When people search “hairdresser Vinohrady”, “dentist Mělník” or “car service near me”, Google first shows a map with three businesses and only then the regular results. Seznam does the same with listings from Firmy.cz. Local SEO is the work of making sure you are on those maps.
How Google decides who to show
Google names three main factors:
- Relevance — how well your profile matches the search. That’s why category, services and a complete description matter.
- Distance — how far the business is from where the search happens. You can’t change that, but you can set your address and service area correctly.
- Prominence — how well known the business is: the number and rating of reviews, links and mentions online.
And one important line from Google’s help: there’s no way to request or pay for a better local ranking.
1. Google Business Profile
- verify the profile — unverified businesses show up less
- fill in everything: main and secondary categories, services, opening hours including holidays, service area, website, phone
- add real photos of the premises, team and work
- reply to reviews, including critical ones
A detailed guide is in Google Business Profile in Czechia.
2. Firmy.cz and Mapy.com
Seznam takes business data from the Firmy.cz directory. From there it shows in Seznam search and on Mapy.com (called Mapy.cz until 2025). The listing is free: fill in the description, categories, opening hours and contacts. Mind the Firmy.cz rules for descriptions — for example, words in capital letters aren’t allowed.
3. The same details everywhere
Your name, address and phone should be written the same way on your website, Google profile, Firmy.cz, Bing Places and industry directories. Different addresses (an old office, a different number format) confuse both search engines and customers.
4. Reviews
Reviews are the strongest signal in your hands. Ask for one after every completed job — ideally with a short link by e-mail or SMS. Don’t buy reviews or write them yourself: it breaks Google’s rules and you can lose the profile.
5. Your website as the local foundation
- a contact page with address, map and opening hours
- LocalBusiness structured data with address and phone
- service pages naming the area where people search for it (“bathroom renovation Prague 4”)
- references and case studies from your area
How long it takes and what it costs
Profile changes show within days to weeks; reviews and links build up over time. Local SEO with us costs from 7,500 CZK a month and covers managing your Google and Firmy.cz profiles, posts, review work and local website pages. More on Local SEO and Google Maps.
