You’re losing customers to your competitors down the street. Not because your service is worse. Because they can’t find you online. I’ve seen businesses with amazing products get zero local traffic whilst average competitors rake in customers. Here’s how you optimise a website for local SEO and actually get found.
Why Your Local Business Isn’t Showing Up
Let me be straight with you. Google doesn’t care about your business. It cares about giving searchers the best answer. If your website doesn’t scream “I’m local and I’m relevant,” you’re invisible.
I worked with a plumber who was brilliant at his job. Fifteen years of experience. Zero Google rankings. Why? His website never mentioned his city. Not once. Google had no idea where he operated.
That’s what we’re fixing today.
Set Up Your Google Business Profile (Stop Calling It GMB)
This is your foundation. Without this, you’re building on sand.
Here’s what you do:
- Claim your Google Business Profile
- Use your exact business name (no keyword stuffing)
- Choose the most specific categories possible
- Fill out every single field they give you
- Add your service areas if you travel to customers
- Upload photos every week (minimum 5 to start)
- Get your address right (it must match everywhere online)
Most businesses set this up once and forget it. That’s like joining a gym and never going back. You need to post updates. Respond to reviews. Add new photos. Treat it like it’s your shopfront. Because it is.
[Internal linking opportunity: Link to “How to Manage Your Google Business Profile”]
Get Your NAP Consistent Everywhere
NAP stands for Name, Address, Phone. Simple stuff. But businesses mess this up constantly.
One place says “123 High Street.” Another says “123 High St.” Google sees these as different addresses. Now it’s confused about where you actually are.
Do this audit right now:
- Google your business name + city
- Check every directory listing that appears
- Note any inconsistencies
- Fix them one by one
I use the exact same format everywhere: Same spelling. Same punctuation. Same phone number format.
Boring? Yes. Effective? Absolutely.
[Internal linking opportunity: Link to “Local Citation Building Guide”]
Optimise Your Website Location Pages
Here’s where most businesses fail. They have one homepage that vaguely mentions they’re “local.” That’s not enough.
Create dedicated location pages for each area you serve:
- City name in the page title
- City name in the H1 heading
- Address clearly displayed
- Unique content about that location (not copy-paste)
- Local landmarks and areas mentioned
- Embedded Google Map
- Local customer testimonials
- Service-specific content for that area
Example: Don’t write “We offer plumbing services in London.” Write “I’ve been fixing leaky taps in Shoreditch since 2015, and I know these Victorian buildings inside out.”
See the difference? One is generic. One is real.
Create Content That Actually Helps Local Customers
Stop writing for search engines. Write for the person googling at 11 PM with a burst pipe.
Content ideas that work:
- “Common [Your Service] Problems in [City Name]”
- “Why [City] Homes Need [Your Solution]”
- Case studies from local projects
- Neighbourhood-specific guides
- Local event participation posts
I helped a roofer create content about “fixing slate roofs in Bath.” Super specific. Super local. Now he ranks #1 for it. Why? Because no one else bothered to write about it.
That’s your opportunity. Find the gaps. Fill them.
[Internal linking opportunity: Link to “Content Marketing for Local Businesses”]
Build Local Citations and Links
Citations are just mentions of your business online. Directories, review sites, local blogs. The more legitimate mentions you have, the more Google trusts you.
Start here:
- Yelp
- Yell.com
- Thomson Local
- Scoot
- Industry-specific directories
- Local chamber of commerce
- Local news websites
- Community organisation sites
But here’s the key: Quality over quantity. One link from your local newspaper beats fifty spam directory links.
I spent hours getting listed on random directories. Waste of time. Then I got featured in one local blog post. My traffic doubled in a month.
Focus on relationships, not just links.
Get Reviews (The Right Way)
Reviews are social proof on steroids. They convince customers. They boost rankings. They’re free marketing.
How to get more reviews:
- Ask every happy customer (in person, then follow up)
- Make it easy (send direct link to review platform)
- Respond to every single review
- Don’t offer incentives (Google hates this)
- Don’t fake reviews (you’ll get caught)
I ask customers right after I’ve solved their problem. When they’re happiest. Simple message: “Would you mind sharing your experience online? It really helps us.” That’s it.
Most say yes.
