Strengthening Local SEO: Google Business Profile, Citations, and Reviews

Strengthening Local SEO: Google Business Profile, Citations, and Reviews

Estimated reading time: 8 minutes.

In the first part of this series, I explored the fundamentals of local SEO, covering how businesses can optimise for different locations and how Google determines proximity-based search results. A key takeaway was that Google Business Profile (GBP), local citations, and customer reviews are essential to local SEO success—yet they’re often overlooked, underutilised, or poorly managed.

Many business owners I speak with either don’t have the time to maintain their GBP properly or aren’t sure how to optimise it beyond the basics. Others see competitors using questionable tactics, like stuffing business names with keywords, and wonder if they should do the same. Local citations, on the other hand, tend to be entirely overlooked, even though they reinforce business credibility and can serve as a valuable backlink strategy. And when it comes to customer reviews, this is where I get the most questions—how to encourage more positive feedback, respond to negative reviews, and ensure that reviews are helping rather than hurting their online reputation.

This second article focuses on these three key areas—Google Business Profile, citations, and reviews—providing practical advice and top tips to help you strengthen your local SEO strategy. Whether you’re fine-tuning your GBP, ensuring consistency across directories, or building a strong review profile, these steps can make a real difference to your local visibility. Rather than getting lost in unnecessary detail, this guide focuses on what really matters—simple, effective ways to improve your local search presence without adding extra workload to your already busy schedule.

 

Key Takeaways

  • A well-optimised Google Business Profile (GBP) is essential for local rankings – GBP accounts for 36% of local ranking signals, making it one of the most powerful tools for local SEO. Ensuring accurate and complete business details, selecting the right categories, and maintaining NAP consistency across your website and directories will improve visibility in Google’s local pack and Maps.
  • Local citations reinforce business credibility and improve search rankings – Consistent Name, Address, and Phone number (NAP) information across directories and listings helps Google verify your business. Using local directories, industry-specific listings, and structured citations can boost authority and enhance your local SEO efforts.
  • Reviews influence local search rankings and customer trust – Businesses with recent, high-quality reviews (especially a rating of 4.5+ stars) tend to perform better in search results. Encouraging customers to leave reviews, responding professionally to both positive and negative feedback, and actively managing your online reputation helps build credibility and attract more customers.

 

Table of Contents

 

Google Business Profile Essentials

Google Business Profile (GBP) is a free tool from Google that allows businesses to manage their online presence across Google Search and Maps. When someone searches for a business or service in their area, GBP listings help Google display relevant, location-based results. A well-optimised GBP not only increases your visibility in local search but also improves customer trust by providing accurate business information at a glance.

A well-optimised Google Business Profile is one of the most crucial elements of local SEO, influencing whether your business appears in Google’s local pack (the map-based results displayed in local searches). GBP accounts for roughly 36% of local ranking signals, making it one of the most impactful off-page factors for local businesses.

To optimise GBP effectively, accuracy and consistency are essential. The details you provide—such as your business name, address, phone number (NAP), website, operating hours, images, and categories—must match what is on your website and any directory listings. Even small inconsistencies can cause Google to question the reliability of your business information, potentially affecting your local ranking.

 

Key Elements to Optimise in GBP

  • Business Name: This should match your registered or official brand name. While some businesses try to include location keywords for SEO purposes (e.g., “Joe’s Plumbing Auckland”), this can be flagged as spam, and Google may edit your listing automatically.
  • Categories: Selecting the right primary category is crucial, as it directly affects how Google classifies your business. Secondary categories can help provide additional context but should remain relevant.
  • NAP Consistency: Ensure your Name, Address, and Phone number are exactly the same across GBP, your website, and directories. Even minor discrepancies (e.g., using "Rd" instead of "Road" in some listings) can create confusion.
  • Operating Hours: Keeping your hours up to date, including holiday hours, is essential. If users see incorrect business hours and visit when you’re closed, it can damage trust and lead to negative reviews.
  • Imagery: Adding high-quality, genuine images—such as storefront photos, team members, and products—enhances credibility. Google tends to favour businesses with real, up-to-date images over those using stock photos.

GBP and Local Search Rankings

Your GBP listing directly impacts how Google ranks and displays your business in local search results and Google Maps. The more accurate and complete your information is, the better your chances of appearing in the top results. Consistency across all your online profiles reinforces your legitimacy and helps differentiate you from competitors.

 

Consistency in Local Citations (Business Directories)

Another key factor in local SEO is building and maintaining consistent business citations across online directories. These citations help search engines verify your business information and improve your visibility in location-based searches.

Consistency in Name, Address, and Phone number (NAP) is particularly important. If your business appears with different phone numbers, slightly varied names, or multiple addresses across directories, it can weaken your local SEO efforts. Google may struggle to determine which details are correct, which can affect your rankings in local search results.

Why Local Citations Matter:

  • They reinforce your business’s legitimacy in Google’s eyes.
  • They increase the number of times your business appears in search results.
  • They can provide valuable backlinks that support overall SEO efforts.

For businesses with multiple locations, each one should have its own unique listing on directories and Google Business Profile, with consistent NAP details.

 

Where to Build Local Citations?

A common question I get asked is: Where should I list my business?

There are the standard business directories, but I also recommend looking for more location-specific opportunities. Tools like BrightLocal's Citation Builder can help identify relevant directories, and it’s often beneficial to look at directories that have local New Zealand subdomains if you’re targeting the NZ market.

The Importance of Reviews and Reputation

Customer reviews are one of the strongest ranking factors for local SEO. A business with a high volume of recent, positive reviews will almost always rank higher than one with few or outdated reviews. Google sees reviews as a trust signal—real customer feedback that helps validate your business.

