You’ve probably searched for a business in your area and ended up choosing the first result that looked trustworthy. Your customers behave the same way. If your business isn’t showing up locally, you’re losing opportunities to competitors who simply understand how local search works.
Local SEO is all about making your business visible to people nearby who are ready to buy. You don’t need a big budget or complicated tools. You just need to make sure your website, listings and content send the right signals to Google.
This guide explains how local SEO works and shows you the practical steps that help you appear in front of the people in your area.
Local SEO helps Google understand where you are and who you serve. Instead of trying to rank nationally for broad terms like “accountant”, you focus on more specific searches such as “accountant in Boston.”
Because Google’s goal is to show the most relevant results, it prioritises nearby businesses. If you’re properly optimised, that means more visibility, more clicks, and more customers - right on your doorstep.
You can understand how local SEO fits into the wider SEO strategy by visiting our SEO resources hub.
Here’s the good news: local SEO is often easier to win than national SEO. You’re not competing with massive corporations and their marketing budgets - just other local businesses.
That levels the playing field. With a few focused actions, you can become the go-to choice in your area.
You don’t need to do everything at once. Start with these five steps and you’ll be ahead of most local competitors:
Your free Google Business Profile (GBP) is the foundation of local SEO.
Sprinkle your location and service keywords through your site - page titles, headings, meta descriptions, and image alt text.
Example: instead of “Plumbing Services,” use “Plumbing Services in Sheffield.”
Keep it natural - you’re writing for people, not just Google.
Related reading: How to find what your customers are really searching for
Google checks your NAP (Name, Address, Phone number) across the web.
Make sure it’s identical everywhere - your website, Facebook and other social media channels, directories and review sites.
A mismatch (“Street” vs “St.”) can confuse Google and hurt your visibility.
Local backlinks tell Google you’re part of the community.
Don’t just talk about your business - talk about your area.
Bonus: Ask for reviews (and reply to them)
Reviews are one of the strongest signals Google uses to rank local results. Ask happy customers to leave feedback - and always reply, even to the occasional bad one. Google notices engagement, and potential customers appreciate it too.
More than 75% of people who perform a local search visit a business within 24 hours. That’s huge. Local SEO doesn’t just get you seen, it also drives real-world footfall and sales.
If you’re not showing up in those local searches, you’re handing customers to your competitors.
Local SEO is one of the fastest, most cost-effective ways for small businesses to grow. Focus on your Google Business Profile, use consistent details across the web, and build content that proves you’re part of your local community.
Do that, and you won’t just appear in search results, you’ll dominate your area.
Next up: Your SEO kickstart checklist for small businesses →
Check out more of our SEO for small businesses resources. We explain how to choose keywords, create great content and track your progress, all in language that makes sense.