Local SEO is essential for any business to thrive in its local community. By optimising your online presence, you can ensure that customers find your business when they search for services near them. This article will guide you through some basic yet powerful Local SEO steps to improve your business’s online visibility. We’ll focus on optimising your Google Business Profile (formerly Google My Business) and your website to help you rank better in local search results and attract more customers.

 

Google Business Profile

Your Google Business Profile is a cornerstone of your local SEO efforts. It’s how your business appears in Google Maps and local search results, giving potential customers a snapshot of who you are and what you offer. If you haven’t yet claimed or verified your Google Business Profile, you must do so as the first step.

Start by visiting Google Business Profile to create or claim your business listing. Once verified, you’ll have access to your account dashboard to optimise your profile.

• Claim and Verify Your Google Business Profile

Your Google Business Profile must be verified to manage and optimise it. If your profile is not verified, it won’t show up as prominently in search results, and you won’t have access to many of the features that can help attract customers.

Tip: Use the same Google Account for your Business Profile that you use for other Google services, such as Google Analytics, Google Search Console, and Google Ads. This creates a seamless flow of data and ensures that all your digital marketing tools are working together effectively.

 

Optimising Your Google Business Profile

Once verified, it’s time to optimise your Google Business Profile to ensure it stands out and provides all the necessary information for potential customers. Below are the key areas to focus on:

• Business Category

Your business category helps Google understand what your business does and when to display your profile in search results. Go to the Info section of your profile and select the category that best fits your business. You can also add subcategories if they apply to your services.

If you’re unsure which category to choose, look at your competitors. Search for similar businesses and see what categories they are using. You can do this by viewing the source code of their Google Maps listing and searching for their listed category.

Tip: 84% of Google Business Profile views come from discovery searches like “plumbers near me,” so selecting the correct primary and secondary categories is crucial. This simple optimisation can significantly improve your visibility.

• Business Address

Your business address must be correct and consistent across all platforms, including your website, social media profiles, and business citations. Ensure that your Google PIN marker is as close as possible to your actual location, which helps customers using Google Maps find you easily.

For Service Area Businesses (like plumbers or electricians), make sure to hide your physical address and list the areas you serve instead. This ensures you appear in search results for those areas.

Tip: Don’t choose an overly large service area. If your business is based in London but you select an area covering 100 miles, Google will likely prioritise closer competitors over you. Keep your service area relevant and manageable.

• Business Hours

Your business hours must be accurate and consistent across all online platforms. To avoid customer confusion, regularly update your hours, especially for holidays or special events. Google allows you to set special hours during these times, which ensures your listing always displays up-to-date information.

Tip Don’t be a smart alec and mark yourself open 24hrs unless you are. It will damage your reputation!

• Website, Booking, and Appointment Links

Ensure your profile includes the correct link to your website and any other relevant URLs, such as a booking or appointment page. Using UTM tracking codes in your website link will help you track visits and conversions from your Google Business Profile in Google Analytics.

• Photos and Videos

High-quality photos of your business help build trust with potential customers. Include images of your premises, products, services, or team. Profiles with pictures are far more likely to engage customers, leading to higher conversion rates.

Tip: Adding videos to your profile can boost engagement. Videos should be short, high-quality, and showcase your services or business environment.

• Reviews

Reviews are critical for local SEO. Encourage your customers to leave reviews, and don’t shy away from responding to both positive and negative feedback. While Google has reduced the weight of reviews in ranking factors, profiles with more reviews still tend to perform better.

Tip: Make asking for reviews part of your customer journey. When customers purchase or use your service, politely ask them to leave feedback on Google. Leaving a review with an image would be the cherry review on the cake.!

• Google Posts

Google Posts are a great way to engage with customers directly from your Google Business Profile. You can share updates, promotions, and events that appear right in your listing. Posts remain live for six months, so keep your profile fresh by posting regularly.

Tip: Include a solid call to action (CTA) in your Google Posts, like “Learn More,” “Book Now,” or “Call Today.” And please stop spamming your customers; it’s not clever, and they don’t like it.