[Internal linking opportunity: Link to “How to Get More Google Reviews”]
Optimise for Mobile and Page Speed
Your customers are searching on their phones. If your site loads slowly, they’re gone. Google knows this. Slow sites don’t rank.
Check these right now:
- Test your site on your phone
- Run Google PageSpeed Insights
- Fix images that are too large
- Remove plugins you don’t need
- Consider a faster hosting provider
I see beautiful websites that take 8 seconds to load. No one waits 8 seconds. I don’t. You don’t. Your customers won’t.
Use Schema Markup (It’s Easier Than It Sounds)
Schema is code that tells Google exactly what your content means. It’s like giving Google a cheat sheet about your business.
Add these schemas:
- LocalBusiness schema
- Service schema
- Review schema
- FAQ schema
- Breadcrumb schema
You don’t need to be a developer. Use plugins like Yoast or Rank Math. They do the heavy lifting.
When I added LocalBusiness schema to a client’s site, their Google Business Profile got richer details. More clicks. More customers. Five minutes of work.
[Internal linking opportunity: Link to “Technical SEO Basics for Local Businesses”]
Create a Blog with Local Focus
I know what you’re thinking. “I don’t have time to blog.” Fair enough. But here’s the truth: Businesses that blog get more traffic. Period.
Make it manageable:
- Write one post per month
- Focus on local topics
- Answer real customer questions
- Include your city/area naturally
- Add photos from your actual work
I write about problems I solve every day. Customer asks a question three times? That’s a blog post. It ranks. It brings in leads. It positions me as the expert.
You don’t need fancy writing. You need useful information.
Track What Actually Matters
Most people track vanity metrics. Page views. Bounce rate. Time on site. Cool numbers. Don’t pay your bills.
Track these instead:
- Phone calls from website
- Form submissions
- “Get directions” clicks on Google Business Profile
- Keyword rankings for your money terms
- Actual customers from organic search
I use Google Analytics and Google Search Console. Both free. Both show me what’s working.
If a blog post ranks but doesn’t get calls, it’s not working. If a page gets traffic but no conversions, fix the page.
Results matter. Not rankings for the sake of rankings.
Common Local SEO Mistakes to Avoid
Let me save you some pain. I’ve made all these mistakes so you don’t have to.
Don’t do this:
- Keyword stuff your business name (“Bob’s Plumbing Best Plumber Manchester Cheap”)
- Create duplicate content across location pages
- Buy fake reviews
- Ignore negative reviews
- Set up multiple Google Business Profiles for one location
- Hide your address if you have a physical location
- Neglect your Google Business Profile after setup
These seem like shortcuts. They’re not. They’re landmines that blow up your rankings.
FAQs About Local SEO
How long does local SEO take to work?
Usually 3-6 months to see real movement. Some quick wins happen faster (Google Business Profile optimisation). But sustainable rankings take time. Anyone promising overnight results is lying.
Do I need to hire an agency for local SEO?
Not necessarily. Small businesses can handle the basics themselves. If you’re competing in a crowded market or covering multiple locations, an expert helps. But start with the fundamentals first.
How often should I update my website for local SEO?
Add new content monthly if possible. Update existing content quarterly. Keep your Google Business Profile active weekly. Consistency beats intensity.
Can I rank in multiple cities?
Yes, but you need separate, quality pages for each location. And preferably some physical presence or service history in each area. Don’t just spam city names everywhere.
What’s the most important local SEO factor?
Google Business Profile optimisation and reviews. If I could only focus on one thing, that’s it. But ideally, you’re doing all of this together.
How do I compete with big chains?
Local knowledge and personalisation. Big chains can’t compete with your specific neighbourhood expertise. Use that in your content. Build real relationships. Show up at local events.
The Reality Check
Here’s what no one tells you about local SEO. It’s not a one-time thing. It’s not a hack. It’s consistent work over time.
I optimise my site every month. I post to my Google Business Profile every week. I ask for reviews after every job. I create content regularly.
Boring? Maybe. Effective? Absolutely.
Most of your competitors won’t do this consistently. That’s your advantage. Show up. Stay consistent. Win the long game.
You now know how to optimise a website for local SEO without wasting time on tactics that don’t work.