As a small business owner, you understand that success requires relentless effort and commitment. If you’re seeking ways to expand your reach and grow your business, local SEO is a strategy you shouldn’t overlook.
Right now, people are searching online for keywords related to your products or services, but your business is not showing up because you haven’t fully tapped into the potential of local SEO. Let’s change that and help you attract more nearby customers while improving your local rankings.
In today’s digital world, local SEO is crucial for businesses of all sizes. By fine-tuning your website and content to target local search, you can boost your online visibility and connect with more potential customers in your area.
In this class, we’ll explore practical 14 seo local tips to enhance your local SEO rankings and draw in more customers. lets get a move on!
I’ve already covered two classes before diving deeper into this topic. But here’s a brief summary:
What is Local SEO and How Does It Work?
Local SEO, or Local Search Engine Optimisation, is a specialised branch of SEO focused on improving your online visibility to attract more customers from local search results.
If you run a business, it’s likely that you want to be found by people in your area. That’s where local SEO becomes essential.
Local SEO involves optimising your online presence to connect with customers within a specific geographic area. This includes actions like claiming and optimising your Google Business Profile (formerly known as Google My Business), incorporating location-specific keywords into your website, and creating dedicated local landing pages. These steps make it easier for potential customers to discover your business online.
One major advantage of local SEO is that it’s often less competitive than targeting national keywords, giving you a valuable opportunity to outshine local competitors and gain visibility in your community.
How Can You Improve Your Local SEO?
When people search for local products or services, their first instinct is usually to turn to Google. To address this behaviour, Google introduced the Google Business Profile, a powerful tool that connects businesses with potential customers.
By claiming your Google Business Profile and optimising it effectively, you can enhance your local SEO strategy and increase your chances of being discovered by nearby consumers.
I’ve already covered some classes that delve deeper into this topic. For now, let me summarise the key points and benefits. If you want a detailed step-by-step guide on how to create and optimise your Google Business Profile, be sure to check out the class where I explain how to add your business to Google listings.
What is Google Business Profile?
The Google Business Profile is a free, user-friendly tool designed specifically for business owners and organisations. It enables you to list your business on Google Maps and local search results, providing a direct window into your company right from the search page.
When optimised effectively, a Google Business Profile can function almost like a mini-website for your brand. It showcases crucial information such as your business hours, services, reviews, images, and even updates or promotional posts.
This powerful tool is essential for enhancing your online presence and connecting with potential customers in your local area.
Make Your Business Easy to Find
A Google Business Profile helps your business appear on Google Maps and local search results, so potential customers in your area can find you quickly and easily.
- Connect with Customers Directly
Whether they want to call you, send a message, or visit your website, your profile makes it simple for people to reach out. Everything they need is just one click away. - Build Trust Through Reviews
Reviews and ratings on your profile show potential customers what others think about your business. Positive feedback can give them the confidence to choose you over competitors. - Learn What Works with Insights
The insights feature lets you see how people interact with your profile—like how many views you’re getting, how often people are clicking through to your website, or how many are calling you directly. - Keep Customers Updated Instantly
Need to share a new offer, announce a holiday opening, or change your hours? You can update your profile in real time, so customers always have the latest information.
2. Create Social Media Profiles for Your Business
If you own a business, one of the first steps you should take is to claim your social media profiles. This ensures potential customers can easily find accurate and up-to-date information about your business when searching online. Plus, it helps you take control of how your business is represented and can even boost your conversion rates on social platforms.
Once you’ve claimed your profiles, invest a bit of time in completing all the details. Add your business hours, address, contact information, and anything else that might be useful for potential customers. A well-maintained profile not only looks professional but also ensures people can quickly access the information they need.
Claiming and optimising your social media profiles is a straightforward yet powerful way to enhance your local SEO efforts and improve your customers’ online experience.
3. What Are Citations, and Why Are They Important?
Citations, often called online directories, are mentions of your business on other websites, even if there’s no direct link to your site. These mentions help search engines confirm your business’s legitimacy and details.
Think of them as the digital version of a local phone book. Listing your business on platforms like Yelp, Yell, Foursquare, and Bing Places can boost your online visibility and build your credibility.
The more high-quality citations your business has, the more trustworthy it appears to search engines, which can improve your local search rankings. But that’s not all, many of these directories are also popular with local consumers who use them to find and review businesses. This makes them a great way to increase your brand’s exposure and connect with potential customers.
4. Keep Your NAP Consistent
NAP stands for Name, Address, and Phone number, which are the key details of your business. It is essential to ensure your NAP is consistent across all online platforms, including directories, social media profiles, and your website.
