For local searches such as ‘carpenter Lucerne’, Google says it looks at relevance, distance and prominence. You can influence this with a complete, free Google Business Profile, the same business details everywhere, genuine reviews and a fast website that clearly states your services and your location.
What Google looks at for local searches
In its own help pages, Google names three main factors for local ranking:
- Relevance: how well does your listing match the search? Categories, services and text all count.
- Distance: how far is your location from the person searching or from the place they searched for?
- Prominence: how well known is your business? This includes links, mentions and reviews.
Important: Google states explicitly that you can't request a better local ranking, not even by paying for it. Ads are something else and are labelled as such.
Step 1: Your Google Business Profile
The Business Profile is free and often the first thing people see of you: in Search and on Google Maps.
- Create or claim your profile and get it verified.
- Choose the right primary category, plus a few additional ones.
- Add your opening hours, services, phone number and website.
- Upload real photos: your team, premises, products and work.
- Post updates regularly, for example news or projects.
Enter your business name exactly as it appears offline. According to Google's guidelines, keywords or slogans in the name aren't allowed and can get your profile suspended.
Step 2: The same details everywhere
Your name, address and phone number should be written the same way everywhere: on your website, in your Business Profile, in directories such as local.ch and search.ch and on social media. Inconsistencies confuse Google and cost you trust.
If you don't have premises customers can visit, for example because you work from home, set a service area in your profile and hide the address. According to Google, virtual offices without a real presence aren't allowed.
Step 3: Collect genuine reviews
- Ask happy customers straight after the job is done, for example with a link or QR code.
- Reply to every review, including critical ones. Keep it factual and friendly.
- Google explicitly prohibits rewards for reviews, such as discounts or freebies.
Step 4: A website with local answers
Your website is the foundation for relevance. What helps:
- A separate page for each service, for example ‘Web design Lucerne’ or ‘3D printing Lucerne’, instead of everything on one page.
- Your town and region in the title, heading and text, worded naturally.
- Answers to the questions people actually google, for example about cost and timing, like in these guides.
- Structured data for your business, so Google reliably recognises your address and what you offer.
- A fast, mobile-friendly website.
Step 5: Speed and Core Web Vitals
Google recommends good Core Web Vitals because they reflect what its ranking systems aim to reward. These count as ‘good’:
| Metric | What it measures | Good |
|---|---|---|
| LCP | How quickly the largest content element becomes visible | 2.5 seconds or less |
| INP | How quickly the page responds to clicks | 200 milliseconds or less |
| CLS | How stable the layout stays while loading | 0.1 or less |
They're measured at the 75th percentile of page views, separately for mobile and desktop. In March 2024, INP replaced the older FID metric. Google doesn't publish how much speed counts compared with content.
Sources
- Google Help: Tips to improve your local ranking
- Google Help: Guidelines for representing your business
- Google Help: Review policies
- Google: Business Profile
- web.dev: Web Vitals
- Google Search Central: Core Web Vitals
FAQ
Is a Google Business Profile free?
Yes. Creating and displaying a Business Profile costs nothing.
How do I get to the top of Google Maps?
With a complete profile, the right category, consistent details, genuine reviews and a good website. Local rankings can't be bought.
Can I reward customers for reviews?
No. Google prohibits discounts or gifts in return for reviews. Asking is allowed, rewarding isn't.
How long does it take to get found locally?
Your Business Profile often starts working within a few weeks. Better rankings for your website usually take several months, depending on the competition in your industry.
Get found in your region.
We build websites with a page for each service, a clean structure and fast loading times. If you like, we'll set up your Business Profile too.