If you’re a tradesperson, you know how competitive it can be to stand out in your local area. Whether you’re a plumber in Essex or a block paver in Manchester, most of your potential customers are looking for services nearby—and they’re doing it online. That’s where local SEO comes in.

Local SEO (Search Engine Optimisation) is all about making sure your business is the first one people see when they search for services in their area. It’s the digital equivalent of being the shop on the high street with the brightest, most inviting sign. So, how do you dominate those local searches and get more customers? Let’s dive into some tried-and-true strategies, complete with fun facts to keep things interesting.

1. Claim and Optimise Your Google My Business Listing

Your Google My Business (GMB) profile is your golden ticket to appearing in local searches and Google Maps results. If you haven’t claimed your GMB listing yet, stop reading this for a moment and do it now (we’ll wait).

Here’s why it’s so important:

• 46% of all Google searches are looking for local information.
• 76% of people who search for something nearby visit a business within 24 hours.

To optimise your GMB profile:

• Complete all sections: Add your business name, address, phone number (NAP), website, and service areas.
• Include high-quality photos of your work and business (before-and-after photos work wonders for trades).
• Keep it updated: Post updates, answer FAQs, and respond to reviews promptly.

Pro Tip: Encourage happy customers to leave reviews on your GMB page. Businesses with more (and better) reviews are more likely to appear in the local “3-pack” at the top of search results.

2. Use Location-Specific Keywords

When potential customers search for a tradesperson, they’re usually including their location in the search. For example:

• “Plumber near me”
• “Electrician in London”
• “Best block paver Essex”

To tap into these searches, incorporate location-specific keywords into your website content. For instance:

• Use phrases like “expert plumber in [location]” in your service pages and blog posts.
• Add local landmarks or areas in your content (e.g., “serving homes near Hyde Park”).
• Optimise your page titles and meta descriptions with location-based keywords.

Pro Tip: Don’t just stuff keywords randomly—keep it natural. Google is smart enough to recognise keyword stuffing and might penalise your site.

3. Create Localised Content

A blog isn’t just for big companies. As a tradesperson, blogging about local topics is an easy way to improve your rankings and engage your community. Here’s how:

• Write about common issues in your area, like “How to Prevent Flooding in [Location].”
• Highlight recent projects, such as “How We Transformed a Driveway in [Town Name].”
• Share tips for homeowners, like “5 Ways to Maintain Your Garden in [Location].”

Fun Fact: Businesses that blog regularly see 55% more website traffic than those that don’t. Plus, localised content helps you rank for long-tail keywords, which are easier to compete for.

4. Get Listed in Local Directories

Online directories like Yell, Checkatrade, or TrustATrader are goldmines for local SEO. When your business is listed in these directories, it not only boosts your visibility but also gives you high-quality backlinks that improve your overall SEO.

Key steps:

• Ensure your NAP (Name, Address, Phone) is consistent across all directories.
• Include a link to your website.
• Respond to reviews on these platforms, just as you would on Google.

Pro Tip: Avoid low-quality directories that look spammy—stick to reputable platforms that your customers actually use.

5. Optimise Your Website for Local SEO

Your website is the digital hub of your business, so make sure it’s working hard for you. Here’s what you need to do:

• Add a dedicated “Service Areas” page listing all the towns and cities you cover.
• Include your business’s name, address, and phone number in the footer of every page.
• Use schema markup (structured data) to tell search engines exactly where you’re located and what services you offer.
• Make sure your site is mobile-friendly. Fun Fact: 61% of mobile users are more likely to contact a local business if their site is mobile-friendly.

6. Leverage Local Backlinks

Backlinks—links from other websites to yours—are like digital recommendations. The more high-quality backlinks you have, the more Google trusts your site. For local SEO, aim for backlinks from local sources:

• Partner with local businesses to exchange links.
• Get featured in local news articles or blogs.
• Sponsor community events or charities and ask for a link in return.

Fun Fact: Websites with more backlinks tend to rank 131% higher than those without.

7. Use Social Media to Connect Locally

Social media platforms like Facebook and Instagram are great for connecting with your local community and showcasing your work.

• Share updates about your latest projects, complete with photos.
• Run location-based ads to reach homeowners in your area.
• Join local groups and forums to engage directly with potential customers.

Pro Tip: Include your location in your posts and hashtags, like #PlumberManchester or #LocalBuilderLondon, to increase visibility.

8. Monitor and Manage Your Online Reputation

Your reputation is everything, especially when it comes to local SEO. Positive reviews don’t just make you look good—they directly impact your rankings.

• 83% of consumers trust online reviews as much as personal recommendations.
• Businesses with 5-star ratings get 69% more clicks than those with 1–2 stars.

Encourage satisfied customers to leave reviews and always respond politely to negative ones. A professional response shows potential clients that you care about customer satisfaction.

9. Track Your Local SEO Performance

You can’t improve what you don’t measure. Use tools like Google Analytics and Google Search Console to track:

• Website traffic from local searches.
• Your rankings for location-based keywords.
• Clicks, calls, and form submissions generated by your efforts.

Pro Tip: Regularly review your GMB insights to see how customers are finding and interacting with your business online.

Final Thoughts

Local SEO isn’t rocket science, but it does require consistent effort and a strategic approach. By following these strategies—optimising your GMB profile, creating localised content, and building your online reputation—you can make sure your business is the first one customers think of when they need your services.

At SEO For The Trade, we specialise in helping tradespeople like you dominate local search results and grow your business. If you’re ready to take your local SEO to the next level, get in touch today—we’re here to help.