Table of Contents
For beginners, the world of SEO can feel overwhelming, but it doesn’t have to be.
Local SEO is a powerful way to make sure your business shows up when people in your area search for what you offer. This guide is designed to break down the essentials of Local SEO into simple, actionable steps you can start following today.
In this blog, we’ll explore what makes Local SEO important alongside practical strategies like setting up a Google Business Profile and researching local keywords. Whether you’re a florist in London or a mechanic in Aberdeen, mastering Local SEO can help you connect with more local customers and build a stronger online presence. Let’s dive into the basics and get you on the path to success.
Understanding Local SEO: The Basics
Unlike traditional SEO, which focuses on improving your visibility on a national or global scale, Local SEO targets location-based searches, like when someone types “dentist near me” or “coffee shop in [city].” For small businesses that provide local services and rely on local customers, this makes Local SEO an essential tool for driving foot traffic and increasing sales.
At its core, Local SEO helps your business appear in two key places: the local pack (the map-based results at the top of Google’s search page) and organic search results for location-specific queries. For example, if you own a bakery in Plymouth, Local SEO ensures you show up when someone searches for “bakery in Plymouth.”
The main components of Local SEO include a well-optimised Google Business Profile, local keywords that reflect your area and services, and consistent citations (mentions of your business name, address, and phone number across the web).
Why does all of this matter?
Because local searches are incredibly common: 46% of all Google searches have local intent, meaning nearly half of users are looking for businesses nearby. By focusing on Local SEO, you’re meeting your customers where they already are, making it easier for them to find and choose your business over competitors. Let’s now take a closer look at why following a local SEO strategy is so valuable for small businesses.
Why Local SEO Matters for Small Businesses
When you rank higher in local search results, you’re more likely to be the first choice for people in your area. This increased visibility can lead to more foot traffic, higher sales, and a stronger connection with your community and all without breaking the bank!
Compared to other marketing strategies like paid ads or print campaigns, Local SEO is cost-effective because many of its core elements, like optimising your Google Business Profile or creating local content, are free or low-cost. While paid ads stop delivering once your budget runs out, Local SEO builds a lasting online presence that keeps working for you over time.
The Numbers Don’t Lie
The numbers highlight its impact. Research shows that 76% of people who search for a local business on their smartphone visit a store within 24 hours. That means if you’re not showing up in those search results, you’re missing out on a huge opportunity. Additionally, appearing in the top three spots of Google’s local pack can capture up to 44% of all clicks for a given search. Beyond the numbers, Local SEO also builds trust.
When your business appears prominently in search results, complete with reviews, photos, and accurate information, customers are more likely to see you as a credible option. By investing time in Local SEO, you’re setting your business up for long-term success in your community. One of the best places to start is with your Google Business Profile. Let’s explore how to set it up.
Setting Up Your Google Business Profile
A Google Business Profile (GBP), formerly Google My Business (GMB), is one of the most powerful Local SEO tools. It’s essentially your business’s digital storefront on Google, showing up in search results and Google Maps.
When optimised properly, your GBP can help you attract more local customers by providing them with key information such as address, hours and reviews, as soon as you’re being searching for. It’s your Foundation to building a credible entity online, and the most crucial of Local SEO ranking factors. Here’s how to get started:
Creating and Verifying Your Profile
- Visit the Google Business Profile website: Sign in with a Google account and click “Add your business to Google.”
- Enter your business details: Provide your business name, category/industry, and location. This helps Google match you with relevant searches.
- Specify a service area if needed: If you don’t have a physical location (like a service-based business), you can define the areas you serve instead.
- Verify your business: Google usually sends a postcard with a verification code to your business address, which may take a few days. Some businesses can verify via phone or email for faster results.
- Why verification matters: It ensures your profile is fully active and eligible to rank in local search results, making it a crucial step.
Optimising Your GBP
- Fill out every detail: Include your address, phone number, hours of operation, and website link to provide complete information for customers.
