Local SEO for small businesses

What local SEO is

Local SEO helps your business appear when people search for services in your area. It connects you with nearby customers who are ready to buy.

Local SEO is especially important for businesses that serve a specific geographic area.

Why it matters

Many searches include location, such as plumber near me or coffee shop in Manchester.

• People search locally when they need services now.
• Local results appear prominently in search.
• Local customers are more likely to convert.

Google Business Profile

What it is

Google Business Profile is a free listing that helps you appear in local search results and on Google Maps.

Setting it up

Create and verify your Google Business Profile.

• Use accurate business information.
• Choose the right business category.
• Add photos of your business.
• Include your service area if relevant.

Keeping it updated

Keep your Google Business Profile current and complete.

• Update hours, especially during holidays.
• Respond to reviews.
• Add posts about offers or news.
• Keep contact information accurate.

Consistent business information

Name, address, phone

Use consistent business information everywhere.

• Use the exact same business name everywhere.
• Use the same address format.
• Use the same phone number.
• Consistency helps search engines trust your information.

Where to list your business

List your business in relevant local directories.

• Google Business Profile.
• Industry-specific directories.
• Local business directories.
• Social media profiles.

Local content on your website

Location pages

Create pages for each location you serve.

• Include location-specific content.
• Mention local landmarks or areas.
• Include location in page titles [2]Source 2 .

Local keywords

Use location-based keywords naturally in content.

• Include your city or area in content.
• Use location with service keywords.
• Do not stuff keywords unnaturally.

Structured data

Use structured data to help search engines understand your business [1]Source 1 .

• LocalBusiness schema for your business.
• Include address, phone, and business hours.
• Test structured data with Google's Rich Results Test.

Reviews and reputation

Encourage reviews

Reviews help with local rankings and build trust.

• Ask satisfied customers to leave reviews.
• Make it easy to leave reviews.
• Respond to all reviews, positive and negative.

Handle negative reviews

Respond professionally to negative reviews.

• Acknowledge the concern.
• Offer to resolve the issue offline.
• Show that you care about customer satisfaction.

Mobile experience

Local searches often happen on mobile devices.

• Ensure your site works well on mobile [3]Source 3 .
• Make it easy to call or get directions.
• Keep pages fast and easy to use.

Local links

Get links from local sources.

• Local business associations.
• Local news sites or blogs.
• Local event listings.
• Sponsorships or partnerships.

Common mistakes

• Inconsistent business information across directories.
• Not claiming or updating Google Business Profile.
• Ignoring reviews.
• Not including location in website content.
• Poor mobile experience.
• Keyword stuffing location terms.

Measuring local SEO

Track how local SEO is working.

• Monitor Google Business Profile insights.
• Track local search rankings.
• Monitor phone calls and directions requests.
• Track enquiries that mention location.

Next step

If you serve a local area, start with Google Business Profile. Claim and complete your listing with accurate information. Keep it updated and respond to reviews. Ensure your website includes location information naturally. Use structured data to help search engines understand your business [1]Source 1 . Keep your business information consistent everywhere. Local SEO takes time but helps nearby customers find you. If you need help with local SEO, SEO services can help you improve your local search visibility. For SEO basics, see search engine optimisation basics for small sites. For industry-specific local SEO, see web design for real estate & property.