How to Improve Local Search Rankings

Discover how to improve your local SEO rankings and increase visibility in Google Maps with reviews, citations, and location-based optimisation.

For local businesses, showing up in Google’s local search results can make the difference between being discovered and being overlooked. Whether you run a café, dental clinic, construction firm, or estate agency, local search optimisation ensures that customers nearby can easily find and contact you when they need your services.

This article explains how to improve your local search rankings, boost visibility on Google Maps, and generate more calls, visits, and enquiries from local customers.

What Is Local Search

Local search refers to online searches where users are looking for services, products, or businesses within a specific location. Examples include “electrician near me,” “best restaurants in Bedford,” or “solicitor in Milton Keynes.” Google prioritises nearby results that match user intent, showing businesses with strong local relevance and trust signals.

To improve your position in these results, your business must optimise for local ranking factors such as relevance, proximity, and prominence.

Step 1: Optimise Your Google Business Profile

Your Google Business Profile (GBP) is the foundation of local SEO. It controls how your business appears in Google Maps and the local pack (the top three map listings).

To optimise your profile:

  1. Claim and verify your listing on Google.

  2. Use your exact business name as registered, avoiding extra keywords.

  3. Ensure your address, phone number, and website are correct and consistent with your website details.

  4. Add high-quality photos of your business, staff, and products.

  5. Write a detailed business description that includes key services and locations.

  6. Select the most accurate business categories.

  7. Post updates, offers, and events regularly to show activity.

A well-maintained profile helps build credibility and signals to Google that your business is active and trustworthy.

Step 2: Keep NAP Information Consistent

NAP stands for Name, Address, and Phone number. Consistency across all platforms—your website, directories, and social media—is vital. Even small differences (such as using “Road” instead of “Rd”) can confuse Google and harm your rankings.

Check and update your business details on platforms like Yelp, Bing Places, Facebook, and local directories. This consistency helps Google confirm your legitimacy and strengthens your authority in local search.

Step 3: Get More Customer Reviews

Customer reviews are one of the strongest ranking signals for local SEO. Google uses them to measure trust and relevance. Encourage satisfied customers to leave positive reviews on your Google Business Profile and respond to every review, whether positive or negative.

When replying:

  • Thank customers for their feedback.

  • Mention key services naturally.

  • Address concerns professionally.

This engagement not only improves visibility but also builds credibility with potential customers reading your reviews.

Step 4: Optimise Your Website for Local SEO

Your website remains a core part of local search performance. Make sure your site includes:

  • Local keywords such as “accountant in Bedford” or “hair salon in Harpenden.”

  • A dedicated contact page with your full NAP details and an embedded Google Map.

  • Service area pages targeting specific towns or regions.

  • Fast loading speeds and mobile-friendly design.

Adding schema markup (structured data) to your site helps search engines understand your business type, location, and services, improving the chances of appearing in rich results.

Step 5: Build Local Citations and Backlinks

Local citations are mentions of your business on other websites, such as directories or industry platforms. The more accurate and consistent these mentions are, the stronger your local authority becomes.

Additionally, build local backlinks from reputable sources like local newspapers, community websites, or business associations. These links show Google that your business is well-connected within the local community.

Step 6: Create Locally Relevant Content

Publishing content that focuses on your area helps you rank for local searches. Ideas include:

  • Blog posts about local events, projects, or collaborations.

  • Guides to your city or neighbourhood.

  • Case studies featuring clients from nearby locations.

  • Updates about your team or community involvement.

This type of content signals to Google that your business is active in the community and relevant to local users.

Step 7: Use Social Media to Boost Local Engagement

Social media can reinforce your local presence. Post regularly about your services, share photos from local events, and tag locations in your posts. Encourage followers to check in or share their experiences with your business.

These signals indirectly support your SEO by increasing brand awareness and customer interaction.

Step 8: Track and Measure Your Performance

Use Google Analytics and Google Search Console to monitor your local SEO progress. Key metrics to track include:

  • Website traffic from local searches.

  • Phone calls and direction requests from Google Business Profile.

  • Keyword rankings for local search terms.

  • Customer reviews and engagement.

Regularly reviewing these insights allows you to refine your strategy and maintain growth.

Common Local SEO Mistakes to Avoid

  • Ignoring your Google Business Profile or letting information go out of date.

  • Using inconsistent contact details across platforms.

  • Neglecting mobile optimisation, even though most local searches happen on phones.

  • Failing to encourage and respond to reviews.

  • Overstuffing keywords instead of writing naturally.

Avoiding these mistakes keeps your SEO strategy effective and user-friendly.

Expert Advice from Lillian Purge

  1. Keep your Google Business Profile active. Post weekly updates to show activity.

  2. Focus on reputation. Encourage reviews and respond promptly.

  3. Target nearby areas. Create pages for each location you serve.

  4. Collaborate locally. Build backlinks through community sponsorships or partnerships.

  5. Track your progress. Regular analysis helps maintain consistent growth.

Improving your local search rankings takes time and effort, but the rewards are long-lasting. By optimising your Google profile, maintaining consistent information, and engaging with your community, you can outperform competitors and attract more loyal local customers.