When people search for services or businesses “near me,” they usually interact with Google’s Local Finder — the list of businesses that appears after clicking “More places” beneath the Local Pack in search results. If you’re not showing up here, you’re missing out on highly targeted local traffic and potential leads.
The good news? You don’t need a massive budget to earn a spot. You just need a strategy.
This guide breaks down exactly how to get into Google’s Local Finder results in 2025, step-by-step, so your business stands out when customers are actively searching nearby.
What Is Google’s Local Finder?
Before we jump into tactics, let’s clarify what the Local Finder actually is.
When users search for terms like “coffee shop near me” or “emergency plumber in Austin,” Google shows a Local Pack — the top 3 local business listings along with a map.
When someone clicks “More places,” they’re taken to the Local Finder, a deeper list of local businesses that match the search — typically ordered by relevance, distance, and prominence.
This is prime digital real estate. Appearing here can drive phone calls, website visits, direction requests, and foot traffic.
How Google Ranks Businesses in Local Finder
To land in the Local Finder, Google evaluates your business based on three primary factors:
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Relevance – How well your business matches the search query.
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Distance – How close your business is to the user’s search location.
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Prominence – How well-known or authoritative your business is online.
Your goal is to optimize all three to increase your chances of ranking.
✅ Step-by-Step: How to Get into Local Finder Results
1. Claim and Fully Optimize Your Google Business Profile (GBP)
Your Google Business Profile is the single most important tool for appearing in Local Finder results.
Tips:
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Claim and verify your profile
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Use your real business name (no keyword stuffing)
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Add your address, phone, hours, and website
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Select the most accurate categories
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Write a keyword-optimized business description
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Upload high-quality, geo-tagged photos
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Use the Products and Services feature
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Add attributes relevant to your industry (e.g., “Wheelchair accessible,” “LGBTQ+ friendly”)
Pro Tip: Add frequent GBP posts (specials, events, news) with local keywords to stay active in Google’s eyes.
2. Choose the Right Business Categories
Your primary and secondary categories on your GBP determine which searches you appear in.
How to choose:
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Use tools like PlePer’s GMB Category Tool to research
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Choose one primary category that best matches your core service
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Add relevant secondary categories to widen visibility
Warning: Don’t overdo it. Stick with categories that accurately describe your services.
3. Build High-Quality Local Citations
Citations are online mentions of your business’s Name, Address, and Phone Number (NAP).
Create consistent listings on:
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Yelp
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YellowPages
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Bing Places
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Local directories
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Industry-specific platforms (like Avvo for lawyers, Healthgrades for doctors)
Use exact NAP consistency across every listing to avoid confusion and improve local trust signals.
4. Collect and Respond to Customer Reviews
Google heavily weighs reviews when ranking in the Local Finder.
How to build a strong review profile:
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Ask happy customers via email or text (use short links or QR codes)
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Aim for steady, ongoing reviews (not a sudden spike)
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Respond to every review — good or bad — professionally and promptly
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Include keywords naturally in your replies (e.g., “Thanks for visiting our Orlando bakery!”)
Positive, detailed, and keyword-rich reviews improve relevance and prominence.
5. Add Local Keywords to Your Website
Google cross-references your website content with your GBP to assess relevance.
Optimize your site with:
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Localized title tags and meta descriptions (e.g., “Best HVAC Services in Tucson, AZ”)
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Geo-targeted headers and content (mention cities, neighborhoods, landmarks)
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Embedded Google Maps with your location
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Location schema markup
Use internal links to guide visitors to neighborhood or city-specific service pages.
6. Build Local Backlinks and Mentions
Prominence in Local Finder is tied to your authority, which backlinks influence heavily.
Earn local links from:
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Newspapers and local media
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Sponsorships (e.g., little league teams, local events)
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Local blogs and influencers
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Business associations (e.g., Chamber of Commerce)
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Neighborhood directories
Use press releases, partnerships, or offer expert insights to get mentioned in local news or resource pages.
7. Use Geo-Grid Rank Tracking Tools
Use tools like:
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Local Falcon
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Whitespark’s Local Rank Tracker
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BrightLocal
These let you visualize where your business ranks across different areas of a city, helping you optimize more precisely.
8. Embed Google Maps on Your Contact Page
Embedding your Google Map adds trust and local signals.
Include:
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Your exact address
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A clickable phone number
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Business hours
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Driving or walking directions from nearby landmarks
This helps connect your on-page SEO to your GBP and Local Finder signals.
⚠️ Bonus: What NOT To Do
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❌ Don’t use a virtual office or fake address
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❌ Don’t keyword-stuff your business name
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❌ Don’t get fake or purchased reviews
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❌ Don’t ignore GBP updates — refresh regularly
Final Thoughts: Be the Business Google Wants to Recommend
Getting into Google’s Local Finder is about earning trust and proving that your business is:
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Relevant
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Legitimate
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Prominent
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Local
Follow the steps above, and you’ll not only appear in more local searches — you’ll dominate them. With consistent optimization, local link building, review management, and content creation, your business will be front and center when nearby customers are ready to buy.
Also, you can learn more about Hyperlocal SEO here.