For small businesses, local search engine optimisation (SEO) is one of the most effective ways to drive traffic, attract new customers, and grow your brand. Whether you own a coffee shop, a dental practice, or a boutique clothing store, ranking high on local search results can be the difference between steady foot traffic and empty seats. If your business isn’t showing up in the top spots on Google’s local search results, don’t worry—you’re not alone, and there are proven strategies that can help.
Here are some pro tips to help you boost your local search ranking and get your business noticed.
1) Claim and Optimise Your Google Business Profile (GBP)
One of the first steps in local SEO is to claim and fully optimise your Google Business Profile (GBP). This is a free listing service that lets you control how your business appears on Google Search and Google Maps. It’s one of the most critical components of local search rankings because Google uses this information to display relevant businesses to users searching for specific services or products near them.
Pro Tip: Ensure that your profile is complete and up-to-date. This includes:
- Accurate business name, address, and phone number (NAP)
- Business category (e.g., restaurant, accounting firm)
- Operating hours
- A detailed description of your services/products
- High-quality images of your storefront, interior, and products
- Collect and respond to reviews regularly (more on this below)
Example: A local bakery could optimise their GBP listing by posting photos of their freshly baked goods, updating their hours for special holidays, and ensuring their phone number and address are accurate so that hungry customers can easily find them.
2) Consistency is Key: NAP Across All Platforms
Your business name, address, and phone number (NAP) should be consistent across all platforms—this includes your website, social media profiles, and local directory listings. Inconsistent or outdated information can confuse both search engines and customers, which can hurt your local search ranking. Google cross-references this information across the web to determine whether your business is legitimate and relevant to local searches.
Pro Tip: Use the same format for your NAP everywhere. For instance, if your business address includes “St” in one listing and “Street” in another, this could create inconsistency. Run regular audits to ensure your NAP is the same across your website, GBP, Yelp, and other local directories.
Example: A hair salon that lists “123 High St” on their Google profile but uses “123 High Street” on their website could confuse Google’s ranking algorithm, negatively impacting their visibility.
3) Cost-Effective Marketing Strategy
Email marketing is one of the most cost-effective marketing channels available, particularly for small businesses. With a relatively low investment, you can reach a large number of potential and existing customers. Many email marketing platforms offer affordable packages tailored to small businesses, and the return on investment (ROI) can be significant. According to some studies, email marketing has an average ROI of £36 for every £1 spent, making it an essential tool for businesses with limited marketing budgets.
Example: A small clothing boutique can send out promotional emails showcasing new arrivals and special discounts, driving traffic to its website or physical store at minimal cost.
4) Encourage and Manage Online Reviews
Online reviews have a huge impact on local search rankings. Businesses with more positive reviews tend to rank higher, and reviews also play a critical role in influencing potential customers. Google takes into account both the number and quality of reviews when determining local rankings.
Pro Tip: Actively encourage your customers to leave reviews on your Google Business Profile and other platforms like Yelp or Facebook. You can even ask for reviews via follow-up emails or during customer interactions. Just be sure to reply to all reviews—both positive and negative—in a professional and timely manner, as this demonstrates to Google and potential customers that you care about customer service.
Example: A local restaurant could send an email to customers a few days after their visit, politely asking them to share their experience in a Google review, boosting both their review count and local ranking.
5) Localise Your Website Content
Google loves locally relevant content. If you want to rank higher in local searches, your website should reflect your local presence. Use location-based keywords throughout your site, particularly on high-traffic pages like your homepage, service pages, and blog posts. It’s also beneficial to create dedicated pages for each location if your business operates in multiple areas.
Pro Tip: Include local landmarks, neighbourhoods, or events in your content. This not only helps search engines understand your business’s location but also signals relevance to local customers.
Example: A local plumbing service could write blog posts on topics like “The Best Plumbing Tips for Homeowners in Birmingham” or “How to Winter-Proof Your Pipes in Birmingham,” which would naturally incorporate location-specific keywords and improve their local SEO.
6) Optimise for Mobile Search
With the majority of local searches happening on mobile devices, having a mobile-friendly website is essential for both user experience and SEO. Google prioritises websites that are optimised for mobile devices in search results, so if your site isn’t mobile-friendly, you’re likely missing out on potential customers.
Pro Tip: Make sure your website is responsive, meaning it adjusts automatically to fit the screen size of any device. Also, test your site’s loading speed, as slow websites tend to rank lower in search results. A fast, user-friendly mobile experience can significantly boost your chances of ranking higher in local searches.
Example: A small hotel could see an increase in local bookings by ensuring that their website is optimised for mobile, allowing potential customers to quickly browse available rooms and make reservations from their smartphones.
7) Use Local Business Schema Markup
Schema markup is a type of code you can add to your website that helps search engines understand your content better. Local business schema provides Google with specific information about your business, such as your address, hours, and type of services. This extra detail can improve your local search ranking and increase the chances of your business appearing in local “rich results,” which are highly visible in search results.
Pro Tip: Use schema markup to highlight key details about your business on your website. If you’re not comfortable with coding, you can use tools like Google’s Structured Data Markup Helper to add schema markup easily.
Example: A local pet grooming business can use schema markup to display important information such as services offered, operating hours, and prices directly in the search results, attracting more clicks from potential customers.
8) Build Local Backlinks
Backlinks—links from other websites to yours—remain one of the most important ranking factors in SEO. For local businesses, earning backlinks from reputable local sites can significantly boost your search ranking. The more quality backlinks you have from other businesses, local news outlets, or community organisations, the more likely Google is to view your business as trustworthy and relevant.
Pro Tip: Focus on building relationships with other local businesses, sponsoring local events, or contributing to local blogs to earn backlinks. You can also collaborate with local influencers or engage in community initiatives to get your business featured on local websites.
Example: A landscaping company could earn backlinks by writing a guest blog post for a local home improvement website or sponsoring a local charity event, both of which would signal local relevance to Google.
9) Engage on Social Media Locally
Social media engagement is another factor that can impact your local SEO. Although social signals (likes, shares, comments) are not a direct ranking factor, they can still help increase your business’s online visibility. By regularly posting and engaging with your audience on platforms like Facebook, Instagram, and Twitter, you can drive traffic to your website, generate buzz, and foster a local community around your brand.
Pro Tip: Make sure to use location-specific hashtags, check-ins, and engage with other local businesses on social media to increase your visibility within your community.
Example: A local coffee shop could encourage customers to share their experiences on Instagram using a location hashtag, helping boost their local visibility and potentially driving new foot traffic from the surrounding area.
Final Thoughts: Don’t Underestimate Local SEO
Local SEO is a powerful tool that can help small businesses stand out in their communities and attract more customers. While it may seem complex, taking the time to optimise your Google Business Profile, website content, and online presence can significantly boost your search rankings over time. By implementing the tips above, you can improve your business’s visibility and start climbing the local search results.
At Purple Penguin Marketing, we specialise in helping small businesses master local SEO and drive more traffic to their doors. If you need assistance with your local SEO strategy, get in touch with us to learn how we can help your business rank higher and grow faster.