Local SEO: What It Is and How to Do It

Deserted urban street with vintage shops at dawn for local SEO optimization.

Search Engine Optimisation (SEO) is essential for businesses aiming to increase their online visibility. Local SEO, a subset of SEO, optimises a business’s online presence to attract more customers from local searches. It’s vital for small and medium-sized enterprises (SMEs) seeking to stand out in their local market. This guide explains local SEO and offers actionable steps to implement it effectively, covering key areas such as Google My Business optimisation, local keyword targeting, and link building. Through these strategies, businesses can enhance their local search rankings and connect with more customers.

Understanding Local SEO

Local SEO makes your business visible for geographically related searches, particularly within the Google My Business listings. It is critical to enable companies to appear in local search results for nearby users. This targeting approach is especially beneficial for SMEs that rely on local clientele to grow their business.

What is Local SEO?

Local SEO optimises your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines, often to find a service or product in the near vicinity. Optimising for local SEO means more website traffic, leads, and conversions, as the strategy is more relevant for your local customer base.

Why Local SEO is Important

For SMEs, appearing in local searches is crucial. With most users turning to online searches to find local information, not appearing in local search results can mean missing out on potential customers in your backyard. Local SEO strategies help make your business visible to this audience, improving your chances of converting them into customers.

The Difference Between Local SEO and General SEO

While general SEO focuses on improving your site’s visibility nationally or globally, local SEO targets “near me” and geo-specific search queries. Local SEO aims to increase your business’s visibility in local search results, making it more likely for local customers to find you when searching for products or services you offer.

You can improve your business’s visibility in local search results by implementing effective local SEO strategies, such as optimising your Google My Business listing, targeting local keywords, and building local links. This helps you connect with local customers and gives you a competitive edge in your local market.

Critical Components of Local SEO

To effectively implement local SEO, focusing on several key components directly impacting your visibility in local search results is essential. Businesses can significantly enhance their online presence in the local market by concentrating on Google My Business optimisation, local keyword targeting, and building local links.

Optimising Your Google My Business Listing

Google My Business (GMB) is a critical tool for local SEO. A well-optimised GMB profile ensures your business appears in Google Maps and local search results, making it easier for potential customers to find you. Key steps include:

  • Claiming and Verifying Your Listing: Ensure you have declared and verified your GMB listing to control your business information on Google.
  • Complete and Accurate Business Information: Fill in every detail on your GMB profile, including accurate name, address, phone number (NAP), business hours, and categories. Consistency is vital across all online platforms.
  • High-Quality Photos and Videos: Adding photos and videos of your business helps improve engagement and effectively tells your business’s story.
  • Collect and Respond to Reviews: Encourage satisfied customers to leave positive reviews and respond professionally to all reviews, showcasing your customer service.

Targeting Local Keywords

Incorporating local keywords into your website’s content helps signal search engines that your business is relevant to local search queries. Consider these strategies:

  • Keyword Research: Use tools like Google Keyword Planner or SEMrush to find local keywords relevant to your business (e.g., “local SEO agency in [Location]” or “best SEO services in [Location]”).
  • Content Creation: Create content that incorporates your local keywords naturally. This can include blog posts, case studies, and service pages tailored to your local audience.
  • On-Page Optimisation: Ensure your local keywords are included in critical on-page elements such as title tags, meta descriptions, and header tags.

Backlinks from reputable local websites can significantly boost your local search rankings. Focus on:

  • Local Partnerships: Collaborate with local businesses and organisations to earn backlinks through partnerships, sponsorships, or guest blogging opportunities.
  • Local Directories: Submit your business to local directories and associations relevant to your industry, ensuring your NAP information is consistent across listings.
  • Community Involvement: Participate in community events, charities, or forums to increase your visibility and chances of being mentioned by local websites and social media accounts.

By prioritising these critical components of local SEO, businesses can improve their ranking in local search results, attract more local customers, and ultimately increase their revenue.

Advanced Local SEO Strategies

Beyond the basics, there are advanced strategies that can further enhance your local SEO efforts. These tactics focus on leveraging technology, social media, and reputation management to dominate local search results.

