Local SEO
Definition
Optimising your website to appear in local search results, like 'near me' searches and Google Maps. Essential for businesses serving a specific geographic area.
What is Local SEO?
Local SEO helps your business appear when people search for services in your area. When someone googles "electrician Exeter" or "best coffee near me", local SEO determines which businesses appear.
Why Local SEO Matters
For local businesses, local SEO is often more important than regular SEO. You don't need to rank globally – you need to rank in your service area.
Local searches have high intent. Someone searching "emergency plumber Exeter" needs a plumber now and will call the first few results.
The Local Pack
The "local pack" is the map with 3 businesses that appears at the top of local searches. Getting into this pack dramatically increases calls and visits.
Key Local SEO Factors
Google Business Profile
Claim and optimise your free Google Business Profile. This is the single most important local ranking factor.
NAP Consistency
Your Name, Address, and Phone number must be identical everywhere online – website, directories, social media.
Reviews
More positive reviews = higher local rankings. Google also considers review velocity (how often you get new reviews).
Local Content
Content mentioning your service areas signals relevance to Google.
Local Citations
Listings in local directories (Yell, Thomson Local, industry-specific directories) build local authority.
Getting Started
- Claim your Google Business Profile
- Fill it out completely with photos
- Ensure NAP consistency across the web
- Ask happy customers for reviews
- Create location-specific pages on your website