Lesson 1: Why Local Search Matters
Overview
When you search for products or services nearby, Google will personalise the results based on your location. This is called local search.
Even if your business sells exclusively online, local visibility still matters. A lot of people prefer to support small, independent, or regional businesses. I know I do. And Google rewards those that are clear about where they’re based.
How local search works
When someone searches for “coffee shop near me” or “graphic designer Leicester”, Google uses a combination of:
- Relevance – how closely your business matches the search.
- Distance – how near you are to the searcher.
- Prominence – how established and trusted your business appears online.
These 3 factors decide whether you appear in the map pack (the local results with pins and star ratings) or further down the page.
Key idea
Local search is not just for physical shops. If you serve a specific area, teach workshops, or attend local events, Google needs to know where you are.
Example
A jewellery designer in Nottingham might get found for:
- “custom engagement rings Nottingham”
- “local silversmith workshops near me”
Even if they sell online, those local connections bring credibility and nearby clients.
Practical task
Search for your business or service along with your town or area (for example, “portrait photographer Bristol”).
- Are you visible in the results?
- Do you appear on the map?
- Is your contact information accurate?
Make notes of anything that needs improving.
Lesson 2: Your Google Business Profile (GBP)
Overview
Your Google Business Profile is one of the most powerful free tools for improving local visibility. It’s what people see when they search your name or find you on Google Maps.
Setting up or claiming Your profile
- Visit google.com/business.
- Sign in with your business email address.
- Search for your business. If it already exists, claim it; if not, create it.
- Add your name, category, and contact details.
- Verify your listing (usually by email, phone, or postcard).
Optimising your profile
Once your profile is active, you can:
- Upload photos and your logo.
- Add opening hours or service times.
- List your services or products.
- Share short updates, offers, or event posts.
- Respond to customer reviews.
As with any SEO activity, Google values active profiles that are updated regularly.
Key idea
Your Google Business Profile acts like your shopfront on the web. Keep it tidy, up to date, and welcoming.
Practical task
If you already have a Google Business Profile, log in and:
- Add at least three photos.
- Check your opening hours.
- Write a short description (under 750 characters) using your main keywords and location.
If you don’t yet have one, start your profile setup and verify it.
Extra homework for keen beans
It’s easy to overlook, but Google isn’t the only search engine. Bing also has a business profile called Bing Places for Business.
Bing is the default search engine for Microsoft Edge, which is preinstalled on all Windows computers and laptops. This means it has a huge footprint, so it’s worth giving it some attention as well.
You can link Bing Places for Business to your Google account and import the details from the Google Business Profile. Give it a shot and let me know how you get on!
Lesson 3: Building Local Trust
Overview
Local SEO is about more than just listings. Google looks for evidence of real-world presence and trust — and so do your customers.
Ways to build local trust
- Get Reviews: Encourage happy customers to leave honest feedback on Google.
- Be Consistent: Make sure your name, address, and phone number are identical on your website, social media, and listings.
- Join Local Directories: Register with regional or industry directories.
- Collaborate Locally: Partner with other small businesses, charities, or events in your area.
Each of these sends signals to Google that your business is real, reliable, and active in the community.
Example
A small craft studio might:
- List itself on Craft Courses UK and Yell.
- Partner with a nearby café for a local workshop.
- Share photos of community events on its Google profile.
All of these actions strengthen both reputation and ranking.
Practical task
Make a list of three local opportunities for your business:
- One place to list your business (directory or association).
- One partnership you could form locally.
- One event or activity where you could showcase your work.
Lesson 4: Avoiding Common Local SEO Mistakes
Overview
Many businesses lose out on local visibility because of small, avoidable errors.
Here are some to watch out for:
- Having different addresses or phone numbers listed across your site and profiles.
- Forgetting to verify your Google Business Profile.
- Leaving reviews unanswered. It’s only polite to reply to the nice things people say about you, and it’s even more important to respond calmly and reasonably to the negative ones.
- Adding keywords to your business name (for example, “Sarah’s Cakes Leicester Best Cupcakes”) which violates Google’s policies.
Key idea
Consistency builds trust. Google rewards accurate, active profiles that reflect a genuine business presence.
Practical task
Do a quick “consistency check.” Search for your business name in Google and note:
- Does your contact information match everywhere?
- Are any listings outdated or incomplete?
Keep a short list of what to update.
Module summary
And that sums up the main points of why and how to get listed in local search. Now you’ve completed Local Search – Getting Found in Your Area, you should:
- Understand how Google decides which local businesses appear first.
- Know how to create or update a Google Business Profile.
- Recognise the value of reviews, partnerships, and consistent details.
- Have taken practical steps to improve their local visibility.
You don’t need a shop on the high street to appear in local results. A clear, consistent online presence helps you get found by nearby customers who already want what you offer.
If you’d like more help improving your Google Business Profile or choosing the right directories, Support+ customers can join the live session. Bring your list and we’ll look at easy wins together.