Insights
How local search actually works, with the mechanism attached.
Each of these started as a carousel posted to LinkedIn or Instagram. They are being rewritten as full articles with sources, because a slide can tell you what to do and cannot tell you why it works.
Profile configuration
The fields that decide which searches your profile can appear for. Mostly one-time work, mostly undone.
- Your services tab is an empty keyword fieldWhy a tab most operators never open is indexed separately from the description, and what twenty-seven entries with pricing does that zero entries does not.
- How to write a Business Profile description that does somethingNine of ten profiles use under 200 of the 750 characters available. A three-part test for whether yours is working.
- How to set a service area without diluting your relevanceSet it too wide and you thin out everywhere. Too narrow and you disappear from the suburb that converts best.
- How often should you actually update your profileA profile does not go stale on a schedule. It goes stale the moment your business changes and it does not.
Reviews and reputation
Not a review count problem. A systems problem with a ranking consequence attached.
- How to respond to a bad review when a rental day costs $1,200Review volume runs low in this industry, which means each individual review carries more weight than in almost any other local category.
- Why your rating is falling while every new review is five starsThe arithmetic of review gating, why Google prohibits it, and why it fails at the thing it is trying to do.
Profile integrity
Two problems that look like ranking problems and are not.
- How to report a fake Google Business ProfileBefore you assume your own profile is the issue, check whether the competitor beating you is a real business.
- How to check whether you have a duplicate profileTwo listings split your reviews, your photos and your visibility, and neither accumulates the full weight of the business.
Measurement and AI visibility
What the numbers mean, and which parts of AI optimization are real.
- What profile performance metrics actually tell youViews is the number everyone checks and the least useful one available.
- How to appear in AI answers for exotic car rental searchesWhat Google’s own documentation says about llms.txt and AI-specific markup, and what appears to work instead.
Competition and timing
Where the demand is, when it arrives, and why the operator with the worse fleet is above you.
- Why a competitor with a worse fleet outranks youFour profiles across four cities, scored. The gap between top and bottom was not the inventory.
- Event demand starts eight weeks before the eventFormula 1 Las Vegas, Art Basel Miami, and the window where profile work still has time to matter.
- The settings to check before Q4Holiday hours, seasonal services, the posting calendar, and the Q&A entries that start getting searched weeks early.
Find out what your profile actually scores.
I score your Business Profile on five dimensions, against the businesses currently ranking above you, and send it to you. Forty-eight hours, no cost, no follow-up sequence, and it never appears anywhere but your inbox.
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