Local SEO is what helps you show up when someone searches for a service “near me” or “in [town]”. It’s a mix of Google Business Profile, website signals, reviews, and local trust.
Quick wins (read this first)
If you only do three things:
- Fully optimise your Google Business Profile
- Make sure your service pages match what you do and where
- Build a steady habit of collecting reviews
Step 1: Google Business Profile checklist
1) Core details (accuracy first)
☐ Claim and verify your profile
☐ Business name matches your real-world name (avoid stuffing keywords into the name)
☐ Correct phone number and website link
☐ Correct opening hours (including bank holidays where relevant)
☐ Address accurate, or set a service area if you travel to clients
2) Categories (high impact)
☐ Choose the best primary category
☐ Add relevant secondary categories (only if they genuinely apply)
☐ Add your services with clear descriptions
3) Profile completeness
☐ Add a clear business description (what you do, who you help, where)
☐ Add photos: logo, cover, team, work examples, premises (if relevant)
☐ Add products or service highlights (where applicable)
☐ Add attributes that apply (accessibility, appointments, online service)
4) Activity and engagement
☐ Post updates regularly (weekly or fortnightly is enough)
☐ Respond to reviews promptly and professionally
☐ Add Q&A (answer common questions before someone else does)
☐ If you enable messaging, make sure you can respond reliably
Step 2: Website checklist for local rankings
5) NAP consistency (Name, Address, Phone)
☐ Your footer details match your Google Business Profile
☐ Your contact page matches your Google Business Profile
☐ Your details are consistent across every platform (same formatting where possible)
6) Location and service clarity
☐ Your homepage clearly states what you do and where you work
☐ Your service pages mention your service area naturally
☐ Your contact page includes location context (even if you serve remotely)
7) Local service pages (done properly)
For each core service, aim for one strong page rather than lots of thin pages.
☐ Clear description of the service and outcomes
☐ Who it’s for, and the common problems you solve
☐ Local proof where possible (case studies, testimonials, local examples)
☐ FAQs that match local intent (coverage areas, timelines, pricing)
8) On-page essentials
☐ One clear H1 per page
☐ Headings that match how people search
☐ Internal links from homepage to key services
☐ Clear CTA on every service page
Step 3: Reviews (local trust signals)
9) Getting reviews consistently (ethical and steady)
☐ Create a simple review request process (email or text link)
☐ Ask soon after a positive outcome
☐ Aim for steady reviews, not bursts
☐ Respond to reviews (even short ones)
Quick review request template (short)
“Thank you again for choosing us. If you have a minute, a Google review would really help other local people find us. Here’s the link: [link].”
Step 4: Citations and local authority
10) Business listings (quality over quantity)
☐ Check your details on major platforms (consistent NAP)
☐ Avoid low-quality directories that exist only to sell links
☐ Update any old listings with outdated phone numbers or addresses
11) Local backlinks (the best type)
☐ Partnerships with other local businesses
☐ Local charities or community involvement you genuinely support
☐ Local press features or community directories
☐ Sponsorships and local events (when it fits)
Step 5: Behaviour and usability (what people do matters)
☐ Your site loads quickly on mobile
☐ Your phone number is click-to-call
☐ Forms are short and easy
☐ You have clear next steps (book, enquire, call)
☐ Your pages look trustworthy at first glance
Common local SEO mistakes
- Keyword stuffing your business name in Google Business Profile
- Creating lots of near-identical town pages with little value
- Ignoring reviews until a bad one appears
- Inconsistent contact details across platforms
- No clear service page for what you actually want to sell
FAQs
How long does local SEO take?
You might see movement in weeks, but sustainable improvement usually builds over 2–3 months and then continues steadily.
Do I need a physical address to rank locally?
Not always. Many service-area businesses rank using service areas and strong website signals, but you still need trust and consistency.
Is Google Business Profile enough on its own?
It helps, but your website and reviews often make the difference between showing up and getting chosen.
Next step
If you want a local SEO plan you can stick to, explore:
