Local SEO gives small businesses a competitive edge. When someone nearby searches for what you offer, your business should be the one they find. If you’re not showing up, your competitors are.
Strong local visibility means being present at the moment people are ready to act. That includes ranking in local search results, appearing on Google Maps, and having a complete Google Business Profile.
Improving your local SEO doesn’t have to be complicated. Small businesses often see results by applying a few proven strategies. Others choose to invest in digital marketing services that drive growth to accelerate the process.
In this guide, we’ll cover the fundamentals. From GMB optimisation to on-page tactics, you’ll learn what it takes to build local trust, attract more traffic, and turn searches into sales.
Local SEO helps your business appear in search results when people nearby are looking for your services. It focuses on improving visibility in location-based searches like “accountant near me” or “plumber in Richmond.”
Unlike broader SEO, local SEO is designed to connect you with customers in your area. It works across Google Search, Google Maps, and other local platforms to make sure your business shows up where it counts.
This includes optimising your website, managing your Google Business Profile, earning local backlinks, and ensuring your contact details are accurate across directories.
If your business relies on local customers, local SEO isn’t optional. It’s how people find you, trust you, and take the next step.
Most people turn to Google when they need a service. If your business isn’t showing up in those local results, you’re missing out on qualified leads who are ready to act.
Local SEO helps small businesses compete in search without needing a massive marketing budget. It levels the playing field by focusing on relevance, accuracy and proximity. These are the factors that influence local rankings.
When done well, it drives more calls, bookings and foot traffic. It also builds trust. People are more likely to choose a business that appears at the top of local search with clear details and strong reviews.
If your business depends on customers in your area, local SEO directly supports your bottom line.
Your Google Business Profile is one of the most valuable tools for local visibility. It helps your business appear in Google Maps, local listings, and “near me” searches. Getting it right should be a priority.
1. Claim and Verify Your Profile
Secure ownership of your listing through Google’s verification process. This gives you full control over how your business appears in search.
2. Set Accurate Business Info
Use your real business name and make sure your address, phone number and website match exactly across all platforms.
3. Choose the Right Categories
Select a primary category that best fits your main service. Add secondary categories only if they are relevant to what you actually offer.
4. Add Photos and a Local-Focused Description
Upload clear, recent images that show your space, services or team. Write a short business description using keywords and local references that matter to your audience.
5. Manage Reviews and Post Updates
Ask happy customers to leave reviews and reply to them when they do. Use updates to share offers, events or key info that keeps your profile active.
A strong profile improves search rankings and builds trust before customers even visit your website.
Your website needs to make it clear what you do and where you do it. Use your location in page titles, headings and meta descriptions. Add local keywords to your homepage and service pages so Google can connect your business to local searches.
Your contact page should list your name, address, phone number and business hours. Make sure these details match your Google Business Profile. Add a Google Map so people can see where you’re located and get directions easily.
Use schema markup to give Google more context about your business. This helps your site appear correctly in local search results. Only mention suburbs or areas you actually serve. Clear and consistent local signals across your site will help you rank better.
If you want to show up in the right searches, you need to know what your customers are actually typing into Google. That’s where local keyword research comes in.
Start by thinking like your customer. What would someone search if they needed your service in your area? Phrases like “accountant in Geelong” or “best café near Brunswick” are common examples. Use tools like Google Keyword Planner, Google Autocomplete or even your own Search Console data to find real search terms people use.
Focus on long-tail keywords that include your service and location. These terms are more specific and often easier to rank for. Use them naturally throughout your site, especially in your homepage, service pages and blog content. Avoid forcing keywords that don’t match how people actually speak or search.
Good keyword research keeps your content relevant and makes it easier for local customers to find you.
Citations are online mentions of your business name, address and phone number. They help confirm your legitimacy and improve how your business ranks in local search.
Start with well-known directories like Yellow Pages, Yelp, True Local and any local industry-specific platforms. Make sure your details are exactly the same across every listing. Even small differences in formatting can confuse search engines and hurt your rankings.
Keep a record of where your business is listed. Update your information any time your contact details or hours change. The more consistent your citations are, the stronger your local SEO position will be.
Local backlinks help build authority and show Google that your business is trusted in your area. The more relevant and local the links, the better.
Look for opportunities to get mentioned on local news sites, blogs, business directories or community pages. You can also build links by partnering with local organisations, sponsoring events or contributing guest content to local websites.
Focus on quality over quantity. A few strong local links can do more for your rankings than dozens of irrelevant ones. Make sure every backlink points to a useful page on your site and adds value to the user.
Local content helps your website rank for more specific searches and builds trust with people in your area. It shows you understand the local market and are active in the community.
You don’t need to overthink it. Write blog posts that answer common questions, highlight local projects, or offer advice related to your services in a specific suburb or region. If you’re a service-based business, create location-specific pages that speak directly to those areas.
The goal is to stay relevant and useful. Content that reflects what’s happening in your area not only helps with search rankings, it also gives your audience more reasons to choose you over competitors.
Local SEO gives small businesses the visibility they need to compete. When your site, listings and content are aligned with how people search locally, you’re easier to find and more likely to win the lead.
The steps are simple, but they need to be done right. Optimise your profile, target the right keywords, create relevant content and track your results. Over time, the gains compound.
If you want support from a team that understands what drives local performance, speak with a digital strategist and get a plan built for your market.