- Write a keyword-rich description: Add a business description with local keywords—for example, if you’re a florist in Doncaster, mention “florist in Doncaster” naturally.
- Upload high-quality photos: Add images of your storefront, products, or team. You might have a great service but other local businesses with photos will get far more traffic.
- Keep information updated: If your hours change for holidays or you move locations, update your GBP immediately to avoid frustrating customers.
- Why this matters: A well-optimised GBP boosts your visibility and builds trust, making customers more likely to choose your business.
Keyword Research for Local SEO
Keywords are the foundation of any SEO strategy, and in Local SEO, they’re all about connecting with customers in your area. Local keywords are search terms that include location-specific phrases, like “hair salon in [city]” or “best pizza near me.” By targeting these keywords, you can attract people who are actively looking for your services in your area. Let’s walk through how to find and use local keywords effectively.
Finding Local Keywords for Local Search Results
The first step in keyword research is to think like your customers. What would they search for to find your business? If you’re a pet groomer in Aberdeen, they might look for “pet grooming Aberdeen” or “dog groomer near me.” A simple way to discover these terms is by using Google Autocomplete. Start typing a phrase like “pet grooming in…” and see what suggestions appear – these are the real searches people are making.
Another helpful tool is Google Keyword Planner, which is free to use with a Google Ads account. It shows you the search volume and competition level for specific keywords. Look for terms with a decent number of searches but low to medium competition, as these are easier to rank for as a beginner. For example, “pet grooming Aberdeen” might have 100 searches per month with low competition, making it a great target.
You can also explore related searches at the bottom of Google’s results page to find more ideas. Once you have a list of local keywords, you can start incorporating them into your online presence, from your website to your Google Business Profile, to attract the right audience.
On-Page SEO for Local Businesses
Once your Google Business Profile is set up, the next step is optimising your website for local search. On-page SEO involves making changes directly on your website to improve its visibility in search results. For local businesses, this means focusing on elements that signal your location and relevance to nearby customers.
Optimising Website Elements
- Title tags and meta descriptions: Include local keywords in your title tags (the clickable headline in search results) and meta descriptions (the short summary below the headline). For example, a title tag like “Best Coffee Shop in Cardiff | [Your Business Name]” can help you rank for local searches while attracting clicks.
- Headers and content: Use headers (like H1 and H2 tags) to structure your content, and sprinkle local keywords naturally throughout your pages. If you’re a plumber, a header like “Plumbing Services in Oxford” on your homepage makes your location clear to search engines.
- Alt text for images: Add descriptive alt text to your images, such as “Plumber fixing a sink in Oxford,” to improve accessibility and reinforce your local focus.
Creating Location-Specific Pages
- Build pages for each area you serve: If your business operates in multiple locations, create a dedicated page for each one. For example, a landscaper serving Doncaster and Sheffield could have separate pages titled “Landscaping Services in Doncaster” and “Landscaping Services in Sheffield.”
- Add unique content: Each page should include specific details about the area, like local landmarks or customer testimonials from that region, to make it relevant and avoid duplicate content.
- Embed a Google Map: Include a map showing your location or service area to help search engines and customers understand where you operate.
Finally, make sure your Name, Address, and Phone Number (NAP) are all consistent across your website. If your address on your homepage differs from your contact page, it can confuse search engines and hurt your rankings.
By focusing on these on-page elements, you’ll make your website a strong contender in local search results.
Building Local Citations and Backlinks
Citations and backlinks are two essential components of Local SEO that help establish your business’s credibility and authority. Let’s explore how to build each one effectively to boost your local presence.
What Are Local Citations?
A citation is any online mention of your business’s NAP (Name, Address, Phone Number). Start by listing your business on reputable local directories like Yelp, Yellow Pages, or industry-specific platforms (e.g., TripAdvisor for restaurants). Your NAP must be identical across all listings – if your address is “123 Main St.” on one site and “123 Main Street” on another, it can create confusion for search engines.
