Electrician SEO is the work on your Google Business Profile, website and reviews that gets an electrical contractor into the map and the results when someone nearby searches "electrician" or "emergency electrician". On 12 November 2026 we read 6 mobile results pages in three Italian cities, Genoa, Padua and Palermo: the map appeared on all 6, but the map for "electrician" and the map for "emergency electrician" shared only 3 listings out of 12, and 32 of the 59 organic results were about a different city.
Two searches that look the same.
Two different maps.
For "electrician" Google mostly shows electricians: 11 of 12 listings had "Electrician" as their primary category. For "emergency electrician" things change: 10 of 12 listings had "emergency", "24h" or "urgent" in the business name, and more than half were locksmiths, plumbers and handymen.
The data is Italian, but the mistakes we see are the same everywhere:
- adding "emergency" or "24/7" to the profile name, because competitors do, and risking a suspension;
- betting everything on "electrician + town", where the results under the map are directories and pages about other towns;
- publishing 40 identical "electrician in [town]" pages, which Google treats as pages made for search engines.
Why listen to us, if we don't publish electrician case studies?
Because we work with installers that live on enquiries. For Valore Solare, a solar and battery installer, the first full month of Google Ads brought 9 conversions at €212 each; over the last 12 months there were 2,087 at an average of €65.60. For Sunscape we built pages region by region: keywords on page one went from 1 to 38 out of 143 in six months.
How the site should be built is in our guide to electrician websites; ads and budgets are in Google Ads for electricians; which leads to pay for is in lead generation for electricians. This one is about rankings:
- how much people search for an electrician, and when emergencies peak;
- what Google shows in three cities we had not looked at before;
- what decides who gets into the two maps: category, name, hours, reviews;
- where your website can still win, without copy-paste town pages;
- who ChatGPT names when the power goes off.
Let's start with the numbers.
How often people search for an electrician (and why emergencies peak in winter)
In the UK "electrician near me" gets 74,000 searches a month, "electrician" 49,500 and "emergency electrician" 4,400 (Google Ads UK, 12-month average, DataForSEO, 12 November 2026). In Italy "elettricista" gets 22,200 and "pronto intervento elettricista" (emergency electrician) 3,600.
| Search | Market | Monthly searches | Peak in the last 12 months | Low |
|---|---|---|---|---|
| electrician near me | UK | 74,000 | 90,500 (October 2026) | 60,500 |
| electrician | UK | 49,500 | 49,500 (most months) | 40,500 |
| emergency electrician near me | UK | 4,400 | 6,600 (January and October 2026) | 3,600 |
| emergency electrician | UK | 4,400 | 6,600 (November 2025) | 3,600 |
| 24 hour electrician | UK | 480 | 880 (November 2025) | 260 |
| elettricista (electrician) | Italy | 22,200 | 33,100 (August and October 2026) | 18,100 |
| pronto intervento elettricista (emergency electrician) | Italy | 3,600 | 9,900 (November 2025) | 1,900 (April and May 2026) |
In Italy emergency searches were five times higher in November than in spring. In the UK the swing is smaller but goes the same way: 6,600 in January, 3,600 in summer.
What does that have to do with SEO?
Timing. Fix your profile and your emergency page in the autumn, not in December when the phone is already ringing. And notice how small "electrician + town" searches are next to "near me": Google takes the location from the phone.
What Google shows in Genoa, Padua and Palermo (the map is always there, local websites almost never)
Across 6 mobile searches located in Genoa, Padua and Palermo, Google showed a map with 4 listings on all 6 pages, an AI Overview on all 6 and no ads. Of the 59 organic results, only 16 were about the city being searched.
| City and search | Map | AI Overview | Organic results about the city | Organic results about other cities |
|---|---|---|---|---|
| Genoa, "elettricista" | yes, 4 listings | yes | 0 of 10 | 7 |
| Genoa, "pronto intervento elettricista" | yes, 4 listings | yes | 4 of 10 | 6 |
| Padua, "elettricista" | yes, 4 listings | yes | 0 of 10 | 7 |
| Padua, "pronto intervento elettricista" | yes, 4 listings | yes, 7 sources | 3 of 10 | 6 |
| Palermo, "elettricista" | yes, 4 listings | yes | 7 of 9 | 0 |
| Palermo, "pronto intervento elettricista" | yes, 4 listings | yes, 7 sources | 2 of 10 | 6 |
| Total | 6 of 6 | 6 of 6 | 16 of 59 | 32 of 59 |
Three things stand out.
