Local SEO is still one of the most reliable ways to generate calls, leads, and foot traffic.

But many businesses approach it backwards. They invest in ads first, redesign their website second, and only later realize that their local foundations were never set up properly.

In this episode, we speak with Claudia Tomina, a Google Business Profile expert who works with multi-location brands and local businesses, about how companies can compete in local search even in highly competitive niches.

The key takeaway is simple.

Local visibility does not usually improve because you spend more money.
It improves because you focus on the right signals first.

Why local SEO still matters

For most businesses, local search is still the starting point for discovery.

When someone searches for:

  • a restaurant
  • a plumber
  • a lawyer
  • a dentist
  • a contractor

Google’s local results and map pack appear before most traditional website results.

This is where the majority of local decisions begin.

In fact, the Google Business Profile itself is often the most important visibility asset for local rankings and conversions.

That means businesses that treat their listing as an afterthought usually lose ground quickly.

Why competitive niches require a smarter strategy

Claudia highlights something many agencies avoid saying clearly.

Some industries are simply more competitive than others.

For example:

  • personal injury law
  • restoration services
  • home services
  • multi-location franchises

In those markets, local SEO alone will not carry the entire marketing strategy.

Instead, businesses often need a mix of:

  • Google Business Profile optimisation
  • Local Service Ads
  • Website SEO
  • Review generation
  • Reputation management

Local SEO remains essential, but it becomes one part of a broader acquisition system.

Setting realistic expectations around this is critical.

Your Google Business Profile is your digital storefront

Many businesses think of their Google listing as a directory entry.

Claudia suggests thinking about it differently.

Your Google Business Profile functions more like a digital storefront or portfolio.

Before someone visits your website, they often check:

  • reviews
  • photos
  • hours
  • business category
  • location details

This is where trust is formed.

That is why keeping the profile active with reviews, photos, posts, and updates is not optional. It is part of conversion.

Reviews matter. Fresh reviews matter even more.

Most businesses understand that reviews are important.

What many miss is review recency.

Research in local SEO shows that consistent new reviews can influence rankings and visibility more than simply having a large total review count.

This changes how businesses should approach reviews.

Instead of chasing one big push to get reviews, the goal should be a steady cadence.

Why it matters:

  • Google sees the business as active
  • customers trust recent experiences more
  • rankings can weaken when reviews go stale

For businesses with limited budgets, this is one of the highest-impact areas to focus on.

The ranking factors most businesses overlook

Claudia highlights several local SEO signals that often move rankings quickly when corrected.

1. Business category

Your primary category tells Google what you actually are.

If the category is too broad, you may struggle to rank even with strong supporting signals.

2. Review cadence

Consistent reviews reinforce relevance and authority over time.

3. Metadata alignment

Your landing page, title tags, and local page signals should reinforce the same service and location signals.

4. Accurate business details

Name, address, phone number, hours, and categories should remain consistent across major platforms.

These may seem small individually, but together they shape how Google understands the business entity.

AI is changing how local businesses are discovered

One of the most interesting insights in the conversation is how AI search is reshaping local visibility.

Instead of pulling information from a single platform, AI systems increasingly surface results from:

  • directories
  • review platforms
  • third-party mentions
  • ist articles
  • social signals

Studies show AI Overviews already appear in a large portion of local searches, meaning visibility now depends on a wider digital footprint.

This makes citation consistency and review diversification more important than many businesses realize.

What to prioritize if your budget is limited

Claudia’s advice is refreshingly practical.

Before spending heavily on advertising, focus on fundamentals that improve both ranking and conversion.

Start here:

  1. Build a steady system for collecting customer reviews
  2. Optimise your Google Business Profile categories and attributes
  3. Keep photos, posts, and information updated
  4. Align your website pages with your local services
  5. Ensure your business information is consistent across major directories

Once those fundamentals are solid, additional marketing investment becomes far more effective.

One question to pressure test your local strategy

If a potential customer finds your business on Google today, does your listing clearly show:

  • what you do
  • why customers trust you
  • that your business is active
  • and how to contact you immediately?

If not, the opportunity is probably sitting in your local foundation.

Episode: How to Rank in Local Search (Even in Competitive Niches) with Claudia Tomina