With that in mind, let’s look at local SEO tips to help your business show up to the man around the corner, the lady down the road and just about everyone else nearby.
What is local SEO?
The coffee shop around the corner, the family-run hardware store down the road, the neighbourhood dentist—these businesses thrive when locals can find them with ease. Local SEO puts your business in front of people searching nearby for products and services. Google reports that 46% of all searches have local intent, with phrases like "near me" growing steadily each year.
Your business shows up differently in local searches compared to regular web results. Google displays a map with three highlighted businesses—called the Local Pack—right at the top of search results. These prominent spots drive significant foot traffic and phone calls. BrightLocal's research shows the top three local results capture 44% of clicks from potential customers.
The rules for ranking in local searches blend traditional SEO with location-specific factors. Google considers:
- How close your business sits to the searcher
- How well your business details match across the internet
- What local customers say about you in reviews.
A bakery in Clapham, London, competes only with other nearby bakeries, not with shops across the country. Some businesses want to rank globally, some nationally, some locally, and some want to do it all.
9 local SEO tips to help you rank
So, how do you win at local SEO? Here are nine tips we’ve put together so you can appear in local searches and be visible to users.
1) Make the most of your Google Business profile.
Google Business Profile is your free business listing on Google. It shows your location on Google Maps, displays your contact info, hours, reviews and photos, and helps locals find you when searching nearby.
Small tweaks to your online presence can boost local visibility. A complete Google Business Profile, consistent contact information across the web, and genuine customer reviews form the foundation. These elements tell Google—and your customers—that you're an active, trustworthy part of the local business community.
2) Make sure your NAP game is on point
No, we don’t mean take a nap between SEO strategies, though it’s not the worst idea ever. Search engines check your business name, address and phone number (NAP) across the internet to verify if you're legitimate. These details must match exactly everywhere, from your website to business directories to social media profiles. Even small differences like "Street" vs "St." can hurt your local rankings.
Your website should display this information in plain HTML text, not buried in images or PDFs. This helps search engines find and validate your business details, building trust in your local presence.
3) Create local content
Creating content that speaks to your neighbourhood helps both search engines and customers connect with your business. We see this work well when businesses share their community knowledge rather than generic posts. A local vet discussing dog-friendly parks in winter, an estate agent highlighting upcoming school fairs or a restaurant spotlighting the local farms that supply their ingredients—these stories resonate.
Rather than stuffing "near me" into every page, weave location terms naturally into your content. Mention nearby high streets, village names and local events. Google rewards content that genuinely serves the community, so focus on topics your neighbours actually care about and search for and tie it back to your business.
4) Encourage customer reviews
Reviews matter more than ever in local search. BrightLocal's research shows 61% of UK consumers read online reviews for local businesses before visiting. Fresh reviews tell Google your business actively serves customers, while thoughtful responses show you care about feedback.
Make gathering reviews part of your daily routine. A café might ask happy regulars to share their experience, while a plumber could follow up after completing a job. Never offer incentives though, as it's against Google's rules and could get your profile suspended.
Good or bad, every review deserves a response. Thank happy customers and address concerns in a professional manner. These interactions show potential customers how you treat people - and search engines notice this engagement too.
5) Optimise your site for mobile
Over 80% of local searches happen on phones and tablets, according to Google's data. Your website needs to work really well on these devices. That means no pinching to zoom or struggling with tiny buttons. Test your site's mobile speed using Google's free testing tool. Slow loading times frustrate customers and will ultimately hurt your rankings.
Check that your phone number is tap-to-call and your address links to maps. These small touches make a big difference when someone's looking for your business on the go.
6) Build local backlinks
Links to your website from other local websites tell Google you're a trusted part of the community. We've seen businesses boost their visibility through natural community involvement like joining the Chamber of Commerce or sponsoring the local football club. Each mention creates a valuable connection.
Look for genuine opportunities to build these relationships. Local papers often cover business stories, and community groups link to businesses they trust. These neighbourhood connections carry more weight with Google than random links from across the country.
7) Use social media
Social platforms help us connect with local customers in ways our websites can't. Your Facebook page shows upcoming events, while Instagram shares the daily life of your business. Most local businesses find two to three posts per week strikes the right balance between staying visible and maintaining quality—though there really is no upper limit.
The best local social media we've seen focuses on community. Share updates about roadworks affecting your shop, praise for local suppliers or show off photos from the high street market. Engagement like this strengthens your local presence both online and off.
Social media also gives you another place to appear in local searches. When someone looks for businesses in your area, active social profiles often show up alongside your website, giving you more chances to catch their attention.
8) Local keyword research
Local searches follow patterns. We spend time in Google's Keyword Planner watching how people look for businesses like yours. They'll search "butcher Birmingham" and "best butcher near Moseley" rather than just "butcher." These location-based terms help you reach customers in your area.
Your neighbourhood has its own language. People might search for the local nickname of your area or include landmarks. Someone in Bristol searching for a cafe might type "coffee shop Clifton" or "cafe near suspension bridge." Understanding these patterns helps you match how your community actually searches.
Google's data shows longer searches often lead to sales. "Emergency plumber Hackney Sunday" or "Italian restaurant Manchester Northern Quarter" are specific searches that show clear intent. Add these terms naturally to your website where they make sense.
9) Add structured data markup
Technical bits like schema markup sound complex, but think of it as a translator between your website and Google. It’s code that tells search engines exactly what you do, where you're based and when you're open.
Adding helps you appear in more local searches. It shows Google that a cafe isn't just a building with an address—it's a place that serves food, opens at specific times and takes bookings. This clarity makes search engines more confident about showing your business to the right people.
Google's own data shows businesses with proper markup appear more often in rich results—those eye-catching search listings with stars, prices, and opening hours right in the results.
Keeping it local with Conturae
If you want a hand appearing in local search engines, give us a shout. At Conturae, we specialise in identifying the right keywords and then writing the content that helps you rank in your neighbourhood. Check us out and become the talk of the town.
“Nearby”
Local SEO puts your business where your neighbours can find it. Start with your Google Business Profile, keep your information consistent everywhere and build genuine community connections both online and offline. With these local SEO tips, you’ll be well on your way to making it easier for nearby customers to find and choose you.
