How to Rank Locally: A Guide to Local SEO Success

If you run a local business, whether it be brick-and-mortar or service-based, then you need to be showing up when someone searches “near me” into Google. And to make that happen, you need something called Local SEO.

Unlike regular SEO, local search takes location into account. So if someone’s on their phone Googling “plumber near me” or this “best hair salon in [your town],”. Google’s job is to show them who’s actually nearby, not just who’s got the best blog.

To win here, you need to prove 3 things: That you’re nearby, you’re relevant, and you’re trustworthy.

Let’s get into the how. 

Google Business Profile Optimization

Your Google Business Profile (formerly Google My Business) is basically your online shop window. If it looks half-done, you’re giving leads away. You need to:

• Fill out every section — this includes your business name, category, description, hours, service areas, the lot.
• Choose specific categories — if you're a "landscape designer," don’t just pick "home services."
• Add photos. Real ones - of your shop, your work, your team.
• And get reviews. Ask your happy customers to leave one, then reply to every review, good or bad.

NAP Consistency and Citations

NAP stands for Name, Address, Phone Number - and it needs to be the same everywhere online.

If your Facebook says "Unit 4" but your website says "4A," or your phone number’s out of date in random directories, that confuses Google. And a confused Google equals lower rankings.

Stick to the exact same format. Then double-check your information is correct on platforms like Yelp, Bing Places, and industry directories.

Local Content Strategy

If you want to show up in your town or region, then you need to talk about it.

Write content tailored to your local area - things like “Best Ways to Winter-Proof Your Garden in Essex” or “How We Helped a Local Business Cut Their IT Costs in Leeds.”