Local SEO is a game-changer for small businesses wanting to attract nearby customers. Whether you’re a healthcare service in Sydney’s Inner West or a multi-location brand, optimising your presence is key to standing out. A good place to start is your Google My Business (GMB.
In this article, I’ll explore the importance of local SEO, explain how to optimise your GMB listing, and share ideas for helping your business stand out in local search results.
Why Local SEO matters more than ever for small businesses
Local SEO focuses on improving your online presence for location-based searches. Whether it’s someone searching for “best coffee in Inner West Sydney” or “plumber near me,” local SEO ensures that your small business is visible when customers search for products or services in your area. Here are a few reasons why you should prioritise local SEO for your business:
- Increased Visibility: As mobile and voice search continue to dominate, people are increasingly searching for businesses near them. Appearing in local search results is key to capturing this high-intent traffic.
- Higher Conversion Rates: Local searches often result in more immediate actions, like calls, visits, or purchases. According to Google, 46% of all searches have a local intent, and 78% of mobile location-based searches prompt offline purchases.
- Better Competitor Advantage: With proper local SEO, you can outrank your competitors in your neighbourhood and gain a bigger share of your market.
What is Google My Business (GMB)?
Google My Business (GMB) is a free tool provided by Google that helps businesses manage their online presence across Google Search and Google Maps. By creating and optimising your GMB profile, you increase the chances of your business appearing in local search results and Google’s local pack. This map shows when users search for local services or businesses.
A fully optimised GMB listing can be the difference between your business getting discovered by potential customers or being buried under local competition. Let’s dive into the key steps for optimising your GMB listing for local SEO success.
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Claim and verify your Google My Business listing
If you haven’t already claimed your GMB listing, that’s a good place to start. Search for your business name on Google, and if a listing exists, claim it. If no listing exists, you can create one from scratch. Verification is a crucial part of this process.
Why verification matters:
- Builds trust with Google: Verification ensures Google that your business is legitimate.
- Enhances your listing’s visibility: Unverified listings are less likely to appear in the local search results or Google Maps.
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Complete every section of your Google My Business profile
Google allows you to add information about your business, and filling out each section is essential for local SEO. Here’s a breakdown of the most important elements:
- Business Name: Ensure your business name is consistent with what you use on your website and social media profiles.
- Address: Make sure your business address is accurate and matches what is listed on your website and other local directories. Consistency is critical for local SEO.
- Phone Number: Provide a local phone number that customers can reach for enquiries. Avoid using an 1800 number unless your business operates across multiple locations.
- Business Hours: Make sure your operating hours are correct, especially for holidays or special events.
- Website URL: Link to your website or landing page where users can learn more about your services and products.
- Business Category: Choose the most accurate business category for your services. Be as specific as possible, as this helps Google understand what your business offers and which search queries to match it with.
- Attributes: Google lets you add specific attributes about your business, such as “wheelchair accessible,” “free Wi-Fi,” or “pet-friendly.” These attributes can help attract the right customers.
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Add high-quality photos and videos
One of the most powerful ways to engage potential customers is through visuals. Studies show that businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.
Tips on creating great visuals:
- Exterior and interior photos: Show customers what your location looks like from the outside and inside.
- Staff pics: Humanise your business by showing your team members in action.
- Product or service photos: Highlight your products or services to give users a glimpse of what you offer.
- Videos: Post short, engaging videos about your business, including tutorials, customer testimonials, or behind-the-scenes content.
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Gather and respond to Customer Reviews
Customer reviews are one of the most significant ranking factors for local SEO. Positive reviews enhance your credibility and play a huge role in attracting new customers. An easy way to ask for a review is via your Google My Business page.
Apart from the SEO benefits, people are reassured when they read that others have had a great experience with your business. This helps build trust and encourages people to get in touch with you.
- Encourage reviews: Ask satisfied customers to leave reviews on your GMB listing.
- Respond to Reviews: Always respond to reviews, both positive and negative. This shows that you value customer feedback and can help build trust with potential customers.
Tips for responding to reviews:
- Keep responses polite and professional.
- Address negative reviews professionally, offering solutions where possible.
- Thank customers for their feedback, whether it’s positive or constructive.
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Optimise local SEO using local keywords
Incorporating local keywords into your GMB profile is vital for ranking well in local searches. Think about the specific search terms potential customers might use to find your business. For example, if you’re a coffee shop in the Inner West, local SEO keywords might include:
- “best coffee in Inner West Sydney”
- “Sydney coffee shop near me”
- “best flat white in Inner West”
Tips for Optimising your GMB with local keywords:
- Use location-based keywords in your business description, services, and posts.
- Avoid keyword stuffing — aim for a natural, readable flow.
- Research local competitors to understand which keywords are driving traffic to them.
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Use Google posts to engage your audience
Google My Business allows you to post updates, offers, events, and more directly on your GMB profile. These posts appear in your business listing on both Google Search and Google Maps, making them a great way to engage with your local audience.
Types of posts you can create:
- Event Posts: Promote upcoming events like sales, launches, or community happenings.
- Offer Posts: Share special deals, discounts, or promotions.
- Update Posts: Inform customers about new products, services, or changes to your business hours.
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Optimise for “Near Me” searches
“Near me” searches have skyrocketed in recent years. With more people using mobile devices to search for local businesses, optimising your GMB listing for these types of queries is essential.
- Include Local Keywords: Make sure your business description, services, and posts feature local keywords, like “near me” and the names of nearby landmarks or neighbourhoods.
- Encourage reviews with location mentions: If customers mention your location in their reviews, it can help Google understand the geographic relevance of your business.
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Monitor and adjust your GMB insights
Google My Business offers valuable insights showing how customers interact with your profile. You can track metrics like:
- How many people clicked to visit your website
- How many requested directions
- The number of people who called your business
Use this data to adjust your strategy and see what’s working best. If certain posts or photos generate more engagement, create more of those types of updates. Local SEO for Success in 2025
Mastering Local SEO for Success in 2025
Local SEO is no longer optional for small businesses that want to thrive in their communities — it’s a necessity. Google My Business (GMB) is one of the most powerful tools in your local SEO toolkit, and optimising your profile is crucial for improving your local rankings, increasing visibility, and attracting more customers.
