SEO, search engine optimisation, is the practice of making your website more visible in Google's search results. Local SEO is a specific branch of that: it's about making sure your business appears when people nearby search for what you offer.
If you run a local business and you're not thinking about local SEO, you're almost certainly missing out on customers who are actively looking for you right now.
How Local Search Works
When someone types "web designer Leeds" or "photographer near me" into Google, the results look different from a regular search. At the top, you'll often see a map with three business listings, this is called the local pack. Below that are the regular (organic) website results.
The local pack captures around 44% of all clicks on the page. If you're not in it, you're competing for the remaining 56%, and the local pack results tend to be the ones people trust most.
Getting into the local pack is driven by three main factors: relevance (does your business match the search?), distance (how close are you to the searcher?), and prominence (how well-known and trusted is your business, according to Google?).
Local SEO vs Regular SEO
Regular SEO focuses on ranking for search terms regardless of location, for example, a blog post that ranks nationally for "how to design a logo". Local SEO focuses on searches with geographic intent — "logo designer in Manchester" or "logo design near me".
For most small businesses serving a specific area, local SEO is more important and more achievable than trying to rank nationally.
5 Local SEO Quick Wins
1. Claim and Optimise Your Google Business Profile
This is the single most impactful thing you can do for local SEO, and it's free. Google Business Profile (GBP) is what powers your appearance in Google Maps and the local pack. If you haven't set it up properly yet, read our full Google Business Profile guide.
2. Get Consistent NAP Citations
NAP stands for Name, Address, Phone number. Make sure these are identical across your website, your GBP, and any directories your business is listed in (Yell, Yelp, Bing Places, Apple Maps, industry-specific directories). Inconsistency confuses Google and hurts your local rankings.
3. Collect Genuine Reviews
Reviews are one of the most significant factors in local search rankings. Ask satisfied customers to leave a Google review, you can share a direct link to make it easy. Respond to every review, positive or negative. Businesses with more recent, positive reviews consistently outrank those without.
4. Create Location-Specific Content on Your Website
If you serve specific areas, mention them naturally in your website content. A page that mentions "web design services in Leeds" or "photographer available across Surrey and London" gives Google clearer signals about where you operate. Don't keyword-stuff, write naturally about the areas you serve.
5. Make Sure Your Website Is Mobile and Fast
Most local searches happen on mobile. If your website is slow, hard to navigate on a phone, or not mobile-responsive, Google will rank it lower, and visitors will leave before enquiring. Page speed is a confirmed ranking factor. Test yours with Google's free PageSpeed Insights tool.
How Long Does Local SEO Take?
Some changes, like setting up your GBP, can have a visible impact within days. Others, like building up reviews or earning links to your website, take months of consistent effort. Local SEO is not a one-off task; it's an ongoing process that compounds over time.
The good news is that the basics are well within reach for any small business, and the businesses that do the fundamentals consistently will outrank those that do nothing.
Need Help Getting Found Locally?
We can set up your Google Business Profile, make sure your NAP is consistent, optimise your on-page content for local search, and give you the foundations to grow from. Get in touch to find out more.