In Genoa and Padua not one organic result under the "electrician" map was about the city. In Genoa they were directory pages for Milan, Reggio Emilia, Piacenza, Pesaro, Monza and Brescia; in Padua for Milan, Verona, Pesaro, Merate and Cesena. For that search the profile is the only local shop window.
Emergency searches are won by networks of "emergency" sites. One network showed pages for Monza, Palermo, Cosenza and Naples, and three of them showed the same phone number. Two "electrician + city" domains, one for Genoa and one for Milan, showed the same mobile number.
Palermo was the exception that proves the rule. Its 7 local results were directories, job boards and one single contractor's website.
We saw the same pattern in Milan when we compared five home-service trades. What's new here is something else.
There are two maps.
Who gets into the "electrician" map and who into the "emergency electrician" map (3 listings in common out of 12)
The map Google shows for "emergency electrician" is not the map for "electrician": the listings present in both were 2 of 4 in Genoa, 1 of 4 in Palermo and 0 of 4 in Padua. What changes most is category and name.
| City | "Electrician" map (reviews) | "Emergency electrician" map (reviews, category if different) |
|---|---|---|
| Genoa | E.M.G - Elettricista (32); AM Impianti Elettrici - Elettricista H24 (56); M.A. Impianti elettrici - Riparazioni (30); Meloni impianti (1) | E.M.G - Elettricista (32); AM Impianti Elettrici - Elettricista H24 (56); Pronto Intervento Liguria - Idraulico, Elettricista, Fabbro 24h (10, Plumber); Elettricista Genova. Intervento Guasto Elettrico (2) |
| Padua | SI.CA Impianti Elettrici (44); Beppecatter Riparazioni per la casa Padova (3); Fabbro Idraulico Elettricista (none, Plumber); Favaretto Impianti - Elettricista (34) | Pronto Intervento casa - Fabbro e Idraulico a Padova (122, Emergency locksmith service); K A Impianti Pronto Intervento Veneto (4); Pronto interventoo fabro idraulico electrico (4, Handyman); Pronto Intervento Casa - Fabbro - Idraulico - Elettricista (10, not shown) |
| Palermo | Elettricista Palermo Styletech, urgente H24 (100); Domotek impianti (214); DGS Impianti (13); ElettroNova (13) | Pronto intervento Giovanni Liga (191, Locksmith); Elettricista Palermo Styletech, urgente H24 (100); Pronto intervento Casa H24 co.i.tec. (149, Emergency locksmith service); Elettricista Antennista Styletech Pronto Intervento H24 (3, Antenna repair) |
Read in a row, the numbers say this:
- "Electrician" as category: 11 of 12 in the first map, 5 of 12 in the emergency map;
- name containing "emergency", "H24", "24h" or "urgent": 2 of 12 in the first map, 10 of 12 in the second;
- reviews: median 32 in the first, 21 in the second, with listings getting in on 1, 2, 3 and 4 reviews;
- "Open 24 hours": 21 of 24 listings, at around 5am.
So I just put "emergency" in my name?
No. Google's guidelines for representing your business ask for your real-world name, the one on your signage and stationery, and say that including unnecessary information in the name isn't permitted and could result in the suspension of your profile. A business really called "Emergency Home Services" is fine. One that added the words for the map is taking a risk, and a competitor can report it.
