When someone searches "plumber near me" or "dentist in Manchester", Google shows a map with a few businesses and a list of websites below it. Local SEO is the work of making your business one of the businesses it shows.
What local SEO actually is
Local SEO is a set of improvements that help your business appear in search results for people in your area. It covers your Google Business Profile (the listing on Google Maps), your website, the way your business is listed around the web, and the reviews customers leave.
How Google decides who to show
Google has said that local results are based mainly on three things:
- Relevance: how well your business matches what the person searched for.
- Distance: how far your business is from the searcher, or from the area they mentioned.
- Prominence: how well known and trusted your business is, based on things like reviews, links and mentions online.
You cannot change where you are, but you can improve relevance and prominence. That is where the work happens.
What is involved
- A complete Google Business Profile with the right categories, services, photos and regular posts.
- A website that matches your searches, with pages for each service and each area you cover.
- Consistent listings so your name, address and phone number are the same everywhere.
- Genuine reviews from happy customers, and good replies to them.
- Local links from relevant sites such as associations, suppliers and local publications.
How long does it take?
Improvements to a profile can show within weeks, but ranking against competitors takes longer. Most businesses see movement in the map results within 6 to 12 weeks, and stronger lead growth from months 3 to 6. We suggest planning for at least 4 to 6 months before judging results.
Is local SEO right for your business?
If customers come to you, or you travel to them within an area, local SEO is usually a good fit. That includes trades, clinics, law firms, real estate, restaurants and many more.
Where to start
Start by checking your Google Business Profile: is it verified, accurate and complete? Then look at whether your website has a page for each service and area you cover. If you would like an expert view, our free audit shows where you rank today and what to fix first.