If you want your business to be found by local customers, Local SEO is essential. Whether you run a dentist’s office, a law firm, a restaurant, or a retail store, your potential customers are searching for businesses near them, and you need to make sure they find you before your competitors.
This guide will walk you through the most important Local SEO strategies to boost your visibility, increase website traffic, and attract more local customers.
Why Local SEO Matters
46% of all Google searches are looking for local information
76% of people who search for something nearby visit a business within 24 hours
28% of local searches result in a purchase
Local SEO helps businesses rank in Google’s Local Pack, Google Maps, and organic search results, making it one of the most powerful ways to attract local customers.
Step 1: Optimise Your Google My Business (GMB) Profile
Your Google My Business (GMB) listing is the foundation of Local SEO. It’s the profile that appears when customers search for businesses like yours on Google Search and Google Maps.
Claim & Verify Your Listing: Head to Google Business Profile and claim your business if you haven’t already. Follow the steps to verify it.
Use Your Exact Business Name: Avoid stuffing keywords, just use your real business name.
Choose the Right Business Categories: Pick the most accurate primary category and add secondary categories if needed.
Complete Your Business Information:
Add your full address and ensure it matches your website & listings elsewhere.
Include a local phone number (avoid 0800 or 0845 numbers if possible).
Set your business hours and keep them updated.
Write a Strong Business Description: Use location-based keywords naturally to describe what you do and where you operate. Example:
"Elite Marketing Systems is a digital marketing agency in Milton Keynes, helping UK businesses grow through SEO, PPC, and lead generation."
Add High-Quality Photos & Videos: Businesses with photos receive 42% more requests for directions and 35% more website clicks than those without.
Encourage Customer Reviews: Reviews boost your credibility and ranking. Ask happy customers to leave a review and always respond to them, good or bad.
Step 2: Build Local Citations (NAP Consistency)
A citation is any mention of your business name, address, and phone number (NAP) on other websites. Google uses NAP consistency as a ranking factor, so it’s critical to ensure your details match everywhere.
Where to Get Citations:
Google My Business
Bing Places
Apple Maps
Yelp
Trustpilot
Facebook
Local business directories (Yell, Thomson Local, etc.)
Industry-specific directories
Keep Your NAP Details Consistent: Even small differences (e.g., "Rd" vs. "Road") can cause ranking issues.
Claim & Correct Existing Listings: Use tools like BrightLocal or Moz Local to find inconsistent citations and update them.
Step 3: Optimise Your Website for Local SEO
Your website needs strong local signals to rank well in search results. Here’s how to optimise it:
Use Location-Based Keywords:
Include city and service-related keywords in page titles, meta descriptions, and headers. Example: "SEO Services in London | Elite Marketing Systems"
Add local keywords naturally in your homepage and service pages.
Create a Dedicated ‘Location’ Page: If you serve multiple locations, build individual pages for each one with unique content.
Embed Google Maps: Add an interactive map on your contact page to boost location relevance.
Optimise for Mobile & Speed: 60%+ of local searches come from mobile devices. Ensure your site loads quickly and is easy to navigate on mobile.
Step 4: Local Link Building & Backlinks
Backlinks (links from other websites to yours) increase your authority and rankings. For Local SEO, focus on getting links from locally relevant sites.
Where to Get Local Backlinks:
Partner with local businesses and ask them to link to your site.
Get listed on local news websites and blogs.
Sponsor local events or charities (they usually link back to sponsors).
Write guest posts for local websites and include a link to your business.
Step 5: Use Local SEO Content Marketing
Content marketing helps attract traffic and improve your Local SEO rankings.
Write Blog Posts About Your Local Area:
"The Best Aesthetic Clinics in Manchester: A Local Guide"
"How to Choose the Right Chiropractor in Birmingham"
Create FAQ Pages for Local Services: Example: "What’s the Average Cost of Teeth Whitening in London?"
Publish Local Case Studies & Customer Stories: Real results and testimonials boost credibility.
Step 6: Leverage Social Media for Local Engagement
Google considers social signals when ranking local businesses.
Update Your Facebook, Instagram, and LinkedIn with Local Info.
Join Local Facebook Groups & Engage with the Community.
Encourage User-Generated Content (UGC).
Use Local Hashtags & Geotags in Social Media Posts.
Step 7: Track & Improve Your Local SEO Performance
You won’t know what’s working unless you track your progress.
Use Google Analytics & Google Search Console to monitor traffic and keyword rankings.
Track Your GMB Insights to see how people are finding and interacting with your listing.
Adjust Your Strategy Regularly based on data.
Final Thoughts: Get Found On Local Searches and Get New Customers
If your business isn’t ranking in local searches, you’re missing out on potential customers who are actively looking for your services.
By following these Local SEO best practices, optimising Google My Business, citations, website content, backlinks, and social media, you’ll increase visibility, rank higher, and drive more local traffic.
Need Help With Local SEO? Let Elite Marketing Systems handle it for you! Contact us today to start getting more local customers.