Quick answer
Local SEO is the work of helping your business appear when people nearby search for what you offer, such as "plumber near me" or "best dentist in Leeds". The biggest levers are a complete, accurate Google Business Profile, consistent business details across the web, genuine customer reviews and a website with clear location and service pages.
When someone searches for "coffee shop near me" or "emergency electrician Queens", Google shows a map with three businesses before the normal results. That box gets a huge share of the clicks. Local SEO is how you earn a place in it.
How does Google decide local rankings?
Google describes three main factors:
- Relevance: how well your business matches what the person searched for
- Distance: how close you are to the searcher or the location in the search
- Prominence: how well known and trusted your business is, including reviews, links and mentions across the web
You can't move your shop closer to everyone, but you can strongly influence relevance and prominence.
Step 1: Claim and complete your Google Business Profile
This free profile powers your listing on Google Search and Maps. Fill in everything:
- Exact business name, as used on your signage
- Primary category (pick the most specific one) and secondary categories
- Address or service area, phone number, website and opening hours
- Services or products, with short descriptions
- Real photos of your premises, team and work
Then keep it alive: post updates, add new photos and update holiday hours.
Step 2: Keep your details consistent everywhere
Your name, address and phone number (often shortened to NAP) should match exactly on your website, Google, Apple Maps, Bing Places, Facebook, Yelp and relevant directories. Inconsistent details confuse both customers and search engines.
Step 3: Ask for reviews, every time
Reviews influence both rankings and whether people choose you. Make it easy: send a direct review link after each job, and reply to every review, good or bad, politely and quickly. Never buy reviews or offer rewards for positive ones. It breaks platform rules and damages trust.
Step 4: Make your website locally relevant
- Put your business name, address and phone number in the footer of every page
- Create a page for each main service
- If you serve several towns, create genuinely useful pages for them, not copy-pasted text with the town name swapped
- Embed a map on your contact page
- Add LocalBusiness structured data so search engines understand your details
Step 5: Earn local mentions and links
Sponsor a local event, join your chamber of commerce, get listed by suppliers and partners, or contribute to local news. These signals build prominence in a way generic links don't.
Step 6: Track what's working
Your Google Business Profile shows calls, direction requests and website clicks. Google Search Console shows which searches bring people to your website. Rank tracking tools such as SE Ranking or Semrush can track local positions across a city.
Local SEO checklist
- Google Business Profile claimed, verified and fully completed
- Correct primary category chosen
- Same name, address and phone number everywhere
- Review requests built into your process
- Every review answered
- Service pages on your website
- Contact details and map on the site
- Listed on Bing Places and Apple Maps too
Want the bigger picture? Read our keyword research guide to find what your customers actually type.
Frequently asked questions
What is the most important factor in local SEO?
Google says local results are based mainly on relevance, distance and prominence. In practice, a complete and accurate Google Business Profile, steady genuine reviews and a relevant website make the biggest difference you can control.
How long does local SEO take to work?
Simple fixes like completing your Google Business Profile can help within weeks. Building reviews, citations and content is gradual, and noticeable results often take a few months.
Can I do local SEO myself?
Yes. The fundamentals are free and need consistency more than expertise. Many businesses handle the basics themselves and bring in help for content, technical fixes or competitive markets.
Do I need a website for local SEO?
You can appear in local results with only a Google Business Profile, but a website with clear service and location information strengthens your relevance and gives people somewhere to learn more and contact you.