Why is this so important? Consistency helps search engines confirm that your business is legitimate and reliable. If your details vary, such as having two different phone numbers listed, it can confuse both search engines and potential customers. Search engines may even rank a competitor higher if their information is more consistent.
It is not just about SEO. Consistent NAP details also improve the customer experience. When people see the same information everywhere, they are more likely to trust and engage with your business.
In summary, keeping your NAP consistent supports your search rankings and builds trust with potential customers, helping your business stand out locally.
5. Why a Mobile Responsive Website is Essential for Local Businesses
If you have ever tried to use a website on your mobile phone that is not optimised for mobile, you will know how frustrating it can be. It is often hard to navigate, slow to load, and difficult to read.
For businesses, having a mobile-responsive website is no longer optional. It is essential, especially if you want your pages to rank well in local SEO searches.
Mobile users are more likely to search for local businesses, so it is vital to have a site that works smoothly on a small screen. A mobile-friendly website ensures your customers can find the information they need quickly and easily, without any hassle.
Google has also made it clear that they prioritise mobile-responsive websites in their search results. For local businesses, this means having a site that is optimised for mobile is not just helpful, it is critical.
If you are unsure whether your website is mobile-responsive, you can test it using Google’s tool here.
If you need any assistance making your website mobile-responsive, feel free to reach out. As a web design agency, we are here to help you every step of the way.
6. Why You Need Location and Service Pages for Your Business
Location and service pages are dedicated web pages that highlight the services you offer in specific areas. For example, if you run a cleaning business in London, you might create pages like “Office Cleaning Services in Canary Wharf” or “Residential Cleaning Services in Kensington”.
These pages are designed to provide content relevant to both the service and the location, ensuring a highly targeted approach. While some businesses simply rely on their contact page to list service areas, having separate, detailed pages for different locations can greatly improve local SEO performance.
Here’s why location and service pages are essential:
- Relevance to Local Searches
When someone in Kensington searches for residential cleaning, search engines aim to deliver results specific to that area. A page titled “Residential Cleaning Services in Kensington” is far more likely to appear in search results than a general contact page listing all service areas. - Detailed and Specific Content
These pages allow you to craft content that speaks directly to the local audience. You can highlight nearby landmarks, address common local concerns, or include testimonials from customers in that specific area. This makes your pages more engaging and useful. - Improved User Experience
Potential customers prefer finding a page that directly addresses their location and needs. It reassures them that your services are available in their area and makes their decision process much smoother. - Better Ranking Opportunities
Because these pages are so specific, they face less competition compared to broader service pages. Their relevance to local searches gives them a stronger chance of ranking higher and faster.
While some businesses rely solely on a contact page to list their locations, creating specific location and service pages gives you a significant edge. These pages act as virtual branches for your business, helping customers find exactly what they need in the area they are searching.our business.
7. How to Write Blog Posts That Boost Your Local Visibility
In the vast digital landscape, specificity is often the secret to standing out. While traditional blogging typically targets a global audience, there is a more focused approach that can be particularly powerful for local businesses: writing blog posts tailored for local search.
This strategy allows businesses to connect directly with their community, ensuring their content reaches the people most likely to engage with their services, those in their immediate area or a specific locality.
One effective way to start is by using the “Updates” or “Posts” section of your Google Business Profile. This feature enables you to share location-specific blog content, ensuring that your audience finds relevant and timely information about your business directly from local search results.
By adopting this targeted method, businesses can transform their blogs into tools that drive local visibility and engagement. It is all about tailoring your content to include local keywords, references to nearby landmarks, or solutions to common issues in your area.
The difference between general blogging and local blogging lies in the details. Local blog posts help position businesses as trusted voices within their community, fostering trust, relevance, and stronger connections with potential customers.
If you are interested in learning more, check out our article on how blogging can benefit your business.
The Difference Between General and Local Search Blog Posts:
- Who Are You Writing For?
General blog posts are written for a wide audience, covering broad topics that could appeal to anyone, anywhere. On the other hand, local search blog posts focus on people in a specific area. For example, a general post might talk about the benefits of organic food, while a local post could highlight the best organic shops in Camden or local organic markets in South London. - Using the Right Keywords
When writing for local search, it’s essential to include location-specific keywords naturally. For example, phrases like “best coffee shop in Brighton” or “affordable electricians in Croydon” help your content stand out in local searches. - Keeping It Relevant
Local blog posts work best when they address events, trends, or common issues in the community. Writing about a local festival, a neighbourhood event, or even recent news specific to the area makes your content more engaging and relatable.
Tips for Writing for Local Search:
- Sprinkle Local Keywords Naturally
Mention the area, nearby landmarks, or popular local events, but do it naturally. Forced keywords don’t feel authentic and won’t sit well with readers or search engines. - Collaborate Locally
Partner with local businesses or influencers. For instance, you could interview a local personality or work with a nearby shop to create content together. These connections not only enhance credibility but can also help your blog reach a wider audience. - Use Your Google Business Profile
The “Updates” or “Posts” section on your Google Business Profile is perfect for sharing location-focused content. This helps your business show up in local searches and keeps customers informed about your activities. - Share Across Social Media
Don’t stop at publishing the blog. Share it on platforms like Facebook or Instagram to attract more readers and potential customers. Social media works brilliantly to promote your local expertise and services.
8.Add Your Google Business Profile to Google Ads Campaigns
One of the best ways to maximise visits and conversions from your Google Business Profile is by integrating it into your Google Ads campaigns. With the introduction of Performance Max campaigns (which now include the features of the old local campaigns), you can achieve excellent results by linking your Google Maps listing to your ads account.
If your business is located in a smaller town or area, these campaigns can be very cost-effective and deliver great value. Your ads will appear on Google Maps, making it easier for nearby customers to find and engage with your business.
By combining the power of Google Ads and your Google Business Profile, you’re not just increasing visibility but also creating a direct path for potential customers to visit your location and convert. It’s a smart, simple way to get the most out of your local marketing efforts.
9. How to Ask for and Get More Customer Reviews
Getting reviews from your past clients is another key factor that can improve your rankings on Google. Not only does this help with SEO in general, but it also attracts new customers by showing them that you have a proven track record of satisfied clients.
The easiest way to get more reviews is to simply ask. Reach out to your past clients and encourage them to leave a review on Google. You can also suggest other platforms like Yelp, Facebook, or Trustpilot, it’s all about making it easy for them to share their feedback.
To simplify the process, use the link from your Google Business Profile. You’ll find it in your dashboard, where you can copy and paste it into an email or message to your clients. Alternatively, if you search for your business on Google Maps, you can click “Share” and copy a direct link to your profile. This makes it much more convenient for clients to leave a review.
Once you start collecting reviews, you’ll not only improve your local SEO but also give potential customers more reasons to trust and choose your business.
Bonus Tip: You can even embed a Google Map of your business on your website. This not only shows your location but also displays your business details and reviews, making it even easier for customers to learn about you and get in touch.
10. How Voice Search and AI Are Changing Local SEO
The digital world is constantly shifting, and two of the most exciting changes are the rise of voice search and AI-powered tools like ChatGPT and Google’s Gemini. These innovations are changing how people search for information and how businesses need to approach their content. For local businesses, adapting to these trends is no longer optional, it’s essential.
Voice search is conversational. Instead of typing “best Italian restaurant near me”, people are more likely to say, “Where’s the best Italian restaurant in London?” This natural phrasing means businesses need to rethink their keywords and content to match how people actually speak.
At the same time, tools like ChatGPT and Gemini are reshaping how content is created and prioritised in search results. These AI tools often summarise information or generate answers directly, meaning businesses need to focus on crafting content that stands out, not just to customers, but to the AI itself.
To do this, you need to identify new, relevant keywords that align with conversational searches and AI queries. It’s also important to make your content clear, useful, and easy to navigate. AI tools favour content that answers questions directly, is well-organised, and provides value. Think about what your customers might ask and make sure your content delivers the best answers.
Don’t forget the basics either. Your website needs to be fast, mobile-friendly, and up-to-date with accurate business details like opening hours, contact information, and your location. These elements help both voice search and AI tools process and recommend your content.
By embracing voice search and AI, and by creating content tailored to both, you can ensure your business stays relevant in this ever-changing digital landscape. It’s about adapting, finding new opportunities, and ensuring that your content is chosen over the competition, by people and AI alike.
11. Improving Interlinking for Better User Experience and SEO
Interlinking is the practice of linking one page of your website to another within the same site. These internal links create pathways that guide visitors through your content, making it easier for them to explore.
For search engines, interlinking helps them understand your site’s structure and rank your pages more effectively. Done well, it boosts SEO and ensures users can easily find the information they need.
Why Interlinking Matters
Interlinking is key for improving how users navigate your website. It helps them explore related topics or pages without needing to search or go back to the menu. But effective interlinking isn’t possible without a solid information architecture. This ensures your site is organised in a way that makes sense for both users and search engines.
