For many service-based businesses, success depends not on reaching the entire world, but on reaching the right people nearby. Local SEO, or local search engine optimisation, is the strategy that ensures your business is visible to potential clients in your area when they are searching for the services you offer. Whether you're a tradesperson, a baker, a fitness coach, or a solicitor, a strong local presence online can be the difference between being found—or being forgotten.
In this article, we’ll guide you through the key components of local SEO and how to apply them to your website to start attracting high-intent local customers.
Claim and Optimise Your Google Business Profile
One of the most powerful tools in local SEO is your Google Business Profile. Formerly known as Google My Business, this free listing is what appears in the map results and knowledge panel when users search for businesses like yours.
To make the most of it:
- Ensure your business name, address, and phone number (NAP) are accurate and match your website.
- Add high-quality photos of your premises, products, or services.
- Keep your business hours updated.
- Regularly post updates or special offers.
- Encourage satisfied customers to leave reviews.
A well-maintained profile signals trust to both Google and potential clients.
Make Sure Your NAP Is Consistent Across the Web
Your business’s Name, Address, and Phone number (NAP) must be consistent wherever it's listed online — on directories, social media platforms, and your own website. Inconsistencies can confuse search engines and reduce your credibility.
Use reputable citation services or manually check sites like Yelp, Yell, Facebook, and industry-specific directories to ensure accuracy. Even small discrepancies (like “Street” vs “St”) can impact your local search rankings.
Use Local Keywords in Your Content
When people search for a “landscaper in Brighton” or a “caterer near Leeds,” they’re using local keywords. Your website needs to reflect these searches.
- Add your location in key places like page titles, headings, image alt text, and meta descriptions.
- Create service pages tailored to specific areas you serve.
- Write blog posts or case studies featuring real local projects or events.
This not only helps your SEO but also builds trust with your local audience.
Build Local Backlinks
Links from other reputable local websites are a strong signal to search engines that your business is relevant in your area. This can include:
- Local news sites
- Partner businesses or suppliers
- Community organisations and charities
- Chambers of commerce or networking groups
You might offer to write a guest blog post, sponsor a local event, or collaborate on community projects in exchange for a link back to your site.
Encourage and Manage Customer Reviews
Reviews are an essential part of local SEO and influence both rankings and buying decisions. Encourage happy customers to leave reviews on your Google profile and other platforms relevant to your industry.
Respond to all reviews — good or bad — in a professional, courteous manner. This shows potential clients that you value feedback and take customer service seriously.
Use Structured Data Markup
Adding schema markup (a type of structured data) to your website can help search engines better understand your business and display rich results, such as ratings, hours, and location.
For local SEO, focus on LocalBusiness schema to define your address, contact information, opening hours, and business type. If you're using WordPress or Shopify, many SEO plugins and apps make this relatively straightforward to implement.
Create Locally-Focused Content
Content that highlights your connection to the local area builds relevance and helps you rank for more long-tail keywords.
- Feature customer stories or case studies from local clients.
- Write about local events you’ve participated in.
- Share news that affects your industry in your region.
This kind of content not only helps with SEO but can increase community engagement and social sharing.
Make Your Website Mobile-Friendly and Fast
Local searches are often made on mobile devices, especially when users are out and about looking for a service. Your website must load quickly, be easy to navigate, and display well on all screen sizes.
Google prioritises mobile usability in its rankings, so poor performance here could cost you visibility — and clients.
Closing Thoughts
Local SEO is more than just a technical checklist — it's about building digital relevance in the communities you serve. By taking a consistent and thoughtful approach to your Google profile, website content, and online presence, you can position your business to be the first choice for local customers.
For service-based businesses, this isn’t just helpful — it’s essential.
If you’d like help auditing or improving your local SEO, our team is here to support you.