Local SEO: beyond Google My Business

Why local SEO matters

Local SEO helps people in your area find you when they search for what you offer. Google My Business is important, but it is not the only thing that matters.

For more on local SEO basics, see local SEO for small businesses.

On-page local signals

1) Location in titles and headings

Include your location in page titles and headings where it makes sense [2]Source 2 .

• Service pages: "Web Design Leeds" or "Accountancy Services in Sheffield".
• Homepage: Include location if you serve a specific area (e.g. "Web Design for Small Businesses in Yorkshire").
• Natural placement: Include location where it helps, not forced into every heading.

2) Location in content

Mention your location naturally in your content.

• Service descriptions: "We provide web design services to businesses across Leeds, Sheffield, and Yorkshire."
• About page: Explain where you are based and which areas you serve.
• Case studies: Mention locations where you have worked if relevant.

3) Local structured data

Use LocalBusiness structured data to tell search engines about your business [1]Source 1 .

• Business name: Your exact business name as it appears on Google My Business.
• Address: Your complete business address.
• Phone number: Your local phone number (use the same number everywhere).
• Opening hours: Your business hours if you have a physical location.

Citations and directories

1) What citations are

Citations are mentions of your business name, address, and phone number (NAP) on other websites.

• Local directories: Yelp, Thomson Local, Yell, and industry-specific directories.
• Industry directories: Trade association listings, professional directories.
• Social profiles: Facebook, LinkedIn, and other social media business pages.

2) Why citations matter

Consistent citations help search engines verify your business information and location.

• Consistency: Your NAP should be exactly the same everywhere.
• Trust signals: More citations can help establish your business as legitimate.
• Local relevance: Citations on local directories show you are a local business.

3) Where to get citations

Focus on quality over quantity.

• Google My Business: Most important - make sure it is complete and accurate.
• Industry directories: Listings in directories relevant to your industry.
• Local directories: Major local directories in your area.
• Social media: Complete business profiles on relevant platforms.

Local content

1) Location-specific pages

Create pages for the areas you serve if it makes sense.

• Service area pages: Pages for each major location you serve (e.g. "Web Design Leeds", "Web Design Sheffield").
• Local case studies: Showcase work you have done for local businesses.
• Local news and events: Content about local events, news, or community involvement.

For more on location pages, see web design locations.

2) Local keywords naturally

Use local keywords naturally in your content.

• Service + location: "web design Leeds", "accountant Sheffield", etc.
• Neighbourhoods: Mention specific neighbourhoods or areas you serve.
• Local landmarks: Reference local landmarks or areas if relevant to your service.

3) Reviews and testimonials

Local reviews help with local SEO and build trust.

• Google reviews: Encourage satisfied customers to leave Google reviews.
• Review responses: Respond to reviews professionally and helpfully.
• Testimonials on site: Display testimonials from local customers on your site.

Consistency is key

1) NAP consistency

Your business name, address, and phone number must be exactly the same everywhere.

• Exact match: "123 High Street" not "123 High St" or "123 High Street, Unit 5".
• Same phone number: Use the same phone number on your site, Google My Business, and all citations.
• Business name: Use your exact registered business name consistently.

2) Website consistency

Make sure your website matches your Google My Business listing.

• Address on site: Display your address clearly on your website (usually in footer or contact page).
• Contact information: Phone number and address should match Google My Business exactly.
• Service areas: List the areas you serve consistently across your site.

What you can skip

Not everything local SEO advice suggests is necessary.

• Hundreds of citations: A few quality citations are better than many low-quality ones.
• Location stuffing: Do not force location into every sentence or heading.
• Fake reviews: Never buy reviews or create fake ones - this can get you penalised.
• Keyword stuffing: Use location naturally, not in every paragraph.

Measuring local SEO

• Google My Business insights: Track how many people find you via search and maps.
• Search Console: See which local keywords bring traffic to your site.
• Local rankings: Check where you rank for "service + location" searches.
• Enquiries: Track how many enquiries come from local searches.

Summary

Local SEO beyond Google My Business: on-page local signals (location in titles, content, structured data), citations (consistent NAP, quality directories), local content (location pages, local keywords, reviews).

Consistency: NAP must be exactly the same everywhere. Website information must match Google My Business.

Skip: hundreds of low-quality citations, location stuffing, fake reviews, keyword stuffing.

For more on local SEO, see local SEO for small businesses. For industry-specific local SEO, see web design for real estate & property. For help with local SEO, see SEO services. You can also get in touch to discuss your local SEO needs.