Local SEO for small business, in plain English.
Local SEO is how a nearby customer finds you on Google instead of the business down the road. It is less mysterious than agencies make it sound. This guide covers what Google looks at, what you can do yourself this week, and the shortcuts that backfire.
What local SEO actually is
When someone searches for a service with a place in mind, such as "plumber near me" or "bakery in Fremont", Google shows two things: a map with three businesses, and the ordinary list of websites underneath. Local SEO is the work of appearing in both.
The map results come mostly from your Google Business Profile. The website results come from your site. A business that looks after both, and keeps them saying the same thing, beats one that only has a nice website.
The six things that matter
1. Your Google Business Profile
This is the listing that appears on the map. Claim it, verify it, and fill in everything: the right category, hours including holidays, service area, services, and real photos. An unclaimed or half-empty profile is the most common reason a good local business does not show up.
2. The same details everywhere
Your business name, address and phone number should be identical on your website, your Google profile, Yelp and any directory that lists you. Small differences, such as an old phone number on one listing, make Google less sure which business is which.
3. Reviews, and your replies to them
The number of reviews, how recent they are and what they say all influence who gets shown and who gets chosen. Ask happy customers for a review at the moment they are happiest. Reply to every review, including the bad ones. A calm reply to a complaint is read by every future customer.
4. A website that says what you do and where
Each service you offer deserves its own page, and each page should say plainly where you work. A clear page title, one main heading and your town names in ordinary sentences do more than any trick.
5. Mentions from real local sources
A link from the local chamber of commerce, a supplier, a neighbourhood association or a local news story tells Google you are a real business in a real place. A handful of these is worth more than hundreds of links from unrelated websites.
6. A site that works on a phone
Most local searches happen on a phone. If your site is slow, hard to read or shows a "Not Secure" warning, people go back to the results and Google notices.
What you can do this week
- Search Google for your own business name. Claim the profile if you have not.
- Check your hours, phone number and category on the profile, and add ten real photos.
- Compare your name, address and phone number on your website, Google and Yelp. Fix any that differ.
- Ask five recent customers for a Google review, and reply to the reviews you already have.
- Make sure your website has a page for each main service and names the towns you serve.
- Run a free site audit to check speed, HTTPS, broken links and search basics.
What to avoid
- Buying links. Packages of "guest post" or directory links from unrelated sites look like a scheme to Google and can hurt a new website. If someone sold you these, stop.
- Fake or paid reviews. They break Google's rules, they get removed, and customers can usually tell.
- Stuffing your business name with keywords. Your profile name should be your real business name.
- A separate page for every town with the same text. Pages that differ only by the town name help nobody.
- Guaranteed rankings. Nobody controls Google. Be wary of anyone who promises position one.
How long it takes
Fixing a profile and wrong details can change what the map shows within days or weeks. Earning reviews and local mentions, and getting new pages to rank, is slower and builds month after month. Local SEO is upkeep, not a one-off project.
What Bizzefy does for local SEO
Our local SEO service starts from $149/mo and covers local keyword research, on-page fixes, Google Business optimisation and a monthly ranking report. As part of it we can:
- Claim, verify and optimise your Google Business Profile.
- Claim and optimise your Yelp listing and monitor it for reviews.
- Draft replies to new reviews for your approval, so nothing goes out under your name until you say so.
- Check your website every day and stage fixes for anything that breaks, through a care plan.
If your website is the weak point, see our web design page, or the guide to redesign versus repair. Prices are on the pricing page.
Before you decide
Common questions.
What is local SEO for a small business?
Local SEO is the work of appearing when nearby customers search Google for what you sell. It covers your Google Business Profile, which feeds the map results, and your website, which feeds the ordinary results underneath.
How do I rank higher on Google Maps?
Claim and complete your Google Business Profile, keep your name, address and phone number identical everywhere, earn recent reviews and reply to them, and make sure your website says what you do and where. Google does not let anyone pay or guarantee a map position.
How long does local SEO take to work?
Fixing a profile or wrong details can show results within days or weeks. Reviews, local mentions and new pages build more slowly, over months. It is ongoing upkeep.
Should I buy backlinks to rank faster?
No. Bought links from unrelated websites look like a link scheme to Google and can hurt a new site. A few mentions from real local sources are worth far more.
How much does local SEO cost?
It varies by provider and by how much is done for you. At Bizzefy, local SEO starts from $149/mo and covers local keyword research, on-page fixes, Google Business optimisation and a monthly ranking report.
Find out why you are not showing up.
Tell us your business name and town. We'll look at your Google profile and your site and tell you what to fix first.