For ICT companies, local SEO is only one part of that picture. But it can be an important one, particularly for businesses that want to reach customers in specific cities or regions.
Why Google Business Profile Matters for ICT Companies
Google Business Profile is a free tool that allows businesses to manage how they appear on Google Search and Maps. A profile can show information such as the company's name, address, phone number, website, business hours, services, photos, and customer reviews.
For an ICT company, this can be useful when someone searches for terms such as "IT support near me," "managed IT services," "cybersecurity company near me," or "cloud services provider."
A potential client may view the business profile even before accessing the company website. The information provided may serve to entice the client to know more if it is accurate, the reviews are genuine, and the services are well articulated.
GBP is different from general SEO in that whereas general SEO may be designed for the general public irrespective of their geographical location, local SEO caters for those in specific locations.
CMI includes Local SEO as one of the key service types in its SEO Services Market segmentation, alongside On-Page SEO, Off-Page SEO, Technical SEO, Enterprise SEO, and Others. The inclusion of Local SEO reflects the growing need for businesses to reach customers based on location as well as search intent.
Three SEO Trends ICT Companies Should Watch
Google Business Profile does not operate separately from the wider changes taking place in SEO. Three trends are particularly relevant to ICT companies.
AI Is Changing How SEO Work Gets Done
Artificial intelligence is becoming part of everyday SEO work. Businesses and SEO providers are using AI for keyword research, content ideas, search intent analysis, technical checks as well as identifying areas where a website can improve.
CMI identifies AI-powered SEO as an emerging trend in the SEO services market. AI can help SEO teams process large amounts of information and identify patterns more quickly.
For ICT companies, this can make SEO work more efficient. For example, AI tools can help identify questions people ask about cloud computing or cybersecurity. An SEO team can then use those insights to create useful content.
The important point is that AI should support SEO work rather than replace human judgment. Technology can identify patterns, but people still need to check whether the information is accurate and useful.
Search Is Moving Beyond Traditional Results
Search is no longer limited to a list of website links. AI-generated answers and conversational search are changing how people discover information.
This is creating interest in Generative Engine Optimization (GEO). The idea is to make business information clear, useful as well as authoritative enough to be understood and potentially referenced by AI-powered search systems.
For ICT companies, this makes high-quality content more important. A company that clearly explains its services, answers common customer questions, and demonstrates technical knowledge has more useful information for search systems to understand.
This trend is also changing the services offered by SEO companies. Businesses are increasingly looking beyond rankings alone and paying attention to visibility across different search and discovery experiences.
Local and Mobile Search Remain Important
Local searches still play an important role for businesses operating within specific regions. A person in need of IT assistance, for instance, will do a local search instead of searching the whole nation for the right company.
Mobile technology has brought even more importance to local search because the person can search for a business, read its reviews, find its location, and call the company all on one device.
For ICT companies, this means that local SEO should work together with a mobile-friendly website, accurate business information, location-based content, and a complete Google Business Profile.
The impact on the SEO services market is straightforward: businesses need help not only with website rankings but also with local visibility and the wider customer journey.
Setting Up Your Google Business Profile
Before optimizing GBP, make sure the basic profile is correct. Here’s how one can set it up:
1. Claim or Create Your Profile
Head over to the Google Business Profile website (https://www.google.com/business/) and sign in with your Google account. If your business is already listed, claim it! If not, just create a new listing. Quick and easy!
2. Fill in Your Business Info
Make sure your business name, address, and phone number (NAP) are accurate. Consistency is key here, so double-check everything across all your online platforms.
The ICT company’s description should also state what its major services are. The phrase “technology solutions” is too vague. It would help potential clients know what kind of services to expect if the company were described as offering managed IT services or cybersecurity solutions.
3. Verify Your Business
Google will send you a postcard with a verification code. Once it arrives, follow the instructions to confirm your business.
Once the profile is verified, keep checking the information. Business hours, services, contact details as well as other information may need to be updated over time.
Optimizing Your Google Business Profile for Local SEO
A complete profile is a good starting point, but optimization is an ongoing process. Here’s how:
1. Pick the Right Categories
Choosing the right categories helps Google match your business with relevant searches. For example, if you're an IT support company, categories like "IT Support" or "Managed IT Services" should be suitable.
