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Ever noticed your competitors show up on Google Maps and you don’t? That’s local SEO at work.


Whitepapers

Have you ever noticed your competitors popping up on Google Maps when someone searches for a term such as “builder near me” or “loft conversion Horsham.” But your business is nowhere to be seen? That gap is almost always local SEO at work.​

 

What local SEO actually is

Local SEO is about making sure your business shows up when people nearby search for the services you offer. Especially on Google Maps and the local “3-pack” (the map and three listings you often see at the top of the page).​For trades and construction companies, it focuses on your Google Business Profile (GBP), your website, and your online reputation so that you become the obvious choice in your area. Not an invisible one.​

 

Why competitors show on Maps (and you don’t)

If your competitors appear on Google Maps and you do not, it is usually because:​

  • They have claimed and verified their Google Business Profile, and you either have not or it is incomplete.​

  • Their profile is filled out properly (services, categories, photos, opening hours, and service areas)  which Google rewards with more visibility.​

  • They consistently collect and respond to reviews, which boosts both rankings and trust.


The power of Google Business Profile for trades

Google Business Profile is effectively your free digital shopfront on Google Search and Maps.​For builders, roofers, electricians, plumbers, installers and other trades, a well‑optimised profile can:​

  • Put your business directly into the local map results. ​

  • Drive more calls and quote requests via the call, website and directions buttons.​

  • Show off project photos, accreditations and reviews that help homeowners and commercial clients choose you with confidence.​

 

Practical local SEO steps for UK construction businesses

Here are simple, practical actions a small or medium‑sized construction business can take to start winning more local enquiries:​

  • Claim, verify and fully complete your Google Business Profile (correct business name, address, phone, categories, services and service areas).​

  • Add strong photos of recent projects (before/after, on‑site shots, vehicles with branding) and update them regularly so your listing looks active and current.​

  • Ask happy customers to leave Google reviews and reply to every review with a short, professional response including your key locations where appropriate.​

  • Make sure your website is mobile‑friendly, mentions your main services and locations (e.g. “loft conversions Horsham & Crawley”), and includes clear calls to action.​

  • Keep your details consistent (name, address, phone number) across directories, social media and your website, as this consistency is a known local ranking factor.​

 

Summary

If your competitors keep appearing on Google Maps and you don’t, they are using local SEO. Even if they aren’t actually referring to it as that.​

By claiming and optimising your Google Business Profile, tightening up your website, and building local reviews, you can level the playing field and start turning local searches into profitable enquiries.​

 

Take Action

  • Search for your own business on Google and see whether a profile appears on the right‑hand side or in Maps.​

  • If nothing shows, create and verify a Google Business Profile. If it does, audit it and fully complete every section.​

  • Review your website content to ensure it clearly targets your priority locations and services.

 

Up Next

The next blog post will cover how to turn Google reviews into a steady stream of enquiries for your construction business. It will look at how to ask for reviews without feeling awkward, what to do with negative feedback, and how to showcase reviews to win more of the right kind of projects.​

 

Found This Useful?

I hope you've found this helpful. If you would like to discuss how to improve your local SEO and Google Maps visibility, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.

 

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.


In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.


 

 

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