1. A clear H1 heading
The H1 is the main heading of the page. It tells Google and screen readers in one sentence what the page is about. If it is missing or is just a logo image, the strongest topic signal is missing. Your H1 should contain the service and the location, for example “Roofer in Lüneburg”.
2. A meaningful title and meta description
The title (the text in the browser tab and in the search results) and the meta description decide whether someone clicks. A title that is only your brand name wastes the most important keywords. The meta description is your free ad under the search result, so write it deliberately.
3. Structured data (schema)
Schema.org markup translates your content into a language machines can reliably understand. A LocalBusiness schema with address, opening hours and services is the foundation for Google Maps, the local pack and AI answers. Without schema the AI has to guess, with schema it knows.
4. Enough real text
A lot of pages have hardly any indexable text, often because everything sits in images or heavy JavaScript. But Google and AI need words to place you. Describe your services concretely and answer your customers' typical questions directly on the page.
5. Speed and clean technical setup
Load time, mobile friendliness and a working robots.txt plus sitemap are the invisible foundation. A slow or technically broken page costs you rankings and your visitors' patience, especially on mobile, where most local searches happen.
Common questions
Do I have to be able to do all of this myself?
No. The basics can be checked and fixed step by step. A short check shows you where your site stands right now and what to tackle first.
What matters most?
Usually the combination of a clear H1 and title, LocalBusiness schema and enough real text. Those three give Google and AI the foundation everything else builds on.
Does this help with AI search too?
Yes. The same basics that help Google also make your page understandable and quotable for ChatGPT and Perplexity.