Being visible in local search results isn’t just a nice bonus for your business; it’s an essential part of SEO. Whether you’re running a cafe, a plumbing service, or a small boutique, your potential customers will be searching online, and if you don’t appear where they’re looking, you will be losing business to someone who is.
Local SEO is the strategy that helps your business show up in those “near me” searches, Google Map results, and location-specific listings.
But, of course, there is a catch. Google’s local algorithms are now smarter, more personalised, and heavily influenced by mobile and voice search behaviour.
I aim to take you through some local SEO tactics that actually work in 2025, and if you’re still at a loss of what to do, you can always get in touch with me and see if my SEO services can help you get those critical local search results that can have a big impact on your business.
Google says that searches including “near me” have increased more than 500% in the past few years, and this trend doesn’t look to be slowing down anytime soon.
Local SEO in 2025
Searches in Google aren’t what they used to be. Now, almost half of Google’s searches have a local twist. Add in people asking by voice on phones or smart speakers, and it’s clear your content needs to sound like spoken conversation, not robot-speak.
What’s more, Google keeps getting smarter. They use everything from user clicks to how long people stick around on your site to decide where you land in the local results.
To get found, you’ve got to show relevance, trust, and local flair, all at the same time.
Here’s what to do…
Google Business Profile Optimisation
Your Google Business Profile is vital; it acts as your digital storefront. Make sure you fill out everything: your name, address, opening hours, categories, and a description that still sounds like you. Keep it real; don’t just stuff it with keywords.
Add photos, including lots of real images, not just stock ones. Include seasonal offers or updates, and if possible, photos that feature a local landmark in view can be particularly useful. Google notices these sorts of details.
It’s also important that you spend time replying to any questions. If someone asks, “Do you deliver after 6pm?”, take the time to answer them; friendly interactions will build trust with your customers and Google.
Hyper-local keywords
Use tools like Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest to filter by location and find keywords like “plumber in Cardiff” or “hairdresser Cardiff”.
The key is to look for the specific queries, too. While something like “best plumber in Manchester working Sunday” might get a small amount of monthly searches, these people are looking for something really specific, and they’re ready to act.
Your next customer might just live a few streets away. Including neighbourhoods or nearby towns can expand your visibility with low competition and warmer traffic. Plus, it helps you show up more often in relevant searches.
Content for local intent
Create content that speaks directly to the local eyes and ears you’re targeting.
Service-area landing pages
Dedicated pages to “Garden Repair in Southsea” or “Emergency locksmith in Cambridge”, each is focused on a town and what you offer there. This focused content helps search engines to match you with people searching locally.
Blog ideas that resonate
- Best services in the area: Celebrate your favourites and subtly position your own business within them.
- Local event sponsorship stories: Has your business sponsored a local event recently? Write a recap with photos included, you might not only get local clicks, but maybe even backlinks from the event or other people who attended.
- Guides that mix tips with your town: Think “How to choose a plumber in Leeds (and when to call us)”. It’s practical, local, and invites the reader to trust you, without giving anything away.
Make use of local citations and directories
Take the time to ensure your business appears everywhere local people might be looking. Whitespark says that where you list your business can matter for your visibility, as well as building trust with Google.
- Yell: The old-school directory that’s a digital must-have for your business
- Thomson Local: The long-time paper directory that’s now fully online
- Scoot: This extended across the Touch Local and major news websites like The Sun and The Independent.
- FreeIndex, 192.com and other credible local listing sites.
The important thing to remember here is that your Name, Address, and Phone (NAP) information must be consistent. If your information varies, even slightly, Google may become confused about which listing to display.
Take the time to clear out any duplicate or outdated listings, as they can negatively impact your SEO. Remove old phone numbers, multiple listings, or outdated addresses. A clean citation profile sends the right signals to search engines to help bolster your chances of appearing in local listings.
Collect and leverage reviews
Google says the number of reviews, their quality and how recent they are can factor into your local rankings. What’s more, 98% of Brits check reviews and 87% ignore companies with poor ratings, so having positive reviews can literally make or break your business.
Ask without being pushy
- Place a friendly “Leave a review” card in your store or include a link in follow-up emails.
- Make it simple, think “leave us five stars” buttons can help more people follow through.
- Read the room, only ask when a customer seems happy, and never incentivise with freebies.
It’s worth spending time to thank those who leave you good reviews, too. Plus, address the complaints with a calm tone, and indicate how you plan to improve. By responding to customers, you’re not only offering good customer service, but you’re also showing Google that you’re active and trustworthy.
Show your reviews off
If you spend time encouraging customers to leave reviews, show them off on your site. Display them on your homepage or testimonials page, as it can give confidence to new customers and help to keep your content fresh.
Local link building in 2025
Getting out there, literally and digitally, can help score you some local love while boosting your SEO. Utilising things like sponsoring local projects or fundraisers to not only boost the visibility of your business but also increase the chances of these things linking back to your website. Local bloggers or community influencers may also mention the business.
If you’re launching new products, services, or hosting events, creating press releases to send to local papers or community news sites can be a great way of boosting your exposure and possibly getting valuable backlinks at the same time.
Optimise for mobile and voice search
People are searching for things on the go, meaning they’re likely using their mobile. Google will therefore be looking at your mobile version first when it ranks your page. If your site isn’t just responsive but also created with the same content, clarity, and fast loading, you could be losing out on local traffic.
Voice search is another consideration you need to make when it comes to local SEO tactics. Queries might be “where can I get coffee near me?” instead of “coffee Brighton”. That difference matters. Build in conversational questions starting with ‘where’, ‘who’, and ‘how’, and make your answers clear.
Social media for local reach
From Facebook groups for your postcode or Instagram posts tagged to your area, these are great ways to get locals to find you. You might also want to try promoting your services specifically within neighbourhoods or towns. Spending a small budget on targeting your postcode can drive real attention, especially if you can highlight local offers or events.
Another effective local SEO tactic is user-generated content. Encourage your customers to tag you in their posts, like an Instagram story of them using your service or a TikTok shoutout. It’s authentic and local and is favoured by the algorithms.
Tracking and measuring local SEO success
Understanding what’s working (and what isn’t) shouldn’t feel like a hugely confusing task. Here’s how you can keep tabs on your progress and stay on track:
1. Use GBP insights
Your Google Business Profile (GBP) Insights should be used as a local search compass. It shows how people find your business, through Search or Maps, and what they do once they land on your profile. You can also see the search terms that got people to your listing. Analyse how people are getting to your profile and what they’re doing once they find it, whether it’s clicking your website, requesting directions, messaging you or booking your services.
2. Google Search Console
Google Search Console (GSC) is like a crystal ball for the search terms that bring traffic to your website. You can see the queries that are getting people to your site, impressions, clicks and average positions.
You can even filter by locations or narrow results to queries containing your town or phrases like “near me”. This can help you see the keywords you’re ranking for, as well as the ones that you might want to consider targeting.
3. Set up call tracking for service-based businesses
If you’re a service firm, then it’s likely you get a lot of business over the phone. Call tracking helps you to find out which campaigns or listings are generating phone leads.
Local SEO tactics for success
Local SEO isn’t just about ticking some boxes; it’ll take time, but building trust and showing up where your audience is looking will have a positive impact.
From fine-tuning your Google Business Profile to tapping into hyper-local keywords and reviews, the tactics we’ve covered will help your business stand out in the search results that matter most.
If you want to turn local searches into steady customers, Marty Rogers can help you get there. With tailored SEO strategies built for UK businesses, we’ll help you climb the rankings, attract more calls, and become the go-to name in your area.
Get in touch today and see how we can put your business on the map, literally and figuratively.
