Local search has quietly changed more in the last two years than in the previous five. Proximity still matters, but relevance signals from your profile, your site, and your reviews now carry far more weight than most business owners realise.
Start with category selection. Your primary category is the single highest-leverage field in your Google Business Profile, and choosing the wrong one caps your visibility no matter how much content you publish.
Next, build genuine service-area pages. Not doorway pages with a city name swapped in, but pages that describe how you actually operate in that area: response times, local projects, and specifics only a real operator would know.
Review velocity beats review volume. A steady stream of recent reviews outperforms a large but stale collection, so build the request step into your job completion workflow rather than treating it as a campaign.
Finally, measure with a rank grid rather than a single ranking position. Local visibility varies block by block, and a grid shows you exactly where your radius drops off.
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