Local SEO is how you get your business showing up on Google when people nearby search for what you offer. The most important things to focus on are your Google Business profile, local keywords, customer reviews and making sure your website is fast and mobile-friendly. None of it requires a big budget — just consistent effort.
What is local SEO?
Local SEO (Search Engine Optimisation) is the process of making your business show up higher on Google when people in your area are searching for what you offer. When someone types "plumber near me" or "best restaurant in Canterbury" into Google, local SEO determines whether your business appears — or your competitor's does.
It's different from general SEO because it focuses specifically on location-based searches. And for most small businesses — restaurants, tradespeople, garages, shops, salons — it's the single most valuable thing you can do to bring in new customers.
The good news is that local SEO isn't complicated. You don't need to understand algorithms or write code. You just need to do a few things consistently and do them well. This guide walks you through exactly what those things are.
Step 1 — Set up and optimise your Google Business profile
If you do nothing else from this guide, do this. Your Google Business profile (formerly Google My Business) is what shows up in Google Maps and the local results section when someone searches for businesses near them.
It's free, it takes about an hour to set up properly and it can make a dramatic difference to how many people find you.
How to set it up
Go to google.com/business and claim your business. If it already exists, verify that you're the owner. Google will send a postcard or call with a verification code.
What to fill in
- Business name — exactly as it appears everywhere else. Don't stuff keywords in here.
- Category — choose the most accurate primary category. This is one of the most important ranking factors.
- Address and service area — if you go to customers rather than them coming to you, set a service area instead of a physical address.
- Phone number and website — make sure these match what's on your website exactly.
- Opening hours — keep these up to date, including bank holidays.
- Description — write a clear, natural paragraph about your business. Include what you do and where you serve.
- Photos — add at least 10 quality photos. Businesses with photos get significantly more clicks than those without.
Post updates to your Google Business profile regularly — special offers, new services, photos of recent work. Google rewards active profiles with better visibility. Even one post a week makes a difference.
Step 2 — Get more Google reviews
Reviews are one of the most powerful local SEO signals. Businesses with more reviews and higher ratings consistently outrank competitors in local search results — even if those competitors have been around longer.
More importantly, reviews convert. When a potential customer sees your business has 47 five-star reviews and a competitor has 6, they call you first. Every time.
How to get more reviews
The honest truth is most customers won't leave a review unless you ask them. The ask needs to be easy and timely — right after you've done a good job, while they're still happy.
- Send a follow-up message with a direct link to your Google review page — make it one click
- Ask in person at the end of a job or visit: "If you were happy with everything, a Google review would really help us out"
- Add a QR code to your receipts, business cards or invoices that links directly to your review page
- Respond to every review — positive and negative. It shows you care and signals to Google that your profile is active
What not to do
Never buy reviews, never ask friends and family to leave fake reviews and never offer incentives in exchange for reviews. Google can detect unusual review patterns and will penalise your profile. It's not worth it.
Step 3 — Use local keywords on your website
Your website needs to tell Google clearly what you do and where you do it. This sounds obvious, but most small business websites don't do it well.
Where to use local keywords
- Page titles — "Plumber in London | Fast, Reliable Service | Your Business Name"
- Headings — "Professional plumbing services across London and surrounding areas"
- Page content — mention your location naturally throughout your pages
- Meta descriptions — the short description that appears under your link in Google results
- Image alt text — describe images and include location where relevant
Location pages
If you serve multiple towns or areas, consider creating a separate page for each one. A plumber who serves London, Kent and Surrey could have dedicated pages for each. Each page targets different searches and brings in different customers.
We handle local SEO for you.
From Google Business optimisation to local keyword strategy — we do the work, you get the customers.
Step 4 — Keep your name, address and phone number consistent
Google checks whether your business details are consistent across the web. Your business name, address and phone number (called NAP) should be identical everywhere — your website, Google Business profile, Facebook, Yelp, Yell.com and any other directory you're listed on.
Even small differences — "St" vs "Street", "Ltd" vs "Limited" — can cause confusion and hurt your rankings. Do a quick search for your business name and check that the details match up everywhere you appear.
Step 5 — Get listed in local directories
Local citations are mentions of your business on other websites — directories, review sites, local news sites and industry-specific platforms. Each one acts as a small vote of confidence in your business and helps Google understand that you're a real, established local business.
Where to get listed
- Yelp — especially useful for restaurants and hospitality
- Yell.com — one of the UK's biggest business directories
- Bing Places — the equivalent of Google Business but for Microsoft's search engine
- Apple Maps — important for iPhone users
- Facebook Business — set up a proper business page if you haven't already
- Industry directories — Checkatrade for tradespeople, TripAdvisor for restaurants, etc.
You don't need to be on every directory — focus on the relevant ones and make sure the details are accurate and consistent.
Step 6 — Make sure your website is fast and mobile-friendly
More than half of all local searches happen on mobile phones. If your website is slow or hard to use on a small screen, Google will rank you lower — and visitors will leave before they even read your content.
You can check your website speed for free at pagespeed.web.dev. Aim for a score above 70 on mobile. If it's lower, the tool will tell you exactly what's slowing it down.
Common issues include images that are too large, too many plugins and cheap hosting. If your website is consistently slow and hard to use on mobile, a website redesign is often the most effective fix.
Step 7 — Create useful local content
One of the best long-term local SEO strategies is to create content that your local customers are genuinely searching for. This doesn't mean writing generic blog posts — it means answering the specific questions your customers ask.
Ideas for local content
- "Best [service] in [your town]" — these lists rank well and build local authority
- Frequently asked questions about your service in your area
- Case studies or project write-ups mentioning local areas
- Seasonal guides relevant to your business and location
You don't need to publish weekly. Two or three well-written, genuinely useful articles per month is enough to make a real difference over time.
How long does local SEO take?
This is the question everyone asks. The honest answer is: it depends on how competitive your industry and location are, but most businesses start to see meaningful results within 3–6 months of consistent effort.
Some things work faster — optimising your Google Business profile and getting a handful of new reviews can improve your Map Pack rankings within weeks. Building up content and citations takes longer but compounds over time.
The important thing is to start. Every week you delay is another week your competitors are ahead of you.
Where to start
If you're doing nothing right now, start here in this order:
- Claim and fully fill in your Google Business profile
- Ask your last five happy customers for a Google review
- Check that your name, address and phone number are consistent across the web
- Make sure your website mentions your location clearly on every page
Those four things alone will put you ahead of a large proportion of your local competitors. If you want to go further — or if you'd rather hand it over to someone who does this every day — take a look at our local SEO service or get in touch for a free audit. We'll tell you exactly where you stand and what we'd do to improve it.