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Local SEO, broken into the parts that pay.
Six areas of work. Most businesses need two of them fixed badly and the rest maintained. The audit is what tells us which two, so nothing here is sold before it is diagnosed.
01 / Google Business Profile
The profile is the storefront, and most are half built.
People searching for a plumber at nine on a Sunday night do not open your website. They read three map results, glance at a star rating, and press call. Everything that decides which three appear lives inside the profile.
Primary category alone can move a business several positions. I have seen a restaurant sitting at twelve because it was filed as “Restaurant” instead of “Italian Restaurant”, and a clinic invisible because its service area was drawn around a city it did not serve.
- Primary and secondary category selection tested against competitors that already rank
- Every service and product written out, priced where it helps
- Description rewritten as prose rather than a keyword list
- Real photographs of staff, premises, vehicles and finished work, geotagged and scheduled
- Weekly posts covering offers, events and seasonal work
- Questions seeded and answered before a competitor answers them badly
- Service area drawn to match where you will actually drive
- Suspension appeals and reinstatement paperwork
- Duplicate listings merged so the reviews survive the process
02 / Citations and NAP
The boring fix that unblocks everything else.
Your name, address and phone number exist in more places than you realise, and about a third of them are wrong. An old suite number, a number from before you changed providers, a trading name from two rebrands ago.
Google reads all of it. When the signals disagree it hedges, and hedging means you sit below someone whose details are simply consistent. Most agencies submit to directories and stop. The corrections revert because the source feeding those directories was never touched.
- Full audit of existing citations, including the ones you never created
- Correction pushed through the four major data aggregators first
- Manual submission and cleanup across 100 or more directories
- Industry specific directories that carry real weight in your sector
- Duplicate and abandoned listings claimed or removed
- A single source of truth document so future changes stay consistent
- Re-audit at ninety days to catch anything that reverted
03 / Location and service pages
One page per thing you sell, one per place you serve.
The pattern is old and it still works, but only when the pages are worth reading. Spun city pages with the town name swapped out get filtered, and they make the rest of the site look cheap.
My rule is simple. If a page cannot say something specifically true about that neighbourhood, that job, or that customer, it does not get built. Fewer pages that mean something outrank a hundred that do not.
- Keyword and intent mapping across services and locations
- Service pages written around the questions people actually ask
- Location pages with real local reference points, not swapped town names
- Internal linking so authority reaches the pages that convert
- Title tags and meta descriptions written for clicks, not character counts
- Calls to action matched to how that customer prefers to get in touch
- Existing thin pages consolidated or removed
04 / Reviews
Steady arrival beats a burst every time.
Twenty reviews in one week looks exactly like what it is. Two or three a week for a year looks like a business people keep using, and that is the pattern that holds a ranking.
The trick is not asking harder. It is asking at the one moment the customer is most pleased, and building that moment into a process you already run so nobody has to remember.
- Review request built into your existing booking, dispatch or invoicing flow
- Timing tested so the ask lands at the right point, not the convenient one
- Replies written for every review, including the old unanswered ones
- Negative review response that reads like a person rather than a legal department
- Review content nudged toward the services and places you want to rank for
- Monitoring across Google, and the platforms that matter in your industry
05 / Local links
Links from your own city are worth more than links from anywhere.
A mention on the local paper’s site, the chamber of commerce, the supplier who lists their approved installers, the junior team whose kit you already pay for. These are unglamorous and they are the ones that count for local search.
I do not buy guest posts on sites nobody in your town has heard of. Most of the opportunities are already sitting in your own relationships and nobody has asked for the link.
- Audit of relationships you already have that are not linking to you
- Supplier, manufacturer and partner listing placements
- Chamber, trade body and association profiles
- Local sponsorship and community opportunities worth pursuing
- Local press outreach with a story worth publishing
- Competitor link gap analysis limited to sources inside your region
06 / Technical and schema
The layer nobody notices until it is missing.
Structured data tells Google what your business is, where it is, what it charges and when it opens, in a format that leaves no room for interpretation. Most local sites either have none or have it filled in wrong.
The rest is speed and crawlability. Someone searching on a phone with two bars will not wait four seconds, and a page that never gets indexed cannot rank no matter how well it is written.
- LocalBusiness, Organization and Service schema, validated and matched to the profile
- Review, FAQ and Breadcrumb markup where it earns a result
- Core Web Vitals work focused on mobile, since that is where local search happens
- Crawl audit, redirect cleanup and index coverage fixes
- Sitemap and robots configuration that matches the site you actually have
- Address, hours and phone consistent between site, schema and profile
How to hire me
Three ways in.
Everyone starts with the audit. What follows depends on whether you want the work done or the plan handed to your own team.
The audit
Two weeks, fixed fee. Profile, citations, site, competitors, and a rank grid across your service area. You get the findings ranked by what they are worth, a written summary, and a call to go through it. You can take that document to any agency you like, including not me.
Fixed scope build
For a defined job with an end. Citation cleanup, a profile rebuild, a set of location pages, a suspension appeal. Quoted as one number, delivered, handed over. No retainer attached and no pressure to start one.
Monthly retainer
Ongoing work across all six areas, priced to the scope the audit found. Month to month, with a monthly call and a written summary. This is the right option if you are in a competitive city where standing still means going backwards.
Next step
Tell me the city you want to own, and I will tell you what it takes.
Send me your website and your service area. Within two working days you get a short written read on where your visibility is leaking and what I would fix first. No deck, no pitch call required.