Optimise Your Google Business Profile

Optimising your Google Business Profile is one of the most impactful steps in a local SEO strategy. This free tool allows your business to appear in Google’s local pack, Maps, and search results. When people search for services “near me” or in your area, an optimised profile increases the chances that your business will be listed.

How to optimise your profile:

• Claim your business on Google Business Profile if you haven’t already done so.
• Fill out all the details, including your business name, address, phone number, website, and working hours.
• Choose the right categories representing your business, including your top services.
• Add high-quality photos of your business, products, or services. It is a good idea to upload photos/images that show your point of difference, which could be offers, freebies, a good-looking venue, customer support, or something else.
• Collect customer reviews  and respond to them regularly. Engaging with reviews (especially positive ones) helps build trust and signals to Google that you’re active.

Regularly updating your Google Business Profile keeps your information fresh and relevant, which is crucial to staying ahead of competitors in local search​​.

Leverage Local Directories and Listings

Another vital aspect of local SEO is getting listed in local directories. Search engines, like Google, trust businesses that have consistent information across various sources, and directory listings are a great way to boost this credibility.

How to utilise local directories:

• Submit your business to reputable directories such as the Yellow Pages and other local directories. A good way to find these is to Google ‘best XXXX (your business) in YYYYY (your area)’. You will usually find a host of directories that come up. You can then submit your business for listing on these directories. You can also search for general industry and location directories and run a similar process.
• Ensure your business name, address, and phone number (NAP) are consistent across all platforms. Any discrepancies can confuse search engines and harm your rankings.
• Look for industry-specific directories where your competitors are listed.
• Regularly check and update your listings to maintain accuracy.

Being listed in local business directories helps build online authority, increases backlinks, and can even drive direct traffic to your website​​.

Build Local Backlinks

Backlinks from local websites signal to search engines that your business is trustworthy and relevant within your community. Local backlinks come from other websites linking back to yours and are a valuable ranking factor in local SEO.

How to build local backlinks:

• Partner with local businesses: Create partnerships with other local companies and get links from their websites.
• Sponsor local events: Whether it’s a charity run or a school fundraiser, sponsoring local events often comes with a link on the event's website.
• Join local organisations: Links from local chambers of commerce or business associations can carry significant authority.
• Guest post on local blogs: Reach out to local bloggers and offer to contribute valuable content in exchange for a backlink.

Quality over quantity is key here. Focus on earning backlinks from trusted and relevant local sites​​.

Create Localised Content

Your website content should reflect the needs and interests of your local audience. Creating localised content helps you connect with nearby customers and improve your chances of ranking for local searches.

How to create localised content:

• Use local keywords: Incorporate phrases like “[your city] [your service]” or “best [service] in [suburb]” throughout your content.
• Write blog posts that focus on local events, news, or tips related to your business. For example, if you run a landscaping company, create content around seasonal planting tips for your local climate.
• Feature local case studies or customer testimonials to build credibility with your audience.
• Highlight partnerships with other local businesses in your content.

Google loves fresh content, so regular blog updates that focus on local topics are a great way to boost your rankings​​.

Use Local Landing Pages

Creating local landing pages for each service area is essential if your business serves multiple locations or neighbourhoods. These pages are designed to capture local search traffic by being highly relevant to users in those specific areas.

How to create effective local landing pages:

• Create separate pages for each city, suburb, or region you serve. For example, if you're a plumber serving several suburbs, create a page for each one, e.g., "Plumber in Sydney CBD" and "Plumber in Bondi."
• Optimise these pages with location-based keywords to target users searching for services in that specific area.
• Include local testimonials, contact information, and photos relevant to the area.
• If you have multiple physical locations, list the exact address, opening hours, and contact details for each one.

Local landing pages help Google understand the areas you serve and improve your visibility in location-specific searches​​.

FAQ

1. How important is Google Business Profile for local SEO?
Google Business Profile is critical for local SEO. It allows your business to appear in Google’s local search results and Google Maps, making it easier for local customers to find you.

2. What are local backlinks, and why are they important?
Local backlinks are links to your website from other local businesses, organisations, or directories. They build your site’s authority and signal to search engines that you’re a trusted local business.

3. Why should I create local landing pages?
Local landing pages allow you to target specific geographical areas with tailored content, making ranking for location-based searches easier and improving user experience.

4. How do I choose the right directories to list my business?
Focus on reputable, trusted directories like Yelp, Yellow Pages, and industry-specific platforms. Ensure your business information is consistent across all directories.

Conclusion

Maximising your local SEO strategy can significantly boost your visibility in local search results and drive more foot traffic or leads to your business. By optimising your Google Business Profile, leveraging local directories, building backlinks, and creating localised content, you'll strengthen your online presence and attract more local customers.

This guide is written by Hedgehog, a DIY digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training.

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