SEO for electricians: how to get more jobs from Google (UK)
What actually decides which electricians appear on Google, the pages worth building first, and what we found when we checked the Google Maps results for electricians in Birmingham.
- In the Birmingham Google Maps results for “electrician”, the top three had 36, 1 and 2 reviews. Distance and the right setup mattered more than review count.
- Your Google Business Profile category and services list decide which searches you can appear for.
- Build a page for each job people search for: EICRs, EV charger installation, emergency call-outs, consumer units and rewires.
- Show proof customers look for: your NICEIC or NAPIT registration, real job photos and genuine reviews.
Most electricians get work from three places: word of mouth, trade platforms and Google. The first is hard to scale and the second takes a cut of every job. Google is the one you can build up yourself, and for electricians it’s less about having hundreds of reviews than most people think.
This guide shows what decides which electricians appear, the pages worth building first, and what we found when we checked the real Google Maps results for electricians in Birmingham.
What we found in the Birmingham results
In November 2026 we searched “electrician” on Google Maps from Birmingham city centre and looked at the top 100 results.
| What we checked | Result |
|---|---|
| Reviews held by the top 3 | 36, 1 and 2 |
| Top 20 results with fewer than 10 reviews | 10 of 20 |
| Median reviews: top 20 vs positions 21–100 | 12.5 vs 11.5 |
| Top 20 results with a website linked | 14 of 20 |
| Main category used in the top 20 | “Electrician” (15), “Electrical installation service” (5) |
The surprise is how little review count separated the top results from the rest. Google ranks local results on relevance, distance and prominence. For a search like “electrician”, being close to the searcher and clearly set up as an electrician did more of the work. That’s good news for a smaller firm: you don’t need hundreds of reviews to compete in your own area.
Results change with the searcher’s location, so these figures are a snapshot from one point in the city, not a ranking guarantee.
1. Set up your Google Business Profile properly
- Main category: the one that matches most of your work, usually “Electrician”.
- Services: add every job you do, by name: EICR, EV charger installation, consumer unit replacement, rewires, fault finding, lighting, emergency call-outs.
- Service area: if you go to customers, hide your address and list the areas you actually cover.
- Photos: real jobs, your van and your team. They show you’re genuine.
- Name: your real business name only. Adding “Birmingham 24/7 Emergency” to it can get the profile suspended.
2. Build a page for each job people search for
A single “Services” page can’t rank for every job. These are UK monthly searches for common electrical jobs:
| Search | UK searches a month | Page to build |
|---|---|---|
| eicr / eicr certificate | 22,200 / 18,100 | EICR: what it is, who needs one, how long it takes |
| ev charger installation | 18,100 | EV charger installation, with the chargers you fit |
| emergency electrician | 4,400 | Emergency call-outs: areas, response times, how to reach you |
| eicr cost | 1,600 | A cost section on your EICR page |
| rewire house cost | 1,300 | Rewires, with what affects the price |
| consumer unit replacement cost | 1,000 | Consumer unit replacement |
Advertisers pay about £14 a click for “emergency electrician” in the UK, which shows how valuable that search is. A good emergency page that ranks for free is worth a lot.
Each page should say what the job is, who it’s for, the areas you cover, roughly how long it takes, and how to book. Write it the way customers ask, not in trade language.
3. Show the proof customers look for
People hiring an electrician want to know you’re qualified and safe. Put these on your website and profile:
- Your registration with a competent person scheme such as NICEIC or NAPIT, with a link customers can check
- Photos of real jobs, with the area named
- Genuine reviews, and your replies to them
- Clear contact details and the hours you answer the phone
4. Get reviews steadily
Review count wasn’t the deciding factor in our Birmingham check, but reviews still help you rank further from your base and help customers choose you. Ask every customer when the job is finished, with a direct link they can tap. You can make one with our free Google review link generator. Never buy them: fake reviews are illegal in the UK.
5. Track calls, not just rankings
Use Google Business Profile’s calls and website clicks, and track phone and form enquiries from your site. Rankings that don’t bring calls aren’t worth chasing.
For the wider picture, see our SEO guide for small businesses. If you’re an electrician in the West Midlands and want it done for you, see our Google Maps SEO in Birmingham, or how we work as an SEO agency in Birmingham.
Sources
- Axarez Google Maps check: top 100 results for “electrician” from Birmingham city centre, November 2026.
- UK search volumes and cost per click: Google Ads data via DataForSEO, November 2026.
- Google: Tips to improve your local ranking on Google
- Google: Guidelines for representing your business on Google
Frequently asked questions
How do electricians get more customers from Google?
Complete your Google Business Profile with the right main category and every service you offer, build a website page for each main job, keep your details identical across directories, and ask every customer for a review. Then track which searches and pages bring calls.
Do electricians need a website if they have a Google Business Profile?
It helps a lot. Your profile gets you into the map results, but your website is what ranks for specific jobs like “EICR cost” or “EV charger installation”, and it’s where customers check you’re qualified before they call.
What should an electrician’s Google Business Profile category be?
Choose the category that matches most of your work, usually “Electrician”. Add secondary categories only for services you really offer, and list each service in the services section.