Local SEO

Local SEO is the practice of optimising your online presence so your business appears in location-based search results. When someone searches "web developer near me" or "IT consultant London," local SEO determines whether your business shows up — and how prominently.

How local search works

Google shows local results in two main ways:

• The Map Pack: The map with 3 business listings that appears at the top of many local searches. Getting into this pack dramatically increases visibility.
• Organic local results: Regular search results that are influenced by location relevance.

Google determines local rankings based on three factors:

1. Relevance: How well your business matches what the searcher is looking for.
2. Distance: How close your business is to the searcher (or the location in their search).
3. Prominence: How well-known and well-reviewed your business is online.

Key local SEO actions

• Google Business Profile: Claim and fully complete your Google Business Profile (formerly Google My Business). This is the single most important step for local SEO.
• NAP consistency: Ensure your business Name, Address, and Phone number are identical across all online listings.
• Reviews: Actively encourage happy customers to leave Google reviews. Respond to all reviews professionally.
• Local directories: Get listed in relevant UK directories (Yell, Thomson Local, industry-specific directories).
• Local content: Create content relevant to your area (local case studies, guides mentioning your city or region).
• Schema markup: Add LocalBusiness structured data to your website so search engines understand your location and services.

Why it matters for service businesses

For service businesses — consultants, agencies, professional services — local SEO can be a significant source of leads. People searching for services in their area have high intent: they're actively looking for someone to hire. Appearing in these results puts you in front of prospects at exactly the right moment.