If you’re a small business owner in the UK, you’ve probably heard the phrase “local SEO” thrown around – but what does it mean? And more importantly, how can it help your business get discovered online?
Ever searched for something like “hairdresser near me” or “best coffee shop in Wolverhampton“? That’s local SEO in action, and if you run a small business here in the UK, getting it right can help more people in your area find (and choose) you online.
In this blog, I’ll explain what local SEO is, why it matters for businesses like yours, and what simple steps you can take to improve your chances of showing up when potential customers are searching.
No technical waffle – just straightforward advice you can use.
What is Local SEO?
Local SEO (short for local search engine optimisation) is the process of optimising your online presence to attract more customers from relevant local searches.
Think about someone who types:
- Accountant near me
- Plumber in Shrewsbury
- Best coffee shop in Telford
That’s local SEO in action, and Google serves results based on location, reviews, and relevance.
Instead of competing with every business in the UK, you’re focusing on showing up for people in your area – the ones most likely to visit your shop, book your service, or pop in for a coffee and cake.
Why Local SEO matters for small businesses
Here’s why local SEO is worth your time:
- 77% of UK consumers use Google to find local business information (Source: BrightLocal)
- You don’t need a huge budget to rank locally, you need consistency and the right signals
- It helps you show up in the “Map Pack” results, those top three listings under the map on Google
- It’s one of the most effective ways to compete with bigger brands, locally
Local SEO Checklist
Here’s your Local SEO to-do list:
1. Set up and optimise your Google Business Profile
This is your free business listing on Google – and it’s a must. It helps your business appear on Google Maps and in those top “Map Pack” results
To claim or create your listing. visit google.com.business.
Make sure to:
- Add your business. name, description, and category
- Upload your logo and high-quality photos (real photos of your premises, team, work, etc.)
- Add contact details, website URL, services, products, and opening hours
- Keep it updated regularly
- Enable messaging if you can respond quickly
Pro tip: Add keywords naturally in your description (e.g., “family-run bakery in Shrewsbury”) to help you rank for relevant searches.
2. List your business in online directories (citations)
Online directories help Google trust your business. These mentions of your name, address, and phone number (NAP) act like digital references.
Start with:
- Yell
- Yelp
- Thomson Local
- Bing Places
- Scoot
- Foursquare
- Apple Maps
Ensure your NAP details match exactly everywhere. Even missing “Ltd” or using an incorrect postcode can cause issues.
3. Encourage customer reviews
Reviews are a local ranking factor, but they also influence real customers.
For this reason, you should ask for reviews after a customer has had a positive experience with your service or product. Say something simple like, “Would you mind leaving us a Google review? It really helps small businesses like ours.”
Prioritise:
- Google reviews (most important for SEO)
- Trustpilot or industry-specfic platforms (e.g. Checkatrade, TripAdvisor)
Always reply to reviews – even the negative ones – calmly and professionally.
4. Include your location on your website
You don’t need to overthink this, focus on naturally including your location where it makes sense:
- Homepage and Contact Page text
- Page titles and meta descriptions
- Headers and image alt tags
- Site footer (e.g., “Based in Walsall, proudly serving the West Midlands”)
Pro tip: Embed a Google Map of your location on your Contact Page – it’s an extra local signal to Google.
5. Create location-based landing pages (if you serve multiple areas)
If you offer your services across multiple towns or cities, consider creating separate landing pages for each (e.g. Plumber in Wolverhampton”, “Plumber in Dudley”).
Make sure each page:
- Has unique content
- Talks about how you serve that specific location
- Includes testimonials or case studies from clients in that area (if possible)
Make sure the content of each page is unique – avoid copy and pasting the same content with just the place name changed, Google does not like duplicate content.
6. Optimise your website for mobile
Most local searches happen on smartphones, so it is important to optimise your website for mobile search.
Plus, Google uses mobile-first indexing, which means it prioritises the mobile version of your website for indexing and ranking.
Optimising for mobile means:
- Ensuring you have a responsive website that automatically adapts to mobile devices’ smaller screens
- Ensuring your website loads quickly
- Using font sizes that can be read easily on mobile
- Using a clean and intuitive navigation menu
- Including clear links and buttons that are easy to click
7. Use Local schema markup
This one’s a bit techy – but it’s worth it. Schema markup is code that tells Google specific details about your website/business.
It helps with:
- Showing rich snippets (e.g., star ratings, opening hours)
- Improving local relevance
If you’re using WordPress and a plugin like The SEO Framework or RankMath, you can often set this up without touching code. Just enable “Local Business Schema” and follow the prompts.
Local SEO doesn’t need to be overwhelming. With a bit of time and consistency, you can significantly improve how visible your business is to local customers.
- Start with the basics: Google Business Profile, local keywords, and online directories.
- Build trust with reviews and high-quality content.
- Show up where your customers are already searching.
If you’re a UK business looking to attract more local customers without spending a fortune on ads, local SEO is where you need to start.
Need a hand getting started? I offer affordable, expert SEO support tailored for small businesses like yours – from setup to strategy.
Contact me to get started.