WHAT IS LOCAL SEO?

At Lillian Purge, we specialise in Local SEO Services and have developed comprehensive guidance on What is Local SEO?.

Local SEO, or local search engine optimisation, is the process of optimising your online presence so your business appears in local search results on Google and other search engines. It focuses on helping businesses show up when users search for services or products near them, such as “accountants in Bedford” or “coffee shop near me.”

Unlike traditional SEO, which aims to improve visibility on a national or global scale, local SEO targets people in a specific geographic area. It ensures your business is visible in Google’s Local Pack (the map and three listings that appear above regular search results) and in local organic rankings.

In short, local SEO makes sure your business is found by people who are nearby and ready to buy.

Why local SEO matters

Local SEO is essential for any business that serves customers in person or within a particular region. Google has confirmed that nearly half of all searches have local intent, meaning users are looking for something nearby. When someone searches for a plumber, solicitor, or takeaway, Google prioritises businesses located near that person’s location.

Strong local SEO can lead to:

• More visibility in local search and map results

• Increased foot traffic and local enquiries

• More calls and quote requests from nearby customers

• Higher trust through consistent business listings and reviews

For businesses competing within the same town or city, local SEO can often be the deciding factor between being found or being overlooked.

How local SEO works

Local SEO works by sending Google signals about your business’s location, relevance, and authority. These signals help Google determine which businesses should appear in local results for a specific area or keyword.

The three main ranking factors are:

1. Relevance – how closely your business matches the searcher’s intent.

2. Distance – how far your business is from the searcher’s location.

3. Prominence – how well-known and reputable your business is online.

By optimising your website, Google Business Profile, and citations across directories, you can improve all three of these signals.

Key elements of local SEO

1. Google Business Profile optimisation

Your Google Business Profile (formerly Google My Business) is one of the most important components of local SEO. It’s the listing that appears on Google Maps and in the Local Pack.

To optimise your profile:

• Ensure your business name, address, and phone number (NAP) are accurate.

• Select the right business categories.

• Add high-quality photos of your premises, team, or work.

• Post regular updates about your services or offers.

• Encourage and respond to customer reviews.

An active and accurate profile builds trust and increases your visibility in map results.

2. On-page local SEO

Your website should reinforce your local presence through well-structured pages and relevant keywords. Important elements include:

• Localised titles and meta descriptions, such as “Electricians in Milton Keynes.”

• Dedicated location pages for each area you serve.

• Schema markup to help search engines identify your business details.

• Embedding a Google Map of your location.

• Consistent use of your business address and phone number across the site.

This on-page optimisation helps Google associate your business with your location and services.

3. Local citations and directories

Citations are mentions of your business name, address, and phone number on external websites and directories. Examples include Yell, Yelp, Thomson Local, and industry-specific platforms.

Google uses these citations to verify your business’s legitimacy. Consistency is vital   your NAP information must match exactly across every site. Inconsistent details can confuse search engines and harm rankings.

4. Reviews and ratings

Customer reviews strongly influence local rankings and trust. Positive feedback not only improves your visibility but also persuades potential customers to choose you over competitors.

To strengthen your review profile:

• Ask satisfied clients to leave Google reviews.

• Reply to every review, showing appreciation for positive ones and professionalism when addressing negatives.

• Encourage reviews on other trusted sites like Facebook or Trustpilot.

5. Local link building

Backlinks from local and industry-relevant websites tell Google your business is credible and part of the local community. Examples include partnerships with local charities, sponsorships, and listings in regional business associations.

You can also build links by guest posting on local blogs or collaborating with nearby businesses.

6. Mobile optimisation

Most local searches happen on mobile devices, so your website must load quickly and be easy to use. Ensure your contact details are visible, your buttons are easy to click, and your phone number is clickable. A smooth mobile experience increases conversions and supports higher local rankings.

Who benefits from local SEO

Local SEO benefits any business with a physical location or service area. Examples include:

• Restaurants, bars, and cafes

• Tradespeople such as plumbers, electricians, and builders

• Local shops and boutiques

• Medical and dental practices

• Law firms and accountants

• Gyms, salons, and spas

Even online businesses that offer local delivery or regional services can use local SEO to reach nearby audiences more effectively.

Common local SEO mistakes

Many businesses struggle with local SEO because they overlook key factors. Some common errors include:

• Inconsistent or incorrect NAP information across listings

• Neglecting to claim and optimise the Google Business Profile

• Ignoring customer reviews or failing to respond

• Using duplicate content across multiple location pages

• Forgetting to add local keywords to meta titles and descriptions

Avoiding these mistakes can have a significant impact on your rankings and local credibility.

Measuring local SEO success

Tracking performance is essential to ensure your strategy is working. The most effective tools for this are Google Analytics, Google Search Console, and Google Business Insights.

You should monitor:

• Local keyword rankings

• Clicks and impressions from Google Maps

• Website visits and call clicks from local search

• Increases in directions requests and enquiries

Analysing this data helps you understand which parts of your strategy are performing best and where improvements are needed.

Advanced local SEO strategies

Once the basics are covered, businesses can go further with advanced techniques:

• Local content marketing – publish blogs or guides focused on community events, local news, or regional topics.

• Hyperlocal targeting – optimise for neighbourhood or street-level searches.

• Voice search optimisation – target conversational phrases like “best pizza near me.”

• Structured data – use schema markup to improve how your business appears in AI-powered search results.

These strategies help you stand out even in competitive areas.

Expert advice

Local SEO is not a one-time task but an ongoing process. Consistent activity, from collecting reviews to adding new content, tells Google that your business is active and trustworthy. Keep your details updated whenever you move or change contact numbers, and refresh your content regularly to maintain relevance.

For service-based businesses, integrating local SEO with paid ads and organic content marketing creates a powerful multi-channel approach. This combination boosts immediate visibility while building long-term authority.

Conclusion

Local SEO is one of the most effective digital marketing strategies for attracting nearby customers and building long-term visibility. By optimising your Google Business Profile, maintaining consistent business information, earning reviews, and creating localised content, you can ensure your business appears where it matters most   in front of people ready to buy in your area. For UK businesses competing in local markets, investing in local SEO is no longer optional but essential.

We have also written in depth articles on What is Local SEO Marketing? and Local SEO Rapid URL Indexer as well as our Local SEO Help & Guidance Hub to give you further guidance.