Glossary
The UK Local Business Guide to Google Maps & SEO Jargon
What does "citation" mean? What's the 3-pack? This glossary explains every term you'll hear when working on your local search visibility, in plain English, for UK businesses.
A–C
Algorithm update
A change Google makes to its ranking systems. Local algorithm updates can cause Map Pack positions to shift overnight. Related: /the-rankmylocal-method.
Attribute (GBP)
Features you can add to your Google Business Profile like 'wheelchair accessible', 'free Wi-Fi', or 'women-owned'. Some attributes affect ranking and most affect click-through.
Authority
A measure of trust and prominence Google assigns to a website or business. Built through high-quality citations, backlinks, reviews and consistent NAP data.
Backlink
A link from another website pointing to yours. Local backlinks from UK directories and local press are particularly valuable for Map Pack rankings.
Category (GBP)
The business type you select in your Google Business Profile. Your primary category is the single biggest ranking factor — pick the most specific match.
Citation
Any online mention of your business name, address and phone (NAP) — even without a link. Citations on UK directories build trust signals.
Click-to-call
When a user taps your phone number on mobile Google search and is connected directly. Click-to-call conversions are tracked in GBP Insights.
Core Web Vitals
Google's metrics for page load speed, interactivity and visual stability. Poor scores can hurt your local landing pages.
D–G
Description (GBP)
The 750-character text describing your business on your GBP. Should include your primary service, location and what makes you different — without keyword stuffing.
Direction requests
When a user taps 'Directions' to your business in Google Maps. Tracked in GBP Insights and a strong signal of intent.
Domain authority
A third-party score (e.g. Moz DA) estimating how likely a domain is to rank. Useful as a relative benchmark, not a Google ranking factor.
FAQPage schema
Structured data marking up question-and-answer content. Can earn featured snippets and rich results in search.
Geo-tagging
Adding GPS coordinates to photos before uploading to GBP. Helps Google verify location relevance.
GBP (Google Business Profile)
Google's free local business listing — formerly Google My Business. Your single most important local SEO asset.
Google Maps 3-pack
The three top local business results shown above organic search for local queries. Also called the Map Pack or Local Pack.
Google Posts
Short updates, offers and events you can publish to your GBP. Visible for 7 days (most types). Useful for engagement, not a major ranking factor.
H–N
Hyperlocal SEO
SEO targeting very specific small areas — postcodes, neighbourhoods or single streets. Critical for service-area businesses.
Impressions
How many times your business appeared in search results. Tracked in GBP Insights and Search Console.
JSON-LD
The recommended format for adding schema markup to web pages. Sits in a script tag in the page head.
Keywords (local)
Search phrases with local intent — usually a service plus a location, e.g. 'roofer Richmond' or 'emergency plumber near me'.
Landing page (local)
A page on your website built to rank for a specific local query and convert visitors into calls or enquiries.
Local pack
Same as the Map Pack — the three local business results at the top of Google for local searches.
LocalBusiness schema
A type of structured data that tells Google your business name, address, phone, hours and more. Helps with rich results.
Map Pack
Google's three-result local box at the top of search. Where most local-intent clicks happen.
NAP consistency
Your Name, Address and Phone being identical everywhere online — website, GBP, Yell, Facebook etc. Inconsistencies hurt rankings.
Near me search
A search containing 'near me' — Google automatically interprets these as local-intent and shows the Map Pack.
O–R
Off-page SEO
Everything outside your website that affects ranking — backlinks, citations, reviews, brand mentions.
On-page SEO
Optimisation of your own pages — title tags, headings, content, schema, internal links.
Organic ranking
Where you appear in non-paid search results. Distinct from Map Pack and paid ads.
Photos (GBP)
Images on your GBP — exterior, interior, team, products. Profiles with 100+ photos get materially more clicks.
Primary category
Your single most important GBP category. The biggest ranking lever in local SEO. Choose the most specific match available.
Profile completeness
How fully your GBP is filled in. Google explicitly favours complete profiles in Map Pack rankings.
Q&A (GBP)
The questions-and-answers section on your GBP. Anyone can ask or answer — you should monitor and answer first.
Review velocity
The pace at which new reviews come in. Consistent, gradual review growth is a stronger signal than bursts.
Relevance (Google ranking factor)
One of Google's three local ranking factors (with distance and prominence). How well your business matches the query.
S–Z
Schema markup
Structured data added to pages so Google understands your content. Includes LocalBusiness, FAQPage, Article and more.
Search intent
Why someone searched — to find info, navigate, buy or compare. Local SEO mostly targets transactional and navigational intent.
Service area business
A business that serves customers at their location (plumbers, mobile mechanics) rather than at a fixed storefront. GBP supports this.
Spam fighting (GBP)
Google's process of removing fake or non-compliant business profiles. You can report competitors using fake listings.
Trust signals
Anything that builds credibility — reviews, third-party citations, SSL, privacy policy, real photos, a real address.
Verification (GBP)
Confirming you own a business profile. Usually by postcard, video, phone, email, or instant verification for established businesses.
Voice search (local)
Searches made by voice — Alexa, Siri, Google Assistant. Often local-intent ('Hey Google, find a coffee shop').
Zero-click search
A search where the user gets their answer directly on the results page without clicking through. FAQPage schema helps capture these.
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