Local SEO

Local search is a different competition to national SEO. The map pack sits above the organic results, it only shows three businesses, and which three it shows depends on where the searcher is standing. Winning it is less about domain authority and more about proximity, prominence and relevance — the three things Google says it ranks local results on.

What we actually do

The Google Business Profile is the single highest-leverage asset in local SEO and the one most often left half-finished. We complete and optimise it properly: correct primary and secondary categories, services and attributes, opening hours including exceptions, photos, products, and a review-generation process that keeps new reviews arriving rather than sitting at a stale count.

Alongside it we build the location pages that let you rank organically in each area you serve — genuinely different pages with local detail, not one template with the town name swapped. We clean up NAP consistency across the directories and citations that Google cross-references, add LocalBusiness structured data so the details are machine-readable, and work on locally relevant links from organisations, press and partners in the area.

Multi-location businesses

The problems multiply with each branch: duplicate profiles, near-identical location pages competing with each other, and inconsistent details across hundreds of listings. We handle profile hygiene at scale, build a location page structure that does not cannibalise itself, and set up reporting that shows performance per branch rather than one blended average that hides the underperformers.

How we report it

Local reporting covers map-pack rankings across a grid of points around each location — not one ranking from one spot, because that number is close to meaningless — plus Business Profile calls, direction requests and website clicks, review volume and rating, and organic performance on local commercial terms.

Frequently Asked Questions

What is the difference between local SEO and regular SEO?

Regular SEO competes for a single national ranking. Local SEO competes for the map pack, where results change with the searcher’s physical location and the ranking factors are different — proximity, Business Profile completeness, reviews and local citations carry weight that domain authority alone does not. Most local businesses need both, because the map pack and the organic results below it are separate opportunities.

Do I need a physical address to rank locally?

You need either a physical address customers can visit or a defined service area. Google allows service-area businesses to hide their address while still appearing in local results for the areas they cover. What you cannot do is invent an address or use a virtual office for an area you do not genuinely serve — that is a common cause of profile suspension.

How important are Google reviews?

Very. Review volume, recency and rating all feed local prominence, and they are also the single biggest influence on whether someone who sees you actually clicks. We set up a process for asking that complies with Google’s policy — you may ask for reviews, but never offer an incentive in exchange for a positive one, and never gate the request so only happy customers are asked.

How long does local SEO take?

Business Profile improvements often move within weeks, which makes local one of the faster-moving parts of SEO. Location pages and local link building follow the usual three-to-six-month curve. Competitive city centres take longer than smaller catchments.

Can you help if my Google Business Profile has been suspended?

Yes. Suspension usually traces to an address or category problem, a prohibited business type, or a bulk edit that tripped a filter. We identify the likely cause, correct it, and handle the reinstatement request with the supporting documentation Google asks for.