2. Use Keywords Naturally
Adding terms like "cloud computing solutions" or "cybersecurity services" to your business description can increase your profile’s chances of ranking in searches. But you don't want to overdo it. Remember, it’s about being relevant!
This approach also fits the wider shift toward search intent. Search engines are becoming better at understanding what people are trying to accomplish rather than simply matching individual words.
3. Add High-Quality Photos
People love visuals! And they don't need to be too elaborate or thought out. Just upload images of your office, team, or even before-and-after shots of your work. It’ll make your business look trustworthy. The main point is to give potential customers a better idea of the company they are considering.
4. Encourage Reviews
Got any happy clients? Great! They can help you. Ask them (Add a pretty please if you like) to leave a review on your GBP. Positive reviews help improve your ranking and convince potential customers to choose you. And, don’t forget to reply to reviews, whether they’re good or bad! An important part of good customer service.
A thoughtful response shows that the company pays attention to customer feedback. Reviews should not be treated as a shortcut to higher rankings. Their real value is also in building trust when customers compare several service providers.
5. Showcase Special Features
Google lets you highlight things that make your business unique. For example, you could highlight "24/7 Support" or "Women-led Business", or any other USPs you have, to attract attention. The information should be accurate. Making claims simply to attract attention can do more harm than good.
How the SEO Services Market Is Segmented
The wider SEO services market covers several types of services and buyers. CMI segments the market by service type, service provider, pricing model, end user, and region.
Service types include On-Page SEO, Off-Page SEO, Technical SEO, Local SEO, Enterprise SEO, and Others. Service providers include SEO agencies, freelance SEO consultants, full-service digital marketing agencies, and in-house SEO teams.
Among these categories, SEO agencies are expected to hold a 41% share of the market in 2026, making them the leading service-provider segment. The monthly retainer model is also expected to account for 29% share, showing the importance of ongoing SEO support.
By end user, the market includes retail and e-commerce, BFSI, healthcare, travel and hospitality, media and entertainment, education, IT and Telecom, real estate, automotive, professional services as well as others.
Regionally, North America is expected to hold a 38% share in 2026, supported by strong digital adoption and continued demand for online visibility.
For ICT companies, Local SEO and the IT and Telecom end-user segment are particularly relevant.
Local SEO Helps ICT Companies Reach Nearby Customers
Local SEO has a direct connection to Google Business Profile because both help businesses become easier to find in location-based searches. Its use is supported by mobile search, location-based queries, online reviews as well as customers looking for nearby service providers.
For an ICT company, local SEO can include Google Business Profile optimization, local keyword targeting, location-specific service pages, review management, business listings as well as mobile-friendly website content.
Consider a managed IT provider serving businesses in one city. Ranking for a broad term such as "IT services" may bring visitors from places the company does not serve. A local strategy can instead help it reach businesses searching for IT support in its actual service area.
This makes Local SEO an important part of the wider SEO services market. Many businesses are not trying to reach everyone online; they want to reach customers who are close enough to become leads and clients.
IT and Telecom Creates Ongoing Demand for SEO
IT and Telecom remains an important end-user of search engine optimization services. Technology companies operate in competitive markets where customers often research providers online before making a decision.
An ICT company can use SEO to promote managed IT services, cloud migration, cybersecurity, software solutions, networking, and other technology offerings.
Applications include technical SEO, service-page optimization, educational content, keyword research, link building as well as local search. For companies serving specific areas, these activities can work alongside Google Business Profile optimization.
For example, someone might first discover an IT provider through a local search, check its reviews, visit its website, and then contact the company. A strong SEO strategy helps support each part of that journey.
As more technology companies compete for online attention, SEO is becoming an ongoing marketing activity rather than a one-time task.
Boost Engagement with Google Posts
Google Posts provide another way to keep a Business Profile updated and give potential customers useful information.
ICT companies can use posts to share:
- New services
- Company announcements
- Cybersecurity tips
- Software updates
- Events and webinars
- Educational content
- Special offers
For example, an IT services company could share a short post about phishing risks and direct readers to a longer cybersecurity guide on its website.
The best posts give people a reason to pay attention. They should not simply repeat a sales message.
Track Your Performance with Insights
SEO works better when businesses understand what brings people to them.
Google Business Profile provides information about how users interact with a listing. Businesses can use available data to understand search queries, website visits, calls, direction requests, and other customer interactions.
An ICT company can use this information to see which services attract attention.
