How to Rank for Local Search Terms (Like Owning the Only Billboard in Town)

How to Rank for Local Search Terms (Like Owning the Only Billboard in Town)

If you’re wondering how to rank for local search terms like “plumber in Leeds” or “accountant near me”, think of Google as your town’s busiest high street.

Everyone’s walking past, looking for something. Ranking locally is the difference between:

• Having the only big, clear billboard on the main road, or
• Being a tiny flyer pinned behind the toilet door in the local pub.

This guide walks you through how to claim that billboard spot using simple, practical steps – no jargon, no tricks, just sustainable local SEO.

The Creative Angle: Treat Local SEO Like Running a Local Community Noticeboard

Instead of thinking about SEO like mysterious algorithms, imagine you run the community noticeboard in your town:

• People only pin up relevant, local stuff
• Notices with clear details and contact info get more calls
• The ones that are kept up to date get noticed most
• Local businesses that show up in other places (leaflets, events, sponsorships) are more trusted

Local SEO is exactly that – except the noticeboard is Google.

Your job is to make sure your business is:

1. Clearly labelled
2. Obviously local
3. Consistently visible
4. Backed up by proof that you’re real and trusted

Let’s break that down into practical steps.

Step 1: Get Your Google Business Profile in Order

If your website is your shop, your Google Business Profile (GBP) is your big sign on the high street.

When someone searches “electrician near me”, Google often shows a map and three businesses at the top – that’s the Local Pack. You want to be in there.

Essentials to optimise

Make sure you:

• Claim and verify your profile (search your business name on Google and click “Own this business?” if it appears)
• Use your exact real-world business name (no keyword stuffing like “Joe Bloggs – Best Cheap Plumber Birmingham”)
• Choose the right primary category (e.g. “Plumber”, “Accountant”, “Dentist” – not just “Business Service”)
• Add secondary categories where relevant (e.g. “Emergency plumber”, “Tax consultant”)
• Set your address and service area properly
  • Physical premises: use your full address
  • Mobile or service-based: use a service area radius or list of towns
• Add correct opening hours, including special hours for holidays

Fill it like you mean it

Think of your profile like a mini website:

• Description: 2–3 short paragraphs explaining who you are, what you do, and where you work
  • Example: “We’re a family-run plumbing company serving Leeds, Wakefield and surrounding areas. From emergency call-outs to full bathroom installations, we offer honest pricing and reliable service.”
• Photos: real ones, not stock
  • Exterior of your premises (if you have one)
  • Team photos
  • Work in progress and completed jobs
  • Inside your shop, salon, office, clinic etc.
• Services: list key services with short descriptions and prices where possible

This alone can move you from invisible to visible for local search terms.

Step 2: Make Your Website Shout “I’m Local!”

Google needs to be confident you genuinely serve the area you want to rank in. If your website could be based anywhere, you’ll struggle.

Add clear local signals

On your website, make sure you have:

• Full address in the footer on every page (if you have premises)
• Service area clearly stated
  • Example: “We cover Bristol, Bath, Keynsham and surrounding villages.”
• A dedicated Contact or Find us page with:
  • Address
  • Clickable phone number (especially important on mobile)
  • Embedded Google Map
  • Parking or access info if relevant

Create local-focused pages

If you want to rank for local search terms, help Google by being specific.

Instead of one vague page saying “We cover the UK”, create pages like:

• /plumber-leeds/
• /plumber-wakefield/

Each page should:

• Talk about that specific area
• Mention local landmarks or neighbourhoods where it makes sense
• Show relevant reviews from customers in that area
• Include your focus keyword naturally, e.g. “emergency plumber in Leeds”

Think of these as your local flyers pinned up on different noticeboards around town.

Step 3: Use the Right Local Keywords (and Use Them Naturally)

You don’t need expensive tools to work out how to rank for local search terms. Start with how real people talk.

Simple ways to find local keywords

• Type your main service into Google with your town name and see what appears in:
  • Autocomplete suggestions
  • “People also ask” questions
  • Related searches at the bottom
• Listen to what your customers say on the phone or in emails:
  • “Do you cover [town]?”
  • “I’m looking for a [service] near [area]”

You’ll usually end up with phrases like:

• “plumber in Stockport”
• “emergency vet near me”
• “best accountant in Newcastle for small business”

Where to use these keywords

Naturally weave them into:

• Page titles (e.g. “Emergency Plumber in Stockport | 24/7 Call-Outs”)
• Headings
• First paragraph of your main pages
• Image alt text (e.g. alt="boiler installation in Stockport")
• Meta descriptions (the snippet that shows in Google)

If it sounds forced when you read it out loud, it’s probably overdone. Speak like a human, not a robot.