Category: "Electrician" as primary, the rest as secondary
Google names three local ranking factors: relevance, distance and prominence (Business Profile Help, read on 12 November 2026). The primary category is the most direct relevance signal. If you do wiring, fault finding and consumer units, your primary is "Electrician"; EV chargers, smart home or aerials go in as secondary. How to pick them is in our guide to Google Business Profile categories.
Hours: the real ones, even if they're 8 to 6
The same guidelines ask for the hours you're normally open. At around 5am, 21 of 24 listings showed as open 24 hours, and in Genoa an electrician with 66 reviews, opening at 8, appeared in neither map.
So I set "open 24 hours" and that's it?
Only if you really answer at 3am: a customer who calls and gets no one leaves the worst review. If not, aim for the "electrician" map and planned work.
Reviews: 30 already puts you near the top in Genoa
In the Google Maps data we read through DataForSEO, within 5 km of the centre there are 106 claimed listings with "Electrician" among their categories in Genoa, 38 in Padua and 116 in Palermo. Those with at least 30 reviews are 11, 4 and 17. For an electrician the bar is low: in Genoa 3 of the 4 listings in the "electrician" map had between 30 and 56 reviews, and 30 already puts you in the top 11 out of 106. How to ask for them within the rules is in our guide to Google reviews, and how to reply in responding to Google reviews.
Service area and services: where you work and what you do
If customers don't come to you, hide the address and list the towns you cover (service area). In the services section list real jobs in customers' words: "fault finding", "consumer unit replacement", "EV charger installation".
Which of the two maps is your business in when someone searches for an electrician?
You've just seen that on emergency searches the map goes to locksmiths and handymen with stuffed names, and that under the map sit directories for other towns. We'll check your profile's category, name, hours and reviews and your website pages together, and tell you which local searches you're missing today.
Book a strategy callWhere your website can still win: one real emergency page, not 40 fake towns
An electrician's website wins where the map isn't enough: an emergency page for the town you actually cover, job pages with prices, and the "Related websites" block Google shows under the map. It loses when it copies the same page for dozens of towns.
Emergency pages for the town you really serve
On "emergency electrician" in Genoa, 3 of the 4 results about the city were local emergency pages with the phone number in the title or description. That's the search where a well-made local page still shows up.
And if I cover 20 towns?
One page for each area where you have real jobs, customers and response times. Google's spam policies describe doorway abuse as pages or sites created to rank for specific, similar queries (one page per town with the same text, for example) that lead users to less useful content. The networks with one number for ten cities rank today, but it's a risk a business with a name and a VAT number has no reason to take. How to write location pages that aren't copies and what to expect when you try to rank in another city are covered separately.
That's what we did for Sunscape, region by region: each page answered a different local question. Organic impressions went from 329 to 5,809 a month between March and August 2026.
Pages that answer "how much does it cost"
The related questions Google showed on the 6 pages kept coming back to the same ones: "How much does an hour of an electrician's work cost?" (4 of 6), "How much does an emergency call-out cost?" and "What should I do if my electrics fail?" (3 of 3 emergency searches). Among the results catching them, one network put the price in the title ("from €40") and another listed its call-out fee range. A page with your call-out rate for daytime, night and bank holidays answers the question everyone asks. Which job pages bring enquiries we measured in lead generation for electricians.
The "Related websites" block
Under the map Google showed a "Related websites" carousel on 6 of 6 pages, with 2 to 10 sites each, many of them local contractors. It's where a local firm's website shows up even when the ten organic results are directories. Getting in takes the same things as the map, plus a site that says clearly who you are, where you work and what you do, with your trade registration on show.
ChatGPT and AI Overviews: who they name when the power goes (3 of 3 from the map)
When you ask ChatGPT for an emergency electrician, the answer draws on Google Business Profiles: in our Genoa test it named 3 firms, all 3 in the "electrician" map, all with at least 30 reviews. The fourth listing in the map, with 1 review, wasn't there.
On 12 November 2026 we asked ChatGPT two questions in Italian with web search on (DataForSEO, Italy).
