A Practical Guide to Local SEO
- Chris Sparham
- 5 days ago
- 14 min read
Updated: 4 days ago
Want to attract more local customers? In this guide, you’ll learn how to rank higher in Google’s Map Pack, Google Maps and organic local search results.
Contents:
Intro
Every day, people are searching online for local businesses like yours.
However, if your website isn’t visible in search results, you’re missing out on local customers.
That’s why local SEO is so important. If you optimise your website correctly, you will stand a better chance of connecting with nearby customers.
With that in mind, I’m going to show you how to increase your discoverability in the area(s) you serve.
Whether you run a car dealership, construction firm or coffee shop, I’ll provide a breakdown of the best practices for winning at local SEO.
Let's go...
In Simple Terms, what is Local SEO?
Local SEO stands for local search engine optimisation. It is the practice of improving your business’s visibility for local search results, helping to drive nearby customers to your website or physical store.
The aim is to appear high in the search engine results page when users mention a geographic area or use the phrase ‘near me’.
For example, if you’re a uniform supplier based in Kent, local SEO will help you to appear in search results when local buyers submit queries like ‘work uniform suppliers Kent’.
If you own a vintage clothes shop in Brighton, local SEO will help you appear in search results when people nearby submit queries like ‘vintage clothes shops near me’.
The Two Main Types of Local Search
The two main types of local SEO are Local Pack results and organic search results. Customers can find your business in both, helping to increase your local discoverability.
Here’s how they look:
Local Pack / Maps
When Google believes searchers want to see a variety of local businesses, it will produce a Local Pack.
The Local Pack sits above the organic search listings. It typically includes three local business listings plus the option to view more just below.
As you can see, Google Maps is also integrated in the Local Pack. Companies with strong Local SEO are more likely to feature on the map.
Organic Search Results
If you scroll down a little, you will see Google’s traditional organic search results below the Local Pack. Google will list businesses here if it believes they match the local search intent.
As we will delve into later, optimising your website pages for location-specific keywords will help you appear in these organic search results.
NOTE – These days, you can also appear in AI search results in platforms like ChatGTP. For tips on that, check out my article ‘How to Increase AI Search Visibility’.
Ranking Factors for Google’s Local Pack
According to Google, local results are mainly based on relevance, distance and prominence. Combined, these factors help Google to find the best match for customers’ searches.
Relevance measures how well your Google Business Profile (GBP) matches a user’s search query. To signal your relevance to Google, make sure your Business Profile is fully optimised with detailed, accurate and up-to-date business information.
Distance refers to how close your business is to the person who’s searching. The closer you are to the searcher’s location, the more likely it is you will appear in the local result.
Prominence means how well-known and reputable your business is. When evaluating prominence, Google looks at how many websites link to your business and how many positive reviews you have.
Here is a breakdown of individual ranking factors for Local Pack listings:
1. Google Business Profile (32%)
2. Reviews (20%)
3. On page (15%)
4. Behavioural (9%)
5. Links (8%)
6. Citations (6%) and Personalisation (6%)
7. Social (4%)
Ranking Factors for Organic Local Searches
As highlighted on the Link Assistant blog, Google considers other factors alongside location when ranking for organic local searches. These include relevance, user-friendliness and content quality.
Relevance means your localised web pages need to match the user’s query. This requires location-specific keyword integration in the URL, meta and on-page text.
User-Friendliness refers to the usability of your pages. For high user-friendliness, ensure your website pages are fast, responsive and mobile-friendly. They should also display well across multiple devices.
Content Quality means providing helpful, informative content that keeps people engaged. In addition to keyword-rich text, you can include images, local testimonials and videos to boost engagement.
Here is detailed breakdown of individual ranking factors for local organic listings:
1. On page (33%)
2. Links (24%)
3. Behavioural (10%)
4. Personalisation (8%)
5. Google Business Profile (7%) and Citations (7%)
6. Reviews (6%)
7. Social (5%)
Source: BrightLocal
We’ll go into these aspects in more detail below as we explore the best practices for local SEO.
What's the Best Way to Do Local SEO?
Local SEO involves optimising for both local pack and organic search. This will help you appear in Google's map results and traditional organic search listings.
Here's is a step-by-step guide on how to win at local SEO:
Find Your Local Keywords
When it comes to local SEO, keyword research is a great starting point. This means finding local search terms people are submitting to Google to find companies like yours.
