When someone nearby searches “locksmith near me”, Google shows a shortlist of local businesses. Getting on that shortlist starts with one free profile: your Google Business Profile. Here is how to set it up properly and keep it working for you.
Why the profile matters
Most emergency locksmith calls start with a local search. Google picks which businesses to show from three things: relevance (does your profile match the search), distance (are you actually nearby), and prominence (reviews, consistency, activity). You control all three from one profile.
Step 1: claim or create your profile
- Go to business.google.com and search for your business. If it already exists, claim it. If not, create it.
- Use the exact same business name, address and phone number you use everywhere else. Consistency is what Google trusts.
- Choose the right category. For most locksmiths that is “Locksmith”. Add secondary categories only if they genuinely apply, such as “Automobile locksmith” or “Key cutting service”.
Step 2: set your service areas and hours
| Field | What to put | Why it matters |
|---|---|---|
| Service areas | The towns or postcode areas you actually cover | Google only shows you to people inside these areas |
| Hours | Your real opening hours, including 24/7 if you offer it | Customers filter by “open now” and will not call if you look closed |
| Phone | A number you answer | Google tracks calls from your profile as engagement |
If you are a 24/7 emergency locksmith, say so honestly and make sure you can actually answer at 3am. Nothing sinks a profile faster than “open 24 hours” with no answer.
Step 3: get reviews working for you
Reviews are the biggest single factor in whether someone calls you over the next listing. A steady flow of recent reviews beats a big pile of old ones.
- Ask every happy customer for a review before you leave the job. A short link on your phone makes it a two-second ask.
- Reply to every review, good or bad, within a few days. Google rewards active owners.
- Never buy or fake reviews. Google detects it and can suspend your profile.
- A bad review is not the end: reply calmly, offer to put it right, and keep collecting the good ones.
Step 4: keep the profile alive
Google demotes dormant profiles. A few minutes a month keeps yours healthy:
- Post a photo of a recent job (with the customer’s permission) or your van.
- Update your services and prices if they change.
- Answer questions customers leave on your listing.
- Check the “Insights” tab to see how many people found and called you.
How this fits with your LockList listing
Your Google profile gets you found on Google. Your LockList listing gets you found by people who search the directory directly. Both matter, and both link back to the same phone number and website. Together they are the two listings that cover the two places customers look. List your business on LockList for free to cover the second one.