Local SEO: how to get found by customers searching nearby

When someone searches for “accountant near me” or “office cleaning in” their town, search engines show a map with three businesses, then a list of websites. Local SEO is the work that gets you into that map and that list. For any business that serves customers in a particular area, from clinics and law firms to trades and retailers, it is often the cheapest source of high-intent leads.

How do search engines rank local businesses?

Google describes three main factors: relevance (how well your listing matches the search), distance (how far you are from the searcher or the place named) and prominence (how well known and well reviewed you are) (Google Business Profile Help). You can’t change distance, but you can influence the other two.

1. Optimise your business profile

Your Google Business Profile is the most important local asset you have. Also claim your listings on Bing Places and Apple Business Connect.

• Choose the right primary category, then add relevant secondary ones.
• Complete every field: hours (including holidays), services, service areas, attributes, booking link.
• Write a clear description that says what you do and for whom, in plain words.
• Add real photos of your premises, team and work, and keep adding them.
• Post updates about offers, events and news.
• Answer questions in the Q&A section before others do.

2. Optimise your website for local search

• One page per location or service area, with the address, a map, local details and genuinely local content such as projects, staff and directions. Avoid copying the same text and changing the town name.
• Put your name, address and phone number in the footer, matching your profile exactly.
• Use local wording naturally in titles and headings, such as the service and the area you serve.
• Add LocalBusiness structured data so search engines read your details reliably.
• Make it fast on mobile, since most local searches happen on phones. See website structure for SEO.

3. Get listings and citations consistent

Your business name, address and phone number (NAP) should be identical across directories, industry associations, chambers of commerce, social profiles and data aggregators. Inconsistent details confuse search engines and assistants and can split your reviews. Tools such as BrightLocal, Moz Local or Yext help find and fix listings at scale.

4. Build and manage reviews

Reviews influence both ranking and whether people choose you.

• Ask every satisfied customer, at the moment they are happiest, with a direct link.
• Reply to every review, positive or negative, promptly and professionally.
• Never buy or fake reviews. It breaks platform rules and consumer law in many places, and it is easy to spot.
• Use feedback to fix real problems; it shows in later reviews.

5. Earn local links and mentions

Links and mentions from local organisations signal prominence:

• Sponsorships of local events, clubs and charities.
• Partnerships with complementary local businesses.
• Local news coverage and guest articles for community or industry sites.
• Membership listings with business associations.

How do you measure local SEO?

Track profile views, searches you appear for, calls, direction requests and website clicks in your Business Profile insights. On your website, track enquiries from local pages. Check your map ranking for your main services from a few points in your area each month, and watch review count and average rating.

Common mistakes to avoid

• Stuffing keywords into your business name.
• Using a virtual office address where you don’t serve customers.
• Several profiles for the same location.
• Letting hours go out of date.
• Ignoring reviews.

Where to start

Local search is one channel in a wider growth plan. Our AI-Era Growth work looks at every route from first search to signed deal, including how you appear in AI assistants. If leads aren’t turning into customers, tell us where you’re stuck.