Local SEO: The Complete Guide for Small Businesses

Local SEO is essential for any business that serves customers in a specific geographic area. This comprehensive guide covers everything you need to dominate local search results.

What is Local SEO?

Local SEO focuses on optimising your online presence to attract customers from relevant local searches. When someone searches "plumber near me" or "best restaurant in Ipswich," local SEO determines which businesses appear.

Google Business Profile Optimisation

Your Google Business Profile is the cornerstone of local SEO. To optimise it:

• Claim and verify your listing
• Choose the right primary and secondary categories
• Add a compelling business description with keywords
• Upload high-quality photos regularly
• Keep hours, address, and phone number accurate
• Enable messaging and add products/services
• Post updates weekly

Building Local Citations

Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistency is crucial—ensure your NAP is identical across all platforms including directories, social media, and your website.

Managing Reviews

Reviews directly impact local rankings and customer trust:

• Ask satisfied customers for reviews
• Respond to all reviews—positive and negative
• Address complaints professionally and offer solutions
• Never buy fake reviews (Google penalises this)

Local Keyword Optimisation

Target location-specific keywords throughout your website. Create location pages if you serve multiple areas, and include your town/city naturally in title tags, meta descriptions, headers, and content.

Local Link Building

Earn links from local organisations: chambers of commerce, local news sites, business associations, and community partners. Sponsor local events or charities for natural link opportunities.

Mobile Optimisation

Most local searches happen on mobile devices. Ensure your site loads quickly, displays properly on all screen sizes, and has click-to-call functionality for phone numbers.