what is local seo?
local seo is seo focused on a specific geographic area. it targets searches where location matters — either because the person included a place name, or because google infers they want a nearby result.
searching "plumber" in trowbridge returns different results than searching "plumber" in exeter. local seo is the work that makes your business appear in the right results for the right place.
who local seo is for
local seo is relevant to any business that serves customers in a defined area. for most trade businesses, it is the only kind of seo that matters.
a sole trader electrician in salisbury does not need to rank nationally. they need to appear when someone in salisbury searches for an electrician. local seo is built around that.
how local seo works
local search results come from two places.
the local pack is the map and three business listings that appear at the top of google results for local queries. it pulls from google business profile. appearing here requires a verified, complete, and active google business profile.
organic results are the standard blue links below the map. appearing here requires pages on your website that are relevant to the search — location-specific content, trade-specific content, or both.
most local seo work covers both.
what local seo involves
the core elements:
- google business profile — verified, with correct name, address, phone, hours, and category
- location pages on your website — pages that name the specific area you serve
- consistent nap — name, address, phone number appearing identically across the web
- reviews — google reviews signal trust and influence local pack rankings
- local content — pages targeting the specific queries people search before hiring a tradesperson
local seo vs general seo
| local seo | general seo | |
|---|---|---|
| target audience | people in a specific area | anyone searching online |
| search terms | "plumber wiltshire," "electrician near me" | "how to fix a boiler," "types of roofing" |
| google business profile | essential | not required |
| location pages | required | not required |
| timeline to results | 3–6 months | 6–18 months |
| most useful for | trade businesses, local services | publishers, national businesses |
local seo for trade businesses
trades are the clearest use case for local seo. the customer is always nearby. the job cannot be done remotely. the search is almost always local.
what matters most for trade businesses:
- a google business profile with the correct service area set
- a website with pages naming the counties, towns, or villages you cover
- reviews from real customers
- pages that answer the questions people search before hiring a tradesperson
a plumber in wiltshire benefits more from ranking for "emergency plumber salisbury" than from any amount of general traffic.
what local seo costs
| option | typical cost | who does the work |
|---|---|---|
| diy | free | you |
| freelancer | £200–500/month | one person |
| agency | £500–1,500/month | a team |
| computer web | £99/month | computer web |
computer web seo covers google business profile, location pages, and on-page content for trade businesses in wiltshire, somerset, and dorset.
see: computer web seo
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