Local SEO
Local SEO is what determines whether your business shows up when someone nearby searches for exactly what you offer, right now.
Why local SEO is a different discipline to general SEO
When someone searches 'plumber near me' or 'web design Crawley', Google isn't just ranking by relevance — it's ranking by proximity, prominence and how well your business's local signals match the search. That means a technically perfect website can still be invisible locally if your Google Business Profile is incomplete, your address details are inconsistent across the web, or you have no genuine local content.
Local SEO is the set of signals specifically built to win that kind of search: an optimised Google Business Profile, consistent business information everywhere it appears online, genuine reviews, and location-specific content that actually helps people in that area rather than a thin page that just swaps in a town name.
Google Business Profile — the highest-leverage local asset most businesses ignore
For local search, your Google Business Profile is arguably more important than your website's homepage — it's what appears directly in search results and the map pack, often before a visitor ever clicks through to your site. We optimise categories, service areas, photos, posts and Q&A, and set up a review strategy, because an incomplete or neglected profile is one of the most common reasons a genuinely good local business doesn't show up.
Location pages done properly, not as spam
Google actively penalises thin, duplicated location pages — the kind that swap a town name into an identical template with no real local value. We build the opposite: genuinely useful pages with real local information, local FAQs, nearby project relevance and area-specific context, exactly as covered on our own location pages for Crawley, Horsham, East Grinstead and the rest of Sussex and Surrey.
Frequently asked questions
What is local SEO?
Local SEO is the practice of optimising your online presence so your business appears prominently when people nearby search for what you offer — covering your Google Business Profile, location-specific content, local citations and reviews, in addition to general SEO fundamentals.
How do I get my business into the Google map pack?
The map pack (the top three local results shown with a map) is driven by relevance, distance and prominence — an optimised, verified Google Business Profile, consistent NAP information across the web, genuine reviews, and local signals on your website all contribute. There's no single trick; it's a combination of consistently maintained local signals.
Do I need a separate page for every town I serve?
Only if you can make each one genuinely useful — with real local information, not a copy-pasted template. A handful of well-built location pages for the areas that actually matter to your business will outperform dozens of thin, near-duplicate pages, and avoids the risk of Google devaluing the whole site for pattern spam.