Start with one accurate business identity
Use the same real business name, phone, primary address or service-area configuration, hours, and website across the site and major business profiles. Make contact information easy for visitors to find. If the business has multiple staffed locations, each location needs accurate details rather than a virtual-office page created only to target a city.
Build service and location pages for different jobs
A service page should explain what the company does. A location page should explain how that service applies to customers in a particular market. Strong local pages include relevant services, local context, nearby proof when available, common buyer questions, and a useful next step. Avoid publishing dozens of near-duplicate pages with only the city name changed.
- Give each page one clear search intent
- Add market-specific proof only when it is real
- Link locations to the services customers can buy
Connect portfolio proof, reviews, and local expertise
Project examples can show the industries, services, and markets the business has actually served. Reviews should be presented accurately and should not be marked up in ways that violate Google’s structured-data policies. Local articles are useful when they answer a real regional question or document first-hand expertise, not when they exist only to repeat keywords.
Use LocalBusiness schema as a description, not a shortcut
LocalBusiness structured data can describe business details that are also visible on the website. Choose the most accurate business type available, include supported properties, validate the markup, and check the deployed page with Google’s tools. Schema does not replace a complete page, accurate profiles, reputation, or useful local content.
- Keep markup consistent with visible information
- Validate before and after launch
- Do not add ratings, addresses, or hours that are not accurate
Measure local leads, not rankings alone
Track calls, form submissions, quote requests, direction requests, and qualified leads by landing page and source. Rankings can vary by searcher location and query, so use Search Console, analytics, business-profile insights, call data, and CRM outcomes together. The goal is not merely more impressions; it is better discovery by customers the business can serve.
Primary guidance
Google documents the supported LocalBusiness markup and the process for validating and releasing it.