Local SEO checklist for London businesses

When someone searches for a gardener in Richmond or a translator in London, Google shows a map with three businesses and a list of local results. Being in those positions can transform a service business. Local SEO is how you get there, and most of it is within your control.

Optimise your Google Business Profile

Your Google Business Profile is often the first thing local customers see. Complete every section:

• Choose the most accurate primary category and add relevant secondary ones.
• Set your service areas if you visit customers, or your address if they visit you.
• Add services with descriptions, opening hours, phone number and website.
• Upload real photos of your work, team and premises, and keep adding new ones.
• Post updates and offers regularly, and answer questions in the Q&A section.

Build service and location pages

Create a dedicated page for each core service, and pages for the main areas you serve where you genuinely work there. Avoid thin pages that only swap the town name. Each should include specific information: local projects, photos, reviews from customers in that area and practical details such as response times. Garden Solutions is a good example of service and area pages working together.

Get more reviews, and reply to them

Reviews influence both rankings and whether people choose you. Ask every happy customer, make it easy with a direct link, and reply to every review, including negative ones, calmly and helpfully. Steady, recent reviews matter more than a burst of them years ago.

Keep your business details consistent

Your business name, address and phone number should be identical across your website, Google Business Profile, social profiles and directories such as Yell, Bing Places, Apple Business Connect and industry sites. Inconsistent details make Google less confident about your business.

Earn local links and mentions

Links from local sources show Google that you are part of the community: local business associations, suppliers, sponsorships, charities, local news and trade bodies. A handful of relevant local links is worth more than many unrelated ones.

Add structured data

LocalBusiness structured data tells search engines your business type, service areas, opening hours, contact details and reviews in a format they can read reliably. It also helps AI assistants describe your business accurately, which is increasingly important, as explained in our guide to GEO.

Track what matters

Measure calls, direction requests and website clicks from your Business Profile, plus enquiries from organic search in Google Analytics. Rankings are useful, but enquiries are what pay the bills.

Frequently asked questions