When someone in Hook, Basingstoke or Fleet searches for a hairdresser, a plumber or a personal trainer, Google shows them a map with a handful of local businesses, followed by a list of websites. Being in that map and on that first page can bring in a steady stream of customers, without paying for every click.
That's what local SEO is all about. It can sound technical, but most of what makes a difference is practical and well within reach for a small business.
1. Make the most of your Google Business Profile
This is the single most important thing for local search. It's free, and it's what puts you on the map. Make sure every section is filled in, choose the categories that best describe what you do, add good photos, and keep your opening hours and services up to date. Posting updates and offers every now and then shows Google you're active.
2. Get more reviews, and reply to them
Reviews help you rank and they help people choose you. The easiest way to get more is simply to ask. Send happy customers your review link straight after you've finished working with them, while they're feeling good. Reply to every review, including the occasional less glowing one, as it shows you care.
3. Mention your area on your website
Google needs to know where you work. Mention the towns and areas you cover naturally in your page titles, headings and text, and on your contact page. If you offer different services, give each one its own page. Write for people first, and never stuff in place names where they don't belong.
4. Keep your details consistent everywhere
Your business name, address or area, phone number and website should be exactly the same on your website, Google Business Profile, social media and any directories you're listed in. Mismatched details confuse Google and can hold you back.
5. Get known locally online
Links and mentions from other local websites tell Google you're a trusted part of the community. Think local business networks, community websites, suppliers and partners you work with, events you sponsor, or a mention in local news. Every one helps.
6. Make it easy to get in touch
All of this is about turning searches into customers, so make sure your website works well on a phone, loads quickly, and has a clear way to call, email or send an enquiry on every page.
How long does local SEO take?
Some changes, like improving your Google Business Profile, can make a difference quite quickly. Others, like building reviews and local mentions, add up over a few months. The businesses that do best are the ones that keep chipping away at it, a little at a time.
