Local SEO for Perth businesses: how to show up on Google Maps.

When someone in Perth searches for "plumber near me" or "cafe Fremantle", the first thing they usually see isn't a list of websites. It's a map with three businesses pinned on it. That's the local pack, and for most local businesses it's the most valuable spot on Google.

The good news: getting there doesn't need a big budget. It needs a properly set up Google Business Profile, a website that backs it up, and a bit of steady effort. Here's how it works.

What local SEO actually means

Local SEO is everything that helps Google show your business to people searching nearby. Google looks at three broad things when deciding who to show:

• Relevance. Does your business match what they searched for?
• Distance. How close are you to the person searching, or to the area they named?
• Prominence. How well known and trusted are you? Reviews, links and mentions all count.

You can't move your shop closer to every customer. But you can make it very clear what you do and where, and you can build trust over time.

Step 1: claim and complete your Google Business Profile

Your Google Business Profile is the free listing that appears on Maps and in the local pack. If you haven't claimed yours, do it today at business.google.com. Then fill in everything:

• Business name. Use your real trading name. Stuffing keywords into it can get your profile suspended.
• Primary category. This is one of the most important settings. Pick the most specific one that fits, such as "Electrician" rather than "Contractor", and add a few secondary categories.
• Service area or address. If you visit customers, set the suburbs you cover. If customers come to you, show your address.
• Hours, phone and website. Keep them accurate, including public holidays.
• Services and description. List what you actually do, in plain words your customers would use.
• Photos. Real photos of your work, team and premises. Add new ones regularly.

Step 2: make your details match everywhere

Google cross-checks your name, address and phone number across the web: your website, Facebook, Yellow Pages, True Local, industry directories. If one says "Unit 2" and another says "2/", or you changed numbers three years ago, it creates doubt. Pick one exact version of your details and make every listing match it.

Step 3: get reviews, and reply to them

Reviews are one of the strongest local signals, and they're what customers read before they call. A few habits make a big difference:

• Ask every happy customer, ideally right after the job. A short link by text message works best.
• Reply to every review, good and bad. Keep it short, thank them, and mention the service if it's natural.
• Never buy reviews or offer rewards for them. It breaks Google's rules and customers can usually tell.

Ten recent, genuine reviews beat fifty from five years ago.

Step 4: make your website back it up

Your profile links to your website, and Google uses your website to understand your business. A few basics matter most:

• A page for each main service. "Hot water repairs" and "blocked drains" each deserve their own page, not one line on a list.
• Say where you work. Mention the suburbs and areas you cover, naturally, in your text.
• Clear page titles. For example: "Electrician in Fremantle | Smith Electrical".
• Fast and mobile-friendly. Most local searches happen on phones, often in a hurry.
• Easy to contact. Phone number and enquiry button on every page.

Step 5: keep it alive

A profile that hasn't changed in two years looks like a business that might not be around. Add photos, post updates or offers now and then, answer questions people ask on your listing, and keep your hours current. Fifteen minutes a month is enough for most small businesses.

Common mistakes I see

• Never claiming the profile, so it shows old or wrong details.
• Picking a vague category.
• A website that doesn't mention the suburbs or the services people search for.
• Ignoring reviews, especially the negative ones.
• Different phone numbers or addresses across listings.

Want this done for you?

Every website I build includes Google Business Profile setup and local SEO basics, and the Business package includes full on-page local SEO. You can see what's included on my pricing page, or send me your business name and I'll tell you what I'd fix first.