Nearly half of all Google searches carry local intent. People search for "dentist near me", "best hairdresser nearby" or "emergency plumber in my area". If you run a local business, local SEO isn't optional, it's a necessity. In this article you'll learn how to attract more customers from your own region.
What is local SEO?
Local SEO is the branch of search engine optimisation focused on improving your visibility for searches with local intent. The goal is to appear in Google's local results, including the Google Maps results (the so-called "Local Pack" of three businesses shown above the organic results).
Local SEO differs from regular SEO in that different factors come into play. Your physical location, your Google Business Profile, local citations and reviews are decisive.
Google Business Profile: your most important local tool
If you only do one thing for local SEO, make sure your Google Business Profile (formerly Google My Business) is complete and up to date. This profile largely determines whether you appear in the Local Pack.
Optimise your profile in 7 steps
- Claim and verify your profile: go to business.google.com and complete the verification process.
- Fill in everything: business name, address, phone number, website, opening hours, category and description. Leave no field blank.
- Choose the right category: select the most specific primary category and add relevant secondary categories.
- Add photos: businesses with photos get 42% more direction requests. Upload photos of your premises, team, products and work.
- Write a strong description: use your most important keywords naturally in your business description.
- Post regularly: Google Business lets you share updates, offers and news. Do this at least weekly.
- Answer questions: the Q&A section on your profile is a chance to proactively answer common questions.
Reviews: the engine of local SEO
Reviews are one of the strongest signals for local SEO. They influence both your position in the search results and a potential customer's decision to get in touch.
- Ask for reviews proactively: after every successful job, send a friendly email with a direct link to your Google review page.
- Respond to every review: both positive and negative. A professional response to a negative review shows character.
- Aim for consistency: a steady stream of reviews beats a one-off spike. Google values recent activity.
- Use reviews in your marketing: feature strong reviews on your website and social media.
NAP consistency
NAP stands for Name, Address, Phone. This needs to be exactly the same everywhere online. Google checks whether your business details are consistent across different sources. Inconsistencies (like "Street" in one place and "St." in another) can hurt your local ranking.
Check your NAP details on:
- Your own website (ideally in the footer and on the contact page)
- Google Business Profile
- Social media profiles
- Industry directories and local listing sites
- Local directories and business guides
Local content on your website
Your website plays a crucial role in local SEO. Make sure you have:
- Local pages: multiple locations? Create a dedicated page for each one with unique content.
- Local keywords: weave place names and regional terms naturally into your copy. "Brand strategy agency in The Hague" rather than just "brand strategy agency".
- Locally-focused blog: write about local events, partnerships or clients from your region.
- Schema markup: implement LocalBusiness schema on your website so Google better understands your address, hours and reviews.
- Embedded Google Maps: add a Google Maps embed to your contact page.
Local link building
Links from local websites are extra valuable for local SEO:
- Join your local chamber of commerce or business association
- Sponsor local events or sports clubs
- Write guest articles for local media
- Partner with complementary local businesses
- Get listed on relevant local websites and directories
Local SEO isn't about beating the big national players. It's about being the best, most visible option in your own region.
Measuring your progress
Track your local SEO performance with these tools:
- Google Business Insights: shows how people find your profile and what actions they take.
- Google Search Console: shows which searches you appear for and how often people click.
- Google Analytics: analyse traffic to your website and measure conversions.
Start with local SEO today
Local SEO is one of the most effective marketing strategies for local businesses. The investment is relatively low and the returns are high. Start with your Google Business Profile, collect reviews and optimise your website for local searches. Get in touch if you'd like help with your local SEO strategy.
