Local SEO is the process of optimising your online presence to attract more business from relevant local searches.
Think of it like this: when someone in your area searches for a service you offer, you want to be the first name that pops up on Google.
Why does this matter? Because more than 46% of all Google searches have local intent. That means people in your community are looking for products and services just like yours.
Without Local SEO, you could be missing out on a ton of potential customers right in your neighbourhood.
Key elements of local seo to focus on
1. Google Business Profile optimisation
Your Google Business Profile (formerly Google My Business) is one of the most important tools for local SEO. If you haven’t already claimed and optimised your profile, that’s step number one!
Ensure your business name, address, and phone number (NAP) are accurate.
Add a description of what you do and use relevant local keywords.
Regularly update your profile with fresh photos, posts, and offers.
Keeping your profile active shows Google that you’re serious about your business. Plus, it gives potential customers a better understanding of who you are and what you offer.
2. Local keywords and content strategy
Keyword research isn’t just for the big dogs—small businesses can (and should!) get in on the action, too.
The goal here is to target keywords that your local customers are searching for. For example, if you’re a café in Wellington, you might want to target phrases like "best café in Wellington" or "Wellington coffee shop."
Use tools like Google Keyword Planner or Ubersuggest to find local keywords that make sense for your business.
Create content (blogs, service pages, etc.) around these keywords to help you rank for them.
Local content not only boosts your visibility but also establishes you as an authority in your area.
Win-win!
3. Online reviews and reputation management
Let’s face it, we all trust reviews.
Whether you’re looking for a new restaurant or a plumber, seeing what other people think can be the deciding factor.
Encouraging your customers to leave reviews on Google, Yelp, or other relevant platforms can have a huge impact on your Local SEO.
Make it easy: Send follow-up emails asking for reviews and include a direct link to your profile.
Don’t forget to respond: Engaging with both positive and negative reviews shows potential customers that you care.
Reviews are like digital word-of-mouth, so make sure you're actively managing them to build a solid online reputation.
Read this blog to get a template to request reviews with impact.
4. Local citations and directory listings
A local citation is any mention of your business’s NAP (name, address and phone number) details on the web, such as in business directories.
The more consistent your information is across different platforms, the more trustworthy you appear to search engines.
Sign up for local directories (like Yellow Pages, Yelp, etc.).
Ensure that your name, address and phone number is the same everywhere—this consistency can really help Google trust your business.
How to track and improve your local seo performance
Now that you’ve got the basics down, it’s time to track how well your Local SEO efforts are paying off.
You can use tools like Google Analytics and Google Search Console to measure your progress.
Track your website traffic and see where visitors are coming from.
Monitor local keywords to check how you’re ranking.
Look for increases in phone calls, inquiries, and customer visits.
Keeping an eye on these metrics will help you understand what’s working and where you might need to adjust your strategy.
And if all this tracking sounds overwhelming, I’m happy to help! Let’s chat about how you can use these insights to grow your business.
Common local SEO mistakes to avoid
Here are a few common missteps that can hold back your local ranking:
Inconsistent NAP (name, address & phone number) Information: Ensure your business name, address, and phone number are exactly the same across all directories and listings.
Ignoring Mobile Optimisation: Most local searches happen on mobile. If your site isn’t mobile-friendly, you’re missing out on potential customers.
Keyword Stuffing: Don’t overdo it with the local keywords in your content. Keep it natural and valuable for your readers.
Avoiding these mistakes can save you time and ensure your Local SEO strategy runs smoothly.
Ready to reach more local customers?
Local SEO is an absolute game-changer for small businesses.
With the right strategy, you can rank higher in search results, get more eyes on your business, and turn those online searches into real-life customers. And while these tips will help you get started, I know that running a business and managing your SEO can feel like a lot.
That’s where I come in!
Book a free 30-minute call today, and let’s talk about how I can help you boost your local presence and grow your customer base.