Local SEO — Getting Found
Lead platforms like RatedPeople, Thumbtack, and hipages are powerful. But there is a source of leads that is even bigger and completely free: Google. When someone types "emergency plumber near me" or "electrician in Bristol" into their phone, the businesses that show up at the top get the calls. That is local SEO — search engine optimization for your area.
You do not need to be a tech expert to get this right. You do not need a fancy website. What you need is a well-optimized Google Business Profile and a basic understanding of how local search works. AI handles the hard parts.
Your Google Business Profile Is Your Shopfront
If you do not have a Google Business Profile yet, stop reading and go set one up right now. It is free. It is the single most important piece of online real estate for any local tradesperson.
When someone searches for a trade service in their area, Google shows a map pack — those three businesses with the map, star ratings, and phone number. Getting into that map pack is worth more than any paid advert. It is free traffic from people who are actively looking for exactly what you do, in exactly your area, right now.
Your Google Business Profile needs to be complete, accurate, and optimized. That means:
- Correct business name, address, and phone number (consistent everywhere online)
- Accurate service area — the towns and postcodes you cover
- Right business categories — "Plumber" is different from "Plumbing Service" and Google treats them differently
- Opening hours — even if you are flexible, put something in
- Photos — of your work, your van, yourself. Real photos, not stock images
- A compelling business description — this is where AI comes in
Writing Your Google Business Description With AI
Your Google Business description has a 750-character limit. That is not a lot, but it is enough to tell potential customers who you are, what you do, where you work, and why they should call you. Most tradespeople leave this blank or write something generic like "We do all types of plumbing work." That is a wasted opportunity.
AI can write a description that is packed with local keywords — the exact phrases people type into Google when looking for your services. The trick is to tell AI your trade, your location, your specialities, and your key selling points. It will weave these naturally into a description that reads well for humans and ranks well for Google.
For example, instead of "We do electrical work in London," you want something like "Qualified electrician serving North London, Enfield, and Barnet. Specialising in consumer unit upgrades, full and partial rewires, and EV charger installations. NICEIC registered with over 15 years of experience. Free quotes, no call-out charge."
See the difference? The second version is packed with search terms people actually use: the specific locations, the specific services, the qualifications, and terms like "free quotes."
Google Posts and Local Content
Most tradespeople do not know this, but Google Business Profile lets you publish posts — short updates that appear right on your listing. These posts can include photos, text, and links. They show Google that your business is active, which helps your ranking.
Here is how to use them with AI. Every time you finish a job, ask AI to write a short Google post about it. Something like: "Just completed a full kitchen rewire in Cheltenham. New consumer unit, LED downlights throughout, and underfloor heating connections. Another happy customer! Call us for a free quote on your electrical project."
Aim for one or two posts per week. It takes two minutes with AI doing the writing. Over time, this steady stream of local content pushes you higher in Google's results and gives potential customers proof that you are active and busy — which is exactly the kind of tradesperson people want to hire.
