When someone in New Zealand searches for a local service - "plumber Christchurch," "café near me," "electrician Rolleston" - the first thing Google often shows is a map with three business listings. This is called the Local Pack, and it's prime real estate.
Appearing in those three results drives significantly more calls and clicks than ranking in the regular organic results below. This guide explains exactly how to get there.
Step 1: Claim Your Google Business Profile
Google Business Profile (previously called Google My Business) is the free listing that controls how your business appears on Google Maps and in local search results.
To set it up, go to business.google.com and sign in with a Google account.
If your business already appears on Google Maps (which sometimes happens automatically based on data Google has collected), you can claim the existing listing. If not, you create a new one.
The verification step: Google needs to confirm you actually own the business. For most businesses, this means requesting a postcard to your business address with a verification code (takes 1–2 weeks). Some businesses qualify for instant phone or email verification.
Once verified, you have full control over your listing.
Step 2: Fill In Every Field
A Google Business Profile has dozens of fields. Most businesses fill in the basics and stop. Filling in everything is one of the easiest ways to rank above competitors who haven't bothered.
The essentials:
Business name: Use your real business name. Don't stuff keywords into it (e.g. "Christchurch Plumbing Services - Emergency Plumber" instead of "Christchurch Plumbing Co.") - Google penalises this and it looks unprofessional.
Primary category: This is the most important field for ranking. Choose the most specific category that matches what you do. Google has hundreds of options - search for the most specific match. "Plumber" ranks you in plumber searches; "Home Services" does not.
Additional categories: You can add secondary categories. If you do plumbing and gas fitting, add both.
Address: Your physical address. If you're a service-area business (you travel to customers rather than having a shopfront), you can set a service area radius and hide your address.
Phone number: Your main business number. Use a local number where possible.
Website: Your website URL. This is a direct ranking signal and brings Google traffic to your site.
Hours: Complete and accurate. Google shows "open now" status in search results - if your hours are wrong, you miss calls from people who thought you were closed.
Description: 750 characters to describe what your business does. Write naturally, mention your key services and location, but don't keyword-stuff.
Step 3: Add Photos - Consistently
Businesses with photos on their Google Business Profile get significantly more direction requests and website clicks than those without.
Add these photo types:
- Logo - used as your profile icon across Google
- Cover photo - the main image shown on your listing
- Business photos - exterior, interior, team, work in progress
- Work photos - completed projects (for trades and service businesses)
Quality matters less than authenticity. Real photos of your actual business outperform professional stock photos every time. Customers can tell the difference, and so can Google.
Update photos regularly. Google favours active, recently-updated listings. Add a new photo every couple of weeks if you can.
Step 4: Get Google Reviews
This is where most local businesses leave rankings on the table.
Reviews are one of the most significant factors in local ranking. The number of reviews, their recency, and your response rate all affect where you show up.
How to get reviews:
The most effective method is the direct ask. After completing a job, text or email the customer:
"Hi [Name], thanks for choosing us - glad to hear you were happy with the work. If you have a moment, a Google review would really help other Christchurch homeowners find us: [link to your review page]. It only takes a minute and we really appreciate it."
Your review link is: https://g.page/r/[your-business-id]/review
You can find your exact link inside your Google Business Profile dashboard.
The goal: at least one new review per week. Businesses with 50+ recent reviews dominate local results in most NZ categories. Most local businesses have fewer than 10.
Always respond to reviews. Every review - positive and negative. A brief, genuine response to every review signals engagement to Google and demonstrates your professionalism to prospective customers reading the reviews.
Step 5: Use Google Posts
Inside Google Business Profile, there's a "Posts" feature that lets you publish short updates, offers, and announcements. These appear directly on your listing in search results.
Most businesses never use this feature. That's a ranking advantage for those who do.
Post at least once per week. Ideas:
- A recently completed job (with photo)
- A seasonal offer or promotion
- A tip or piece of useful advice for your customers
- An update about your availability or new services
Posts expire after 7 days (unless you use the "Offer" type), so staying consistent keeps your listing fresh and active.
Step 6: Keep Your NAP Consistent Everywhere
NAP stands for Name, Address, Phone number. Google cross-references these details across the entire web to confirm your business is real and that your information is accurate.
If your business name, address, or phone number appears differently on different websites - your website, Yellow Pages, Facebook, Trade Me, local directories - it creates "NAP inconsistency" that confuses Google and can hurt your local ranking.
Do a quick audit:
- Your website footer
- Your Google Business Profile
- Facebook Business Page
- Yellow Pages NZ listing
- Any other directories you appear in
Every instance should be identical - same abbreviations, same format, same phone number format (+64 22 570 7467 vs 022 570 7467 vs 022-570-7467). Standardise and update any that don't match.
Step 7: Build Citations in NZ Directories
A "citation" is any mention of your business name, address, and phone number on another website. Citations from credible directories help Google confirm your business is real and located where you say it is.
Key NZ directories to be listed in:
- Yellow Pages NZ (yellow.co.nz)
- Finda (finda.co.nz)
- NoCowboys (for trades)
- Builderscrack (for trades)
- Local Council business directories
- Industry association directories (Master Plumbers, NECA, etc.)
Getting listed in these takes an hour. Keep the NAP identical in each.
Understanding Local Ranking Factors
Google uses three main signals to rank businesses in local results:
Relevance: How well does your business match the search? A plumber listing with "plumbing" in the name, "Plumber" as the primary category, and plumbing-related photos is more relevant to "plumber near me" than a general "home services" listing.
Distance: How close is the business to the searcher (or to the location they searched for)? You can't control this, but setting your service area correctly helps Google understand where you operate.
Prominence: How well-known and trusted is the business? This is influenced by reviews, backlinks to your website, the number of citations, and your overall web presence.
Of these, prominence is the one you have the most control over - and reviews are the most important component of prominence.
How Long Before You Start Ranking?
With a newly created or recently optimised Google Business Profile:
- 1–2 weeks: Profile appears and is indexed
- 1–2 months: Profile starts ranking for lower-competition searches
- 3–6 months: Consistent reviews and activity push you into the top 3 for your main terms
In less competitive markets (smaller towns, niche services), results come faster. In competitive categories (busy-city plumbers, electricians, web designers), it takes longer and consistency matters more.
Google Maps is only one part of local SEO. For the full picture - your website, your profile, and your reputation signals working together - see: How to Get Your NZ Business on the First Page of Google
Free Setup Help
If you have a website with us at Local Site Growth, Google Business Profile setup and optimisation is included. We make sure your listing is correctly configured, connected to your website, and has the right category and NAP from day one.
If you're not a client yet but want to see what your website and Google presence could look like, request a free first page demo. We'll design the first page of your website at no cost and show you what a properly configured local SEO setup looks like in practice.