Local SEO — Get Found by Customers in Your Area

What Is Local SEO?

Local SEO is about becoming visible when people search for products or services in their area. When someone searches "dentist London" or "pizza near me", Google shows local results — and this is where local SEO determines whether your business shows up.

For physical stores, restaurants, tradespeople, and service companies, local SEO is often more important than traditional SEO. You're not competing against the entire internet — only against businesses in your area.

Google Business Profile — Your Most Important Asset

Google Business Profile (formerly Google My Business) is the foundation of local SEO. It's the box that appears on the right side of search results with map, opening hours, reviews, and contact information.

Create and Optimize Your Profile

1. Go to business.google.com and create your profile
2. Verify your business (typically via postcard or phone)
3. Fill in all fields — the more complete, the better

The Most Important Fields

• Business name — Exactly as your official name. Don't add keywords.
• Category — Choose the most precise primary category. Add relevant secondary categories.
• Address — Precise and consistent with your website and other listings.
• Opening hours — Keep them updated. Including holidays and special hours.
• Phone number — Use a local number if possible.
• Website — Link to your homepage or a relevant landing page.
• Description — 750 characters to describe your business. Include relevant keywords naturally.

Keep the Profile Active

Google rewards active profiles:

• Post updates at least once a week (offers, news, events)
• Upload fresh photos regularly
• Respond to all reviews — including negative ones
• Answer questions in the Q&A section

NAP Consistency — Name, Address, Phone

Google cross-checks your business information across the internet. If your name, address, or phone number differs on your website, Google Business Profile, Facebook, Yelp, and other directories, Google loses trust in your data.

Checklist:

• Is NAP identical on your website, Google Business Profile, Facebook, and LinkedIn?
• Is the spelling the same everywhere?
• Is the phone number in the same format?

Local Keywords — Think Like Your Customer

Local searches typically have two parts: what + where.

• "Plumber Manchester"
• "Accountant Brooklyn"
• "Yoga classes East London"

How to Find Local Keywords

1. Brainstorm all the services you offer
2. Combine with your city, neighborhood, and nearby towns
3. Use Google Autocomplete — type your service and see what Google suggests
4. Check "Related searches" at the bottom of Google's search page

Optimize Your Pages for Local Keywords

• Include city/area in title tags and meta descriptions
• Create dedicated landing pages for each service + city combination
• Mention local landmarks, neighborhoods, and areas naturally in your content
• Add structured data (Schema.org LocalBusiness)

Reviews — Social Proof That Ranks

Reviews are one of the strongest local ranking factors. Google looks at:

• Number of reviews — More is better
• Quality — Higher average is better
• Recency — New reviews count more
• Responses — Businesses that respond rank better

Get More Reviews

• Ask satisfied customers directly (after service, with invoice)
• Send a link via SMS or email that goes directly to the review form
• Make it easy — fewer clicks means more reviews
• Always respond professionally and personally — including to negative reviews

Local Backlinks — Authority in Your Area

Backlinks from local sites signal to Google that your business is relevant in the area:

• Get listed in local business directories
• Sponsor local events or organizations
• Collaborate with other local businesses on cross-links
• Get coverage in local media and blogs

Measure Your Local SEO

Use Google Search Console to track local keywords. Filter the performance report for keywords containing your city, and monitor clicks, impressions, and position over time.

Combine with Google Analytics to see where your traffic comes from geographically — does it match your target area?

Get Started Today

Local SEO is one of the fastest paths to visibility for physical businesses. Start with your Google Business Profile, ensure NAP consistency, and gradually build up with reviews and local content.

Run a free SEO audit to see your site's current state and get concrete improvement suggestions.