As we’ve already stressed, consistency is key to building trust. You can also look for local business associations or chambers of commerce in your area, as they often have business directories where you can list your company for free.
Earning Local Backlinks
A backlink is a link from another website to yours, and for local businesses, these links are most valuable when they come from local sources. For example, if you sponsor a local charity event, ask the organisers to link to your website in their event recap. Another strategy is to guest post on local blogs: write an article about your industry (e.g., “Top 5 Gardening Tips for [City] Residents”) and include a link back to your site. These local backlinks tell search engines that your business is a trusted part of the community, boosting your rankings over time.
Leveraging Online Reviews for Local SEO
Online reviews are a cornerstone of Local SEO, impacting your rankings and customer trust. Let’s explore how to make the most of them with a streamlined approach.
Why Reviews Matter
Google prioritises businesses with more positive reviews, as they reflect real customer experiences and often lead to higher rankings in local search results. Additionally, 93% of consumers say reviews influence their purchasing decisions, making them a key factor in attracting new customers.
Encouraging and Tracking Reviews
- Make it easy to leave feedback: After a purchase, send an email with a direct link to your Google Business Profile review section, or add a “Leave a Review” button on your website.
- Use QR codes: Include a QR code on receipts that leads to your review page, encouraging honest feedback.
- Track with a spreadsheet: In Google Sheets or Excel, create columns for:
- Reviewer’s name
- Date of review
- Platform (e.g., Google, Yelp)
- Star rating
- Review snippet
- Replied? (Yes/No)
This helps you monitor feedback, have timely responses, and spot patterns in customer sentiment.
Responding to Reviews
- Reply promptly: For positive reviews, say, “Thank you for your kind words! We’re glad you enjoyed your experience.” For negative ones, apologise, offer a solution, and invite further discussion offline.
- Show you care: Responding to all reviews demonstrates that you value customer feedback, building trust and encouraging more people to choose your business.
A consistent review strategy will strengthen your Local SEO and help your business stand out in your community over time.
Creating Local Content for Your Audience
Content is a great way to connect with your local audience while boosting your SEO. Local content is anything that resonates with your community, from blog posts to social media updates. It not only helps you rank for local keywords but also positions you as a go-to resource in your area.
Here’s how to create effective local content in three steps:
- Brainstorm ideas that appeal to your community: Think about topics your audience cares about. For example, write a blog post like “The Best Family-Friendly Activities in [City]” if you cater to families, or a guide such as “How to Prepare Your Home for Winter in [Region].” A restaurant might share a recipe tied to a local event, like a dish inspired by a nearby festival.
- Incorporate local keywords naturally: Use location-specific phrases in your content to improve your rankings. A post titled “Top 5 Coffee Spots in Aberdeen” can help you rank for that keyword while providing value to readers.
- Add a local angle: Include details like local landmarks, events, or customer stories to make your content relevant and engaging for your audience.
Once your content is created, share it on social media platforms like Facebook or Instagram to engage your community. If it is on your website, make sure it fits into the correct cluster with a robust internal linking structure to build topical authority. Join local groups or pages where your audience hangs out, and post your content there with a friendly note like, “We put together a guide to the best hiking trails in [City] – check it out!”
This not only drives traffic to your website but also builds relationships with local customers. Over time, creating and sharing local content will strengthen your online presence and make your business a trusted part of the community.
Tracking and Measuring Local SEO Success
To know if your Local SEO efforts are paying off, you need to track your progress. Measuring your success helps you understand what’s working, what isn’t, and where you can improve. Fortunately, there are free tools that make this process straightforward, even for beginners.
Tools for Tracking Performance
- Google Analytics: This tool shows you how much traffic your website is getting, where it’s coming from, and how visitors behave on your site. Look at the “Acquisition” report to see how much traffic comes from organic search, which reflects your SEO efforts.
