What is Local Search Marketing?
Your complete guide to winning customers in your own backyard
If you run a business that serves customers face-to-face, whether it is a coffee shop, a boutique, a home services company, or a chain of gyms, local search marketing can be one of the most powerful ways to attract new customers.
Local search marketing, often called local SEO, is the mix of strategies and tools that help your business appear when people nearby search online for the products or services you provide. The aim is simple: get in front of local customers at the exact moment they are looking for what you offer.
In this guide, we will explore what local search marketing is, why it matters, the steps you can take to improve your visibility, and a practical 90-day plan you can follow. We will also look at whether to handle it in-house or work with a local SEO agency.
Why local search marketing matters
The numbers speak for themselves:
97% of people learn more about a local company online than anywhere else.
78% of local mobile searches lead to an offline purchase.
72% of people who perform a local search visit a store within five miles.
Local search is not just about being found. It is about being found by people who are ready to buy, book, or visit. If your business is not showing up, you are leaving space for your competitors to take those customers.
How local search marketing works
Local search marketing is about improving your visibility in three main areas:
Google Business Profile (GBP) – Your free listing on Google that appears in local search results and Google Maps.
Local organic results – The standard search results, tailored to your location and industry.
Local directories and review platforms – Sites like Yelp, Facebook, and trade-specific directories where customers look for trusted providers.
By improving your presence in all three, you make it easier for customers to find, choose, and contact you.
The building blocks of local search marketing
Think of your local search strategy as a pyramid. The base is made up of the essentials. Without these, your visibility will suffer. The top layers are where you can stand out from your competition.
1. Google Business Profile (GBP)
Your GBP listing is the foundation of your local search presence. Claim it, verify it, and complete every detail. Include your name, address, phone number, website, opening hours, and relevant categories. Add quality photos of your shopfront, products, and team. Post regular updates about promotions, events, or new products.
Example: A florist in Chelmsford posting a weekly “Bouquet of the Week” can grab the attention of someone searching for same-day flower delivery.
2. On-page optimisation
Your website should clearly tell both search engines and visitors who you are, what you do, and where you operate. This means:
Including your location and key phrases in titles, headings, and content.
Writing content that speaks directly to local customers.
Adding local schema markup so Google understands your business details.
Making sure your site is fast and mobile-friendly.
Example: An estate agent in Brentwood could create dedicated pages for each area they cover, including photos, market data, and testimonials from local clients.
3. Reviews and reputation
Positive reviews build trust. Ignoring reviews, especially negative ones, can harm your reputation. Ask happy customers for feedback, respond to every review, and show you value people’s opinions.
Example: A plumbing company in Southend could send a quick thank-you text after each job, with a link to their review page.
4. Consistent citations
Your business name, address, and phone number (NAP) should match exactly across all directories, social media profiles, and listings. Inconsistencies can confuse both search engines and customers.
Example: A Colchester restaurant changing its phone number but forgetting to update online listings could lose bookings.
5. Local links and partnerships
Links from other local websites boost your authority. You can earn them by sponsoring events, joining business associations, or collaborating with other companies.
Example: A gym in Basildon could partner with a local health café for a joint promotion, with each linking to the other’s site.
Going beyond the basics
Once the essentials are in place, look for ways to stand out:
Create local content, such as guides to your area or tips tailored to your audience.
Engage with your community on social media.
Track results using tools like Google Analytics and GBP Insights, then refine your approach.
Example: A dog groomer in Romford could run a monthly “Top Dog of the Month” feature, encouraging shares from proud pet owners.
In-house vs working with a local SEO agency
One of the key decisions you will face is whether to manage your local SEO in-house or work with a local SEO agency.
In-house:
Doing it yourself means full control. You know your brand inside out and can respond quickly to changes. However, it takes time to stay on top of best practices, manage your listings, create content, and build links. If you do not have the skills or resources, results can be slower.
Working with a local SEO agency:
A local SEO agency brings specialist knowledge, established processes, and the tools needed to get results faster. They can handle technical tasks, keep up with Google’s changes, and develop a tailored strategy while you focus on running your business. This does mean a budget commitment, but the return can outweigh the cost if the agency delivers measurable growth.
Many businesses choose a mix of both, handling customer-facing tasks like gathering reviews internally, while a local SEO agency manages technical optimisation and reporting.
Your 90-day plan for local search success
Here is a simple, actionable plan to boost your local visibility in the next three months.
Days 1–30: Lay the groundwork
Claim, verify, and fully complete your Google Business Profile.
Audit your NAP details across all directories and fix inconsistencies.
Add 10–15 high-quality photos to your GBP.
Ensure your website is mobile-friendly and loads quickly.
Update your homepage and service pages with local keywords.
Days 31–60: Build credibility and connections
Set up a process for requesting reviews after each sale or service.
Respond to all existing reviews.
Publish at least two local-focused blog posts or articles.
Reach out to local blogs, news outlets, or business groups for collaborations or backlinks.
Post weekly updates on your GBP (offers, tips, events).
Days 61–90: Optimise and expand
Review your Google Analytics and GBP Insights to see which searches drive results.
Test new content formats like videos, guides, or seasonal campaigns.
Run a small paid campaign targeting your local area.
Explore co-promotions with local businesses.
Plan your next quarter based on what works best.
How long does it take to see results?
Some improvements, like fixing incorrect details or adding photos, can have a quick impact. However, building authority and trust usually takes three to six months. The most successful businesses treat local SEO as ongoing work, not a one-off project.
Final thoughts
Local search marketing is no longer optional for businesses that serve customers in person. It is where attention is focused and where buying decisions are made. By following a structured plan, keeping your customers in mind, and showing up consistently online, you can turn local searches into steady sales.
If you want to be the business people in your area, choose first, now is the time to start. Claim your Google Business Profile, get the essentials right, and keep building from there.
