For small businesses, competing online can feel like shouting into the void. You’re up against national brands with big budgets and whole marketing teams. But here’s the good news: when it comes to being found by customers in your area, local SEO levels the playing field. With the right setup, your business can outrank the big names — and get more calls, visits and enquiries right from your doorstep.

What Is Local SEO?

Local SEO (search engine optimisation) is about helping people nearby find your business online. It’s the difference between showing up for “café” and showing up for “café in Exeter”. It connects your website and Google profile to local search intent, the moments when someone’s ready to buy, book or visit.

When done properly, local SEO ensures you appear in:

  • Google Maps results
  • The “local pack” (those top three map listings under the search bar)
  • Organic listings when people search for your service + your area

For small and medium-sized businesses, this visibility can translate directly into footfall and revenue.

Why Local Search Matters More Than Ever

Over 40% of all Google searches now have local intent. Whether someone’s looking for a web designer, a plumber, or a dog-friendly café, they’re typing phrases like “near me” or adding a place name. That means if your business isn’t optimised for local search, you’re effectively invisible to customers ready to spend money right now. Local SEO isn’t just about ranking higher — it’s about being present at the exact moment of intent.

Five Quick Wins for Better Local SEO

If you don’t have a marketing team or SEO specialist, don’t worry. There are some easy, high-impact steps you can take today.

1. Optimise Your Google Business Profile

Claiming and fully completing your Google Business Profile (formerly Google My Business) is the single most powerful thing you can do for local visibility.
Make sure you:

  • Add up-to-date contact details, opening hours, and a link to your website
  • Choose the right categories for your business
  • Upload professional photos
  • Post updates or offers weekly
  • Encourage genuine customer reviews (and reply to them)

Pro tip: include your main keywords naturally in your business description.

2. Keep Your NAP Consistent

NAP stands for Name, Address, Phone number. Google checks these details across multiple directories — if they’re inconsistent, it can hurt your rankings.
Make sure the same information appears on:

  • Your website (ideally in the footer and contact page)
  • Social media profiles
  • Local listings (Yell, Apple Maps, Bing, etc.)

Think of it as digital housekeeping. Consistency builds trust with Google — and your customers.

3. Get Local Backlinks

Backlinks (links to your site from other sites) are still a key ranking factor, but for local SEO, quality beats quantity. Focus on relevance.
Good sources include:

  • Local business directories
  • Partner websites (suppliers, collaborators)
  • Local press or community sites
  • Sponsorships and events (“Proud sponsors of Exeter 10K” with a link back)

Each link signals to Google that your business is active and trusted in the local community.

4. Use Location-Focused Content

Create content that speaks directly to your area and audience. For example:

  • Case studies from local clients
  • Blog posts about events or trends in your region
  • Location landing pages (e.g. “Web Design in Devon”)

You don’t have to keyword-stuff — just write naturally about where you work and who you serve. Google’s algorithms are increasingly good at recognising local relevance.

5. Encourage and Respond to Reviews

Customer reviews aren’t just social proof — they’re a major ranking signal for Google.
Ask happy customers to leave feedback on your Google profile, and respond to every review (good or bad) with professionalism and warmth.

Tip: include a subtle link to your review form in your email footer or invoices — it’s a gentle nudge that works.

Real-World Example: A Local Farm Shop

One of our clients, Coldharbour Farm Shop, wanted to increase footfall and online orders. After optimising their local SEO — updating their Google listing, improving on-site keywords, and earning backlinks from local news features — their website traffic from search grew by over 60% in three months, and they now appear in the top three for “farm shop Exeter”.

It’s proof that small changes, done consistently, can make a huge impact.

How Brand New Media Helps Local Businesses Get Found

At Brand New Media, we help local businesses across Devon build stronger digital visibility — from web design and branding to SEO that drives real-world results. We don’t just focus on clicks; we focus on customers.

If you’d like to know where your business stands today, we offer a free local SEO audit. We’ll show you how visible your brand is in Google, what competitors are doing, and how to climb above them.

👉 Get in touch today to book your free audit.