Local SEO Guide: 10 Easy Wins for Ranking in Your Area
TL;DR 1. Complete and Optimise Your Google Business Profile Your Google Business Profile (GBP) is often the first thing people see when they search for local services. Completing it properly is one of the highest-impact things you can do. What to do: Respond to reviews and questions posted on your G
TL;DR
- Fully complete your Google Business Profile: it’s your digital storefront
- Keep your Name, Address, Phone (NAP) consistent everywhere
- Create a dedicated page for each service and each location
- Write metadata (SEO titles and meta descriptions) that gets clicks
- Use a clean heading structure and add keywords specific to your location
- Add structured data and Google Maps embeds to boost local signals
- Optimise for mobile, most “near me” searches happen on phones
- Collect and respond to reviews, both matter for visibility
- Add internal links with local anchor text
- Use alt text and schema to give Google more context
1. Complete and Optimise Your Google Business Profile
Your Google Business Profile (GBP) is often the first thing people see when they search for local services. Completing it properly is one of the highest-impact things you can do.
What to do:
Respond to reviews and questions posted on your GBP
Fill out all fields: services, hours, business description, and photos
Add your logo and a cover image
Make your NAP match what’s on your site exactly
Post regular updates about offers, news, or events
Add all your social links, as shown here:
A post shared by Glide Marketing (Mike McDonnell) | WordPress Dev, SEO & CRO (@glidemarketinguk)
Use your real service area and select accurate business categories
2. Build a Service Page for Every Location You Cover
Don’t try to rank one generic page for all areas. Instead, create a dedicated page for each service-location pair you target.
Structure each page with:
- A clear URL: /boiler-repair/chelmsford/
- A strong H1 like “Boiler Repair in Chelmsford”
- H2s that repeat the location (e.g. “Why Choose Us for Boiler Repair in Chelmsford”)
- An embedded Google Map pointing to your business
- Footer NAP that exactly matches your GBP
3. Use Location-Focused Metadata
Your title tag and meta description are your ad in search results.
For SEO titles:
- Start with keyword + location
- Add a USP (e.g. “Same Day Callouts”)
- Keep it under 60 characters
For meta descriptions:
- Use local keywords naturally
- Write as if you were speaking directly to a potential customer
- Example: “Need a fast plumber in Chelmsford? We’re open 24/7 with no callout fee. Book online now.”
4. Use the Correct Heading Structure
Headings help Google and users understand your content. They must be clear and follow a hierarchy.
Rules to follow:
- Only one H1 per page
- Use H2s to break up sections, include location keywords where relevant
- Don’t skip heading levels (don’t go from H1 to H4)
- Keep H3s for supporting content beneath H2s
Here’s a full heading structure guide for SEO.
5. Add Local Schema (Structured Data Markup)
Use structured data to give Google details about your business.
Use LocalBusiness or ProfessionalService schema and include:
- Business name, address, phone, opening hours
- Latitude and longitude
- Service area (using areaServed)
- A link to your Google Map (hasMap)
- Links to social profiles (sameAs)
We implement this via a PHP Code Snippet on WordPress and recommend you do the same. Then validate it using Google’s Rich Results Test.
6. Write Alt Text That Adds Context and Your Target Keywords
Every image should have meaningful alt text.
Good example:
“Engineer installing gas boiler in Chelmsford”
Avoid:
“Boiler repair photo” or keyword stuffing like “boiler repair chelmsford plumber repair plumbing”
Alt text supports both SEO and accessibility.
7. Embed Your Google Map
Adding a map to your contact or service area page reinforces local relevance and gives users clear directions if you have a physical location.
Best practice:
- Embed your Google Business map (don’t just upload a screenshot)
- Place it near your contact details
- Add driving directions text if relevant
8. Build Internal Links with Local Context
Search engines follow internal links to understand your site structure.
How to use them:
- Link service pages to location pages and vice versa
- Use relevant anchor text like “View our emergency plumbing services in Chelmsford”
- Don’t overdo it. Make links natural and helpful
9. Collect and Respond to Reviews
Reviews are a direct ranking factor for local search and help convert visitors.
Simple steps:
- Set up a system to request reviews via email or SMS
- Reply to every review, good or bad
- Feature standout reviews on relevant pages
- Add review markup schema for rich results
10. Make Your Site Mobile-Friendly
Most “near me” and local searches happen on phones. Mobile experience influences local ranking and conversion rates.
For more Local SEO tips, or local SEO support in Essex.