5 Easy ways to boost local SEO for your small business website

As a small business owner, SEO (search engine optimisation) is essential for making your business as visible as possible online. And if you mainly serve local customers, “local SEO” should be where you focus your effort.

Local SEO helps your business show up when people nearby search for the products or services you offer, making it easier for potential customers to find you.

Unfortunately, we often see clients following old or inaccurate advice or being sold expensive packages when trying to target local clients via SEO when a little consistent work is all that is required to make a difference.

So, in this post, we’ll share five straightforward and effective ways to boost your local SEO. And in true Web Goddess fashion there is no technical expertise required and no technobabble - just a few smart steps that can help put your business on the map (literally!).

And contrary to popular belief, it's not all about on-page details but what you do off your website that counts too...

1. Optimise Your Google Business Profile

Google Business Profile (GBP) is a much underutilised tool that shows local businesses in Google Search and Google Maps. If you’ve ever searched for “coffee shop near me” and seen a list of options along with a map, you’ve encountered local SEO in action. Creating or optimising your GBP is one of the easiest and most impactful things you can do to improve your local SEO.

How to Optimize Your Google Business Profile:

• Claim or create your profile: Visit Google Business Profile and either create or claim your business if you haven’t already.
  

• Fill out all details: Add detailed information such as your business name, address, phone number, hours of operation, and website link.
  

• Choose the right categories: Select categories that represent your business well. For example, if you run an accountancy practice that specialises in small business, choose “Accountant” as your primary category and "Business” as a secondary one.
  

• Write a meaty description: Describe your business and what makes you unique. Include keywords that are important to your business, but keep it natural - don’t add lots of keywords just for SEO (that’s called ‘keyword stuffing’ and can actually work against you rather than for you.
  

• Add photos and updates: High-quality photos of your storefront, products, and staff give a positive first impression. Regularly update your profile with new pictures or posts about promotions or upcoming events.

Treating your Google Business Profile much as you would any other social media channel can help you plan for updates. At Web Goddess we use HeyOrca for our social posting as we can post to GBP as well as other platforms.

2. Use Consistent 'NAP' Information Across Online Directories

NAP stands for Name, Address, and Phone Number, and it’s crucial for local SEO. Your NAP information should be identical across all online platforms to avoid confusing search engines - and customers! Any conflicts can reduce your chances of appearing in local search results.

Steps to Ensure NAP Consistency:

• Audit your current listings: Search for your business name on Google to see where your business information appears. Check your website, Google Business Profile, social media profiles, and online directories.
  

• Update and standardise your info: Make sure your name, address, and phone number are identical across all listings. For example, if your address is listed as “10a High St.” in one place, don’t list it as “10a High Street” elsewhere.
  

• Submit your NAP to local directories: Get listed in reputable directories like Yell (just a free listing), FreeIndex, and Bing Places. Each additional listing strengthens your local SEO.

3. Create Location-Specific Content on Your Website

Content is a crucial part of SEO, and local SEO is no exception. When you add location-specific keywords to your website content, it helps Google connect your business to those local searches. This could mean creating blog posts, service pages, or even special offers aimed at customers in your area.

How to Add Localised Content:

• Create a “Service Area” or “Locations” page: If you serve specific towns, villages or counties, create a dedicated page that describes your services in each location.
  

• Write blog posts about local topics: Share blog posts that feature local events, partnerships, or community news. For instance, a dentist could write about their local fundraising exploits or an offer for teeth whitening for local residents.
  

• Use local keywords naturally: Include keywords like “plumber in Uttoxeter” or “graphic designer serving Staffordshire” in your site’s headlines and body text - but whatever you use, always make sure it sounds natural!

4. Encourage Customer Reviews (and Respond to Them)

Positive reviews not only boost your reputation but also enhance your visibility in local search results. Google and other search engines use reviews as a ranking factor for local SEO, so actively encouraging satisfied customers to leave reviews can make a big difference.

How to Gather and Manage Reviews:

• Ask for reviews directly: After a job well done, ask customers to leave a review on Google or TrustPilot or social media channels like Facebook or LinkedIn. You can do this in person, via email, or through a follow-up message after a purchase or using your service.
  

• Make it easy: Provide a direct link to your review platform to simplify the process for customers.
  

• Respond to all reviews: Show that you value feedback by responding to both positive and negative reviews. Keep responses professional, thank customers for their feedback, and address any concerns if needed.

When Web Goddess received a 1-star review from someone we’d never worked with, we replied to let prospective clients know this wasn’t a real client review – and it helped our business in the process!

5. Optimise Your Website for Mobile and Local Searches

Most local searches happen on mobile devices, so ensuring your website is mobile-friendly is essential. Mobile optimisation affects everything from user experience to SEO rankings, as search engines prioritise mobile-friendly sites for mobile users. Additionally, optimising your site for local keywords and local search intents can improve your chances of ranking in “near me” searches.

Oh, and did you know that you don’t actually have to use the words “near me” in your site to appear for these types of searches?

How to Optimize for Mobile and Local Searches:

• Ensure mobile responsiveness: Test your site on different devices to make sure it looks and works well on mobile. Fonts should be legible, buttons easy to tap, and images correctly sized.
  

• Add your location to key areas of your website: Include your city, town, or county on your site’s homepage, meta descriptions, headers, and footers.
  

• Implement local schema markup: Schema markup (structured data) helps search engines understand your site’s local relevance. Wix sites allow you to add structured data to individual pages and you can do the same in WordPress with a plugin such as Yoast SEO.

Local SEO Doesn’t Have to Be Complicated

As you can see, local SEO is more about common sense and consistency than anything else. By optimising your Google Business Profile, ensuring NAP consistency, creating location-specific content, encouraging reviews, and optimising for mobile, you’re covering the essential elements of local SEO.

These steps not only help you get noticed in local searches but also build trust with your community, which can lead to loyal, repeat customers.

Remember, local SEO is an ongoing effort, so revisit these steps periodically and adapt your approach as you gain more visibility and customers.

And, if you have questions or need help with an SEO strategy tailored to your small business, the team at Web Goddess is here to support you.

Happy optimising!