Local SEO · 8 min lesson
The five foundations that decide whether Google shows your business to local customers — explained without jargon.
When someone searches 'plumber canterbury', Google doesn't rank the best plumber — it ranks the business it most trusts to be relevant, close and reputable. Local SEO is simply the work of proving those three things.
The map results (the 'local pack') are chosen almost entirely from Google Business Profiles. A complete profile — correct categories, services, photos, opening hours and a steady flow of reviews — routinely beats better websites with neglected profiles.
A single homepage trying to rank for everything ranks for nothing. Give each core service its own page, and each key town its own page. Ten focused pages beat one crowded one.
Review count, recency and your replies all influence local rankings. A simple habit — asking three happy customers a month — compounds into a real advantage inside a year.
Your business name, address and phone number should be identical across your website, Google, Facebook and directories. Inconsistency quietly erodes Google's confidence in your listing.
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