Understanding how Google decides who shows up first is essential. Here are the three major ranking factors and how you can optimise each one:

1. Relevance

Relevance is about how closely your profile matches what someone is searching for. The more accurately your profile reflects your services, the higher your chances of appearing in relevant searches.

How to Optimise for Relevance:

• Choose the most accurate primary category - e.g., “Massage Therapist,” “Nail Salon,” or “Hair Stylist.”

• List every service with a detailed description - Include specifics about techniques, products, or benefits.

• Use keywords in your business description and service titles - naturally and without keyword stuffing.

Example:

“Mobile nail tech in Camden offering gel nails, BIAB, and luxury pedicures.”

2. Distance

Distance determines how close you are to the searcher’s location when they search.

How to Optimise for Distance:

• If you’re mobile or home-based, set your service area accurately.

• Include multiple postcodes or boroughs if you cover a wider area.

• Add location-based keywords naturally into your business description.

Tip:

Use phrasing like “Facials in Hackney” or “Brixton-based mobile beauty therapist” for better local visibility.

3. Prominence

Prominence is about how well-known, trusted, and active your business appears online.

How to Optimise for Prominence:

• Collect reviews consistently - Aim for a 4.7–4.9 average to look authentic.

• Post high-quality photos and updates regularly.

• Keep your profile updated - Google rewards businesses that stay active.

Once you’ve optimised for relevance, distance, and prominence, take your profile to the next level with these actionable tips.

Ask for Reviews

After every appointment, kindly ask happy clients to leave a review.

• With Solo’s Google integration, you can even automate review requests so clients are prompted to leave feedback as soon as their booking is checked out.

• Make it easy by sharing the link via text, WhatsApp, or email.

• Use a direct review link (found in your GMB dashboard under “Get More Reviews”).

Reply to All Reviews

• Thank clients for positive feedback and naturally include relevant keywords in your response - for example, “We’re so glad you loved your gel manicure at our nail salon in Camden!”

• Address concerns politely and professionally if you receive a negative review, showing that you value feedback and care about client experience.

• Consistent, thoughtful responses signal to Google - and your future clients - that you’re committed to providing excellent service.

Stay Consistent Online

Make sure your:

• Business name

• Phone number

• Website

• Service areas

…are identical across all platforms, including Google, Instagram, Facebook, and your Solo site. Consistency builds trust and strengthens your SEO.

Post Updates for an SEO Boost

• Share short updates or offers weekly.

• Google treats posts as fresh content, which can give your profile a small but valuable ranking lift.