SEO for Local Businesses (2025 Guide)

Most people who search for a local business end up visiting or calling within hours. That’s why showing up in local search results matters so much. The good news? Local SEO is simpler than national or global SEO. It’s about being visible when customers nearby are ready to act.

What Is Local SEO?

Local SEO is the practice of optimising your business online so it shows up in location-based searches. Examples:

• “plumber near me”
• “coffee shop Brisbane”
• “best hairdresser Gold Coast”

Google prioritises businesses that are close, relevant, and trusted.

Step 1: Claim and Optimise Your Google Business Profile

Your Google Business Profile (GBP, formerly Google My Business) is the foundation of local SEO.

• Claim your profile at google.com/business.
• Add complete business details (name, address, phone, hours).
• Upload photos of your location and team.
• Keep it updated with posts, events, and offers.

Step 2: Use Location Keywords Naturally

Add your location into:

• Page titles and meta descriptions.
• Headings and content (“Serving Brisbane and Gold Coast”).
• Alt text on photos.

Don’t overdo it — one or two mentions per page is enough.

Step 3: Get Reviews and Respond

Google reviews are a major trust signal.

• Ask happy customers to leave a quick review.
• Reply to every review — positive or negative — to show responsiveness.
• Aim for steady review growth rather than a sudden spike.

Step 4: Build Local Citations

Citations are mentions of your business name, address, and phone number on other sites (directories, industry pages, local chambers).

• Ensure your details are consistent everywhere.
• Start with free listings like Yelp, Yellow Pages, Bing Places, Apple Maps.

Step 5: Create Local Content

Publish pages or blog posts that speak directly to your area:

• Case studies of local customers.
• Event sponsorships or community involvement.
• Guides that reference local landmarks, neighbourhoods, or needs.

Local SEO Checklist

• Claim and verify your Google Business Profile.
• Add accurate contact info across the web.
• Collect and respond to reviews.
• Use city/region keywords naturally.
• Get listed in local directories.
• Publish at least one piece of local content per month.

Next Steps

Local SEO works best as part of a simple SEO foundation. Once your local presence is set, make sure your site has the basics covered — titles, meta descriptions, and internal links. For a full breakdown, read our Simple SEO Guide for Small Businesses.