Once you’ve compiled a list of suitable keywords, you can add them to your local web pages and Google Business Profile (more on this later). This helps the pages and GBP to appear in search results when people submit a related query.
For local search, a typical keyword would be a service + location phrase, like air conditioning installation Sussex.
So, what are the best places to find keywords for your website?
There are numerous platforms where you can find local keyword ideas for free, albeit with limitations. These include the following:
Ubersuggest – This is Neil Patel’s renowned free keyword tool which you can access quickly via your browser. In addition to traditional keyword ideas, it also includes AI prompt ideas.
Rank Tracker – Part of the SEO PowerSuite package, Rank Tracker offers keyword research tool as part of a free, stripped-down version for desktop
Google Ads – If you connect your website to Google Ads, you can access its Keyword Planner tool. This gives keyword variations and search volumes for related keywords.
TIP – You can start by coming up with some keyword ideas yourself. Think about the kind of phrases people would search to find your business, then use the tools above to find variations and search volumes.
Create Location-Specific Web Pages
After you’ve compiled a list of keywords, you can build web pages around them.
Take my website as an example. I found that ‘SEO consultant Kent’ was relevant to my business and had a decent search volume, so I created a dedicated page for it.
When creating your local web pages, here are some best practices to follow:
Use your main target keyword as the main page header (H1) and use it naturally throughout without overstuffing (keep it natural). This is typically the keyword with the highest search volume.
Add secondary keywords throughout the page to appear in more search results. These are usually close variations of the main keyword.
Add keywords naturally to your meta title and description to show up clearly in the search engine results page (SERP).
Write URLs that include a service or product and location, like this:
Service/Kent/
Service/Sussex/
Add the local pages to a dropdown menu, as search engines like websites with a clear site structure and navigational hierarchy.
Link to and from relevant internal website pages to improve site structure and crawlability.
Write compelling content that reflects the search intent. Consider the information that matters to local searchers.
Optimise images by including a location-specific file name and alt text.
TIP – To pick up on niche location keywords, you can create dedicated pages for smaller towns within a county.
Set Up and Optimise Your Local Business Profile
To appear in the Local Pack, you need to set up a Google Business Profile (GBP) first. To create a profile for your business, go to the GBP creation page and follow the setup instructions.
While the setup is straightforward, there are a few ‘dos and don’ts’ you should consider.
Essentials You Should Add to Your Business Profile:
Core Business Information – All necessary information such as your location, business description, phone number, website link and operating hours.
Service Areas – If you are based in one place but travel to different counties for work, you can let Google know using Service Areas. For example, if your office is in Kent but you also cover Sussex and London, you can include all three as service areas.
Business Categories – Categories define the core services your business offers. GBP allows you to select one prime business category and nine additional others. Your category choices will determine the searches you appear for, so choose as many relevant ones as possible.
Products – Select the products you offer along with a link to their dedicated web pages. Your products can appear in the GBP overview when people search your brand name in Google, so it’s worth the effort.
Images and Videos – Keep refreshing your GBP with new visuals and video content (ideally at a rate higher than your main competitor). This serves as a gallery to showcase your projects, business or products, helping to drive people to your website. You should also add an image of your physical location.
Updates – Updates are short, snappy news updates or microblogs that appear on your Business Profile. I like to use this feature to write a shortened version of a blog or case study before adding a link to the main page.
Keywords – There’s no harm in adding some relevant keywords to your business description. Just don’t go overboard, as Google will view this as a deceptive ‘black hat’ SEO technique.
Things You Should Avoid When Setting Up a GBP:
Don’t Use a Virtual Address – If you try to pass off a virtual address as your main bricks-and-mortar office, that location won’t be eligible for a business profile. Google can suspend your Business Profile for this, so the best policy is to always be honest.
Avoid Keyword Stuffing – Make sure you add keywords into your company description naturally without overloading them. Google has never liked keyword stuffing and never will!
NOTE – Once you’ve set up a Business Profile, check your profile strength score in the main page. If it is complete, you will see a green ring.
Request Google Reviews from Local Customers
Google wants to provide searchers with the best result for their query. This means it prioritises businesses that are highly regarded.
Getting positive reviews on your Google Business Profiles signals to Google that your business is well thought of by customers. Therefore, you are more likely to rank high in local search results.
So, what are the best ways to get more local Google reviews?
