If you run a small business, you’ll know how important it is to be found by people nearby. Whether you’re a café in Sidmouth, a tradesperson in Honiton, or a charity in Exeter, most of your customers will start with a quick Google search. If you don’t show up, they’ll probably head straight to a competitor.
The good news?
Local SEO isn’t complicated. A few small changes can make a big difference. I see it all the time when I work with clients across East Devon – once your Google Business Profile is polished, your reviews are flowing in, and your website mentions the right places, you start climbing those local search results.
Let’s look at some simple, practical steps you can take.
Step 1. Claim and optimise your Google Business Profile
This is your shop window on Google.
Make sure it’s tidy and welcoming:
- Double-check your name, address, phone number and opening hours are correct.
- Add bright, clear photos – people love to see the real you, your space, or your products.
- Choose the right categories (plumber, yoga teacher, florist…) so Google knows what you do.
Tip: Treat it like your front door – would a passer-by be tempted to come in?
Step 2Collect and respond to reviews
Reviews aren’t just for show
They really do help your ranking. But more than that, they build trust.
- Ask happy customers to leave a review. The easiest way is to show them how to find you on Google Maps.
- Reply to every review – even the tricky ones. It shows you care, and people notice.
One of my clients had just three reviews for years. After encouraging customers to leave feedback, they jumped to over 20 reviews in a few months – and suddenly they were appearing right at the top of local searches.
Step 3Keep content fresh with posts and updates
Google doesn’t like dusty, abandoned profiles.
- Add short posts with photos about offers, new products, or events.
- Even a quick “We’re open as usual over the bank holiday!” shows activity.
It’s a bit like keeping your shop window display up to date – small changes reassure people you’re still active.
Step 4Use consistent local details everywhere
Make it easy for Google
Google wants to see the same details in every corner of the web.
Keep your name, address and phone number identical across your website, social media and directories.
Even small differences (like “St” vs “Street”) can confuse things.
Think of it like giving Google a map – the clearer and tidier it is, the easier you are to find.
Step 5Add local flavour to your website
Name drop your location(s)
Your website is still the hub of your online presence. Don’t be afraid to mention your area:
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Use place names in headings and text (e.g. “Dog Groomer in Ottery St Mary”).
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Share case studies, testimonials, or blogs about local projects or community events.
When I wrote about a Sidmouth café’s new menu, we made sure to highlight their location. Within weeks, they were showing up when people searched “cafés near Sidmouth beach.”
Step 6Build local links
Links are like online recommendations.
- Team up with other local businesses or charities and ask for a link back.
- Sponsor a local football team, fête or fundraiser – most will thank you with a website mention.
These little “votes of confidence” from trusted local sites really help.
Step 7Monitor Success
Keep an eye on how you’re doing
SEO isn’t a one-off job.
- Check if you appear in the local “map pack” (the three businesses shown on Google Maps).
- Refresh photos and posts every couple of months.
- Notice what’s working – and do more of it.
Wrapping up
Local SEO doesn’t have to be overwhelming. It’s about showing up where your customers are looking and making it easy for them to choose you.
If you can:
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Keep your Google profile up to date,
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Collect and reply to reviews,
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Add a sprinkle of local content to your website,
…you’ll be ahead of most small businesses already.
And remember, you don’t need to do everything at once. Even small steps – like adding one photo a month or asking one happy customer for a review – can build momentum.