Local search engine optimisation (SEO) helps search engines understand what you do and where you work. Start with accurate business details and pages that answer local customers' questions. You do not need a near-identical page for every nearby town.
Check the Google Business Profile
Use the correct business name, primary category, phone number, website and opening hours. Add useful photographs and keep temporary closures or changed hours up to date. The details should agree with the website and other established listings.
Ask for genuine reviews at the right time
A simple post-project request is easier to maintain than an occasional campaign. Do not script the praise or offer a reward. Ask customers to describe the service they actually received and respond to reviews in a useful, professional way.
Write service and location pages for people
A location page needs its own useful information: the service offered there, practical coverage, relevant examples and a clear contact route. Repeating the same paragraph with a different town name is unlikely to help a visitor.
Ask your website provider to check the basics
Check that Google can find and list your important pages, that they work on a phone and that titles describe the content. Your provider can also add business information in a format search engines can read, called structured data. It should match the details visitors see.
Try the customer journey yourself
Search for your business name, open the result and check the phone number, service description and contact link. Then choose one important service page and ask someone unfamiliar with the business to explain what it offers and where you work. If they cannot tell, rewrite that page before creating more location pages.
A useful Guildford service page might explain the service, whether meetings are available locally, which areas you actually cover and a relevant piece of work. It should not imply an office, team or completed project in a place where none exists.
A small monthly review
Google Search Console shows which searches bring people to your site and whether Google has listed your pages. Compare clicks and appearances in search results over similar periods. Look at the actual numbers as well as percentages: two clicks becoming four is still a small change. Consider enquiries and seasonal demand before deciding what to rewrite.
For more detail, read Google's guidance on local search results. If your service pages need work, see our website packages.
Need help with your website?
Tell us what needs attention and what you need the website to do. Andy will suggest a practical next step.