Local SEO: How to Dominate Your Local Search Results

If you're a local business—plumber, dentist, salon, restaurant, contractor—local SEO is your secret weapon to getting found by customers actively searching for what you offer.

Local SEO has a different set of rules than general SEO, and the stakes are high. A number 1 local ranking can mean multiple customers per day.

What Is Local SEO?

Local SEO is optimizing your online presence to appear in local search results. When someone searches for "plumber near me" or "best coffee shop in Manchester," local SEO determines whether they find you.

The 3-Pack and Local Rankings

When you search for a local business, Google shows a "3-pack"—three local businesses with map and reviews. Ranking here is huge because:

• It's above organic search results
• It's highly visible
• Searchers are ready to buy NOW
• Click-through rates are high

Your goal should be to consistently appear in the 3-pack for your key service areas.

Google My Business: Your Most Important Tool

Google My Business (GMB) is your foundation:

Optimize your listing:

• Accurate business name and phone number
• Correct address and service areas
• Complete business description (160+ characters)
• High-quality photos (add regularly)
• Choose the right categories (primary and secondary)
• Add business hours and special offers
• Include all contact methods

Regular activity:

• Post updates at least weekly
• Respond to all reviews (especially negative ones)
• Upload photos and videos
• Create posts about promotions or events
• Answer questions in the Q&A section

Active GMB listings rank better.

Reviews and Reputation

Reviews are a ranking factor and influence customer decisions:

Generate reviews:

• Ask satisfied customers for reviews
• Make it easy (provide direct links)
• Send follow-up emails after service
• Respond to every review (positive and negative)
• Never fake or incentivize reviews

A business with 50 five-star reviews will rank higher than one with 10 reviews.

Local Keywords and Content

Local SEO targets keywords with location modifiers:

• "Electrician in Manchester"
• "Best hair salon near me"
• "Dental implants Leeds"
• "Restaurant with outdoor seating London"

Create content around these keywords:

• Service area pages for each location you serve
• Local blog posts addressing community topics
• FAQ pages answering local questions
• Location-specific landing pages

Local Link Building

Links help local rankings too:

• Get listed in local directories (Yell, Thompson's, local chambers)
• Partner with other local businesses
• Sponsor local events
• Get featured in local media
• Join local business associations

These local links signal that you're a legitimate local business.

Schema Markup for Local Business

Use LocalBusiness schema markup with your business information, address, telephone, URL, and opening hours. This helps search engines understand you're a local business.

Citation Building

Citations are mentions of your business name, address, and phone online:

• Business directories (Yell, Thompson's, etc.)
• Local directories
• Industry-specific directories
• Social media profiles
• Local news mentions

Consistency matters: Name, Address, Phone should be identical everywhere.

Local Link Profile

Your local link profile should include:

• GMB listing (most important)
• Local news mentions
• Directory listings
• Local partner links
• Local event sponsorships
• Social media profiles

Diversify your link sources.

Service Area Pages

If you serve multiple areas, create a service area page for each:

• Unique content for each location
• Include neighborhood-specific information
• Address local pain points
• Include local reviews or testimonials
• Link back to your main service page

Example: if you're a plumber serving Manchester, Leeds, and Sheffield, create three separate service area pages.

Local SEO Checklist

• Google My Business profile 100% complete
• Business name, address, phone consistent everywhere
• 20+ high-quality reviews
• Responding to all reviews
• Schema markup implemented
• Service area pages created
• Listed in major local directories
• Local citations from 5+ sources
• Mobile site fully optimized
• Local keywords in titles and descriptions

Final Thoughts

Local SEO works. A business ranking in the local 3-pack typically gets calls and visits constantly. The competition is usually less fierce than trying to rank nationally.

Start with your Google My Business profile, get reviews, and build from there. If you're a local business, this is your path to visibility.