensure the site has a low spam score and good content quality.
04
Domain Rating
A higher domain rating (DR) or authority score indicates a more powerful link.
Traditional SERPs: Content Plan
01
Prioritize Money Pages First
Focus on service pages that drive revenue. Water heater install, AC repair, drain cleaning—whatever brings in calls.
02
Create Local How-To Guides
Write helpful content that answers homeowner questions. "How to Choose a Plumber in Austin" or "5 Signs You Need AC Repair."
03
Add FAQ Sections
Answer common questions with clear, concise responses. Use real customer language. Include local price ranges when relevant.
04
Build an Internal Linking Hub
Link related content together. Blog posts link to service pages. Service pages link to FAQs. Help Google understand your site structure.
05
Add Basic Schema Markup
Use LocalBusiness schema with your NAP, hours, and services, for location pages. This helps Google display rich snippets in search results.

Action Box
  • Publish 1 decision guide (e.g., "Repair vs Replace Your Water Heater")
  • Add FAQ schema to your homepage
  • Internally link 3 blog posts to your money service pages
Example: "Blog title: 'Water Heater Repair vs Replace in Austin: What Homeowners Need to Know' [1,200 words]"
Rank in AI Overview
Answer Multi-Step Tasks
Google's AI Overviews pull from content that walks through processes. Write guides like "How to Hire a Plumber in 5 Steps."
Reviews (Multi Platform)
Google reviews are best for increasing your Map Pack rankings. That said, AI overview and LLMs pull data from other websites like Yelp and Trustpilot, so work on getting more reviews on those platforms!
Parasite SEO
This is something I'll be releasing a guide on in the future. You can utilize websites that commonly rank at the top of Google and actually feature your business there. The added bonus is that LLMs will pull data from these sites as well, especially Reddit, so it will help you rank in AI Overview and LLMs.
Radius Expansion & Multi-Location
Dominate 5–10 Miles First
Don't spread too thin. Win your core area before expanding. Build reviews, links, and authority close to home.
Create Suburb Landing Pages
Build unique pages for nearby cities or neighborhoods. Include local landmarks, zip codes, and testimonials from that area.
Open New Locations
Once you're first profile is ranking very well, you should get a 2nd GBP live. Make sure to use new NAP info and built citations around it. Then repeat the strategy process for this profile.
Patience pays. Master one area, then replicate the system in the next. Don't dilute your efforts trying to cover 50 miles at once.
Compliance & Risk Avoidance
Follow Google's Business Representation Rules
Your GBP must accurately reflect your business. Real offices are best if you want to stay totally future proof. Only list service areas that are within a 2 hour driving distance.
DBA For Keywords in Business Name
Your business name is your legal name. If you don't have a DBA for "Best Austin Plumber – Water Heater Repair", Google will either change your name or suspend you.
Unique NAP for All GBP Locations
Make sure to use a unique name, new address, and new tracking phone number for each new GBP you setup. Build new citations for each location as well.
Quality Links Only
Be careful what backlinks you build or buy. Cheap $10 citations from Fiverr might be hurting your SEO and chances of ranking.
Tracking & Attribution
Track Every Lead Source
UTM Parameters: Add tracking codes to all links (Google, social, email). Example: ?utm_source=google&utm_medium=organic&utm_campaign=water-heater.
Unique Call Tracking: Use different phone numbers for each channel (website, GBP, ads). Know exactly where calls come from.
CRM: Attribution is essential. Link phone numbers to dollar amount in revenue generated.
Weekly Reporting: Track calls, booked jobs, revenue, and cost per lead. Simple spreadsheet or dashboard works.
What you measure, you improve. Don't guess which tactics work—know for sure.

Action Box
  • Add UTM parameters to your primary website CTA
  • Set up call tracking for your GBP number
  • Create a simple weekly tracking sheet (Calls, Booked, Revenue, Cost)
Next Steps & Your Action Plan
Recap the 90-Day Sprint
You now have a complete roadmap: GBP optimization, reviews, citations, content, local links, and AI readiness. Follow the weekly cadence. Track your numbers. Adjust based on what works.
1
Week 1–2
Foundation + GBP build
2
Week 3–4
Citations + suburb pages
3
Week 5–12
Reviews + links + scale
DIY vs Done-For-You
You can execute this yourself with discipline and time. Or you can hire experts to handle setup, tracking, and optimization while you focus on running jobs.
Real Examples of This Exact Strategy
Landscaping Company
Roofing Company
HVAC Company
Landscaping Company
Next Steps & Your Action Plan
Recap the 90-Day Sprint
You now have a complete roadmap: GBP optimization, reviews, citations, content, local links, and AI readiness. Follow the weekly cadence. Track your numbers. Adjust based on what works.
1
Week 1–2
Foundation + GBP build
2
Week 3–4
Citations + suburb pages
3
Week 5–12
Reviews + links + scale
DIY vs Done-For-You
You can execute this yourself with discipline and time. Or you can hire experts to handle setup, tracking, and optimization while you focus on running jobs.
If You Want My Help Getting You More Calls From Google…
Book a (free) no strings attached consultation with me here: