Unlocking Local SEO: A Practical Guide to Getting Found Online

Unlocking Local SEO: A Practical Guide to Getting Found Online

Estimated reading time: 7 minutes.

I’ve recently found myself discussing local SEO in-depth with several business owners and solo marketers who are keen to make the most of their online presence. Many people I speak with are either unsure how local SEO differs from general search engine optimisation or aren’t sure where to begin.

I can empathise because local SEO can feel like a separate world, one that changes based on factors such as physical address details, service areas, and proximity signals. Hearing the confusion in others has reminded me of the complexity (and opportunity) that local SEO presents, so I’d like to share some of the advice and recommendations I typically provide.

This is the first article in a two-part series on local SEO. Here, I’ll cover the fundamentals of local SEO, including how to optimise for different locations, best practices for location-based landing pages, and how Google determines proximity-based search results. In the second article, I’ll explore Google Business Profile (GBP), local citations, and the role of reviews in greater depth, providing further guidance on improving local visibility.

 

Key Takeaways:

  • Local SEO helps businesses connect with nearby customers – By optimising for location-based searches, businesses can improve their visibility in search results when users look for services in their area. Google determines relevance based on address details, service areas, GPS proximity, and other location signals.
  • Proximity-based searches don’t require keyword stuffing – Google automatically determines "near me" results based on a user's location, meaning businesses don’t need to force the phrase into their content. Instead, ensuring accurate contact details, structured data, and an optimised Google Business Profile (GBP) is key to ranking in local searches.
  • Targeting multiple locations requires a thoughtful approach – Creating identical landing pages for every suburb can lead to duplicate content issues and isn’t considered best practice. Instead, businesses should focus on unique, valuable location-based content—such as city-specific case studies or testimonials—to build credibility and attract customers in new regions.

 

Table of Contents

 

What Exactly Is Local SEO?

Local SEO is the process of optimising your online visibility specifically for location-based searches. It’s designed to help potential customers find you when they search for a product or service in a particular geographic area—such as “window cleaners in Christchurch” or “coffee shop near me.” 

Search engines like Google use data such as addresses, GPS proximity, opening hours and review signals to match users to businesses that are relevant to their location or intended destination. If you have a physical shop or operate within specific service areas, focusing on local SEO can be one of the most effective ways to attract the right customers at the right time.

 

Handling “Near Me” Queries

When conducting keyword research for local SEO, you may notice search terms like “near me” or “nearby” appearing in search volume data. These queries indicate strong local intent, but businesses don’t need to manually include these phrases in website content to rank for them.

There’s often confusion about whether the phrase “near me” needs to be included in website text or titles. In reality, Google determines proximity-based rankings using a user’s IP address or device location, so forcing the phrase into your content isn’t necessary. In fact, from a customer’s perspective, it can come across as unnatural or even spammy.

The more important step is to ensure your contact details and location settings (especially in Google Business Profile) are accurate and consistent, so Google correctly identifies where your business is based (or the areas you serve). Structured data, local citations, and well-optimised GBP settings will have a far greater impact on local rankings than simply adding “near me” to your page titles.

Focusing on the Basics: Physical Address Optimisation

When you have a brick-and-mortar location (or multiple addresses), local SEO tends to be more straightforward. In my view, the first step is to include your full address and contact details on every page of your website—often in the footer—so it’s easy for both visitors and search engines to see where you’re based. Then, make sure there’s a dedicated contact page for each location.

I like to use structured data to help search engines understand your business properly. Specifically:

On top of that, a well-optimised Google Business Profile (GBP) is critical if you want your business to appear in local map results. It’s best to keep the details there consistent with what you list on your contact page—this consistency with your name, address, and phone number (often called “NAP”) helps search engines trust your information. If you serve nearby areas outside your immediate location, you can add service areas in your GBP settings.

Business directories (also known as citations) also deserve a mention: listing your information in several reputable directories (with consistent details across all of them) ensures that multiple sources confirm your location and contact details, which boosts your visibility in local search results.

 

When You Don’t Have a Physical Address or You Serve Multiple Regions

A common challenge arises if you’re a business that travels to clients, or if you want to rank in a region where you don’t actually have a physical office.

I’ve seen a few websites where people have gone all out, creating a landing page for every suburb or neighbourhood they want to target. Typically, this results in a large number of pages using the same template, only changing the suburb name throughout.

I personally don’t consider this best practice. It can lead to a massive amount of duplicate content, which tends to lower the overall quality of your website. Moreover, for many businesses, it’s unlikely that people will search for ultra-specific, hyper-local queries—beyond perhaps a coffee shop or similar hospitality service where immediate proximity matters.

So, what should you do?

For broader regions—like wanting to appear in Auckland searches while physically based in Christchurch—it may make sense to create a location-specific page. However, that page should be genuinely tailored to the city you’re targeting.

I’ve found that featuring a relevant local case study or a testimonial from a client in that region can be a great approach, as it makes your content unique and more relatable to potential customers in that area.

Beyond this, your content strategy should actively incorporate localised content that reflects the language, needs, and interests of the area you’re targeting. When conducting keyword research, look for location-specific opportunities—terms that align with how people in that region search for your products or services. 

Applying your own local knowledge is also invaluable—consider local landmarks, events, and trends that could enhance your content and demonstrate genuine relevance to the area. Taking this strategic, location-aware approach will make your local SEO efforts far more effective than simply replicating the same content across multiple pages.

 

Final Thoughts

Local SEO is about more than just rankings—it’s about helping customers find and trust your business when they need it most. Whether you have a physical location, serve multiple regions, or operate without a storefront, the key to success lies in clear location signals, well-structured website content, and an accurate Google Business Profile (GBP). By focusing on best practices—such as NAP consistency, structured data, and thoughtful location-based content—you can improve your visibility and connect with the right audience.

In Part Two of this series, we’ll take a deeper dive into Google Business Profile, local citations, and the impact of reviews. These elements play a crucial role in building local authority, increasing visibility in Google’s local pack, and ensuring your business stands out in competitive markets. Stay tuned for practical strategies to optimise your local presence even further.

Back to blog

FAQs

How can I rank for a city I don’t have a physical address in?

If your business is physically located in one city but you want to appear in searches for another, you’ll need to build strong location signals on your website and in your Google Business Profile (GBP).

  • Create a dedicated city-specific landing page, ensuring it has unique, high-value content (not just a copy-paste of other location pages).
  • Use Google Business Profile service areas to indicate the regions you serve.
  • Feature case studies, testimonials, or projects from clients in that city to establish credibility.
  • Earn local backlinks from directories, business groups, or publications in that city.
  • For service-based businesses, adding structured data (schema markup) and highlighting location-based services can also help.

Should I create separate pages for every suburb I want to target?

Not necessarily. While some SEO agencies create multiple location pages, this can be ineffective (or even counterproductive) if the content is mostly duplicated.

If you do create location-based pages:

  • DO: Make sure each page has unique, valuable content—such as a relevant case study, location-specific testimonials, or service details.
  • DO: Add meaningful information about how you operate in that suburb or city.
  • DON'T: Avoid simply swapping out suburb names on a template page—Google may see this as thin content and ignore or penalise it.


For most businesses, focusing on a few well-optimised regional pages (rather than dozens of thin suburb pages) is a better long-term strategy.

Does adding ‘near me’ to my content help my rankings?

No, adding the phrase “near me” to your website or business name won’t directly improve your rankings. Google determines proximity-based search results using:

  • Your actual business address (or service area if you’re a mobile business).
  • User location signals from their IP address or mobile GPS.
  • The consistency of your NAP (Name, Address, Phone number) across the web.

Google automatically understands “near me” searches, so your focus should be on local optimisation, not keyword stuffing.

How does local SEO differ for multi-location businesses?

For businesses with multiple physical locations, local SEO requires a structured approach to ensure each location is properly optimised.

Key strategies:

  • Create a separate Google Business Profile for each location.
  • Have a unique contact page for each location on your website, with specific NAP details.
  • Customise location-based landing pages with distinct content (not duplicate pages).
  • Build local citations in directories specific to each region.

Managing multi-location SEO effectively ensures each branch or store has its own visibility in local search.

Can I hide my address on Google Business Profile if I don’t have a storefront?

Yes. If you operate a service-area business (such as a plumber, mobile mechanic, or home-based consultant), you can hide your physical address in GBP and set a service area instead.

However, service-area businesses may rank lower in local searches compared to businesses with a visible address. If possible, having a verified business location can strengthen your local SEO.

Does posting updates on Google Business Profile help SEO?

While GBP posts don’t directly boost rankings, they can increase engagement and visibility, which indirectly benefits local SEO.

Best uses for GBP posts:

  • Announce promotions, offers, or new products.
  • Highlight events, special deals, or service changes.
  • Share customer testimonials or industry insights.

Regular updates show Google that your business is active and relevant, and they can drive more clicks to your website.

How do I find more directories to list my business in?

Listing your business in online directories helps reinforce your location signals and build local authority.

To find relevant directories:

  • Use tools like BrightLocal to identify industry and location-based listings.
  • Search for local New Zealand directories, particularly those with strong .nz subdomains.
  • Consider niche-specific directories (e.g., hospitality, trades, professional services).
  • Join local business chambers, networking groups, or industry associations—they often have directories with high trust signals.

Remember, consistency in NAP (Name, Address, Phone number) is key—ensure every listing matches your website and GBP.

About The Author

I’m Michaela Laubscher, and I’ve spent over sixteen years immersed in the ever-evolving digital marketing landscape, specialising in SEO for the past seven years.

Based in Christchurch, New Zealand, I bring a global outlook and extensive experience to guide businesses like yours to new heights online.

Find out more