Step 4: Build Local Authority (Like Being Seen Around Town)

In real life, if your business sponsors the local football team, appears in the parish magazine, and has a stall at the village fair, people start to recognise and trust you.

Online, this is about local backlinks and mentions.

Easy local backlink ideas

Look for opportunities to get your business mentioned (with a link) on:

• Local directories (council business directory, local BID, chamber of commerce)
• Local newspapers and online magazines
• School or club sponsorship pages
• Community groups or event websites
• Industry associations with local sections

You don’t need hundreds of links – a handful of relevant, local, genuine mentions can be far more powerful than spammy backlinks from random sites.

Avoid anyone offering “1,000 backlinks for £20”. That’s like paying someone to scribble your number on toilet doors around the world. It won’t bring the customers you want.

Step 5: Get Reviews – and Actually Respond to Them

Reviews are like word-of-mouth on steroids. They’re one of the strongest signals for local search.

Where to focus

• Google Business Profile (priority)
• Facebook
• Industry-specific platforms (Checkatrade, Trustpilot, TripAdvisor, Treatwell etc.)

How to ask without being awkward

Build it into your normal process:

• After a job, send a short follow-up email or text:
  • “Thanks again for choosing us. If you have a minute, a quick Google review really helps local people find us: [link].”
• Add a review link to:
  • Email signatures
  • Invoices
  • Appointment reminders

Don’t ignore negative reviews

A calm, helpful response can actually build trust:

• Acknowledge their experience
• Explain what you’ve done or will do to fix it
• Keep it short and professional

Google sees that you’re a real, active business that cares about customers.

Step 6: Create Helpful Local Content (Not Just Sales Pitches)

If your website is nothing but “Buy now” and “Book now”, there’s not much for Google to understand or for people to trust.

Think of content like free advice at a community workshop. You show up, help people, and some of them will eventually hire you.

Local content ideas for service businesses

• “What to do while you wait for an emergency plumber in [Town]”
• “The first 5 things to check if your boiler stops working in winter”
• “Moving to [City]? Here’s a simple guide to choosing a local GP / dentist / accountant”
• “Our favourite family-friendly walks within 30 minutes of [Town]” (great for any local service business)

These help you:

• Naturally mention your location
• Show you understand the local area
• Build trust before people even contact you

Step 7: Make Sure the Tech Basics Aren’t Letting You Down

You don’t need to become a developer, but some technical basics really matter for local rankings.

Check these fundamentals

• Mobile-friendly design – your site should be easy to use on a phone
• Fast loading – especially on mobile data
• Secure (HTTPS) – that little padlock in the browser
• Clear navigation – so Google (and humans) can find your key pages

If your site takes ages to load or looks broken on mobile, people will bounce straight back to Google – and Google notices.

This is where a professional web agency (like Los Webos) can quietly fix the behind-the-scenes stuff while you focus on running your business.

Step 8: Be Consistent Everywhere Your Business Appears

Remember the community noticeboard analogy? If half your flyers say one phone number and the other half say something different, people get confused.

Google does the same.

Keep your NAP consistent

NAP = Name, Address, Phone number

Make sure it’s identical (or as close as possible) on:

• Your website
• Google Business Profile
• Social media pages
• Online directories
• Industry listings

Small differences (Ltd vs Limited, Road vs Rd) are fine, but avoid different phone numbers or addresses unless there’s a clear reason.

How Long Does It Take to Rank for Local Search Terms?

Local SEO is more like planting a garden than flipping a switch.

• Some changes (like updating your Google Business Profile) can help within a few weeks
• Building reviews, local links and content usually takes 3–6 months to really show
• Competitive areas (central London, big cities) can take longer

The good news? Once you’re established, it’s much easier to stay visible with regular, light maintenance than to constantly chase new quick fixes.

Next Step: Want Your Website to Be the Local Go-To, Not a Hidden Side Street?

If you’re not sure where to start – or you’ve tried a few things and nothing’s moved – we can help.

At Los Webos, we build fast, SEO-friendly websites for UK service businesses and help them actually show up in local search. No jargon, no black magic – just clear, practical work that gets you in front of the right people.

If you’d like your website to behave more like a busy high-street shop and less like a back-alley lockup, get in touch with Los Webos. We’ll review your current setup and map out simple, realistic steps to improve your local visibility and bring in more of the customers you actually want.