When someone searches for “plumber Sofia” or “dentist Plovdiv” on Google, the first thing they see is one thing — the map with local results. Those three or four businesses in the so-called “Local Pack” get the lion’s share of the clicks. If you are not there, the customer goes to your competitor.
The good news: local SEO is arguably the most accessible channel for a small business. You don’t need a big budget — you need a well set-up profile and consistency.
What is “local search” and why does it matter?
Local searches are queries with a geographic context — “near me”, “in Sofia”, “in Varna”, or simply a service plus a town. Google shows results based on three factors:
- Proximity — how close the business is to the user
- Relevance — how well your profile matches the search
- Authority — how many reviews you have and how recent they are
You can influence two of the three factors directly — and that is exactly where we will focus.
46% of all Google searches have a local intent. And 76% of the people who search for something local on their phone visit a physical location within 24 hours.
Step 1: Create or claim your Google Business Profile
Google Business Profile (the former Google My Business) is your free “storefront” in Google. Without it, you simply do not exist for local search.
- Go to business.google.com and sign in with the company’s Google account
- Search for your business by name — if it already exists, claim ownership; if not, create a new profile
- Enter the exact address, phone number, and website
- Choose the right category (e.g. “Web design agency”, “Restaurant”, “Construction company”)
- Verify the profile — Google sends a postcard with a code or offers phone/video verification
Step 2: Complete the profile to 100%
Incomplete profiles rank worse. Here is what must not be missing:
- Description — up to 750 characters; include your main keywords naturally
- Opening hours — including public holidays; outdated hours infuriate customers
- Photos — at least 10 quality photos: office, team, products/services. Profiles with more photos get 42% more enquiries
- Services/Products — list them with descriptions and prices, where applicable
- Attributes — “Accepts cards”, “Free Wi-Fi”, “Wheelchair accessible”, and others
- Questions and answers (Q&A) — ask and answer common questions yourself
Step 3: Reviews — your secret weapon
Reviews are arguably the strongest signal for Google in local ranking. More reviews + a higher rating = a higher position.
How to get more reviews without breaking Google’s rules:
- Send a direct review link to happy customers — find it in your Google Business Profile → “Ask for reviews”
- Add a QR code with the link to the receipt, business card, or in the office
- Reply to EVERY review — positive and negative. This shows Google the profile is active
- Never buy reviews — Google detects fakes and can suspend your profile
The goal: at least 10 reviews with a rating above 4.0 for a visible effect. After 25+ reviews, the ranking improves significantly.
Step 4: NAP — the three letters few people know about
NAP stands for Name, Address, Phone — your contact details. They must be absolutely identical everywhere: in your Google Business Profile, on your website, on social media, in online directories.
Even a small difference (“15 Vitosha Street” versus “Vitosha No. 15”) sends a confused signal to Google and reduces trust in your profile. Check and align your details in all places.
Step 5: Your website as the foundation
Your Google Business Profile and your website work together. To strengthen the local signal:
- Add LocalBusiness Schema (structured data) to your website — Google reads it to understand who you are and where you are
- Create an “About” or “Contact” page with the full address, an embedded Google map, and a phone number
- If you serve several towns, create separate sub-pages for each (e.g. “Website development Plovdiv”)
- Website speed affects local SEO — a slow site = a lower ranking
Step 6: Posts in Google Business Profile
Most businesses ignore this feature — and make a mistake. Posts (Google Posts) are short announcements directly on your profile. Publish at least 1–2 times a month:
- Promotions and offers
- New services or products
- An event or campaign
- A useful tip from your field
Active profiles get an advantage in ranking. Google sees regular posts as a sign that the business is alive and engaged.
Results: when to expect a change?
For a new or incomplete profile — a visible change within 4–8 weeks after full completion and the first reviews. For more competitive niches — 3–6 months of consistent work.
Local SEO is not a one-off action — it is an ongoing process: new photos, new reviews, regular posts. The businesses that keep it up consistently build a lasting advantage over their competitors.
Summary: Verify the profile → Complete everything → Collect reviews → Align your NAP details → Connect it to an optimised website → Post regularly. That is the whole process.