What is Local SEO? How to Get Found by Nearby Customers

Local SEO helps your business appear when people search for services in your area. It's the difference between showing up when someone searches "accountant near me" versus being invisible to everyone except people who already know your name.

For businesses serving local customers—restaurants, tradespeople, shops, professional services—local SEO often matters more than traditional SEO. You don't need to rank nationally. You need to rank in your town.

How is Local SEO Different from Regular SEO?

Local SEO focuses on geographic visibility. Regular SEO targets broader, location-independent searches.

Traditional SEO helps you rank for searches like "how to fix a leaky tap" or "best accounting software." These searches could come from anywhere. Local SEO targets "plumber Falmouth" or "accountant near me"—searches with local intent.

The ranking factors differ too. Local SEO heavily weights your Google Business Profile, local citations (mentions of your business on directories), and reviews. According to Whitespark's research, Google Business Profile signals account for about 32% of local pack rankings.

What is the Google Local Pack?

It's the map with three business listings that appears at the top of local searches.

Search "restaurants near me" and you'll see it—a map with three businesses pinned, showing their names, ratings, addresses, and hours. This local pack appears for most searches with local intent and gets significant clicks. Being in those top three spots means visibility to customers ready to visit or call.

Getting into the local pack requires a verified Google Business Profile, positive reviews, accurate business information, and relevance to the search. It's different from the organic listings below, which follow more traditional SEO rules.

What's a Google Business Profile and Why Does It Matter?

It's your free business listing on Google—and the single most important local SEO factor.

Your Google Business Profile (formerly Google My Business) shows your business details on Google Search and Maps. Name, address, phone number, hours, photos, reviews—it's all there. When someone searches for you specifically or for services you offer, this profile often appears prominently.

Claiming and optimising your profile is step one for any local business. It's free. Visit Google Business, claim your listing, verify it, and fill out every section completely. Add photos, respond to reviews, post updates. An active, complete profile signals to Google that you're a legitimate, engaged business.

How Do Reviews Affect Local SEO?

Reviews influence both rankings and customer decisions. More positive reviews = better visibility and more trust.

Google uses reviews as a ranking signal. Businesses with more positive reviews tend to rank higher in local results. But reviews also affect click-through rates and conversions. According to BrightLocal's survey, 87% of consumers read online reviews for local businesses.

Ask happy customers to leave reviews. Make it easy by sending them a direct link. Respond to every review—positive and negative—professionally. This engagement shows both Google and potential customers that you care about customer experience.

What Are Local Citations and NAP Consistency?

Citations are mentions of your business name, address, and phone number across the web. Consistency matters hugely.

NAP stands for Name, Address, Phone number. When these details appear on directories like Yell, Thomson Local, or industry-specific sites, they're called citations. Google uses these to verify your business information and assess legitimacy.

Inconsistency causes problems. If your address shows as "10 High St" on your website but "10 High Street" on Yell and "Unit 1, 10 High St" somewhere else, Google gets confused. Audit your citations and fix discrepancies. Exact consistency across every platform builds trust with Google.

Ready to Improve Your Local Visibility?

Start with your Google Business Profile. Claim it, verify it, complete every section. Then check that your NAP is consistent across your website and major directories. Finally, develop a plan for generating reviews from satisfied customers.

For more detailed guidance, explore our complete SEO guide or learn practical steps to improve your website SEO. If you'd prefer professional help, our SEO services include comprehensive local optimisation for Cornwall businesses.