local-seo-and-reputationlisted

# Local SEO and Reputation ## Overview For any business with a service area or a physical location, the Google map pack is the highest-intent free traffic that exists. Ranking there is driven by three factors: **relevance** (does the profile match the query), **distance** (proximity to the searcher), and **prominence** (reviews, citations, links, engagement). Distance cannot be changed. Relevance and prominence can, and that is the entire job. Reviews are the highest-leverage lever available and the one most businesses neglect. ## When to Use - A local business needs to appear in map results - Review count or rating is weak - Setting up or fixing a Google Business Profile - Multi-location businesses needing location pages - A negative review or reputation problem Don't use for: national SEO or content marketing at scale, or paid search (use `paid-media-buying`). ## Google Business Profile The profile is the single most important local asset — more important than the website for most service businesses. **Setup essentials:** - **Exact legal business name.** Keyword-stuffing the name ("Joe's Plumbing | Best Plumber Phoenix") is a policy violation and a common cause of suspension. Competitors report it. - **Primary category is the highest-impact single field on the profile.** Choose the most specific accurate one. Add secondary categories only where genuinely accurate. - **Service area** set to the real area for service-area businesses; hide the address if you do not s