How to optimise your small business website for local search

When people in your local area need a product or service, the first thing they usually do is reach for their phone and search Google. If your small business website isn’t showing up in those search results, you’re missing out on a huge pool of potential customers right in your own community.

Local search optimisation (also known as local SEO) is all about improving your website and online presence so your business gets found by people searching nearby. It’s one of the most effective marketing strategies for small businesses because it helps you connect directly with local customers who are ready to buy.

In this article, we’ll break down how to optimise your small business website for local search step by step, covering everything from setting up your Google Business Profile to fine-tuning your website content, reviews and links.

Why local SEO matters for small businesses

Before diving into the how-to, let’s look at the why. Local SEO isn’t just another marketing buzzword — it’s a must-have strategy for small businesses, especially those with a physical location or a defined service area.

Here are a few reasons why:

• Most people search locally. According to Google, 46% of all searches have a local intent.
• “Near me” searches are skyrocketing. Phrases like “plumber near me” or “best café near me” have grown exponentially in the last few years.
• Local searches drive real visits. Around 76% of people who search for something nearby on their phone visit a business within a day.
• It levels the playing field. With local SEO, small businesses can compete effectively against larger, national brands.

If your business isn’t optimised for local search, you could be invisible to the very people most likely to become your customers.

Step 1: Claim and optimise your Google Business profile

Your Google Business Profile (GBP) is the cornerstone of local search. This free listing allows your business to appear in Google Maps results and the “local pack” (the three business listings that often appear at the top of local search results).

To optimise your profile:

1. Claim your profile at Google Business Profile.
2. Fill out every detail — business name, address, phone number (NAP), website, hours of operation, services and categories.
3. Add photos and videos to showcase your business, products or team.
4. Post regular updates — share promotions, news or events.
5. Enable messaging so potential customers can contact you directly.

Pro tip: Make sure your business name matches exactly how it appears on your website and other online directories. Consistency is key for local SEO.

Step 2: Optimise your website for local keywords

Your website should include the same terms your customers are typing into Google when they look for your products or services locally. These are called local keywords.

Examples:

• “Brisbane website design”
• “Hairdresser in South Melbourne”
• “Emergency plumber Newcastle”

How to add local keywords effectively:

• Homepage: Include your business name, primary service and location in the page title and main heading.
• Service pages: Create a dedicated page for each service, optimised with local keywords (eg. “SEO Services in Brisbane”).
• Meta descriptions: Write compelling snippets that mention your location.
• Content: Naturally include your location in blog posts, case studies and FAQs.

Avoid keyword stuffing — your content should still read smoothly and provide value.

Step 3: Create location-specific landing pages

If your business serves multiple areas, consider creating location landing pages.

For example, instead of having one page that says you serve “Brisbane,” you could create:

• Web Design Services in Brisbane City
• Web Design Services in South Brisbane
• Web Design Services in Logan

Each page should have unique content tailored to that location. This helps you rank in multiple local searches and makes your site more relevant to users in each area.

Step 4: Build local citations

A citation is any mention of your business’s NAP (name, address, phone number) on other websites and directories. Google uses citations to confirm the legitimacy and accuracy of your business details.

Start by getting listed on:

• Google Business Profile
• Bing Places
• Apple Maps
• Yelp
• Yellow Pages
• Local chambers of commerce or industry associations

When building citations, consistency is crucial. Even small discrepancies (like “Street” vs “St.”) can hurt your rankings.

Step 5: Collect and showcase customer reviews

Reviews are one of the strongest ranking factors for local SEO. Not only do they influence where your business shows up in local results, but they also build trust with potential customers.

Tips for reviews:

• Encourage happy customers to leave reviews on Google and other platforms relevant to your industry.
• Respond to reviews — both positive and negative — to show you value feedback.
• Embed reviews or testimonials directly on your website.

Pro tip: Create a simple process to request reviews after each completed service or purchase, such as sending a follow-up email with a review link.

Step 6: Optimise for mobile

Most local searches happen on mobile devices. If your website isn’t mobile-friendly, you’re losing potential customers before they even call you.

To optimise for mobile:

• Use a responsive website design that adapts to all screen sizes.
• Ensure fast load times (aim for under 3 seconds).
• Make buttons and calls-to-action easy to tap.
• Keep forms short and simple.

Google also prioritises mobile-friendly sites in search rankings, so this step is non-negotiable.

Step 7: Create local content

Publishing content that’s locally relevant helps your website stand out in search results and positions you as part of the community.

Ideas for local content:

• Blog posts about local events or community news
• Case studies of projects with local clients
• Guides (eg. “Top 10 Small Business Marketing Tips for Brisbane”)
• Interviews with local industry experts

This type of content not only improves SEO but also builds stronger connections with your local audience.

Step 8: Earn local backlinks

Backlinks (links from other websites to yours) are a major factor in Google’s ranking algorithm. For local SEO, the goal is to earn backlinks from local websites.

Ways to get local backlinks:

• Partner with local charities, clubs or organisations and ask for a link in return for sponsorship.
• Write guest articles for local business blogs or news sites.
• Join local business directories or associations.
• Collaborate with other local businesses on joint promotions.

The more authoritative and locally relevant the website linking to you, the better.

Step 9: Use Schema Markup for local SEO

Schema markup is a type of code you can add to your website to help search engines better understand your content. For local SEO, the LocalBusiness schema is especially useful.

It tells Google important details like your business name, address, phone number, opening hours and more. This can increase your chances of appearing in rich results like the local pack or knowledge panel.

Step 10: Track your results and adjust

Like any marketing strategy, local SEO requires ongoing monitoring and refinement.

Tools you can use:

• Google Analytics: See where your website traffic is coming from.
• Google Search Console: Track your keyword rankings and performance.
• Google Business Profile Insights: See how many people are finding and engaging with your listing.

Keep an eye on your rankings for target keywords, the number of website visits from local searches, and how many calls or enquiries you’re getting as a result.

Local SEO is one of the most effective ways to attract new customers to your small business. By optimising your website and online presence, you’re not only improving your visibility on Google but also building credibility and trust within your community.

To recap, the key steps are:

1. Claim and optimise your Google Business Profile
2. Use local keywords on your website
3. Create location-specific landing pages
4. Build consistent local citations
5. Collect and respond to customer reviews
6. Make your site mobile-friendly
7. Publish locally relevant content
8. Earn local backlinks
9. Add schema markup
10. Track and adjust your strategy

Local search optimisation doesn’t happen overnight, but with consistent effort, you’ll see your business climb the rankings — and more importantly, you’ll see more local customers walking through your doors.