• Questions and Answers

Google’s Q&A section is often overlooked, but it’s an important part of your profile. Preemptively populate this section with frequently asked questions to give users the necessary information without waiting for you to respond.

Tip: Enable notifications for this feature so you can quickly address any new questions or reviews.

 

 

Optimising Your Website with Local SEO

Your website plays a vital role in local SEO. By ensuring your website is optimised for search engines and users, you can help Google understand your business better, leading to improved rankings in local search results.

• NAP Consistency

Your Name, Address, and Phone Number (NAP) should be consistent across your website and other platforms. Place your business details in the footer of every page to reinforce your location and make it easy for customers to find your contact information.

Tip: You don’t have to become neurotic over NAP, don’t lose sleep over those two old directory sites that you can’t update, and ensure the bulk of your info online is correct.

• Local Business Structured Data

Use structured data markup (schema) to help Google understand your business’s details, such as your location, hours, and services. This can improve your chances of appearing in rich search results like local packs or knowledge panels.

Here’s an example of Local Business structured data:

<script type="application/ld+json">
   {
     "@context": "http://schema.org",
     "@type": "LocalBusiness",
     "name": "Busienss Name",
    "logo": "URL of Logo",
    "image": "URL of Feature Image",
    "priceRange" : "Quoted",
    "description": "Short Description of Business",
    "openingHours": "Mo-Fr 09:00-18:00",
     "telephone": "01536 000 000",
     "email": "contact email",
    "url": "Main Domain",
    "additionalType": "https://en.wikipedia.org/wiki/Search_engine_optimization",
    "hasMap": "https://www.google.com/maps?cid=1008335387778298790",
    "sameAs" : [
    "Twitter",
    "Facebook"
    ],
     "address": {
    "@type": "PostalAddress",
    "streetAddress": "Street Address",
    "addressLocality": "Town / City",
    "addressRegion": "Country Region",
    "postalCode":"Post or Zip Code"
    }
  }
 }
</script>

 

• Page Titles and Headings

Your page titles and headings should reflect your business and location. For example:

<title>ABC Plumbing – Emergency Plumbers in London</title>
<h1>Expert Plumbing Services in Londonh</h1>

This helps users and search engines understand what you offer and where you’re located.

• Local Helpful Content

Create local content that speaks directly to your community. Write blog posts about local events or news that could affect your industry. This localised content will engage your audience and signal to Google that your business is relevant to the area.

Think of content like this:

If one of your services is for back pain, your user does not wake up with back pain and immediately search for a chiropractor; they may not even know what a chiropractor is yet. They will search for 101 things before they realise what they need, and that last search is their last search because now they have found one and moved onwards in their journey.

Your content must educate and guide them through their research journey, building brand affinity. They may not even perform that last search and have already booked an appointment with you.

• Local Links

Building local links from trusted websites (such as local news sites, blogs, and directories) boosts your authority in your community. Reach out to local businesses or organisations for partnerships or guest posting opportunities.

Massive NB: I have seen too many businesses waste time, money and effort by trying to get a link that does nothing for them. You can earn more natural links and visibility in search results from building out your content and inserting your businesses into the user’s research and purchasing journey than links. And to all the local SEOs out there peddling links, stop it.

• Mobile Optimisation

Most local searches are conducted on mobile devices, so it’s essential to ensure your website is mobile-friendly. Use a responsive design that adjusts to different screen sizes, and make sure your site loads quickly to prevent users from bouncing.

 

Combine Google Business Profile and Website for Local SEO Success

By optimising your Google Business Profile and website, you’re setting your business up for success in local search. Keep your business information consistent, regularly update your profile, and create engaging local content to improve your visibility and convert more customers. Local SEO is an ongoing process, but the benefits of increased traffic, customer engagement, and conversions make it well worth the effort.

 
Need a hand with your local SEO, Online Ownership provides a local SEO service designed around your business.

 

Related Articles

• Digital Marketing & SEO for Small Business
• Local SEO and Online Marketing Mistakes
• How Online Marketing Works for Local Businesses
• Improve your Local Business SEO by being Local
• Opportunities for Local Businesses with Structured Data

 

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