How to Master Local SEO: Get Found by Nearby Customers and Dominate the Local Pack

blambott1
Jul 1
4 min read

Updated: Jul 10

If you run a business that serves a specific area — like a shop, café, plumber, or hairdresser — showing up in local Google searches is essential. It’s no longer just about having a website. You need to be visible when people in your area search for what you offer.

That’s where Local SEO comes in.

Local SEO helps your business appear in location-based searches like “Italian restaurant near me” or “emergency plumber in York.” It’s what gets you into the Local Pack (those three map listings at the top of Google) and helps you show up in Google Maps. For brick-and-mortar businesses or service-based companies, it can drive serious foot traffic and qualified leads.

This guide explains what Local SEO is, how it works, and what you need to do to show up where it counts — right when your potential customers are searching nearby.

What Is Local SEO?

Local SEO is the process of optimising your online presence to attract more customers from relevant local searches. These are searches with a location element — either because the user adds a place name (“dentist in Leeds”) or because Google detects the user’s location (“coffee shop near me”).

Unlike general SEO, which aims to rank across the country or even globally, Local SEO is all about visibility in your immediate area. If your business relies on people visiting your shop, office, or booking your service locally, this is where you need to focus.

Here’s how it works:

Google uses proximity, relevance, and prominence to decide which businesses to show
Your Google Business Profile (GBP), reviews, and website content all impact where you appear
Local SEO impacts results in Maps, the Local Pack, and standard search results with location intent

So even if you rank well for a keyword like “florist” nationally, you may not appear in local searches unless you’ve specifically optimised for it.

Why Local SEO Matters

More than half of all Google searches have local intent. That means every day, people are actively searching for businesses near them — and they’re ready to act. In fact, Google says 76% of people who search for something nearby visit a business within 24 hours, and 28% of those searches result in a purchase.

That’s powerful.

Local SEO helps your business:

Appear in the top 3 map listings (the Local Pack)
Show up in Google Maps results
Stand out in mobile searches, especially with “near me” terms
Increase trust and visibility with strong review ratings and accurate info

If your competitors are showing up and you’re not, they’re getting the clicks, the calls, and the walk-ins — even if you’re the better business. That’s why getting local SEO right is so important.

How to Optimise Your Google Business Profile (GBP)

Your Google Business Profile is the single most important part of local SEO. It’s what powers the map results and the Local Pack. If you haven’t claimed and optimised it, start there.

Here’s how to get it right:

Claim or verify your profile at google.com/business
Use your real business name (no keyword stuffing)
Choose the most accurate category — this determines which searches you show up in
Add your exact address, phone number, and opening hours
Upload high-quality photos — your logo, interior, products, team, etc.
Write a clear, keyword-rich business description

Google favours complete, active, and accurate profiles. And don’t stop there — regularly update your profile with new photos, offers, posts, and business updates to keep it fresh.

Build Consistent Local Citations

Citations are mentions of your business name, address, and phone number (NAP) across the web. Think directories like Yelp, Yell, Thomson Local, or Apple Maps.

Why they matter:

Google uses citations to confirm that your business is legitimate and consistent
Inconsistent NAP details (e.g. different phone numbers or outdated addresses) confuse search engines and can hurt rankings
High-quality citations from trusted directories boost local authority

Tips:

Use a spreadsheet to track all your listings
Ensure all entries match exactly: same name, address format, and phone number
Remove or update duplicates

Tools like BrightLocal or Moz Local can help you find and clean up citations efficiently.

Collect and Respond to Google Reviews

Online reviews are a key part of Local SEO. They act as trust signals for potential customers — and they tell Google that your business is active and well-liked.

Here’s how to build up your reviews:

Ask happy customers to leave a Google review (send them a direct link)
Respond to every review, good or bad — it shows you care
Avoid fake or incentivised reviews — they’re against Google’s policies and can backfire

Make it a habit. The more high-quality, recent reviews you have, the more likely you are to appear at the top of local search results.

Create Location-Focused Website Content

Your website still matters for local SEO — especially the content. Google crawls your pages to understand where you're based and what services you offer.

Key steps:

Add your business address and service areas on your homepage and contact page
Create location pages if you serve multiple areas (e.g. "Plumbing Services in Leeds", "Boiler Repairs in Harrogate")
Include local keywords in your page titles, headers, and meta descriptions
Embed a Google Map on your contact page

Also, make sure your site is mobile-friendly and fast — especially important for local searches made on the go.

Final Tips for Local SEO Success

Local SEO isn’t a one-time job. It’s ongoing. To stay ahead of competitors and keep driving local traffic, stay consistent with your efforts.

Here’s a quick checklist:

Claim and optimise your Google Business Profile
Build consistent citations
Get and respond to reviews regularly
Optimise your website with local keywords
Use schema markup (local business schema) to help Google understand your business

Even small improvements can push you ahead of competitors who aren’t paying attention.