Pages on your site don’t all carry the same authority. Linking from higher-authority pages to less prominent ones helps distribute “link juice,” boosting the SEO performance of pages that need it. It’s also a great way to keep users engaged, reducing bounce rates by offering links to relevant content they’ll want to explore.
Interlinking can strengthen your keyword strategy too. Using the right anchor text makes it clear to search engines what your target keywords are, reinforcing your overall SEO efforts.
If you’d like to dive deeper, we cover building a strong information architecture in our SEO course and teach how to find the best local SEO keywords in our local SEO course. These foundations are essential for making interlinking work effectively.
12. Posting Regularly on Google Business Profile: Like Running a Social Media Account
Did you know that your Google Business Profile isn’t just for basic business information? It also allows you to make posts, much like you would on social media. These updates appear on your business’s profile and can be a great way to attract visits to your website, promote discounts, showcase products, announce events, and much more.
These posts are displayed in the lower-right corner of your profile. While they may not always get a huge number of views, they provide a valuable opportunity to regularly update your profile with fresh content, like new photos or offers. Regular updates keep your profile active, and it’s always possible that Google Maps could increase the visibility of these posts in the future.
Think of it as a way to keep your Google Business Profile lively and engaging, just like your social media channels. By posting consistently, you can stay connected with potential customers, showcase what makes your business special, and take full advantage of this functionality.
Keep your audience informed and your profile active, because you never know when a small effort today could bring big rewards tomorrow!
13. Boost Your SEO with Schema Markup
Let’s get straight to it, Schema Markup is a game-changer for your website. It’s a simple bit of code that helps search engines understand your content better, so they can show it off in the best possible way.
Think of it as giving search engines a cheat sheet. Instead of making them guess what your content is about, you’re handing them the answers on a silver platter.
Why You Need Schema Markup
- Stand Out in Search Results
Schema creates rich snippets, which are those fancy extra details you see in search results, like star ratings, product prices, or event dates. These make your website stand out and grab attention. - Get More Clicks
Rich snippets don’t just look good, they work. The more useful information you show upfront, the more likely people are to click on your website. - Outshine Competitors
Most websites still aren’t using Schema, which means adding it gives you a huge edge. It’s your chance to look more professional and appealing than the competition.
How to Add Schema (Without Stress)
- SEO Press: This plugin makes adding Schema a breeze, no coding skills needed.
- Rank Math: Another brilliant tool that simplifies Schema Markup for your website, even if you’re a beginner.
Schema Markup is one of those things that’s quick to set up but pays off massively. It’s about making your website clearer, smarter, and more attractive, to both search engines and users. Don’t wait, start using Schema today and watch your clicks (and business) grow.
14. Give New Life to Your Old Content
In the rush to create fresh content, it’s easy to overlook the potential sitting in your older articles. But updating and reoptimising old content can work wonders for your website, often with less effort than creating something new from scratch. Here’s why it’s worth your time and how to do it effectively.
Steps to Refresh and Reoptimise Your Content
- Find Articles with Potential: Focus on articles that have performed well in the past or still get some organic traffic.
- Research New Keywords: Make sure the keywords in the article reflect current search trends.
- Add Fresh Information: Include updated stats, new developments, or extra details to enrich the content.
- Improve Formatting: Use subheadings, bullet points, and shorter paragraphs to make the content easier to read.
- Promote Your Updated Article: Share it on social media, include it in newsletters, and encourage backlinks.
Using Analytics to Make Local SEO Work for You
Old content is like a hidden treasure on your website. With a little effort to reoptimise and update, you can turn it into a powerful tool for driving traffic and boosting your site’s credibility.
Let’s be clear: staying relevant and proactive isn’t just important, it’s essential. Whether you’re improving your presence on Google, refreshing old content, or using analytics to fine-tune your strategy, every action you take matters. And when you combine these strategies, the results can be transformative for your business.
One of the biggest advantages of digital marketing is access to data. Your Google Business Profile offers valuable metrics through the “Performance” section. Here, you can see exactly how users interact with your profile, calls, messages, bookings, clicks to your website, and even requests for directions. These are the numbers that really matter because they show how well your profile is converting visitors into real customers.
Your success depends on the strategy you use to drive visits. For many, branded traffic is the key, especially for businesses without a physical location. Whatever your approach, focusing on these conversion-driven metrics will ensure you’re making a real impact, not just generating clicks.
The digital world is constantly changing, and it’s those who adapt that reap the rewards. Take these strategies, apply them, and start seeing the difference they can make for your business.
