The complete SEO guide
for Australian tradies.

Google Business Profile (formerly Google My Business) is the single most important local SEO asset for any tradie. It's the listing that appears in the "Maps pack" — the 3-result block that shows at the top of Google for searches like "plumber near me".

To win the Maps pack, your profile needs to be complete and active. That means: verified address or service area, correct trade category (specific, not generic), all service areas listed as the suburbs you work in, photos of your work and your vehicle, business hours, and a description that includes your key services and suburb.

Most importantly: collect Google Reviews consistently. Review quantity and quality are the #1 ranking factor for the Maps pack. Ask every satisfied customer by text immediately after the job.

75% of tradie searches happen on mobile. Your website needs to load fast, display correctly on every phone, and have your phone number in a click-to-call format above the fold. If your site isn't mobile-first, it won't rank well and it won't convert.

Beyond mobile, your site needs structure. A homepage targeting your main trade and service area, individual service pages for each type of work you do (emergency repairs, hot water, drains, etc. for plumbers), and — critically — location pages for each suburb you serve.

A location page is a page specifically targeting "plumber [suburb]" or "electrician [suburb]". Each one is a separate ranking opportunity. A plumber serving 10 suburbs should have 10 suburb pages, each targeting that suburb's search terms.

Most tradies try to rank for terms that are too broad — "Melbourne plumber", "Sydney electrician". These are dominated by directories (Hipages, Oneflare) and large companies. You cannot beat them on broad terms without years of SEO investment.

The winning strategy for local tradies is suburb-level keywords. "Plumber Northcote" has far less competition than "plumber Melbourne" but the same customer intent — someone in Northcote who needs a plumber. These searches convert at high rates and are genuinely winnable for a local operator.

Your keyword list should include: your primary trade + suburb, trade + suburb variants (emergency, 24 hour), service types + suburb (blocked drain Thornbury, hot water Richmond), and "near me" variants (Google uses your location to serve these).

Google Reviews do two things: they rank you higher in the Maps pack, and they convert more visitors into callers. A tradie with 40 reviews ranks above one with 5, all else being equal. A caller looking at two plumbers will choose the one with more reviews.

The best time to ask for a review is immediately after the job, while the customer is satisfied and grateful. Send a text with a direct link to your Google Review page — don't make them search. A message like "Really appreciate your business today — if you're happy with the work, a quick Google review means the world to us: [link]" works consistently.

Aim for at least 2–3 new reviews per month. Over 12 months, that's 24–36 reviews — enough to put you in contention for the top Maps position in most suburban markets.

Google rewards sites that are regularly updated with fresh, relevant content. A static website — built once and never touched — loses ground to competitors who are consistently adding content.

For tradies, regular content doesn't need to be complicated. Seasonal posts work well (prepare your hot water system for winter, 5 signs your roof needs attention before storm season). Project showcase posts (with before and after photos from real jobs) build both content volume and keyword coverage. FAQ pages addressing the questions customers ask most often are highly extractable by AI search systems.

At SilicoNext, we generate AI-powered content updates monthly for every client — targeting fresh keyword variations and seasonal searches in their specific suburb. This keeps sites active without tradies having to write a word.

A "local citation" is any mention of your business name, address, and phone number (NAP) on the internet. Consistent citations across multiple platforms are a trust signal to Google that your business is legitimate and established.

For tradies, the most important platforms are: Yellow Pages, White Pages, True Local, Hipages, Oneflare, ServiceSeeking, and any trade-specific directories (Master Builders Association, etc.). Your business details must be identical across every platform — same name format, same phone number, same address.

Inconsistent citations (different phone numbers, name variations, different addresses) confuse Google and can actively hurt your local rankings. Audit your existing listings before building new ones.