SEO Basics: Local SEO

If you run a business with a local customer base, such as a plumber, carpenter, restaurant or hair salon, Local SEO is the key to being discovered by nearby customers who are using search engines to find your products or services online.

In this guide, we’ll break down what Local SEO is, why it matters, and how you can optimise both on-page and off-page factors like your Google Business Profile, content, citations, backlinks, and more.

What is Local SEO?

Local SEO is the process of optimising your website and online presence so your business shows up in local search results. For example, when someone searches for “best coffee shop near me” or “plumber in Exeter”.

Search Engines use various signals, including your business location, customer reviews, backlinks, and website content, to decide which local businesses appear at the top of the search results or Google Maps.

Why Local SEO Matters

Don't take my word for it, here are a couple of useful quotes from trusted industry sources regarding local SEO and the value of ranking in the local search results.

Neil Patel:

“Are you a small business that wants to get more customers from your local area? Then local SEO is one of the most powerful marketing strategies you can adopt. It is incredibly cost‐effective, and local and organic searches make up 69 % of website traffic. In other words, you’re missing out if you aren’t optimising for local searches.”

Smart Insights:

“Local SEO is absolutely core to the success of many businesses. While it is not just about Google, it’s important to remember the search engine giant’s stance on local SEO: ‘nearly two-thirds of smartphone users are likely to purchase from companies that customise online information to a user’s location’ — which is something we simply cannot ignore.”

If you’re not optimising for Local SEO, you’re likely losing customers to competitors who are.

Local SEO (Off-Page)

1. Google Business Profile (GBP) Optimisation

Your Google Business Profile is the foundation of Local SEO. It’s the listing that appears on Google Maps and local search results when someone searches for your business name or services.

Steps to Optimise Your GBP:

·      Claim and verify your listing on Google Business Profile.

·      Ensure Name, Address, and Phone Number (NAP) are consistent with your website.

·      Add business hours, categories, and services.

·      Upload high-quality photos and videos.

·      Encourage customer reviews and respond to them regularly.

·      Post updates, offers, and events to stay active.

The more complete and active your GBP is, the higher your chances of ranking in the local map pack. These are the map based listings that appear at the top of a Google Search page on a local based search.

2. Citations and Directory Listings

A citation is any online mention of your business’s Name, Address, and Phone Number (NAP) for example, on directories like Yelp, Bing Places, Yellow Pages, and local chamber of commerce websites.

Citations help search engines confirm your business’s legitimacy and location while building trust and authority in your local market. As well as increasing visibility across multiple platforms, the listings act as evidence to search engines that you are a legitimate business and actively looking for customers.

It’s best practice to keep NAP updated across all platforms, list your business in reputable directories and avoid duplicating your business profile in the same directory. If using automated tools, ensure they are updated and take the time to manually check that the tool is updating the listings as it should.

3. Backlinks

Backlinks are links from other websites that point to your site. For Local SEO, backlinks from local and niche-relevant sources are especially valuable.

A few local backlinks can be more powerful than dozens of irrelevant ones.

For more information on backlinks and Off-Page SEO, please see my separate article SEO Basics: Off-Page SEO.

Local SEO (On-Page)

1. Business Address and Contact Details

Display your full business address, phone number, and email prominently on your homepage, contact page, and footer. Use a consistent format that matches your Google Business Profile.

2. Google Maps

Adding an embedded Google Map to your website helps customers find you easily and reinforces your location to Google’s algorithm.

3. Embedded Video

Videos are good for local SEO, particularly when hosted on YouTube. A well-known search engine owns YouTube. By adding a good relevant description to your video, you boost your SEO efforts, increase engagement and dwell time on your page, all positive SEO signals. Embedded YouTube Video Marketing content introduces your business, showcasing services, or featuring customer testimonials.

4. Frequently Asked Questions (FAQs)

Including an FAQ section on each page not only answers potential questions that visitors may have about products or services, but is also good for both Local and National SEO.

Adding primary and secondary keywords in moderation to your FAQ section helps to boost keyword relevance and improve your chances of appearing in voice searches and featured snippets.

What to do on a regular basis:

Local SEO is not a one-time task — it’s an ongoing process of improving your online visibility, reputation, and local authority.

By optimising your Google Business Profile, maintaining accurate citations, earning quality backlinks, and enhancing your on-page content with local elements, you’ll position your business to dominate local search results.

If you have any questions, please don’t hesitate to contact me on LinkedIn through direct messaging or through our website contact-us page.