Send a Request via Email – Google makes this process easy, as it provides a pre-prepared link that takes customers directly to a review pop-up box. Simply send the link in an email along with some instructions and you will start seeing more reviews rolling in.
Ask in Person – The direct approach is also a good option. After a job well done, simply speak to the relevant person and ask if they'd mind leaving a positive review.
Use QR Codes - Put them on your business cards and add them to your marketing assets. Wherever you are, take a QR code with you that links directly to the Leave a Review pop up.
Best Practices for Getting Google Reviews:
Don’t Pay for Reviews – Whatever you do, don’t bribe people for Google reviews. You shouldn’t ask them to write one in exchange for money or anything else. If a whistleblower finds out and flags this activity, Google could remove your Business Profile, which could be devastating for your company.
Ensure the Reviews are Genuine – You should also make sure that the people you are sending review requests to are genuine customers – not employees, friends or family members.
Once you've got some reviews, you can embed them on your web pages. This reassures visitors as it shows the reviews are from a trusted source.
NOTE – Your customers will need a Google account to submit a review. If they don’t have a Google account but want to leave a review, you could consider using an alternative platform like Trustpilot as a backup.
Add Your Business to Directories
When a searcher is looking for a business in Google, they will likely see a directory show up in the organic search results. For example, they might see Yell listed alongside businesses relating to their search.
So, if a particular directory is ranking high in Google, it makes sense to join that directory. This is also a good way to get a backlink, which helps with SEO.
Here are three key types of directories:
National Directories – These are directories that cover the whole country, such as Yell or Thomson Local. You can open a free basic profile with both.
Local Directories – Local trade magazines often have online directories where you can create a profile. Likewise, regional chambers of commerce often offer a directory section on their websites.
Industry-Specific Directories – For example, Checkatrade for trades, TripAdvisor for Hospitality, The Law Society for legal practices, or Unbiased.co.uk for financial advisors.
TIP – When creating directory profiles, ensure the information is consistent across the platforms. This strengthens Google’s confidence in your business information.
Build Local Backlinks
When someone adds a link to their website that leads to yours, that’s called a backlink. In SEO, the process of getting backlinks is called link building.
When it comes to local SEO, it’s best to get backlinks from local websites. This shows you are part of a local business community and serve a specific area.
How do you get local backlinks? Here are some ideas:
Local Publications – These can be local news websites, regional magazines and local radio station websites. The regional directories mentioned above also qualify as local backlinks.
Sponsorships – If you sponsor a local football or rugby team that has a website, then this is a backlinking opportunity staring you in the face. If they haven’t already, ask them to create a profile on their website along with a link.
Guest Blogging – Do you work closely with another local company? If so, ask them if they would like a guest blog on their website. I did this for a fit out company who work with a local third-party firm to provide finance.
TIP – You can use software like SEO Spyglass to find out which websites are linking to your competitors. This is a great way to inspire some backlinking ideas.
Ensure NAP Consistency
This one is nice and easy.
NAP stands for Name, Address and Phone number. These are the essential details about your business that appear across the web.
The more consistent your NAP details are, the more trust Google places in your business. So, make sure your name, address and phone number are the same across all platforms, including:
Web pages (including the footers and contact pages)
Social media channels
Google Business Profile
Directory profiles
You should also ensure that your name, address and phone number are presented in the same format across these platforms. Avoid inconsistent letter capitalisations, abbreviations or number formats.
Make sure everything is uniform.
Write Localised Content
If you’ve got a blog section, create content that’s location specific. This shows you serve a specific area and can help drive traffic for localised topic ideas.
Guides – If you’ve written a general guide for businesses, you could create a localised version. For example, a general office refurbishment guide could become an office refurbishment guide for Sussex. Use local case studies as evidence of your work in that area.
Case Studies – As mentioned above, location-specific case studies are a great way to boost your local profile. When you write case studies, make sure you include a service description and location in the page’s meta title, as this can appear in searches.
News – If you have any local news to shout about, upload it to your blog section. This can be a nearby charity event or expo you’ve taken part in, highlighting that you’re part of the local business community.
Team Content – ‘Behind-the-scenes’ content is a great way to show off your local team. For example, ‘a day in the life of’ articles are always popular. These are Q&A style articles that you can do with each individual team member.
TIP – When you write localised content, don’t forget to include links to related local service pages. This is known as internal linking and helps to strengthen your SEO.