For example, if many people find a company through searches related to managed IT support, the business may want to give that service more attention on its website and GBP.
This also connects local SEO with the wider SEO services market, where businesses increasingly use data to understand what is working and where marketing efforts should be improved.
Integrating GBP with Your Website and Marketing
Your Google Business Profile is just one piece of a bigger puzzle. To really get its worth, here’s how you can integrate it with your overall online strategy:
1. Add a Map to Your Website
Include a Google Map on your contact page, making it super easy for potential clients to find you. It also reinforces your local presence!
2. Optimize for Mobile
In our cell phone-dominated society, a lot of local searches happen on mobile devices. Make sure your website is mobile-friendly and has easy access to your contact details and services.
3. Get Listed in Relevant Directories
Be consistent across platforms like Yelp and Bing Places. The more places your business shows up, the stronger your local SEO becomes. This citation building process is a core strategy used by Australian SEO companies to ensure that a business's digital footprint is both consistent and authoritative across all relevant platforms.
4. Use Structured Data Markup
This might sound technical, but it’s super helpful. Adding schema markup to your website gives search engines more context about your business, which can help you show up in more local searches.
Common Mistakes to Avoid
Even simple mistakes can weaken a local SEO strategy.
- Outdated Information: Always keep your contact details up to date to not miss out on any potential customers
- Ignoring Reviews: Not responding to reviews can hurt your reputation a lot.
- Neglecting Posts: No matter how well setup, a stagnant profile won’t grow.
- Keyword Stuffing: Don’t overload your profile with keywords. It can make your business look fake or spammy
The U.S. SEO Services Market Trends
The U.S. is an important market for SEO services because businesses face strong competition for online visibility. CMI expects North America to account for 38% of the global SEO services market in 2026, supported by digital transformation and continued demand for website optimization.
Google remains the dominant search engine in the U.S., making search visibility particularly important for businesses. Companies are also adapting to AI-powered search and looking beyond traditional rankings.
For ICT companies, this creates demand for technical SEO, content optimization, local search, and strategies designed around changing search behavior. Local businesses can combine these services with Google Business Profile optimization to reach customers in specific areas.
The U.S. also has a strong ecosystem of SEO technology providers and agencies. Companies such as Semrush, BrightEdge, and Conductor serve businesses with SEO software, analytics as well as related solutions, while agencies provide managed SEO services across industries.
As search becomes more competitive and AI changes how people discover information, U.S. businesses are likely to continue investing in SEO as part of their digital marketing strategy.
Key Players Are Expanding SEO Services
The SEO services market includes specialist SEO companies, technology providers, and broader digital marketing agencies.
CMI identifies companies including WebFX, Semrush, Ahrefs, Moz, BrightEdge, Conductor, Wpromote, Thrive Internet Marketing Agency, Ignite Visibility, Straight North, Boostability, Searchmetrics, iProspect, Victorious, and Bruce Clay among the key market participants.
These companies cover areas such as technical SEO, content optimization, analytics, link building, local search, and broader digital marketing.
For ICT businesses, this gives businesses different options based on their requirements. A business can start with GBP and local SEO and later need technical SEO, content strategy, enterprise SEO, or support for changes in search behavior.
When choosing a provider, businesses should look beyond rankings alone. Industry experience, technical capabilities, reporting, communication as well as long-term support can also make a difference.
The Long-Term Benefits of Local SEO
Local SEO is not simply about getting a business to appear higher in search results. It is about making it easier for the right customers to find, understand, and trust the business.
For an ICT company, that could mean being visible when a local business needs IT support, when a company is looking for a cybersecurity provider, or when an organization needs help with cloud services.
Google Business Profile can support that process, but stronger results usually come when it is combined with a useful website, relevant content, reviews, accurate business information as well as technical SEO.
The wider SEO services market is growing because businesses are competing for attention across traditional search, local search, mobile devices, and newer AI-driven discovery channels.
Final Thoughts
Google Business Profile is not a replacement for SEO. It is one useful part of a broader local search strategy.
For ICT companies, the starting point is simple: claim the profile, keep business information accurate, choose relevant categories, explain services clearly, add genuine photos, encourage honest reviews as well as keep the profile active.
From there, companies can build a wider SEO strategy around local content, technical optimization, mobile-friendly pages, structured data, and performance tracking.
As search continues to change, the basic goal remains the same: help potential customers find the right business at the right time.
