When someone searches "dentist near me" or "plumber in [your town]", Google shows a different kind of result: a map with a handful of businesses, then the regular listings below it. Showing up there is what local SEO is about.
You don't need a big budget for this. You need a few things set up properly, and kept consistent.
1. Claim and complete your Google Business Profile
This is the single most important step for most local businesses. Your Google Business Profile is what appears in the map results and on the right side of search results.
Fill in everything:
- Business name (your real name, without extra keywords)
- Address or service area
- Phone number and website
- Opening hours, including holiday hours
- Categories (choose the most specific primary category)
- Photos of your work, team, and location
- A clear description of what you do
Then keep it updated. Hours that are wrong on a public holiday are a fast way to lose a customer.
2. Keep your business details identical everywhere
Your name, address, and phone number should match exactly across your website, Google, Facebook, directories, and anywhere else you're listed. "Street" on one site and "St." on another is minor, but a different phone number or an old address confuses both customers and search engines.
3. Put your location on your website
Search engines need to understand where you operate. Make sure your website includes:
- Your address and phone number in the footer or on the contact page
- The towns or areas you serve, written naturally in your content
- An embedded map on the contact page (optional, but helpful for visitors)
- A page title and meta description that mention your main service and location
If you serve several distinct areas, a dedicated page for each one can help. Write genuinely useful content for each page instead of copying the same text with the town name swapped.
4. Ask for reviews, and reply to them
Reviews influence both rankings and whether people choose you. Make it easy:
- Ask happy customers directly, right after a job well done
- Send them the direct review link from your Business Profile
- Reply to every review, including the negative ones, politely and briefly
Never buy reviews or offer rewards for positive ones. It breaks Google's policies and can get reviews removed.
5. Make your site work well on phones
Local searches happen on phones, often while people are on the move. Your phone number should be tappable, your address easy to find, and the page quick to load on mobile data.
6. Add structured data
Structured data is a small piece of code that tells search engines your business name, address, hours, and contact details in a format they understand. It's a good job for your developer, and it only needs to be set up once.
What to expect
Local SEO isn't instant. Some changes, like an updated Business Profile, can show results within weeks. Others, like building up reviews, take longer. The businesses that do well are usually the ones that keep their information accurate and keep asking for reviews, month after month.
