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Local SEO is often overlooked by small businesses, yet it is one of the most powerful strategies to support sustainable growth. Investing in Local SEO increases brand awareness, improves visibility in nearby searches, and drives more visits to physical stores.

In fact, 72% of local Google searches result in a visit to a store, while nearly 56% of local businesses still don’t have a Google Business Profile. This makes Local SEO not just important — but essential.

Its relevance has grown even further in recent years, as consumers increasingly search for products and services close to home.

If you’re unsure how Local SEO works or how to apply it to your business, this guide will walk you through the fundamentals — in a simple and practical way.

Table of Contents

1. What is Local SEO?

2. How Local SEO works and how you can implement it

   • Claim your business on Google Business Profile

   • Invite customer reviews and answer questions

   • Focus on link building

   • Add rich media such as photos and videos

What is Local SEO?

Local SEO is one of those concepts that many people interact with daily — even if they don’t realise it.

Let’s look at a simple example.

Imagine John is meeting friends for dinner. They agree on Italian food but don’t know where to go. John pulls out his phone and searches for “Italian restaurant near me.”

Instantly, Google shows several nearby restaurants.

That’s Local SEO in action.

Local SEO is a set of strategies designed to increase visibility, traffic, leads, and sales for businesses with a physical location. Its primary goal is to bring people from online searches directly into physical stores.

It’s important to note that Local SEO is not just about having a Google Business Profile.
Local SEO is part of a broader Search Engine Optimisation strategy, with a specific focus on geographic relevance.

For most businesses, an effective SEO strategy should always include a local component.

How Local SEO Works and How You Can Do It

Like traditional SEO, Local SEO relies on several ranking factors that influence your position on Google’s search results page (SERP).

These include:

• keywords

• location signals

• backlinks

• content quality

• on-page SEO

• technical SEO

• overall website authority

The key difference is that everything must have a local focus.

According to Google, local rankings are determined by three main factors:

1. Relevance

How well your business matches what the user is searching for. This is where strong SEO optimisation makes a real difference.

2. Distance

How close your business is to the searcher’s location. This is why accurate business listings and address consistency are critical.

3. Prominence

How well known your business is online. Mentions, reviews, backlinks, and brand visibility all influence this factor.

1. Claim Your Business on Google Business Profile

Adding your business to Google is a crucial first step — but simply creating the profile is not enough.

Your profile must be:

• verified

• fully completed

• regularly updated

• aligned with your website information

Your business name, address, phone number, opening hours, categories, and attributes must be accurate and consistent across all platforms.

Using relevant local keywords in your business description also helps Google understand what you offer and where you operate.

Categories and Attributes Matter

Business categories help Google understand when to display your business.

For example, instead of using a generic category like Restaurant, it’s better to be specific:

• Italian Restaurant

• Pizzeria

• Sushi Restaurant

Attributes provide additional details about your services, such as:

• takeaway

• delivery

• dine-in

• accessibility options

• contactless delivery

Google regularly updates these attributes based on user behaviour and market trends.

2. Invite Customer Reviews and Answer Questions

Customer reviews play a major role in Local SEO performance.

Google rewards businesses that:

• receive frequent reviews

• maintain high ratings

• actively respond to customer feedback

Reviews signal trust, credibility, and popularity — all of which influence local rankings.

Encourage customers to leave reviews by:

• asking in-store

• including review links in emails

• sharing review requests on social media

Using relevant keywords naturally within reviews can also contribute positively to rankings.

3. Focus on Link Building

Just like general SEO, link building is essential for Local SEO.

Link building refers to getting other websites to reference your business website.

Why does this matter?

Google uses backlinks as a signal of authority and trust. When reputable websites link to yours, it indicates that your content is valuable and credible.

However, links must be:

• natural

• relevant

• from trustworthy sources

Avoid buying or exchanging links, as this can negatively impact rankings.

Effective local link-building strategies include:

Directories
List your business in reputable directories related to your industry, such as Google Business Profile, Yelp, TripAdvisor, or local chambers of commerce.

Social media platforms
Maintain active profiles on platforms relevant to your business, such as Instagram, Facebook, LinkedIn, or Pinterest.

Local media and articles
Being mentioned in local news, blogs, or community websites significantly strengthens local authority.

4. Add Rich Media: Photos and Videos

Photos and videos play a crucial role in Local SEO.

Google increasingly displays information directly on search results pages through:

• featured snippets

• image results

• video previews

• Google Business Profiles

By adding high-quality images and videos to both your website and your Google Business Profile, you can:

• improve rankings

• increase visibility

• boost engagement

• encourage physical visits

Visual content also helps customers better understand your products, services, and atmosphere before visiting your location.

Final Thoughts

While this guide provides a strong introduction to Local SEO, implementing a successful strategy requires consistent planning, execution, and optimisation.

Local SEO involves multiple elements working together — from technical SEO and content to reputation management and visibility.

That’s where Link37 comes in.

We help businesses design and implement comprehensive digital marketing strategies that increase local visibility, drive qualified traffic, and convert online searches into real-world customers.

If you want to strengthen your local presence and grow your business, talk to our team and discover how we can help.