More and more people are turning to search engines to find local services. Whether it’s an emergency plumber, a builder for a renovation project, or a landscaper to transform a garden, most searches start online. This is where local SEO comes in – a powerful tool to help your business appear in local search results when potential customers are looking for your services.
Without a strong presence in local search results, your business could be overlooked. Customers searching for services like “plumber near me” or “best landscaper in [location]” are more likely to choose a business that appears at the top of the search results, complete with positive reviews and clear contact details. Those valuable potential leads might never reach you if your business isn’t optimised for local SEO.
By making strategic improvements to your online presence – such as optimising your Google My Business profile, building local citations, and managing your reviews – you can significantly increase your visibility and attract more customers from your local area.
What is Local SEO?
Local SEO refers to the process of improving a business’s visibility in local search results on search engines like Google. For tradespeople, such as plumbers, builders, and landscapers, local SEO is crucial because your customer base is typically concentrated within a specific geographic area. By optimising local search, you can ensure you appear when potential clients search for services nearby.
Unlike traditional SEO, which focuses on increasing a website’s visibility on a global or national scale, local SEO is all about ensuring your business is found by people in your area. This is particularly important given that 46% of all Google searches have a local intent – people looking for services, products, or businesses nearby. Moreover, 78% of mobile local searches lead to an offline purchase, often within 24 hours. For a tradesperson, this could mean the difference between securing a new customer quickly or being overlooked by a competitor.
Key Components of Local SEO
Google My Business
Claiming and optimising your GMB profile is a cornerstone of local SEO. Businesses with an optimised GMB profile are more likely to appear in Google’s “local 3-pack” (the top three local search results) for queries like “plumber near me” or “builder in [location]”. A well-optimised profile can significantly increase local visibility.
Local Citations
These are mentions of your business’s name, address, and phone number (NAP) across other websites and directories like Trustpilot, Checkatrade, or Yelp. Consistent local citations build credibility and help boost local search rankings. According to Moz, local citations are one of the top factors that influence local search results.
Online Reviews
Customer reviews not only build trust but also influence local SEO rankings. A study by BrightLocal found that 79% of consumers trust online reviews as much as personal recommendations. Businesses with positive reviews often appear higher in local search results, with Google prioritising companies that maintain a strong reputation.
On-Page Local Optimisation
This involves ensuring your website contains location-specific keywords (e.g., “emergency plumber in Watford”) in key areas like titles, meta descriptions, and content. This helps Google understand where your business operates and which services you offer.
What Can Local SEO Do for Your Trade Business?
For tradespeople, local SEO can be a game-changer, helping your business become more visible to potential customers in your area. Whether you're a plumber offering emergency services, a builder looking for large projects, or a landscaper aiming to expand your seasonal work, local SEO ensures that your business appears when it matters most: when local customers are actively searching for the services you provide.
Here’s how local SEO can drive growth for your business:
Increased Visibility: When people search for trade services online, they tend to choose businesses that appear at the top of search results. Local SEO helps push your business to those top positions on Google. Appearing in this coveted space is crucial because 93% of consumers look at the first page of search results and often won’t scroll beyond that. (Over 25% will click the first result, too!)
More Traffic and Leads: Local SEO leads to more direct traffic to your website or Google My Business listing. 76% of people who search for something nearby on their smartphones visit a related business within a day. If your business is optimised for local search, those visits and phone calls are more likely to come to you rather than your competitors.
Higher Conversion Rates: One of the biggest advantages of local SEO is that it targets customers who are already in a buying mindset. Local searchers are usually ready to act – whether it's booking a service or requesting a quote.
Building Trust: Online reviews play a significant role in local SEO. Positive reviews not only improve your ranking in search results but also build trust with potential customers. Encouraging happy clients to leave positive reviews can improve your reputation and attract more leads.
Cost Efficiency: Local SEO allows you to focus your marketing efforts specifically on people in your service area who are already looking for the type of work you do. This makes local SEO far more cost-effective than broader advertising methods.
Seeing Local SEO Results
To ensure your local SEO efforts are working effectively, it's crucial to regularly track and analyse key performance indicators (KPIs). These metrics will give you a clear picture of how your business is performing in local search and provide insights into areas where you can improve. Here’s how you can measure and enhance your local SEO results:
Key Metrics to Track
Monitoring the right metrics will help you assess your local SEO performance and understand how well your business is ranking in local searches.
Search Queries: The search terms people are using to find your business. This helps you understand if your business is appearing for relevant services (e.g., “emergency plumber near me”).
Views: How many people are seeing your business profile in local search and maps?
Engagement: The number of people who visit your website, request directions, or call you directly from your GMB profile.
Reviews: The number of reviews and your average star rating directly impact your local SEO ranking. Google prioritises businesses with a strong, positive reputation. Keep an eye on the number of reviews you receive, your overall rating, and how often you respond to customer feedback.
Website Traffic from Local Searches: Tools like Google Analytics can help you track the number of visitors coming to your website from local search queries. Specifically, look at the source of your traffic and the geographic location of your visitors to ensure you’re attracting local clients.
Can I Do Local SEO By Myself?
Local SEO is a powerful tool for tradespeople, helping to drive local traffic and attract more customers by improving your visibility in search engines. The question is: should you tackle it yourself, hire someone in-house, or outsource the work to an external agency? The answer depends on your business size, resources, and marketing goals.
If you're running a small business or have a limited budget, you may want to consider managing your local SEO yourself. If you have the budget and want a more focused approach, hiring an in-house digital marketing specialist or an external agency could be the right move.
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