When someone searches "hairdresser near me" or "lift repair in [city]", Google doesn't show the prettiest website: it shows the one that has best built its local presence. This is local SEO, and for most businesses with customers in a specific area it's the most cost-effective ranking lever.
1. Complete and look after your Google Business Profile
It's the first place Google looks for information about your business. Fill in every field: category, hours, phone, exact address and real photos of your premises or team. A complete profile builds more trust, both with Google and with the user deciding between several options.
2. Take care of your NAP: name, address and phone
These three details need to appear exactly the same on your website, your Google profile and any directory you're listed in. Inconsistencies (an old phone number, a misspelt address) confuse Google and make it doubt your business's reliability.
3. Work on your reviews actively
- Ask happy customers for reviews right after a good experience
- Reply to every review, good and bad, in a warm tone
- Never buy fake reviews: Google detects them and penalises the profile
4. Use proximity keywords on your website
Naming your service isn't enough: naturally add the town or area you work in to titles, descriptions and content. "Web design in Madrid" ranks better than plain "web design" for someone searching for something local.
5. Publish content that answers real questions
A blog with articles answering your audience's common questions (like this one) strengthens your authority with Google and gives you more chances to show up in searches related to your industry.
Local SEO doesn't deliver results overnight, but once achieved it's one of the most durable over time. If you'd like us to set it up and maintain it for you, let's talk.