When your nice warm shower douses you in icy water without warning, what’s the first thing you’re going to do?

OK, the first thing is to scream an expletive and get the hell out of there – but what’s the second thing? That’s right, you’re going to pull out your phone and search: “plumber [your location]”. And you’re most likely going see something that looks like this:

Meaning, if you run a plumbing business and you don’t show up here, you’re not getting the enquiry. The moral of our opening tale is this: local SEO is just as important as “regular” SEO.

Isn’t local SEO just … SEO?

No! And it’s nothing to do with the much more in-vogue AI search either, much as we love getting cited by AI tools. 

“Regular” SEO is about getting your website to rank in the main list of search results. Local SEO is about showing up when someone searches for something nearby, such as “near me” or a town name – and they don’t always need your website to do that. 

Highly localised searches like “plumber near me” are most likely to return Google Places results: a map with pins for local businesses that have claimed their Google Business Profile. And that’s because proximity is a crucial factor in the searcher’s decision: nobody wants to pay a 100 mile callout charge to fix their shower. 

For many businesses, local search is where customers make up their minds.

So, here’s how you do it …

Step 1: Update your Google Business Profile

Pick the most accurate primary category you can, then fill in every section. Google says local results are based on relevance, distance and prominence. Make sure your profile communicates all three.

And don’t just “set and forget”. Keep opening hours current, including holiday hours, add fresh photos and updates regularly, and set up a system to collect reviews (our online reviews piece has ideas).

Step 2: Make your website say where you are

In theory you can do local SEO without a website, but you’ll make a stronger impression with one. Make sure the contact details on your website match those on your Google Business Profile, and work your location into the copy, where it naturally fits. “Plumber in Paisley” gives Google clearer information than “providing our solutions across a range of towns and cities”.

Finally, add your website to your Google profile, so the two point to each other.

Step 3: Get listed in local directories

Google isn’t the only map in town. Add your business to Bing and Apple’s maps too, then look at Yell, trade-specific directories and your local chamber of commerce. Each listing helps confirm you’re a real business in a real place.

Just make sure to keep it consistent. If your old address is lurking in a directory from 2017, update it: mismatched details make it harder for search engines to trust any of them.

Step 4: Join the conversation in local groups

Local Facebook groups and apps like Nextdoor are where plenty of recommendations happen now. They won’t directly boost your Google ranking, but a recommendation often leads to someone searching for you by name. Be helpful rather than salesy, and check each group’s rules before promoting anything. Many groups allow promotions on a specific day each week or month: this could be a great way to get your business in front of the right eyes in the right place at the right time.

Want a hand with your local visibility? Our digital skills masterclasses cover this and plenty more.