Local SEO Strategy for Google Business Profiles (+ ChatGPT)

We work with businesses every day that want to improve their visibility, generate more leads, and increase their authority. One of the most effective and underutilised tools for achieving this is their Google Business Profile (GBP).

Local SEO is not just a set of tactics. It’s a system—a structure you build step by step, brick by brick. When implemented correctly, it creates a continuous cycle of visibility, credibility, and growth. In this guide, we’ll walk you through a proven approach that reflects how local search truly works—on Google and in the new era of AI-powered discovery.

Let’s dive into the approach we use with clients to win locally—consistently, predictably, and at scale.

local seo
Table of Contents

From Foundation to Scale: Building Local SEO Brick by Brick

Think of your local presence as a building. You don’t construct a skyscraper in one day. You start with the foundation—your GBP. Then you layer in content, reviews, citations, and optimisations over time. Every brick supports the next. Done right, you build a durable presence that’s resistant to market shifts or algorithm changes.

It’s not about working harder—it’s about working smarter, one hour a week.

The Three Local Ranking Factors Google Cares About Most

Google’s local algorithm is built on three principles: Distance, Relevance, and Prominence—what we call DRP.

📍 Distance đŸ“

How close is your business to the searcher?

Augment this by:
• Keeping your address/service area accurate
• Using local landing pages for different cities/regions
• Ensuring your NAP (Name, Address, Phone) is consistent across all directories

📌 Relevance đŸ“Œ 

Does your business clearly match what the customer is searching for?

Improve this by:
• Using correct primary and secondary categories in GBP
• Including target keywords in your description and services
• Answering FAQs directly on your profile and site

⭐️ Prominence â­ď¸

How trusted and well-known is your business online?

Increase this by:
• Collecting consistent, high-quality Google reviews
• Responding to all reviews promptly
• Getting listed on reputable directories
• Regularly updating your GBP with posts and photos

Google Rewards You for “Playing With Their Tools”

One line from the transcript that bears repeating:

“Google rewards people when they play with their new features—and play with them the right way.”

This means:

  • Posting content frequently

  • Uploading fresh photos and videos

  • Keeping your profile 100% complete

  • Using GBP features like updates, products, FAQs, and reviews

The more you engage with the platform, the more Google will reward you with visibility.

local business with Google
Why 60 minutes Per Week is Enough

Many business owners feel overwhelmed by SEO. But the truth is, you don’t need to carve out days to make an impact.

“We carved out just one hour per week—and we won the local SEO battle one week at a time.”

Here’s a workable weekly plan:

📅 Weekly Local SEO Plan (60 minutes total)

  • 10 min: Review GBP insights and analytics

  • 15 min: Ask for reviews and reply to existing ones

  • 10 min: Add 1 new post + 1 new photo

  • 10 min: Check NAP consistency or update services

  • 15 min: Publish a new FAQ or tweak website content

 

What to Post on Google Business Profile

If you’re stuck on what to post, use this framework:

📌 The 7 Post Types That Work:

  1. Promotions and Offers

  2. Products or Services

  3. Behind-the-Scenes Content

  4. Client Wins / Testimonials

  5. Events or Announcements

  6. Frequently Asked Questions

  7. Top Customer Objections & Your Answers ← Power move

Example:

“People often say tattoos are too expensive. Here’s why our pricing reflects quality, safety, and artistry.”

These kinds of posts create searchable content that also performs well in AI search engines like ChatGPT or Perplexity.

 

Google Reviews: The 26-Review Rule & How to Scale Fast

Most businesses know reviews matter. But few understand how Google evaluates them.

✅ Key Review Facts:

  • Google starts taking you seriously at 26 reviews

  • Recency matters more than volume

  • Consistency > spikes

  • Responding to all reviews—good or bad—is essential

📌 “Respond to old reviews too. Even if it’s from years ago. Just clean it up.”

🚀 How to Get More Reviews (Without Feeling Awkward):

  • Don’t rely on QR codes on tables

  • Just ask. 92% of customers say they’d leave a review if asked.

  • Build it into your process:

    “Hey, if you enjoyed the service, would you mind leaving a quick review? It helps a lot.”

Listings Management: Accuracy, Scale, and When to Opt Out

Your GBP is the anchor—but your data also spreads to hundreds of online listings (Yelp, Apple, Bing, Yellow Pages, etc.).

⚙️ Why Listings Matter:

  • These listings pull data from your GBP

  • If your GBP is inaccurate or incomplete, bad data spreads

  • Inconsistent listings hurt your local rankings

“With a single click, Semrush Local starts fixing your listings across the web. Hours of work saved.”

❌ Can You Opt Out of Irrelevant Listings?

Yes. If you’re a florist, you don’t need to appear on auto-related directories. Semrush Local allows one-click opt-outs—no need to email or call anyone.

 

GBP Analytics & Dashboard: What to Track

Use the dashboard to monitor:

  • Year-over-year traffic changes

  • Map views vs. search views

  • Interaction spikes or drops

📉 When to worry:

If your blue line (interactions) is consistently declining despite consistent updates, something is wrong. It could be poor content, bad reviews, or external algorithm shifts.

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Handling GBP for Remote or Global Businesses

You can still use GBP if:

  • You operate from home → Just hide your address during setup

  • You serve other countries → Use virtual offices or co-working spaces to get a local presence

  • You run a clinic or store with international clients → Optimise your home base first, then build city-specific landing pages

“Winning local doesn’t stop you from ranking globally. You can do both—just treat them as separate campaigns.”

 

Getting Found in AI Search (LLMs like ChatGPT & Gemini)

How Large Language Models (LLMs) Pull Local Business Info:

  • Google Business Profile

  • Website content & structured data (schema)

  • FAQs and clearly written Q&A content

  • External listings

“Being found in ChatGPT is like being found on Google in 2008. Don’t miss that moment.”

✅ How to Optimise for AI Visibility:

  • Use Local Business schema markup

  • Write Q&A sections for every blog post or landing page

  • Include phrases like:

    “The best [service] in [location]…”

    “Top-rated [profession] near me…”

ai search optimisation for prompts

 

Schema Markup: The Technical Boost You Shouldn’t Ignore

Local schema tells Google—and AI models—who you are and where you’re located.

“Think of it as raising your hand and saying, ‘Hey Google, I’m local. Recognise me.’”

You don’t need to overcomplicate it—just start by:

  • Using JSON-LD schema for LocalBusiness

  • Adding FAQ schema for your Q&A sections

  • Using tools or plugins if you’re not technical

We’ll be covering this in a follow-up article with practical examples.

 

Final Thoughts: Don’t Overthink. Just Start.

Most businesses fail at local SEO because they either:

  • Try to do everything at once

  • Get overwhelmed and do nothing

Instead, carve out one hour a week. Build it brick by brick.

  • Get your GBP to 100%

  • Post once a week

  • Collect 5–10 reviews monthly

  • Monitor your dashboard

  • Update your site FAQs

  • Syndicate your listings

You do that, and you will outperform 80% of your competitors. Not with luck, but with consistency.

“This isn’t about hacks. It’s about process. Play Google’s game, and you’ll win.”

 

Want help implementing this system in your business?

Book a free 15-minute consultation with our team.

We’ll show you exactly how to optimise your GBP, your site, and your improve your visibility across AI search tools like ChatGPT and Gemini—so you dominate now and in the future.

Start working with an agency that won’t break the bank and will take the time to understand your brand. We provide solutions to increase drive organic and paid traffic and to convert visitors into customers.

0800 593 0015

0800 593 0015

Local: +44 79 4036 8509

[email protected]

[email protected]