Getting Found Locally: Practical Steps to Improve Your Local SEO

For many small businesses, being visible to nearby customers is essential. Whether you're a tradesperson, café owner, or solicitor, your next client is probably searching online — often just around the corner. That’s why local SEO matters.

Local SEO is the process of helping your business appear in local search results, especially on Google. When someone types in “florist near me” or “plumber Leicester,” Google uses signals like location and relevance to show the most appropriate local options. Done well, local SEO can help you connect with the people most likely to contact or visit you.

Here are some practical ways to improve your local visibility:

 1. Claim and Optimise Your Google Business Profile

Start by claiming your Google Business Profile (formerly Google My Business). This is the listing that shows your business on Google Maps and in local search results. Once claimed, complete all the details:

Accurate business name and addressA local phone numberBusiness categoriesUp-to-date hoursPhotos of your businessA short description of what you doEncourage customers to leave reviews and respond to them when they do. A strong profile makes your business more visible — and more appealing to potential customers.

 2. Be Consistent Across the Web

Your Name, Address and Phone number (NAP) should be consistent wherever your business appears online — directories, social media, and your website. Even small mismatches (like an old phone number) can confuse search engines and reduce trust. Take time to review and update key listings.

3. Add Local Content to Your Website

Think beyond your homepage and services. Including locally relevant content can improve visibility and connect you to your area. This could be blog posts, case studies, or pages targeting areas you serve.

If you're offering SEO in Leicester, for instance, it helps to create content that speaks directly to Leicester-based businesses or highlights work you’ve done in the area. It makes your site more relevant — not just to search engines, but to real people.

4. Earn Local Links

Backlinks — links from other websites — remain a key part of SEO. Earning links from local sources like directories, community groups, or local news sites shows search engines that you’re trusted in your area. Look for chances to collaborate with nearby organisations, sponsor events, or contribute useful content to community platforms.

5. Encourage Customer Reviews

Reviews are powerful. They improve trust and influence how high you rank in local results. Ask happy customers to leave a review on your Google Business Profile. Replying to reviews — even the critical ones — shows you’re active and responsive.

6. Make Sure Your Site Works on Mobile

Most local searches happen on phones. If your site is slow, cluttered, or hard to navigate on mobile, people will bounce — and Google will take notice. Make sure your website loads quickly, is easy to use, and clearly displays key details like your contact info or location.

Local SEO isn’t about chasing trends or gaming the system. It’s about helping real people in your area find what you do — and making it easy for them to trust and contact you.

For businesses in and around Leicester, building a strong SEO Leicester strategy means showing up when local customers are actively looking. With a little effort and consistency, you can make a real impact — without needing a massive marketing budget.