Key points
- Local SEO is the work that helps people near you find you when they search for what you do.
- Start with a complete Google Business Profile, then a clear, fast website, then a steady flow of genuine reviews.
- It builds over months, and nobody can promise a ranking. Consistency beats tricks.
Local SEO means helping people near you find your business when they search for what you do, whether that is on Google Search or Google Maps. It is not a trick. It is a set of ordinary jobs, done properly and kept up. This guide puts them in the order that makes sense for a small business.
The three things Google looks at
Google says local results are based mainly on relevance (how well your profile matches the search), distance (how far you are from the person searching) and prominence (how well known you are, including reviews and mentions across the web). You cannot change distance, so the plan below works on relevance and prominence.
Step 1: get your Google Business Profile right
This is the single most useful local SEO job. Claim and verify your profile, choose an accurate primary category, fill in every detail, add real photos and keep your hours current. Our Google Business Profile checklist walks through it in ten steps.
Step 2: make your website say what you do and where
- Say it plainly. Your main page should make clear what you do and which areas you cover.
- Give each real service its own page when you have enough to say about it, with a clear title that names the service and the area you serve.
- Show your phone number and a way to enquire on every page, and make sure they work on a phone.
- Keep it fast and mobile-friendly. Many local searches happen on a phone, often in a hurry.
- Add structured data and a sitemap, and connect Google Search Console so you can see how Google reads your site.
If you are planning a new site, see our website service. It includes search set-up on every page.
Step 3: earn reviews steadily
Genuine reviews help customers choose you and help Google see that you are a known local business. Ask every customer, make it easy and reply to every review. Read our guide on how to get more Google reviews for the rules to follow.
Step 4: keep your details the same everywhere
Use the same business name, address or service area and phone number on your website, your Google profile, your social profiles and any directory listings. Consistent details help Google trust that they are right.
Step 5: show real work and local knowledge
- Share photos of real jobs, with the type of work and the area.
- Post offers and news on your Google profile and social channels.
- Write about the questions local customers actually ask, in plain words.
Step 6: measure and keep going
Once a month, look at your Business Profile Performance numbers (views, calls, direction requests and website clicks) and at Search Console. Note what changed after each update. Local SEO builds over weeks and months, so a steady routine matters more than a burst of effort.
Mistakes that cost small businesses
- Adding keywords to your business name on Google. It can get the profile suspended.
- Creating many near-identical pages for every town. Pages should be useful to real customers.
- Buying links or reviews. Both can do more harm than good.
- Letting hours, phone numbers or photos go out of date.
- Expecting overnight results. Nobody can promise a ranking.
Doing it yourself, or getting help
Everything above can be done by an owner with a few hours a month. If you would rather spend that time on your customers, we set up your profile and keep it fresh each month, and your website can be built to match. See our local SEO packages.