How to rank in Google’s local map pack without paying for ads

Most homeowners looking for a plumber, electrician, or builder start with a Google search. They type in “plumber near me” or “roofer in Manchester” and contact one of the first businesses they see. If your trade business isn’t showing up in the Google Local Pack, you’re invisible.

The good news? You don’t always need to spend on Google Ads. Ranking in Google’s local map results is achievable through smart local SEO for trades. It’s about using tools that work, like your Google Business Profile, and making sure your online presence reflects and promotes your quality work.

At TradePal, we’ve helped UK tradespeople show up exactly where it counts. This guide walks you through proven techniques to put your trade business on the map.

What is the Google Local Pack and why does it matter?

When someone searches for a local trade business, Google displays a map with business listings at the top. This is the Google Local Pack.

The local pack appears above organic search results and includes your business name, phone number, address, customer reviews, business hours and a link to your Google Business Profile. Users can call you, get directions via Google Maps or browse photos.

Here’s why it matters:

• Higher visibility – 99% of consumers use the internet to find local businesses
• More phone calls – Your contact information is displayed upfront
• Increased trust – Positive reviews give homeowners confidence
• More foot traffic – Google Maps drives people to your door
• Competitive advantage – Rank higher and win jobs first

With 94% of consumers saying positive reviews make them more likely to use a business, this feature combines visibility with credibility.

How to appear in Google’s local map results without paying for ads

Getting into the local pack requires focus, consistency and a solid local SEO strategy.

Optimise your Google Business Profile

Your Google Business Profile (formerly Google My Business) is the foundation of your local SEO efforts. It significantly improves your chances of appearing in local search results.

Claim your profile and ensure every detail is accurate: business name, phone number, address, service area, business hours and website link.

Add high-quality photos of your completed projects, your team, and your vans. Visual content builds trust and encourages engagement, which Google recognises and rewards with higher local rankings.

At TradePal, we build websites that connect seamlessly with your Google Business Profile, ensuring your online presence is fully optimised and consistent across the web. We also take care of and regularly update your Google Business Profile, ensuring you are maximising your potential online.

Collect and manage local reviews

Customer reviews are powerful ranking factors for local SEO. Google uses them to assess trustworthiness, and homeowners rely on them for decisions.

Ask satisfied customers to leave a review. Send a follow-up message with a direct link after completing a job.

Respond to every review. Thanking customers shows you care about your reputation. Handle negative reviews professionally, apologise if needed and take conversations offline.

A steady flow of recent reviews tells Google you’re consistently delivering quality work in your local area.

Use GEO-targeted keywords

GEO (geographic search engine optimisation)-targeted keywords include your trade and location, like “builder in Birmingham” or “plumber near Leeds.” These are the phrases potential customers type into search engines when looking for local services.

To rank in local search results, these keywords should appear throughout your website, including on your service pages, blog posts, and meta descriptions. This is known as on-page SEO, and it helps improve local visibility without relying on paid ads.

For example, if you’re a roofer in Bristol, include “roofing services in Bristol” in your titles, headings, and body text. Service pages should also target specific areas you cover. Keyword research is vital too. Tools like Google Analytics and Google Search Console can help identify the most relevant local search terms for your trade business.

Technical SEO matters as well. Your website should load quickly on mobile devices, display clear contact information, and be easy to navigate, all of which contribute to stronger search engine rankings and a better user experience.

Sound like a lot to deal with?

At TradePal, we build fast, mobile-ready websites with built-in SEO, conduct keyword research and create website content to attract local customers. We monitor search engine results and make regular updates to ensure your business is best-placed to stand out from the congested crowd.

How TradePal helps tradespeople grow

TradePal is a marketing service built for UK tradespeople, backed by over 20 years of experience as part of a large marketing group.

Website design

We build fast, mobile-ready websites optimised for Google. Every site includes your domain name, business email, unlimited storage for photos and videos of recent projects, and built-in SEO. We handle hosting, updates and security. Your site is built to rank in local search results and connects with your Google Business Profile.

Digital marketing

We manage your Google Business Profile, run social media accounts and use automation tools to keep your business active online. We boost local visibility, improve search engine rankings and ensure business information is accurate across platforms.

Branding

Professional branding in the form of logos, van livery, uniforms and business cards, helps you stand out. We create custom branding that’s clean, consistent and memorable, leading to better recognition and more referrals.

SEO

Local SEO for trades gets your business found at the right time. We handle keyword research, on-page optimisation, technical SEO and content creation to improve search engine rankings and drive qualified leads. We track performance using Google Analytics with transparent, ethical strategies.

Social media

Social media is a great tool to showcase your best work. Our social media services include content planning, posting schedules and customer engagement. We create tailored content, manage profiles and post consistently across Facebook and Instagram.

Frequently asked questions

What is local SEO for trades?

Local SEO for trades optimises your online presence so your business appears in local search results when potential customers search for services in your area, including improving your Google Business Profile and collecting customer reviews.

Why are customer reviews important for local rankings?

Customer reviews signal trust and quality to both Google and potential customers. Businesses with more positive reviews rank higher in the local pack and attract more enquiries from local customers searching for reliable tradespeople.

Who are TradePal?

We’re TradePal, a marketing service for UK tradespeople. We provide websites, digital marketing, branding, SEO and social media management to help local trades grow.

Part of a large marketing group, we bring over 20 years of experience. Our team of more than 100 marketing experts helps builders, plumbers, electricians and other tradespeople grow their brand.

We work with construction trades (builders, roofers, plasterers), utilities (electricians, plumbers, gas engineers), finishing trades (kitchen fitters, painters, tilers) and landscaping contractors.

Ready to improve your local visibility and attract qualified leads? Contact TradePal today. Call 020 4572 0845 or visit our website to learn how we can help you rank in Google’s local map pack, without paying for ads.