Add Local Business Structured Data (Schema Markup) to Your Website
Schema markup is a type of website code that helps search engines and AI-driven platforms clearly interpret your web page content. Implementing this code allows AI search tools to easily index your business and display it in relevant user queries.
For local SEO, Local Business structured data is particularly beneficial. It tags your business’s name, address and contact details, signalling your relevance to a particular location.
Where do you put Local Business structured data?
Your home page is the most logical choice for Local Business structured data, as it provides a clear summary of your business. It contains the business name, services, location, contact details, and links to important pages.
Note that you do not need to add Local Business structured data to every web page. In fact, there are different types of schema markup for different pages, each serving a specific purpose.
Use ChatGPT to Help with Local SEO
ChatGPT is a useful tool for assisting your SEO efforts. It can speed up your workflow, generate ideas and help you craft compelling content.
Here are a few ways you can use ChatGPT to your advantage:
Adding Structured Data – ChatGPT can guide you on adding the Local Business structured data I mentioned above. If you use ChatGPT to generate the code, you can paste it into the Schema Markup Validator Tool to check it’s all correct before adding it to your website.
Creating Unique Location Pages – If you’re creating service pages for multiple locations, writing different content for each can be a bit exhausting! The good news is you can use ChatGPT to draft on-page content and meta, helping to speed up the process and avoid duplication. Just make sure you adapt and revise the content to make it your own.
Brainstorming – ChatGPT can help you come up with new ideas for localised blog content and FAQs. This might be ‘trusted financial advisors in [town]’ or ‘best cocktail bars in [city]’.
Don’t forget, people use ChatGPT to search for local businesses too. For tips on how to appear in ChatGPT and searches, check out my article: How to Increase Your AI Search Visibility.
Summary of Points:
Local SEO is the process of optimising your website to increase visibility for ‘near me’ and location-based searches. It helps drive nearby customers directly to your website or store.
Local SEO focuses on Local Pack map results that appear at the top of searches and traditional organic search listings. You can also appear in local AI-generated search results in ChatGPT.
Organic local rankings rely heavily on relevance, content quality, and user-friendliness. Key drivers include on-page optimisation, backlinks, and positive user behaviour.
Keyword research uncovers the service-plus-location terms your target audience uses to find you. Platforms like Ubersuggest, Rank Tracker, and Google Ads help identify these valuable search phrases.
Building dedicated web pages optimised around local keywords helps you capture regional search traffic. Be sure to use unique content, proper meta tags, and a clean URL structure.
Setting up a Google Business Profile is vital for securing a spot in the Local Pack and Maps. Fully optimise your categories and core details while avoiding virtual addresses or keyword stuffing.
Gathering genuine positive reviews from local clients signals high quality to Google and boosts your rankings. You can easily collect them by emailing customers a direct review link while avoiding paid incentives.
Submitting your company to national, regional, and industry-specific directories improves online visibility and earns helpful backlinks.
Earning links from local websites, news publications, and community sponsorships proves your regional relevance.
NAP consistency means keeping your business Name, Address, and Phone number completely uniform across the web. This precise formatting builds strong trust with search engines.
Publishing regional guides, local case studies, and community news demonstrates your active presence in the area.
Local Business structured data is website code that helps search engines and AI platforms clearly interpret your business details. Implementing this markup signals your physical location and aids indexing.
You can use ChatGPT to help with local SEO. ChatGPT is a versatile AI assistant that accelerates your SEO workflow by drafting location pages and brainstorming topics.
Conclusion - A Guide to Local SEO
Mastering local SEO is essential for any business looking to attract nearby customers and stand out in an increasingly competitive digital marketplace.
By implementing a strategic approach – from setting up a Google Business Profile to gathering genuine reviews to building local backlinks – you can significantly boost your regional visibility.
Start applying these actionable steps today to build lasting trust with your local audience and drive sustainable growth for your business.
About the Author
Chris Sparham is the founder of CJS Digital, a specialist SEO consultancy based in Kent. Drawing on more than 10 years of hands-on marketing expertise, Chris partners with businesses to boost their local search visibility and drive qualified leads and sales.
Get in touch: chris@cjsdigital.co.uk
Do You Need Help with Local Search Engine Optimisation?
CJS Digital helps local businesses stand out and capture high-intent customers. If you're looking to improve your local search performance, book a discovery call by emailing chris@cjsdigital.co.uk with details of your project.
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