Categories, services, attributes, and photos should reflect how you really operate, not a generic industry template. Hours and holiday closures matter more than most teams expect.
Reviews need a consistent, compliant way to request feedback and respond promptly—avoid canned replies that sound evasive.
Posts and Q&A are lightweight ways to highlight timely offers or clarify misconceptions; they also signal an active business.
Rankings alone do not pay payroll; you need visibility into queries, pages, and actions that correlate with conversations.
Search-friendly content should still sound like something you would say to a client in person.
Relaunches are when rankings quietly die—redirects and indexation deserve the same attention as the new visuals.
If you serve a defined area, map packs and localized queries often produce faster wins than chasing national head terms.