Mastering Local SEO
Local SEO is the process of optimising your online presence to attract customers from relevant local searches. If people in your area are searching for your services, you need to be visible.
Google Business Profile: The Foundation
Your Google Business Profile (GBP) is the single most important factor in local SEO. Optimise it by:
- Completing every field — business name, address, phone, hours, categories
- Adding photos — businesses with photos receive 42% more direction requests
- Posting regularly — share updates, offers, and news weekly
- Responding to reviews — every review, positive or negative
- Using the right categories — primary and secondary categories matter
Local Citations
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Key directories include:
- Yell.com
- Thomson Local
- Bing Places
- Apple Maps
- Industry-specific directories
Consistency is critical — your NAP must be identical everywhere.
On-Page Local SEO
Optimise your website for local search:
- Include your city/region in title tags and meta descriptions
- Create location-specific landing pages if you serve multiple areas
- Embed a Google Map on your contact page
- Add local schema markup (LocalBusiness)
- Include your address in the footer
Content for Local SEO
Create content that demonstrates local expertise:
- Blog about local events, news, or topics
- Showcase local projects in your portfolio
- Create guides relevant to your area
- Partner with other local businesses for mutual links
Reviews
Reviews are a major local ranking factor:
- Quantity, quality, and recency all matter
- Aim for a steady stream rather than bursts
- Make it easy for happy customers to leave reviews
- Respond professionally to every review
For businesses looking to improve their local visibility, our SEO services include comprehensive local SEO strategies. Get in touch for a free local SEO assessment.