Key figures
- searches for “serrurier” per month in France
- 60,500
- searches for “serrurier” per month in France
- Google reviews for the median listing
- 71
- Google reviews for the median listing
- Study average: 27
- median score of the 145 sites analysed, out of 100
- 76
- median score of the 145 sites analysed, out of 100
- Study average: 71
How customers search for a locksmith
“Serrurier” (locksmith) is searched 60,500 times a month in France, and the city is often added: 22,200 searches for “serrurier paris”, 6,600 for “serrurier marseille”, 6,600 for “serrurier bordeaux”. These are emergency searches, at any hour, on mobile.
The click price shows the scale of the battle: €59 on average for “serrurier paris”, €32 for “serrurier lille”, €30 for the word alone. Networks buy these keywords city by city. Organic search and the Google Business Profile are the only way to get these calls without paying for every click.
| Google search | Searches / month | Cost per ad click |
|---|---|---|
| serrurier | 60,500 | €30 |
| serrurier paris | 22,200 | €59 |
| serrurier lyon | 5,400 | €22 |
| serrurier marseille | 6,600 | €21 |
| serrurier toulouse | 5,400 | €30 |
| serrurier bordeaux | 6,600 | €24 |
| serrurier nantes | 2,900 | €23 |
| serrurier lille | 3,600 | €32 |
| serrurier près de moi | 140 | n/a |
| site internet serrurier | 10 | n/a |
What Google shows for “serrurier paris”
Survey of 18 October 2026: the Google Maps card block (local pack) takes the top of the page. Below these blocks, the first 3 standard results visible are: allovoisins.com (platform), mesdepanneurs.fr (platform), network or quote generator.
- Google Maps local pack
- 1allovoisins.complatform
- 2mesdepanneurs.frplatform
- 3—network or quote generator
What we measured on 145 locksmith websites
We collected the top 200 Google Maps listings for “serrurier” in Marseille and Paris, then ran each of the 145 websites belonging to these businesses through our free analysis. 19% of listings show no website at all and 3% only link to a platform (instagram.com, doctolib.fr, sites.google.com).
79% of locksmith websites have no llms.txt file
Share of sites failing the check, compared with the average across the study’s 24 trades and 7 cities.
Have no llms.txt file: 79% ; Have no FAQ on the home page: 72% ; Do not describe the business in structured data: 56% ; Have no enquiry form on the home page: 53% ; Do not have a meta description of 70 to 165 characters: 46% ; Do not have a page title of 25 to 65 characters: 43% ; Do not have a single H1 saying what the business sells: 32% ; Have no share preview (Open Graph): 25% ; Have fewer than 400 words on the home page: 24% ; Do not declare a canonical URL: 22% ; Have fewer than 10 internal links on the home page: 21% ; Leave more than 20% of their images without a description: 19% ; Do not publish a sitemap: 17% ; Have no clickable phone number or WhatsApp on the home page: 15% ; Are not on HTTPS: 4% ; Do not declare their language: 3% ; Block at least one AI assistant in their robots.txt: 3% ; Are not mobile-friendly (no viewport tag): 2% ; Block Google in their robots.txt: 0%.
| Check | Locksmiths | Study average |
|---|---|---|
| Have no llms.txt file | 79% | 80% |
| Have no FAQ on the home page | 72% | 81% |
| Do not describe the business in structured data | 56% | 55% |
| Have no enquiry form on the home page | 53% | 48% |
| Do not have a meta description of 70 to 165 characters | 46% | 50% |
| Do not have a page title of 25 to 65 characters | 43% | 41% |
| Do not have a single H1 saying what the business sells | 32% | 45% |
| Have no share preview (Open Graph) | 25% | 28% |
| Have fewer than 400 words on the home page | 24% | 40% |
| Do not declare a canonical URL | 22% | 21% |
| Have fewer than 10 internal links on the home page | 21% | 26% |
| Leave more than 20% of their images without a description | 19% | 21% |
| Do not publish a sitemap | 17% | 18% |
| Have no clickable phone number or WhatsApp on the home page | 15% | 39% |
| Are not on HTTPS | 4% | 4% |
| Do not declare their language | 3% | 6% |
| Block at least one AI assistant in their robots.txt | 3% | 2% |
| Are not mobile-friendly (no viewport tag) | 2% | 5% |
| Block Google in their robots.txt | 0% | 1% |
Source: FindMyCompany scanner, 145 sites scanned on 18 October 2026.Read the method
| City | Maps listings | Sites analysed | Median score | Reviews (median) |
|---|---|---|---|---|
| Marseille | 100 | 62 | 76 | 55 |
| Paris | 100 | 83 | 76 | 99 |
The mistakes that cost locksmiths customers
Prices nowhere to be found
72% of locksmiths’ sites have no frequently asked questions on the home page, less often than the average across trades. Yet that is where customers look for the cost of opening a door, the call-out fee and a night call-out. Without an answer, they call whoever shows one.
A business Google cannot verify
56% of sites do not describe the business in structured data (address, area, hours, phone), about as often as the average. In a trade where fake addresses exist, consistent information between the website and the Google Business Profile is an asset.
A title tag that names neither the trade nor the city
43% of sites have no usable title tag and 32% no main heading that names the trade. Locksmiths fail less often than the average on this point. At €30 a paid click, every organic position lost is expensive.
Priority actions
A flawless Google Business Profile
A real address or a service area as Google’s guidelines require, primary category “Locksmith”, exact opening hours (24/7 only if it is true), photos of your van, your workshop or your team.Show your prices
Opening a slammed door, call-out fee, night and weekend surcharges, cylinder replacement: real rates, on a dedicated page and in the frequently asked questions.Show who turns up
Company name, company registration number, address, team photo. A customer afraid of a scam looks for a face and an address.Ask for a review after every job
By text message with the link to your listing, the same day. Google allows you to ask for reviews, not to buy or filter them.Separate emergencies from planned work
An emergency page (tappable number, response time, area) and pages for planned requests: door reinforcement, lock changes, access control.
Frequently asked questions
How do I reassure a customer afraid of a locksmith scam?
By showing, before the call, what bad actors hide: a real address, regular dated reviews, prices displayed for common jobs, and a quote given before touching the door.
Should my Google Business Profile say 24/7?
Only if you really answer and come out at any hour. Exact hours are better than a broken promise: an unhappy customer says so in a review.
Can I climb in Google Maps against call-out networks?
Yes, in your real area: a complete listing, regular reviews, a website that names the trade and the city, the same information everywhere. Google ranks local results by relevance, distance and prominence.
Method
Google Maps results (up to 100 listings) for the trade’s search query, centred on the city, collected via OpenSEO on 18/10/2026. Free website analysis (lib/audit.js): home page, robots.txt, sitemap.xml, llms.txt. No paid tools. Listings without a website, platform pages (Doctolib, Planity, Facebook, Instagram, Google Sites…) and network pages appearing 3 times or more: counted in the listings, not in the sites analysed. The score out of 100 is the tool’s own, which also counts server response time (4 points out of 100). Server response times are not published: they were measured from outside France and do not reflect what a visitor in France sees. No business name or website address is published: only aggregated statistics.
Search volumes: Average monthly search volumes on Google, France, French language, Google Ads data via OpenSEO (DataForSEO). CPC = estimated average cost of an ad click, in euros.
The data covers businesses in France (websites and Google Maps listings in French cities), and searches and volumes are from Google France.