The local SEO checklist for UK businesses

1. Claim and complete your Google Business Profile

Your Google Business Profile is the free listing that appears in Google Search and Maps. For most local businesses it is the single most valuable thing to get right.

• Search for your business name, then claim or create the profile and complete Google's verification.
• Use your real business name. Adding keywords to the name can get the profile suspended.
• Choose the most specific main category, then add secondary categories that genuinely apply.
• Add accurate opening hours, including bank holidays, plus your phone number and website link.
• List your services or products and add clear photos of your premises, team and work.

2. Keep your details identical everywhere

Your business name, address and phone number should match across your website, Google, Facebook and any directories. Small differences confuse both customers and search engines. Also claim your listings on Bing Places and Apple Business Connect, and on directories that matter in your industry.

3. Ask for reviews the right way

Reviews help people choose you and help you rank. Do it properly:

• Send your review link soon after a job goes well, by text or email.
• Reply to every review, good or bad, in a calm and helpful tone.
• Never offer discounts or gifts in exchange for reviews. Google's policies do not allow it.
• Never buy or write fake reviews. They are banned under UK consumer law and can destroy trust.

4. Make your website say where you are

• Put your town or area in page titles and headings where it fits naturally.
• Create a separate page for each main service. If you cover several areas, create a page for each one with genuinely useful local details.
• Show your address, opening hours and phone number as text, and embed a Google map on your contact page.
• Make calling or enquiring one tap away on mobile.

5. Make your site fast and mobile-friendly

Most local searches happen on phones. A slow or awkward mobile site loses customers before they read a word. Our guide to checking your website speed shows the easy wins.

6. Add genuinely local content

Case studies, before-and-after photos, answers to common local questions and news about your area all show that you really work there. Write for customers first, search engines second.

7. Track what is working

• Your Google Business Profile shows how many people called, asked for directions or visited your website.
• Google Search Console shows which searches bring people to your site and which pages need work.

Mistakes to avoid

• Using a virtual office or fake address as your location.
• Stuffing keywords into your business name or page text.
• Ignoring negative reviews instead of responding to them.
• Creating duplicate listings for the same business.