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Local SEO Beginner’s Guide for Generating Local Leads

use local SEO to rank better

In today’s competitive market, generating local leads is critical for small businesses and tradies looking to grow their client base. A strong local presence can significantly impact your business’s success by attracting clients from your community who are searching for your services.

This beginner’s guide will walk you through the basics of local SEO, helping you to get started on optimising your online presence and generating more local leads.

Understanding Local SEO

Definition of Local SEO

Local SEO (Search Engine Optimisation) is the process of optimising your online presence to attract more business from relevant local searches. These searches take place on search engines such as Google, Bing, Yelp, and other platforms that people use to find local businesses.

Differences Between Local SEO and General SEO

While general SEO focuses on improving your website’s visibility on a global scale, local SEO targets searches conducted in specific geographic areas. This means that local SEO strategies are designed to help your business appear in searches performed by potential clients in your local area.

Benefits of Focusing on Local SEO

  • Increased Visibility: Appearing in local search results can make your business more visible to potential clients in your area.
  • Higher Quality Leads: Local SEO helps attract clients who are specifically looking for your services in your geographic area, leading to higher quality leads.
  • Competitive Advantage: Optimising your local SEO can give you an edge over competitors who are not focusing on local search.

Setting Up Your Google Business Profile (aka Google My Business (GMB) Listing)

Claim Your Listing

If you haven’t already, claim your Google Business Profile. This is important as it allows you to edit your business information so that it is accurate and up-to-date. This means that when it appears in local search results and on Google Maps, it displays the correct information to potential customers.

To claim your listing, search for your business on Google, and if it appears with a “Claim this business” link, click on it. The process to claim your listing varies depending on how Google feels, so just follow the steps.

If you can’t find your business already listed, then you will have to create a business profile.

Complete Your Profile

Once you have claimed or created your listing, fill out every section of your profile, including business name, address, phone number, website, and business hours. Make sure the information is accurate and consistent with your website.

Also, make sure to enter the correct category for your business. If you are not sure what category your business should be in, search a few competitors in your industry and check their category.

Add Photos

Upload high-quality photos of your work, team, and business premises. Also add your logo. Images can attract potential clients and give them a sense of your professionalism.

Get Reviews

Encourage satisfied clients to leave positive reviews on your business listing. Respond to reviews, both positive and negative, to show you value client feedback.

Basic On-Page SEO Techniques

Using Local Keywords

Identify and use local keywords throughout your website content. For example, if you are a plumber in Sydney, use phrases like “Sydney plumber” or “plumbing services in Sydney.” Incorporate these keywords naturally into your headings, paragraphs, and image descriptions.

Optimising Title Tags and Meta Descriptions

Include local keywords in your meta title and meta descriptions. These appear in search results and can improve your click-through rate. For example, a title tag could be “Expert Plumbing Services in Sydney | Your Company Name.”

Ensuring NAP Consistency

Ensure your Name, Address, and Phone number (NAP) are consistent across your website and all online listings. This consistency helps search engines verify your business information, which is important for local SEO.

Collecting and Managing Online Reviews

Asking for Reviews

After completing a job, politely ask your clients to leave a review on your listing or other review platforms. Provide a direct link to make it easier for them.

Responding to Reviews

Take the time to respond to reviews, thanking clients for positive feedback and addressing any concerns in negative reviews. This shows you value their input and are committed to customer satisfaction.

Building Local Citations

What Are Local Citations?

Local citations are mentions of your business’s name, address, and phone number on other websites. These can include local directories, online business listings, and social media platforms.

Listing Your Business

Ensure your business is listed on popular online directories such as Yelp, Local Search, True Local, Yellow Pages, and local chamber of commerce websites. Consistent NAP information across these sites can improve your local search rankings.

Checking for Accuracy

Regularly check and update your business information on these directories to ensure it remains accurate and up-to-date.


Optimising your online presence for local search is a powerful way to attract more clients from your community. By understanding the basics of local SEO, setting up and optimising your Google Business Profile, using local keywords, managing online reviews, and building local citations, you can significantly improve your local visibility.

Remember, these beginner steps are just the start. As you become more comfortable with local SEO, you can explore more advanced strategies to continue growing your business.

If you need any assistance, our team is here to help you every step of the way! Simply reach out to us for a no-obligation chat on how to get your website ranking better to get more local leads.

About Brendan

Brendan Hones is a digital marketing consultant and website designer and developer at SB Web Designs. He loves helping business owners take control of and improve their online presence to help their business grow. He is passionate about SEO and helping others to learn more through WordPress training.

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