In 2025 local SEO has become one of the most effective channels for attracting customers for small and medium-sized businesses in Ukraine. Users are increasingly searching for “"next to me"”, “"near"”, and Google Maps has become the main entry point for finding services — from coffee shops and car services to online stores with local pickup points.
In this article, I explain how Google Maps works, what criteria Google uses to rank businesses, and what you need to do to get your business listed. top local search results.
What is local SEO?
Local SEO — is the optimization of online profiles and websites to display your business in Google's local results, primarily in:
- Google Maps
- Local Pack (3 companies under the map)
- search results for geo-queries: “salon Kyiv”, “laptop repair Lviv”, “coffee nearby”.
This is critically important for businesses that depend on physical locations or local customers.
How does Google determine who to show in the top?
Google Maps ranks businesses based on three key criteria:
1. Relevance of the request (Relevance)
How well your business matches what the user is looking for.
Important: correct category, description, services, keywords.
2. Distance
The closer the business is to the user or to the specified area, the higher the chance of being in the top.
3. Reputation and authority (Prominence)
Google rates:
- the number and quality of reviews,
- how complete is the Google Business Profile,
- mentions on the Internet (quotes),
- owner activity.
How to get your business to the top of Google Maps: a step-by-step guide
1. Create or optimize a Google Business Profile
Be sure to fill in:
- full company name (without "keys in the name" - this will lower the rating),
- correct categories (main + additional),
- description with keywords,
- working hours,
- photos of the location, team and products.
2. Add all your services and products
Google ranks complete profiles better.
Write down:
- service names,
- descriptions,
- prices (if necessary),
- photographs.
3. Optimize your site for local queries
The site has:
- contain the address,
- contain the name of the city/district,
- have local pages («bicycle repair Lviv», «car service Vyshneve»),
- load quickly and work correctly on mobile.
4. Collect real reviews
Reviews are the 40% of local SEO success.
Advice:
After a purchase/service, send a short message to customers:
“We would appreciate your feedback on Google Maps — it will help us grow”.
5. Use local links and mentions
Google takes into account how often a business is mentioned in:
- local directories,
- media,
- directories,
- partner profiles.
This is called NAP citation (Name, Address, Phone).
6. Publish materials on Google Business Profile
Articles, promotions, news — all this increases “business activity,” which has a positive effect on rankings.
7. Optimize photos and videos
Upload photos:
- from the location,
- teams,
- work process,
- customers (with permission).
Google ranks profiles with active visual updates better.
Mistakes that keep businesses from making it to the top
- wrong category selected,
- lack of keywords in the description,
- few reviews,
- different addresses on different platforms,
- “spammed” descriptions,
- fake reviews (Google punishes).
How long does it take to get to the top of Google Maps?
On the average:
- new profile — 1–3 months,
- optimized but weak profile — 2–6 weeks,
- competitive niches — 3–6 months.
The speed depends on:
- the number of competitors in your area,
- profile activity,
- reputation and reviews,
- technical condition of the site.
Conclusion
Local SEO is one of the most powerful ways to attract new customers in Ukraine in 2025.
If you properly optimize your Google Business Profile, work with reviews, maintain activity and local links, your business can take top positions on Google Maps even with high competition.
