Local SEO tips: How to rank better in local searches

If your business depends on customers in your area, local SEO isn’t just helpful – it’s essential. With more searches than ever starting online, appearing in the right place at the right time can make all the difference. Whether you’re an electrician in Kensington or a bistro owner in Kilmarnock, investing in professional SEO services can help your business rank higher in local searches.

What is local SEO?

Local SEO (search engine optimisation) involves improving your online presence to attract more business from relevant local searches. These typically include searches with location-based intent, such as “hairdresser near me” or “accountant in Hull.” Effective local SEO helps you appear in Google’s Local Pack, Maps and organic listings.

Optimise your Google Business Profile

Creating and verifying your Google Business Profile is a vital first step. It allows you to show up on Google Maps and in local search results. Complete every field: business name, address and phone number (NAP), website, categories and opening hours. Add high-quality photos and encourage customers to leave reviews.

Do local keyword research

Start by identifying how potential customers might search for your business. Focus on terms like “best bakery in Aberystwyth” or “emergency plumber in Grimsby.” Tools and resources like Google Keyword Planner, Ubersuggest and Semrush can guide your choices. Don’t forget to include these keywords in your title tags (HTML elements that define a webpage’s title in search results), headers and image alt text (brief, descriptive text that conveys an image’s content for accessibility and SEO).

Create location-specific pages

If you serve multiple locations, create unique landing pages for each. Add locally relevant content, Google Maps embeds, testimonials and FAQs to boost relevance and trust.

Build citations and backlinks

Make sure your business is listed on trusted online directories like Yelp, Bing Places and local chambers of commerce. Ensure your NAP details are identical across every platform. Earning backlinks from local blogs, press and directories boosts your authority.

Encourage and respond to reviews

Online reviews affect both customer trust and SEO performance. Ask satisfied clients to leave reviews on Google and industry-specific platforms. Respond thoughtfully to all reviews – positive or negative – to show you value feedback.

Monitor your performance

Track your progress using tools like Google Analytics, Google Search Console and Google Business Profile Insights. Look for trends in clicks, calls, direction requests and reviews, and adapt your strategy as needed.

Avoid common mistakes

Inconsistent NAP details confuse users and search engines. Don’t keyword-stuff or duplicate content; instead, focus on helpful, customer-focused content with natural keyword use.

Combine SEO with social media marketing

Boost your visibility by pairing local SEO with social media marketing. Posting regularly on platforms like Facebook, Instagram and LinkedIn helps you engage your audience and drive local traffic. Remember, many customers will check your social channels before visiting your website.

Work with an SEO specialist

Getting local SEO right takes time and technical know-how. An SEO specialist can help with keyword research, content strategy, link-building and ongoing site optimisation, ensuring your business consistently ranks well in local results.

Need help with local SEO and digital marketing? Contact Digital Carrera to find out more about our SEO marketing services.