What is local SEO?
Local SEO is the work of improving your visibility in location-based searches, such as "accountant in Durban" or "electrician near me". It covers two places: the map results, driven by your Google Business Profile, and the regular organic results, driven by your website.
Step 1: Get your Google Business Profile right
This is the foundation. Claim it, choose the right category, add services, photos and hours, and keep getting reviews. Follow our Google Business Profile optimization guide step by step.
Step 2: Build service pages on your website
Create a dedicated page for each core service. Each page should have:
- A title tag like "Service in City | Business Name"
- An H1 that names the service and area
- Real detail: what's included, process, pricing guidance, FAQs
- Reviews or examples relevant to that service
- A clear call to action
Step 3: Add location pages, carefully
If you serve several towns, a page per main area can help. Each must be genuinely useful, with local details, projects or reviews from that area. Copy-paste pages with only the town name swapped tend to perform poorly.
Step 4: Keep your NAP consistent
Your business name, address and phone number should be identical everywhere: website footer, Google profile, Facebook, directories and industry listings.
Step 5: Get listed in relevant directories
Quality beats quantity. Focus on major directories in your country, industry-specific listings and your local chamber of commerce. These citations reinforce your details and can send referral traffic.
Step 6: Earn reviews steadily
A steady flow of recent reviews matters more than a burst once a year. Build asking into your process. Our guide on getting more Google reviews has scripts and timing tips.
Step 7: Earn local links
Links from local news sites, suppliers, partners, sponsorships and community organisations tell Google you're a real, established local business.
Step 8: Make the technical basics solid
- Fast, mobile-friendly pages (see website speed)
- HTTPS security
- LocalBusiness schema markup with your details
- Your site submitted to Google Search Console
How long does local SEO take?
Profile improvements can show results within weeks. Website rankings for competitive terms usually take a few months of consistent work. If you need leads sooner, combine local SEO with Google Ads while rankings build. Our Google Ads vs SEO article explains how to split budget.
Want this done for you? Our web design service builds local SEO in from day one. Book a free call.
Frequently asked questions
What is the difference between SEO and local SEO?
Local SEO focuses on searches with location intent and includes your Google Business Profile and map results. General SEO targets broader searches that aren't tied to a place.
How long does local SEO take to work?
Google Business Profile improvements can help within weeks. Ranking your website for competitive local terms usually takes a few months of consistent work.
Do I need a separate page for each town I serve?
It can help if each page has genuinely local content. Thin pages with only the town name changed usually don't perform well.