- Google Search Console: Use this to track your search rankings and see which keywords are driving traffic to your site. The “Performance” report will show you your average position for local keywords like “bakery in [city].”
- Google Business Profile Insights: This feature provides data on how customers find your profile (e.g., through searches or maps) and what actions they take, like calling you or visiting your website.
Focus on key metrics like your local search rankings, website traffic, and conversions (e.g., phone calls, form submissions, or in-store visits). If you notice your rankings for “plumber in [city]” are improving but traffic isn’t increasing, you might need to optimise your website’s content to better attract clicks. Use these insights to adjust your strategy, perhaps by targeting new keywords or updating your GBP with fresh photos.
Tracking your progress ensures you’re moving in the right direction and helps you make data-driven decisions to grow your local presence.
Common Local SEO Mistakes to Avoid
As you work on your Local SEO, there are a few common pitfalls to watch out for.
First, don’t ignore your Google Business Profile. An incomplete or outdated GBP can hurt your rankings and frustrate customers. If your hours are wrong, someone might show up when you’re closed.
Next, don’t overlook mobile optimisation. With 60% of searches happening on mobile devices, a website that’s slow or hard to navigate on a phone will drive customers away and lower your rankings.
Finally, don’t neglect reviews or local content. Failing to engage with customer feedback or create content for your community can make your business seem disconnected, missing opportunities to build trust and improve your SEO.
By avoiding these mistakes, you’ll set a strong foundation for long-term success.
Taking Your Local SEO to the Next Level
Through optimising your online presence, you can attract more local customers, build trust in your community, and outshine competitors in search results. The best part? You don’t need to be an SEO expert to get started. Focus on one step at a time, stay consistent, and use the tools available to track your progress.
As you continue your Local SEO journey, keep experimenting and learning. Try new local keywords, engage with your audience through reviews and content, and stay updated on best practices. Over time, these efforts will compound, helping your business grow stronger and more visible in your area.
Dominate The Capital: Your Guide to Local SEO
Ready to dominate your local market? Our Local SEO guide, Dominate The Capital, is packed with actionable strategies tailored for businesses like yours. Find out more and unlock the secrets to topping local search results!
Want to reach the top of local search results faster? Get professional advice from Ignite SEO’s expert team to skyrocket your visibility today.
Frequently Asked Questions
Got some questions before you get started? Here are some of our expert insights into Local SEO.
What Is The Difference Between Local SEO And Traditional SEO?
Local SEO targets location-based searches to attract nearby customers, such as “dentist in [city].” Traditional SEO focuses on broader visibility, aiming for national or global reach. Local SEO uses tools like Google Business Profile and local citations, whilst traditional SEO prioritises general keyword optimisation and backlinks.
How Long Does It Take To See Results From Local SEO?
Local SEO results typically take 3 to 6 months, depending on competition and consistency. Optimising your Google Business Profile, building citations, and earning reviews can speed up the process. Regular updates to your website and content also help. Monitor progress with tools like Google Search Console to track improvements.
Do I Need A Website For Local SEO?
No, a website isn’t mandatory for Local SEO. A well-optimised Google Business Profile can rank in local searches without a website. However, having a website boosts credibility, allows more control over content, and helps you target additional keywords. It’s a valuable asset for long-term growth.
How Can I Improve My Google Business Profile Ranking?
To improve your Google Business Profile ranking, complete all details, including address, hours, and photos. Use local keywords in your description, encourage positive reviews, and post regular updates. Respond to reviews promptly and ensure NAP consistency across platforms. These steps signal relevance to Google.
Is Local SEO Expensive For Small Businesses?
Local SEO is affordable for small businesses. Many strategies, like optimising your Google Business Profile and creating local content, are free. Tools like Google Analytics cost nothing to use. Whilst professional services can help, you can achieve results with minimal investment by focusing on consistent efforts.
Curious about what professional help might cost? Read our full guide on Local SEO Pricing: How Much Does It Cost in 2025.