Utilising Local SEO Tools and Software

Several tools and software solutions can streamline and enhance your local SEO strategies. These tools offer capabilities ranging from keyword research to competitor analysis, helping you stay ahead in the local SEO game. Consider incorporating:

  • SEO Platforms: Tools like Moz Local, SEMrush, and Ahrefs provide features specifically designed for local SEO, including listing management, local keyword tracking, and backlink analysis.
  • Google Analytics and Google Search Console: These free tools from Google offer insights into your website’s performance in search results, including how users find your site and which queries are driving traffic.

Leveraging Social Media for Local SEO

Social media platforms can significantly impact your local SEO by driving traffic to your website and increasing your online visibility. Implement these practices:

  • Local Engagement: Engage with local followers by sharing relevant local news, participating in community discussions, and promoting local events.
  • Location-Based Posts: Use location tags in your posts and stories to increase visibility among local audiences.
  • Social Listening: Monitor mentions of your brand and local keywords to find opportunities for engagement and content creation.

Managing Reviews and Local Reputation

Online reviews are decisive in local SEO and influence potential customers’ perceptions. Effective management of your online reputation includes:

  • Encouraging Reviews: Prompt satisfied customers to leave reviews on your Google My Business listing and other relevant platforms.
  • Responding to Reviews: Actively respond professionally to all positive and negative reviews. This demonstrates that you value customer feedback and are committed to customer satisfaction.
  • Monitoring Your Online Reputation: Use tools to monitor mentions of your business online. This allows you to address any negative mentions promptly and leverage positive feedback.

By adopting these advanced local SEO strategies, businesses can improve their visibility in local search results, build a solid online reputation, engage with their local community, and stay competitive.

Common Local SEO Mistakes to Avoid

While local SEO offers immense potential for businesses to increase their visibility and connect with more customers, several common mistakes can hinder your efforts. Awareness of these pitfalls can save you time and resources and help ensure your local SEO strategy is effective.

Overlooking NAP Consistency

One of the most critical factors for local SEO success is your Name, Address, and Phone Number (NAP) consistency across all online platforms. Inconsistencies or discrepancies can confuse search engines and potential customers, negatively impacting your search rankings.

  • Solution: Regularly audit your online presence to ensure your NAP information is uniform across your website, social media profiles, Google My Business listing, and online directories.

Neglecting Local Reviews and Feedback

Reviews influence consumer decisions and play a significant role in local search rankings. Failing to manage and encourage customer reviews can result in missed opportunities to enhance your reputation and visibility.

  • Solution: Actively encourage satisfied customers to leave reviews. Implement a process for promptly monitoring and responding to reviews, showing that you value customer feedback.

Failing to Optimise for Local Keywords

Targeting the right local keywords is essential for appearing in relevant local searches. Some businesses need to thoroughly research and optimise for local keywords, which can limit their visibility in search results.

  • Solution: Conduct thorough keyword research to identify relevant local search terms. Incorporate these keywords in your website’s content, meta tags, and listings to improve your visibility in local search results.

Local content creation and link-building are crucial to a robust regional SEO strategy. Neglecting to create content that resonates with a local audience or failing to build local backlinks can weaken your SEO efforts.

  • Solution: Develop content that addresses the interests and needs of your local audience. Engage in local link-building by participating in community events, collaborating with local businesses, and seeking local directories and publications opportunities.

By avoiding these common mistakes, businesses can significantly improve their local SEO strategy, enhancing their online visibility and attracting more customers from their local area.

Case Study – Boosting Local SEO for a Double Glazing Firm

In this section, we’ll explore a case study of how our digital marketing strategies significantly enhanced the local SEO performance of a double-glazing firm. This practical example demonstrates the application of the discussed local SEO tactics and their impact on a business’s visibility and customer engagement.


The firm, a leading provider of double-glazing services in a competitive local market, sought to increase its online visibility and attract more local customers. Despite offering superior services, they struggled to appear in top local search results, limiting their exposure to potential customers.


  • To enhance the firm’s Google My Business (GMB) listing for improved local search visibility.
  • To increase the firm’s rankings for targeted local SEO keywords.
  • To build local links and create content that resonates with the local community.

Strategies Implemented

Optimising Google My Business (GMB) Listing

We began by fully optimising their GMB profile, ensuring all information was accurate and complete, including the business’s NAP details, operating hours, and service offerings. High-quality images of their projects and customer interactions were added to showcase their work and engage potential customers.

