The Best Practices for Local SEO: How to Rank Higher in Your Area

SEOLocal SEO
Written By Georgia Macaulay

If you run a business that serves a local audience, mastering Local SEO is non-negotiable. Whether you own a café, a beauty salon, or a service-based business, showing up in local searches can mean the difference between a steady stream of customers and getting lost in the digital noise.

So, how do you ensure your business appears at the top of Google's local search results? Here’s everything you need to know about optimising for Local SEO in 2025.

 

1. Optimise Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is one of the most important tools for local SEO. A well-optimised profile helps your business appear in Google’s Local Pack (the top three map-based search results) and improves your chances of attracting local customers.

To optimise your profile:

  • Claim and verify your business listing

  • Use your actual business name, avoiding unnecessary keywords

  • Add a complete and accurate address, phone number, and website URL

  • Choose the most relevant business categories

  • Write a compelling, keyword-rich business description

  • Upload high-quality images showcasing your products, services, or premises

  • Regularly update posts, offers, and events

  • Encourage and respond to customer reviews

A well-maintained Google Business Profile increases credibility and enhances your local search rankings.

 

2. Ensure Consistent Local Citations

A local citation is any mention of your business’s name, address, and phone number across the web. Google uses citations to validate your business's legitimacy, and inconsistencies can harm your rankings.

Your details should be consistent across:

  • Your website

  • Google Business Profile

  • Local business directories (Yelp, Trustpilot, Yell, Bing Places)

  • Social media profiles

  • Industry-specific directories

Updating outdated or incorrect information is crucial for SEO accuracy and customer trust.

 

3. Gather More Customer Reviews

Reviews play a significant role in local search rankings and consumer trust. Google prioritises businesses with frequent, high-quality reviews, and potential customers rely on them to make purchasing decisions.

To increase your reviews:

  • Ask satisfied customers to leave feedback on Google

  • Send follow-up emails with a direct link to your review page

  • Respond to all reviews, both positive and negative, to show engagement

  • Avoid fake or incentivised reviews, as Google penalises these

A steady flow of authentic reviews helps improve ranking, credibility, and conversions.

 

4. Optimise Your Website for Local SEO

A well-optimised website is essential for local search rankings. Key steps include:

  • Using location-based keywords in titles, meta descriptions, and content (e.g., “Best Vegan Café in Brighton”)

  • Creating dedicated location pages if you serve multiple areas

  • Embedding a Google Map on your contact page

  • Adding structured data (schema markup) to enhance search engine understanding

Ensuring your site is fast, mobile-friendly, and user-friendly also improves both search rankings and customer experience.

 

5. Earn High-Quality Local Backlinks

Backlinks from local, relevant sources help strengthen your authority and improve rankings. Effective ways to build local backlinks include:

  • Getting featured in local news articles or industry blogs

  • Partnering with local businesses and exchanging mentions

  • Joining local business associations (e.g., Chamber of Commerce)

  • Sponsoring or participating in community events to gain PR coverage

Google values backlinks from credible local sources, making them a powerful factor in improving local SEO.

 

6. Publish Locally Relevant Content

Creating content tailored to your location enhances your relevance and authority in local searches. Consider:

  • Writing blog posts about local events, news, or trends

  • Creating location-specific guides (e.g., “Top 10 Coffee Shops in Brighton”)

  • Featuring case studies and testimonials from local customers

Locally-focused content increases engagement, attracts backlinks, and improves SEO rankings.

 

7. Optimise for Mobile & Voice Search

With over 60 percent of local searches happening on mobile devices, optimising for mobile usability is critical. Additionally, voice searches like “best pizza restaurant near me” are becoming more common.

To improve mobile and voice search optimisation:

  • Ensure your website is mobile-friendly and responsive

  • Improve page speed for fast loading times

  • Use conversational, long-tail keywords to align with voice searches

  • Make contact details clickable for easy navigation

Providing a seamless mobile experience increases customer retention and search rankings

Local SEO requires ongoing maintenance and updates. By optimising your Google Business Profile, website, reviews, citations, and content, your business will improve its visibility, trust, and customer engagement in local search results.

For businesses looking to outperform competitors and drive more leads, investing in Local SEO strategies is essential.

Looking for expert help with Local SEO? Get in touch today to discuss how we can improve your online presence.

Georgia Macaulay https://www.soulshinedigital.co.uk