How to get your business found on Google: a local SEO guide

When someone nearby needs what you offer, they don't open the phone book — they Google it. “Plumber near me,” “nursery in Exeter,” “best builder in Devon.” Showing up for those searches is called local SEO, and for a local business it's the single most valuable thing your website can do. Here's how it works, in plain English.

What is local SEO?

Local SEO is the work of getting your business to appear when people nearby search for your services — both in Google's map results and in the regular list of links. It's less about competing with the whole country and more about being the obvious choice in your area.

Set up your Google Business Profile

This is the biggest lever, and it's free. Your Google Business Profile is what powers the map listing with your name, hours, photos, and reviews. Claim it, fill in every field, choose the right categories, and keep it up to date. For many local searches, this matters as much as your website itself.

Get your website basics right

Google wants to recommend sites that give visitors a good experience. That means your site should be:

• Fast — speed is a ranking factor and a first impression. (More on why website speed matters.)
• Mobile-friendly — most local searches happen on a phone.
• Clear about what you do and where — mention your services and your area (Exeter, Devon, the South West) naturally in your headings and text.
• Consistent — your business name, address, and phone number should match everywhere they appear online.

Earn reviews

Reviews are one of the strongest local signals — and they win trust before a customer even clicks. Make it a habit to ask happy customers for a Google review, and reply to the ones you get.

Create helpful local content

Pages and posts that answer the questions your customers ask help you rank for more searches — and increasingly, they help AI tools recommend you too (see what AEO is and why it matters). Useful, specific, locally relevant content beats generic filler every time.

How long does local SEO take?

It's a build, not a switch. A Google Business Profile can show results quickly, while ranking improvements from website and content work typically build over weeks and months. The businesses that win are the ones that start and stay consistent.

Want a head start?

If you're not sure why your site isn't showing up, grab a free website audit— we'll tell you exactly what's holding your local visibility back and how to fix it.