The Best Guide to Local SEO

bearded developer using laptop, on blue with website search bar

As the world of SEO continues to evolve, so too do the techniques and strategies used to ensure a website is visible on search engine results pages (SERPs). Local SEO is no different, and if you want your business to be found by people in your local area, then you need to make sure you’re doing everything you can to optimize your website for local searches.

But what exactly is local SEO? And how can you make sure you’re doing it right?

What is Local SEO?

Optimizing your website for local SEO will help you rank higher in local searches.

Local SEO is the process of making your website more visible in search engine results for searches that are relevant to your business and location. For example, if you own a bakery in Oxford, then you want your site to come up when people search for ‘bakery oxford’ or ‘cake shop Oxford’.

Local SEO is different from standard SEO in a few key ways:

  • Local SEO is focused on ranking for searches that are relevant to a specific location or area.
  •  Local SEO considers factors like your business’s physical address, name, and phone number (known as NAP details), as well as your website’s content and structure.
  • Local SEO also relies heavily on citations – that is, mentions of your business name and contact details on other websites.
  • Local SEO is also about building up online reviews and creating a strong social media presence in your local area.
  • Finally, Local SEO requires a slightly different approach when it comes to keyword research and link building.

How to Optimise Your Website for Local SEO

There are several things you can do to ensure your website is optimized for local SEO. Here are some of the most important:

1. Use Keywords

One of the most important things you can do to optimize your website for local SEO is to include relevant keyword phrases in your content. As well as including general keywords that relate to your business, such as ‘bakery’ or ‘cake shop’, you should also include specific location-based keywords, such as the name of your city or town.

For example, a good title for a blog post on your bakery’s website might be ‘The Best Bakeries in Oxford – A Local Guide’. this title tells both search engines and potential customers exactly what they can expect from the article, and it includes relevant keywords that will help your site rank higher in local search results.

2. Local Directories

Another great way to ensure your website appears in local search results is to get listed in online directories. There are several directories specifically for businesses, such as Yell and FreeIndex, and getting listed in these can help to increase your visibility in local searches.

Automatic local directory listing services can help to make the process of getting listed in multiple directories much easier, and they can also help to ensure your business information is accurate across all listings.

The benefits of being in a Local Business Directory are:

  • You get a powerful, “follow” link to your website which helps with your Local SEO efforts.
  • Local directories help customers find your business information more easily (phone number, address, hours, etc.), which can lead to more customers calling or visiting your store.
  • Local directories are often indexed by Google and other search engines, so being listed can help improve your visibility in organic search results.
  •  A well-optimized local directory listing can also show up in the Local Pack – the map section that appears at the top of many SERPs.
  • Getting reviews on local directories can boost your click-through rate (CTR); potential customers will be able to see that others have had a positive experience with your business.

3. Google My Business Listing

When users search for businesses on Google, they can see your business location. This is called Geo Location.

What is Google My Business?

Google My Business (GMB) is a free tool that allows businesses to manage their online presence across Google Search and Maps. Having a GMB listing is essential for Local SEO, as it is one of the best ways that potential customers will find information about your business online.

You can think of your GMB listing as a kind of ‘mini website’ – it should include all the essential details about your business, such as your Name and address details, opening hours, contact information, photos and more.

If you want to appear in the Local Pack – the map section that appears at the top of many SERPs – then you need to make sure your Google My Business listing is optimized. This involves claiming your listing (if it hasn’t been claimed already), verifying your business information, and adding photos and other relevant content.

4. Build Local Backlinks

Not only does general SEO focus on backlinks, but local SEO does as well. Backlinks are links from other websites, social media, and blog pages that point to your own. Search engines use backlinks to determine the quality and relevance of a website. Therefore, the more high-quality backlinks you have means the higher your chance of ranking higher in Local search results.

There are several ways to build backlinks, such as guest blogging, being listed in online directories (as we mentioned above) and partnering with other local businesses. Whatever method you choose, just make sure the sites you’re building backlinks from are relevant to your business and location.

5. Encourage Customer Reviews

Reviews can improve your Local SEO

Another thing that can help to improve your Local SEO ranking is customer reviews. Google and other search engines use online reviews as a factor in determining the quality of a business, so the more positive reviews you have, the better.

To encourage customers to leave reviews, you can add links to your Google My Business listing and other review sites on your website and social media pages. You can also send follow-up emails to customers after they’ve made a purchase, asking them to leave a review if they’re satisfied with their experience.

6. Monitor Your Local SEO Progress

Once you’ve implemented all the above Local SEO tips, it’s important to monitor your progress to see how well your efforts are paying off. The best way to do this is to use Google Analytics.

What are Google Analytics and what does it tell you?

Google Analytics is a free tool that shows you how much traffic your website is getting, where this traffic is coming from, and what pages on your site are being viewed the most. This information can be extremely valuable when it comes to understanding Local SEO, as it can help you to see which of your marketing efforts are having the most impact.

To set up Google Analytics, simply create a free account at the Google Analytics website and then follow the instructions to add the tracking code to your website. Once you’ve done this, you’ll be able to see detailed reports on your website’s traffic, including how many people are searching for Local keywords and viewing Local pages.

By monitoring your Local SEO progress with Google Analytics, you can make changes and tweaks to your strategy as needed to ensure you’re getting the best results possible.

Local SEO FAQs

Local SEO is a search engine marketing technique that businesses use to feature their location on the web

Here are some answers to frequently asked questions about Local SEO:

Q: Do I need a separate website for my Local SEO?

A: No, you don’t need a separate website. You can optimize your existing website for Local SEO by including relevant keyword phrases in your content and ensuring your site is listed in Local directories.

Q: Can I do Local SEO without a physical location?

A: Yes, you can. If you don’t have a physical location, you can focus on building backlinks from high-quality websites that are relevant to your business. For example, if you’re a wedding photographer, you could build backlinks from wedding planners’ or from other photographers’ websites.

Q: What’s the difference between Local SEO and organic SEO?

A: Local SEO is a subset of organic SEO. Local SEO refers to the process of optimizing your website for Local search results, whereas organic SEO refers to the process of optimizing your website for general (non-local) search results.

Q: Do I need to pay for Local SEO services?

A: No, you don’t need to pay for Local SEO services. There are several things you can do yourself to optimize your website for Local search results, such as including relevant keywords in your content and building backlinks from high-quality websites. However, if you’re not confident in your ability to do Local SEO yourself, you could hire an SEO agency or consultant to help you.

Q: What’s the best way to get started with Local SEO?

A: The best way to get started with Local SEO is to make sure your website is optimized for Local search results. This means including relevant keyword phrases in your content and ensuring your site is listed in Local directories. You should also set up a Google My Business listing for your business and monitor your Local SEO progress using Google Analytics.


Optimizing your website for Local SEO results is a great way to get ahead of any competitors in your area. By following the tips and tricks in this guide, you can ensure that potential customers will see your business before anyone else’s when they search locally.

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