If you're a small business owner in the UK, you’ve probably heard the term SEO thrown around more times than you can count. But have you heard of local SEO? And more importantly, do you know how to use it to bring more customers through your door (or onto your website)?

Local SEO is all about making sure your business shows up when nearby customers are searching for what you offer. It’s about visibility where it matters most — your local community. So whether you’re running a bakery in Brighton, a hair salon in Huddersfield, or a plumbing business in Plymouth, this guide will walk you through the best local SEO tips to help you show up, stand out, and attract more local customers.

What is Local SEO (and Why Should You Care)?

Let’s start with the basics. SEO stands for Search Engine Optimisation. It’s the process of improving your website so it appears higher in search engine results (mostly Google, let’s be honest).

Local SEO is a specific branch of SEO that focuses on location-based searches. So if someone searches for "florist near me" or "accountant in Leeds", Google tries to show businesses that are nearby and relevant.

If your business depends on local customers (which is the case for most small businesses), then local SEO isn’t just useful — it’s essential. It helps you:

Show up in local searches

Get found on Google Maps

Bring in more foot traffic

Attract phone calls and website visits

Compete with bigger businesses in your area

Tip 1: Claim and Optimise Your Google Business Profile (GBP)

This is the most important step in local SEO. Your Google Business Profile is what shows up when people search for your business or businesses like yours in your area. It includes your address, phone number, hours, reviews, and photos.

Here's how to optimise it:

Claim your profile: Head to google.com/business and claim your listing (if you haven’t already).

Make sure all details are correct: Double-check your name, address, phone number (also known as NAP), website URL, and business category.

Add high-quality photos: Showcase your location, team, products or services.

Write a solid business description: Use keywords your customers might be searching for.

Add your opening hours: Include holidays and special hours if needed.

Consistency is key — your name, address, and phone number should be the same across every online listing.

Tip 2: Use Local Keywords

If you want to rank locally, you’ve got to think like your customers. What would they type into Google to find you?

Try this:

Instead of just using “wedding photographer”, use “wedding photographer in Sheffield”

Instead of “estate agent”, go with “estate agent in Eastbourne”

Include these local keywords in:

Page titles and headings

Meta descriptions

Website content

Image alt tags

Blog posts (more on that in a sec)

You can also use tools like Google Keyword Planner or Ubersuggest to find keyword ideas based on your location.

Tip 3: Get Reviews (and Respond to Them!)

Reviews are like gold dust for small businesses. Not only do they help build trust with potential customers, but they also signal to Google that your business is active and reliable.

Here's how to get more reviews:

Ask happy customers directly (a friendly follow-up email works wonders)

Include a link to your review page in your email signature or invoices

Add a sign in your shop or office with a QR code leading to your Google reviews page

And don’t forget to respond to every review — even the negative ones. It shows that you care about your customers and helps build your reputation online.

Tip 4: Add Location Pages to Your Website

If you have more than one location, or you serve different areas, it’s worth creating separate location pages. Each page can target a different area or town.

Example:

If you’re a mobile dog groomer covering Kent, you could create:

doggroomingwebsite.co.uk/maidstone

doggroomingwebsite.co.uk/canterbury

doggroomingwebsite.co.uk/ashford

Each page should include:

Local keywords

Contact info for that area

Testimonials from nearby customers

Google Maps embed (optional, but handy!)

Tip 5: Create Local Content

If you want to boost your local SEO and build trust with your audience, local content is your secret weapon.

Write blog posts or pages that focus on:

Local events ("What’s On in Manchester This Weekend")

Local guides ("Top 10 Cafes in Bath for Freelancers")

Customer stories or case studies from your local area

Tips related to your business + location ("How to Winter-Proof Your Garden in Leeds")

This sort of content shows Google — and your audience — that you’re active in your community.

Tip 6: Build Local Citations

Citations are mentions of your business name, address, and phone number on other websites. Think online directories like:

Yell

Yelp UK

Thomson Local

FreeIndex

Scoot

Facebook

Local Chamber of Commerce websites

Make sure your NAP details are consistent across every listing. Even small differences (like using "Street" vs. "St") can confuse Google.

Tip 7: Use Schema Markup (Don’t Worry, We’ll Explain)

Schema markup is a bit of code you can add to your website that tells Google what your business is about in a more detailed way. It helps with things like:

Showing your star ratings in search results

Displaying your address and opening hours

Getting found on voice search ("Hey Google, find a plumber near me")

If you’re not sure how to do this, your web developer or SEO agency can help. Or try Google’s Structured Data Markup Helper.

Tip 8: Be Mobile-Friendly

Most local searches happen on mobile phones — usually by people already out and about. If your website isn’t mobile-friendly, you’re losing potential customers.

Make sure your site:

Loads quickly

Looks good on phones and tablets

Has a clickable phone number

Makes it easy to find key info (like opening hours and address)

You can test your site with Google’s Mobile-Friendly Test.

Tip 9: Get Local Backlinks

Backlinks (links from other websites to yours) are still a big deal for SEO. For local SEO, try to get links from:

Local newspapers

Community blogs

Charities or events you’ve sponsored

Local business associations

You can also write guest posts for local websites or collaborate with nearby businesses (e.g. a café and a florist doing a joint promo).

Tip 10: Track Your Progress

Once you’ve started improving your local SEO, track what’s working. Here’s how:

Google Business Profile Insights: See how many views, searches, and actions your profile gets

Google Analytics: Track visitors to your website, where they’re coming from, and what pages they’re reading

Google Search Console: Check what search terms you’re appearing for and fix technical SEO issues

If this all sounds a bit overwhelming, don’t worry. Many SEO companies (like ours!) can help set this up for you.

FAQ: Local SEO for UK Small Businesses

1. Do I need local SEO if I work from home or don’t have a shopfront?

Yes! Local SEO isn’t just for shops or cafes. If you serve customers in a specific area (e.g. you’re a mobile hairdresser, wedding photographer, or dog walker), local SEO helps people in your area find you.

2. How long does it take to see results from local SEO?

It depends — but usually, you’ll start seeing improvements in 3 to 6 months. Google needs time to trust and index your changes, but once it does, the benefits build over time.

3. Can I do local SEO myself or should I hire someone?

You can absolutely do some local SEO yourself (this guide’s a good start!), but hiring a professional can save you time and get better results faster. A good SEO agency will know all the tricks of the trade — and how to avoid common pitfalls.

4. What’s the difference between organic SEO and local SEO?

Organic SEO helps your site show up in search results anywhere, while local SEO focuses on getting seen by people in your specific area. Most small businesses benefit from a mix of both.

5. Is it worth paying for local directories?

Some premium directories can be worth it — especially if they’re well-known in your industry or area. But start with the free listings first. Quality matters more than quantity.

Local SEO is an Ongoing Investment

Local SEO isn’t something you do once and forget about. It’s an ongoing investment in your online visibility and reputation. But the payoff? More customers. More sales. And more people finding and trusting your business.

If you’re not sure where to start — or you’d rather have someone else do it for you — we’re here to help. Whether it’s optimising your Google profile, writing your website copy, or building your local backlinks, we’ll make sure your small business gets found by the right people, in the right place.

Ready to grow locally? Let’s chat.