The profile is a landing page
Google Business Profile is often the first thing a customer sees. Categories, services, photos, opening hours and the call button need to match how the business actually operates. An outdated profile loses work even when the website is decent. The local SEO work sits on the profile and the site together — not as a directory campaign.
Service pages beat town farms
A useful page for boiler servicing in a real coverage area will outperform twenty near-identical pages named after nearby villages. We plan location URLs in the architecture so they can be added when there is genuine unique content — not as a shortcut.
Reviews are an operations problem
A sustainable review process is a follow-up habit after a good job, not a marketing stunt. The website and the profile should make that easy. Anything that looks like fake social proof is a liability.
Related work: Local SEO and Google Business ProfileWebsites and marketing for tradesAPS Plumbing & Heating case study