What is Local SEO and Why Does It Matter?
Local SEO is the process of improving a business’s visibility in search results when people look for services or products in nearby areas. Think of it as helping potential customers in your neighbourhood, town, or city find your business easily when they search on platforms like Google Search or Google Maps.
Every month, millions of people type or say search queries including phrases like “coffee shop near me” or “emergency plumber in Brighton.” These are local intent searches. They’re made by people looking for something now or soon, close by. If your business appears in the top results when someone does this, you’ve already won half the battle.
At WebWorks Media, we focus on helping businesses like yours thrive in their local areas. Whether you run a high-street shop or provide services across a city, our Local SEO strategies can connect you with the right customers at the right time.
How Local SEO Works in Day-to-Day Business
Local SEO is about more than just your website. It includes everything from your Google Business Profile and customer reviews to your physical location and opening hours.
Let’s break it down simply:
- Google Business Profile: This is your local listing on Google. Your name, address, phone number, hours, services, and updates all appear here. Keeping this accurate and active is essential.
- Customer Reviews: These tell others about people’s experiences with your business. A good mix of recent, positive reviews not only builds trust with new customers but also helps you rise in local rankings.
- Local Pack Ranking: Have you seen those three business listings that appear under a map when you search for something like “hairdresser in Manchester”? That’s the local pack. It’s where every local business wants to be, and Local SEO helps get you there.
- Website Local Content: By writing content that targets your local area and includes local search terms, your site becomes more relevant to nearby searchers.
It’s all connected, and when done right, Local SEO helps more people near you find what you offer, quicker.
The Key Role of Location-Based Marketing in Attracting Local Customers
Location-based marketing focuses on targeting customers based on where they are. It’s often tied directly to Local SEO, especially when we consider how mobile phone searches and map apps work.
People rely on smartphones to find the best option near them at that exact moment. If your business pops up right where it matters, you’re boosting footfall, enquiries, and sales.
Using geotargeting, businesses can reach their audiences through ads, social media, or content that’s mapped to a certain town or postcode. Combined with Local SEO, this creates a powerful way to capture local interest and turn it into real-world action.
We’ve used location-based marketing for many clients here at WebWorks Media, combining it with strong website content and accurate listings to ensure a sharp rise in visibility and performance.
Optimising Your Online Presence with Local SEO
To get results from Local SEO, your whole online presence needs to reflect your local identity. That means:
- Making sure your full business name, address, and phone number are the same across every listing
- Adding your business to local directories such as Yelp, Bing Places, and social media platforms
- Creating locally-focused content like blog posts, testimonials, and offers based on local events or news
- Regularly updating your Google Business Profile with fresh posts, photos, opening hours, and Q&As
You should also write web copy that speaks directly to local audiences. If you’re a family solicitor in Norwich, for example, your page titles and descriptions should include that phrase naturally and clearly. These on-page updates help Google understand where and how your business operates.
Building pages for each location you serve? Make sure each has unique content written in a conversational, helpful tone. Don’t just list postcodes — write as if you’re talking to your neighbours.
Tracking What Works and Improving Over Time
We’ve worked with many businesses that want more local visitors but aren’t sure what’s already helping and what isn’t. Tracking tools tell us that.
Google Analytics and Google Search Console are a must. They show where people found your business, what page they landed on, and what they did next. Did they call you? Did they visit your store? Did they bounce off or go to another page?
This data helps us test changes and improve what we’re doing. For example, if we set up a new local landing page for ‘Roofing Services in Leeds’, and we see higher calls from people in that area, we know it’s working.
At WebWorks Media, using data is part of everything we do. It guides the changes we make, shows success, and lets us grow your website’s performance step by step.
Local SEO for Multi-Location Businesses
If you operate in more than one location, the same Local SEO rules apply, but with a few extras for better results.
Each location should:
- Have its page on your website with unique and helpful content
- Be listed on Google with accurate addresses and business categories
- Include location-specific keywords, such as “Birmingham carpet cleaning” or “Bristol physiotherapy”
Reviews should also be encouraged for all branches. When someone types in “best dentist in Nottingham,” you want your Nottingham branch to shine on its own, not get lost under a generic company name.
We’ve supported chain businesses by improving visibility at each site without compromising the overall brand. That balance, between local focus and national reach, is something we handle carefully every step of the way.
Building Local Relevance Through Links and Community
Google likes to see that you’re known in the community. That’s why backlinks from local blogs, news sites, schools, or charities count.
If your garage sponsors a youth football team in Crawley, or your boutique café gets featured by a regional food blogger, mention and link back to those pages. These aren’t just social goodwill wins; they have real SEO value.
We often help our clients get featured in local publications by building relationships and offering stories, advice, interviews, or expert quotes. It’s good marketing, and it directly helps Local SEO by making your site more trusted in your area.
Location-Based Marketing and Mobile: A Winning Combination
Most people searching locally are using mobile devices. That’s why both Local SEO and location-based marketing must be mobile-friendly.
A slow, clunky mobile site or one with missing contact info turns people away. On mobile, users expect things to load fast, be clear, and guide them to contact or buy within a few taps.
Using well-placed call-to-actions like “Book Now,” “Visit Us Near [Town Name],” or “Call Our [City] Team,” you can meet them halfway.
And when your ads or content are served based on physical location, timing becomes critical. If your opening hours are wrong, or your contact details are buried, you’re throwing away solid leads.
At WebWorks Media, we check all mobile readiness details and offer advice on simple fixes that have a real-world impact.
FAQs
What kind of businesses get the most value from Local SEO?
Any business that deals with customers in specific towns or service areas benefits. That includes restaurants, salons, electricians, dentists, retailers, and legal professionals.
How long does Local SEO take to show results?
You may start to see improvements in rankings and traffic within a few weeks, but meaningful growth usually takes a few months of steady action.
Do I need a Google Business Profile even if I don’t have a shop?
Yes, if you serve customers in a defined area, even if it’s at their homes or sites. You can hide your physical address and still be listed correctly.
Can I do Local SEO myself, or should I get expert help?
You can start by claiming and updating your listings, gathering reviews, and writing some location-based content. For deeper, long-lasting results, experts like the team at WebWorks Media often help speed things up and avoid common errors.
Getting Found Where It Matters Most with Local SEO
It doesn’t matter how great your product or service is if local customers can’t find you. That’s why Local SEO matters so much today. It adds visibility, trust, and traffic from the people most likely to buy from you soon.
At WebWorks Media, we work closely with businesses to improve their presence in Google Search, Maps, and across the web. From single-location shops to growing chains, we’ve helped clients across the UK turn local searches into real-world results.
Start showing up in the places your customers are already looking. Learn more about how we help with Local SEO at WebWorks Media. Let’s make your business stand out in your area.