A strong review profile can make a business far more attractive to potential customers. A star rating of 4.5 or higher is generally considered excellent, and businesses that actively engage with their reviews—responding to both positive and negative feedback—tend to perform better in search rankings.

 

Best Practices for Managing Reviews

  • Encourage customers to leave reviews by providing a direct link or using QR codes at checkout points. Many businesses also follow up via email or SMS after a purchase.
  • Respond to every review professionally. A simple thank-you message for positive reviews goes a long way, and for negative reviews, a polite and proactive approach can help mitigate reputational damage.
  • Don’t ignore negative reviews. Address them constructively—acknowledge concerns, offer a solution, and, where necessary, take the conversation offline to resolve the issue.

A student recently shared an experience where their business received an unfair negative review. The response advice I shared was simple: remain calm, acknowledge the feedback, and demonstrate a willingness to resolve the issue. Potential customers reading your responses will form an opinion not just on the review itself but on how you handle criticism.

 

Final Thoughts

I hope these insights, drawn from my recent local SEO conversations, help clarify how best to approach targeting specific areas—be it one physical address, multiple locations, or even service-area businesses.

In my experience, it’s all about maintaining accurate, consistent information across every platform, creating genuinely valuable local content (rather than copying the same text across a dozen suburb pages), and making sure your Google Business Profile is kept up to date.

Ultimately, effective local SEO is about helping people find your business when they need it most. I’ve seen it time and time again: the businesses that focus on clarity, authenticity, and genuinely useful content are the ones that Google and customers reward.

By following these best practices, I believe you’ll be giving yourself the strongest possible chance of showing up in local searches—and attracting the customers in your area who truly need your services.

At Altitude Search, we specialise in tailored SEO strategies that help businesses rise above the competition. If you're looking to improve your local visibility and attract more customers, get in touch today for a free SEO health check—let’s take your business to new heights.

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FAQs

How can I rank for a city I don’t have a physical address in?

If your business is physically located in one city but you want to appear in searches for another, you’ll need to build strong location signals on your website and in your Google Business Profile (GBP).

  • Create a dedicated city-specific landing page, ensuring it has unique, high-value content (not just a copy-paste of other location pages).
  • Use Google Business Profile service areas to indicate the regions you serve.
  • Feature case studies, testimonials, or projects from clients in that city to establish credibility.
  • Earn local backlinks from directories, business groups, or publications in that city.
  • For service-based businesses, adding structured data (schema markup) and highlighting location-based services can also help.

Should I create separate pages for every suburb I want to target?

Not necessarily. While some SEO agencies create multiple location pages, this can be ineffective (or even counterproductive) if the content is mostly duplicated.

If you do create location-based pages:

  • DO: Make sure each page has unique, valuable content—such as a relevant case study, location-specific testimonials, or service details.
  • DO: Add meaningful information about how you operate in that suburb or city.
  • DON'T: Avoid simply swapping out suburb names on a template page—Google may see this as thin content and ignore or penalise it.


For most businesses, focusing on a few well-optimised regional pages (rather than dozens of thin suburb pages) is a better long-term strategy.

Does adding ‘near me’ to my content help my rankings?

No, adding the phrase “near me” to your website or business name won’t directly improve your rankings. Google determines proximity-based search results using:

  • Your actual business address (or service area if you’re a mobile business).
  • User location signals from their IP address or mobile GPS.
  • The consistency of your NAP (Name, Address, Phone number) across the web.

Google automatically understands “near me” searches, so your focus should be on local optimisation, not keyword stuffing.

How does local SEO differ for multi-location businesses?

For businesses with multiple physical locations, local SEO requires a structured approach to ensure each location is properly optimised.

Key strategies:

  • Create a separate Google Business Profile for each location.
  • Have a unique contact page for each location on your website, with specific NAP details.
  • Customise location-based landing pages with distinct content (not duplicate pages).
  • Build local citations in directories specific to each region.

Managing multi-location SEO effectively ensures each branch or store has its own visibility in local search.

Can I hide my address on Google Business Profile if I don’t have a storefront?

Yes. If you operate a service-area business (such as a plumber, mobile mechanic, or home-based consultant), you can hide your physical address in GBP and set a service area instead.

However, service-area businesses may rank lower in local searches compared to businesses with a visible address. If possible, having a verified business location can strengthen your local SEO.

Does posting updates on Google Business Profile help SEO?

While GBP posts don’t directly boost rankings, they can increase engagement and visibility, which indirectly benefits local SEO.

Best uses for GBP posts:

  • Announce promotions, offers, or new products.
  • Highlight events, special deals, or service changes.
  • Share customer testimonials or industry insights.

Regular updates show Google that your business is active and relevant, and they can drive more clicks to your website.

How do I find more directories to list my business in?

Listing your business in online directories helps reinforce your location signals and build local authority.

To find relevant directories:

  • Use tools like BrightLocal to identify industry and location-based listings.
  • Search for local New Zealand directories, particularly those with strong .nz subdomains.
  • Consider niche-specific directories (e.g., hospitality, trades, professional services).
  • Join local business chambers, networking groups, or industry associations—they often have directories with high trust signals.

Remember, consistency in NAP (Name, Address, Phone number) is key—ensure every listing matches your website and GBP.

About The Author

I’m Michaela Laubscher, and I’ve spent over sixteen years immersed in the ever-evolving digital marketing landscape, specialising in SEO for the past seven years.

Based in Christchurch, New Zealand, I bring a global outlook and extensive experience to guide businesses like yours to new heights online.

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