Winnipeg Pure Locksmith Inc. is a top-ranked locksmith company that consistently holds the 2nd and 3rd positions on Google Maps.

As shown in the image, over the past five months, the business has received approximately 896 calls directly from Google Maps.

When you factor in the revenue generated from each lead, it becomes clear how much value we have delivered to this client. This is why Google Maps SEO is essential for locksmith businesses.

Essential Steps for Locksmith Maps SEO

When it comes to Google Maps SEO for locksmiths, the fundamental steps remain the same. However, I prioritize the strategies that have the most significant impact on rankings and visibility.

Step 1: Audit Google Maps

The first step I take with any locksmith client is a comprehensive audit of their Google Business Profile (GBP). This involves assessing their current rankings across different areas and comparing them with competitors.

For example, when I was hired by Ottawa Pure Locksmith, the first thing I did was manually check their rankings across the city.

I analyzed their positioning relative to competitors, similar to the approach I discussed previously for Kald Gart Garage when covering Google Maps SEO for garage door companies.

This audit helps identify key opportunities and areas for improvement that will influence the next steps of the optimization process.

Step 2: Optimize Google Maps

Based on the audit findings, I refine and optimize the business profile to enhance visibility and rankings.

For instance, Zeb Auto Locksmith, targeting Toronto—a highly competitive market—needed a strategic approach. The outcome you can see in the form of image attached below:

You can also get similar results by using my GBP Optimization Guide (which you can access for free), I:

• Re-categorized their business to align with search intent.
• Developed a tailored business description.
• Created a structured framework for responding to customer reviews.

These optimizations play a crucial role in ensuring that the GBP aligns with Google’s ranking factors and user search behavior.

Step 3: Locksmith Keyword Research

Effective keyword research is essential for improving rankings on Google Maps. But how do you find the right keywords?

SEO tools like SEMrush allow you to analyze your competitors and uncover the keywords they rank for. Once identified, these keywords should be strategically placed in:

• Your GBP (business name, description, services, and Q&A section)
• Your website (homepage, service pages, and blogs)
• Your backlinks (anchor texts in local citations and listings)

Typically, locksmith keywords follow a [Service] + [Location] format, along with variations. Additionally, leveraging these keywords in GBP posts showcasing daily services and writing helpful guides can boost your credibility and relevance.

Step 4: Optimize for Google AI Overviews

This is a new and emerging aspect of local SEO that 99% of specialists haven’t discussed yet. While conducting research for American Pro Garage Doors, I noticed that in certain queries, Google AI-generated overviews (AIOs) appeared instead of Google Business Profiles.

For instance for the query Garage Door Repair Preston NC we got AIO:

Despite being in the top 4 local search results, American Pro Garage Doors was missing from the AI-generated response—why? Because their website lacked sufficient SEO strength.

The same trend is observed while doing work on Ottawa Locksmith when I searched the query as you can see in the image attached below:

Of course the intent of the query is missed by Google but still the search result matters!

This highlights a crucial point: to future-proof your business and maintain visibility, you must invest in website SEO today.

Step 5: Optimize Your Website

A common question I receive is: Do I really need a website? Can’t I just rely on my GBP?

The answer is both yes and no.

While I have successfully ranked GBPs without websites, I always recommend having one because:

1. It builds trust with potential customers.
2. It strengthens your GBP by increasing relevance.
3. It supports AIO rankings, as websites are essential for AI-generated overviews.
4. It allows direct customer engagement through blogs and newsletters.

Step 6: Review Management

Managing reviews is one of the most important factors in Google Maps SEO. Both positive and negative reviews play a role:

• Positive reviews indicate high service quality.
• Negative reviews provide opportunities to address weaknesses and improve customer satisfaction.

Interestingly, a 4.7 or 4.8-star rating is often more trustworthy than a perfect 5.0-star rating.

Want to Remove Bad Reviews for Your GBP? Check My Blog on This!

Handling Spam Reviews

Not all negative reviews are legitimate. It’s essential to differentiate between bad reviews and spam reviews:

• Bad reviews reflect genuine customer feedback and cannot be removed.
• Spam reviews violate Google’s policies and can be reported for removal.

Beware of Review Gating

Many businesses engage in review gating, which is against Google’s guidelines. Review gating is the practice of filtering customer feedback, only encouraging positive reviews while discouraging negative ones.

As I mentioned in my Twitter post , Google strictly prohibits this practice.

Instead, focus on earning authentic, fresh reviews, as review freshness—not just quantity—is a key ranking factor.

Final Thoughts

Google Maps SEO for locksmiths requires a structured, data-driven approach. By auditing your current position, optimizing your GBP and website, using strategic keywords, and managing reviews effectively, you can significantly improve your visibility and lead generation.

If you want to outrank competitors and drive more calls from Google Maps, implementing these steps is essential!