Targeting Local SEO Keywords

Through comprehensive keyword research, we identified high-potential local keywords tailored to the double glazing industry and the firm’s specific services. These keywords were strategically incorporated into the firm’s website content, including service pages, blog posts, and meta descriptions, to improve relevance and visibility in local search queries.

We initiated a local link-building campaign by partnering with local construction companies, estate agency blogs, and community websites to generate high-quality backlinks. Additionally, we created locally-focused content that addressed common questions and topics related to double glazing in the area, further establishing the firm as a local authority.


Within six months of implementing these local SEO strategies, the double-glazing firm saw significant improvements:

  • Their GMB listing ranked in the top 3 for their main targeted keywords, leading to a 70% increase in local search visibility.
  • Website traffic from local searches doubled, with a noticeable increase in inquiries and quote requests from the local area.
  • The firm received a 40% increase in customer reviews, with an average rating of 4.8 stars, enhancing its local reputation and trustworthiness.


This case study exemplifies the transformative power of a well-executed local SEO strategy. By focusing on GMB optimisation, targeted keyword incorporation, and local community engagement, the double-glazing firm substantially increased its online visibility and customer engagement. These efforts elevated their search rankings and solidified their standing as a trusted local business.

Choosing a Local SEO Agency/Company

Selecting the right local SEO agency or company is pivotal for businesses aiming to enhance their local online visibility and attract more customers. A skilled agency can tailor a strategy that aligns with your business goals, market niche, and local competition. Here’s what to consider when choosing a partner for your local SEO needs:

Experience and Expertise

Look for an agency with a proven track record in local SEO. They should have case studies or client testimonials demonstrating their ability to improve local search rankings and drive tangible results. Experience in your specific industry can be a bonus, offering more profound insights into your unique challenges and opportunities.

Comprehensive Strategy Approach

A reputable local SEO company will offer a holistic approach, covering all aspects of local SEO, from Google My Business optimisation to local link building. They should be able to articulate a clear strategy that includes not just initial optimisation but ongoing efforts to maintain and improve your regional SEO standing.

Transparency and Reporting

Transparency in strategies, tactics, and performance metrics is essential. Your chosen agency should provide regular, comprehensive reports that detail the actions taken and the results achieved. This transparency ensures you’re always informed about your investment’s performance and can hold the agency accountable.

Adaptability and Continued Support

The digital landscape is constantly evolving, so it’s essential that your local SEO agency is adaptable and stays ahead of the latest trends and algorithm updates. They should offer continued support and adjustments to your strategy as needed, ensuring long-term success in your local SEO efforts.

Alignment with Your Business Values

Finally, choose an agency that aligns with your business values and understands your vision. This alignment ensures a productive, long-lasting partnership that contributes positively to your business’s growth and reputation in the local market.


Investing in local SEO is crucial for businesses looking to stand out in their local market. Choosing the right local SEO agency or company can significantly improve your online visibility, attract more local customers, and achieve your business goals. Digital Marketing Scotland prides itself on being a partner that businesses can trust for effective local SEO strategies tailored to meet each client’s unique needs.

Why choose Digital Marketing Scotland?

Connect with us today to schedule your free consultation. Let Digital Marketing Scotland guide you to digital marketing success, leveraging our expertise to enhance your online presence and drive meaningful engagement.

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Colin is a true pro with a wealth of knowledge to share with his clients. In addition to SEO consulting, he also gave great advice on marketing my company as a business consultant would and I am so grateful for that. Highly recommended.
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We approached Digital Marketing Scotland to assist us with a rebrand project. We had a reasonably good idea of what we needed and briefed Neil accordingly. What impressed me about their work was that it didn’t result in endless meetings and design tweaks. He immediately understood what we needed and delivered a compelling identity for our sister company that is strong enough to stand independently and consistent with our overall brand identity. We will use Digital Marketing Scotland again without question.
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Colin delivered SEO training to myself and colleagues in June 2023. He pitched the training perfectly for the room who had a mix of knowledge and experience, and gave us some really practical tips to improve our performance. Would definitely recommend Colin and Digital Marketing Scotland and would be happy to commission for training again.
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We've worked with Colin a few times now re our online furniture business, Retrovintage. Colin has provided consultancy and link building services. He's approachable, available, communicative and supportive and we've seen real concrete results from our link building project, in terms of considerably improved Google rankings and website visitors.
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