Simple SEO Guide for Small Businesses: How to Reach More Local Customers

A simple, actionable approach to attracting local customers online

What is Local SEO and Why It Matters

Being visible online is essential for small businesses to attract nearby customers and increase foot traffic or local online sales. Local Search Engine Optimisation (SEO) helps your business appear when nearby customers search for your products or services. For example, when someone searches "coffee shop near me" or "plumber in [your city]," local SEO determines whether your business shows up in those results.

The good news?

Getting your business found online by local customers doesn't have to be complicated. This guide gives you a simple, step-by-step approach to improve your website's visibility in your local area.

Getting Started: The Essentials (First Month)

1. Claim and Complete Your Google Business Profile

Frequency: Set up once, update monthly

Your Google Business Profile (GBP) is the cornerstone of local SEO...and it is free! Here’s what you should do:

• Visit business.google.com and claim your free listing

• Add your business name, address, phone number, and website

• Choose the right business categories

• Upload at least 5 high-quality photos of your business

• Set your correct business hours

• Write a clear, 200-word description of what you offer

  
  

Why this works: Your Google Business Profile directly impacts whether you appear in Google Maps and local search results.

2. Create or Update Your Website

Frequency: Set up once, review quarterly

First of all, if your business doesn't have a website, get one. It is your shop window in the online world, and if you want your customers to know you exist, you need to be there. Include the following to help your business get found locally:

• Include your business name, address, and phone number on every page (usually in the footer)

• Create a separate page for each major service you offer

• Include your city name in page titles (e.g., "Plumbing Services in Portland")

• Make sure your site works well on mobile phones

• Add an embedded Google Map showing your location

• Make sure your contact information is easy to find

  
  

Why this works: Search engines need to understand what you offer and where you're located.

Building Your Local Presence (Months 2-3)

3. Get Listed in Online Directories

Frequency: Set up once, verify quarterly

Online directories help people find businesses in specific categories and locations. They also tell Google that your business information is consistent across the web, which is good for trust.

• Start with free listings on Yelp, Yellow Pages, and Bing Places

• Ensure your business name, address, and phone number are identical across all listings

• Add your business to any industry-specific directories (like TripAdvisor for restaurants)

  
  

Why this works: Consistent information across the web tells search engines your business is legitimate.

4. Encourage Customer Reviews

Frequency: Ongoing effort

Positive reviews build trust and can influence potential customers (people trust businesses with good reviews). Responding shows you care about your customers.

• Create simple instructions for leaving a Google review

• Ask satisfied customers in person if they would leave a review

• Send a follow-up email with a direct link to your Google review page

• Respond to all reviews, both positive and negative, within 48 hours

• Never offer payment or rewards for reviews (this violates most platforms' policies)

  
  

Why this works: Reviews directly impact your local search rankings and build customer trust.

Expanding Your Strategy (Month 4 and Beyond)

5. Create Local Content

Frequency: Monthly

• Write blog posts about local events your business participates in

• Create guides to solving common problems for local customers

• Mention nearby landmarks or neighbourhoods when relevant to your business

• Share these posts on your social media accounts

  
  

Why this works: Local content signals to search engines that you're an active part of the community.

6. Build Local Partnerships

Frequency: Quarterly

Search engines trust your site more if local websites link to you. Explore the following for your business:

• Partner with complementary local businesses (e.g., a florist partnering with a wedding venue)

• Sponsor a local sports team or community event

• Join your local Chamber of Commerce (e.g. for Yorkshire businesses this would be https://wnychamber.co.uk/york-north-yorkshire-chamber/) or Federation of Small Businesses (https://www.fsb.org.uk/membership/support-near-you/yorkshire-the-humber-and-the-north-east) etc. and get a link to include on your website

• Exchange links with non-competing local businesses

  
  

Why this works: Local partnerships create natural links to your website and increase local awareness.

Measuring Success

Key Metrics to Track

Frequency: Review monthly

1. Google Business Profile views: Track how many people see your listing

2. Website visits from local searches: Check your website analytics for visitors from your target area

3. Phone calls and direction requests: Monitor calls and map directions from your Google listing

4. Keyword rankings: Track your position for searches like "[your service] in [your city]" - what are people using to search for businesses like yours and how does your business rank (via Google Search Console)

5. Reviews: Monitor the number and average rating of reviews

   
   

Quick Troubleshooting

• Not showing up in local results? Double-check your business categories and make sure your address is verified

• Competitors ranking higher? They likely have more reviews or more consistent information across the web

• Bad reviews affecting business? Respond professionally and show how you're addressing concerns

Summary Checklist

Task	Frequency
Google Business Profile: update & post photos	Monthly
Ask for customer reviews	Ongoing
Update website content & keywords	Quarterly
Check mobile usability	Quarterly
Review local directory links	Quarterly
Create local content	Ongoing

Bonus Tip: Set a calendar reminder so these small tasks don’t get forgotten!

Final Tips

• Focus on the customer experience first—satisfied customers lead to better reviews.

• Be patient. Local SEO isn't a quick fix and typically takes 3-6 months to show significant results.

• Stay consistent with your business information everywhere online.

• Use free tools like Google Search Console to identify improvement opportunities.

By following this simple plan, you'll start seeing improvements in how local customers find you online. Remember - it's not about doing everything at once - it's about steady, consistent action. Good luck!

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