Emergency: "The power's gone at home and the trip switch won't reset. Which electrician can I call tonight in Genoa?"
- 3 firms recommended: E.M.G (32 reviews), AM Impianti Elettrici (56), M.A. Impianti elettrici (30), with rating, address and phone taken from the profile;
- 2 alternatives taken from websites, both with a dedicated "urgent electrician in Genoa" page that mentions the trip switch.
Planned job: "I need to rewire a flat in Padua. Which electrical contractor would you recommend?"
- 5 firms, with 17 to 47 reviews: 2 were in the "electrician" map, 2 in the "Related websites" carousel, 1 in neither;
- none from the emergency map;
- the answer ended by advising to ask for the installer's legal registration and certificate of conformity.
The AI Overviews on "emergency electrician" in Padua and Palermo cited 7 sources: a national quote platform and several emergency networks from Rome, Bologna and Lecce. None was from the city the search came from. The answer ended by asking the user which city they were in.
So ChatGPT reads the profile and AI Overviews read the website?
More or less. With a place in the question, ChatGPT reads the listings; without one, Google summarises pages that explain the service. For AI Overviews and AI Mode, Google says there are no additional requirements and no special optimisations beyond SEO (Search Central). So: a complete profile with real reviews, and a page for each fault or job that answers in two lines, like "the trip switch won't reset". How AI breaks a local question into sub-questions is in our guides to query fan-out and local AI visibility. If you want to measure what AI says about your business, that's our GEO service.
Where to start this month (order matters)
For an electrician the right order is: profile, reviews, an emergency page for your own town, job pages. In three cities out of three the map sat above everything else.
- Check your profile name, category and hours and match them to your signage and paperwork.
- Ask for a review after every finished job until you pass 30.
- Write one page on emergencies in your town, with response times, call-out rate and what to do when the trip switch goes.
- Write one page for each planned job you really do: rewires, consumer units, EV chargers, inspections.
- Search "electrician" and "emergency electrician" on your phone from your area and note which map you're in.
Starting from a handful of reviews, this takes months, not weeks. The basics are in our guides to local SEO and local SEO for small businesses; if you'd rather do it with us, that's our SEO service.
Electrician SEO: frequently asked questions
No, unless that's your real business name, the one on your signage and paperwork. Google's guidelines don't permit unnecessary information in the name and say it could lead to suspension. In our Italian survey E.M.G - Elettricista was in both Genoa maps without "emergency" or "24h" in its name.
It depends on the area. On 12 November 2026 the median for listings in the "electrician" map in Genoa, Padua and Palermo was 32 reviews, and in Genoa only 11 of 106 electricians within 5 km of the centre had more than 30. Both maps also had listings with 1 to 4 reviews: distance from the searcher matters too.
It depends: only if you really answer at night and on bank holidays. Google asks for the hours you're normally open. In our survey 21 of 24 listings showed as open 24 hours, but a customer who calls at 3am and gets no one leaves a bad review.
No. You need a page for each area where you have real jobs, response times and customers. Pages with the same text and a different town name are what Google describes as doorway abuse in its spam policies.
It depends how fast you need calls. None of the 6 pages in our survey had a single ad: an electrician who switches on Google Ads can appear above the map from day one. SEO on the profile and pages costs less over time but takes months; the numbers on ads are in our guide to Google Ads for electricians.
Electrician SEO in short (and the search to run tomorrow morning)
Two maps, not one.
On "electrician", the right category and 30 reviews win.
On "emergency", stuffed names and handymen win, at risk of suspension.
Under the map, mostly directories and pages about other towns.
ChatGPT names who is already in the map.
What's new in this survey is that the same firm competes in two rankings, against different rivals. On "emergency electrician" you're up against locksmiths and plumbers branding themselves as 24/7 handymen; on "electrician" and planned work you're up against other electricians, and there reviews count for more than the name. If you don't do night call-outs, the emergency map isn't yours: leave it to them and take the other one.
See you next time!
