Location, Location, Location: A Deep Dive into Local SEO Best Practices – Pt 1

Sharlotte Briscoe • 14 February 2024

As a digital marketing agency , when starting to think about honing in on Local SEO and online presence for your clients, mastering the art of local SEO has become essential for businesses that want to thrive in their industries. The internet is fast becoming the number one spot to discover local businesses so the importance of optimising the online presence for local searches should not be underestimated!

As a digital marketing agency that strives to deliver results that will knock your client’s socks off, understanding how to create effective local SEO strategies is absolutely paramount.

In this two-part guide (we love a two-parter!), We’ll be covering :

  1. Optimising Google Business Profile Listings
  2. Local Keyword Research and Implementation
  3. Localised Content Strategy
  4. NAP Consistency Across the Web
  5. Local Link Building Strategies
  6. Mobile Optimisation for Local Searches
  7. Generating Local Reviews and Reputation Management
  8. On-Page SEO Optimisation

1. Optimising Google Business Profile Listings to Boost Local SEO

We’re starting off strong with GBP (Google Business Profile) listings. An up-to-date and complete GBP could be considered Local SEO’s kryptonite.

Business details

First off ensure all of the details within the Google Business Profile are up to date and accurate . You’d be surprised how often businesses have incorrect details on their GBP’s. This includes the business name, address, phone number (NAP details) and website URL. Add the details in full to make sure that there is consistency across all online directories, any inconsistencies can hurt local search rankings.

Don’t forget to include business hours, services/products offered and the business category.

Posts and photos

Regularly update the GBP with fresh photos, posts and offers to improve your client’s visibility and help them engage with local customers. Including posts and photos adds an element of accessibility to the business and gives them a snapshot of the product or service they’re looking at buying.

Engagement

Encourage your clients to ask their customers to leave Google reviews and add their own photos. Engaging with customer reviews and questions promptly will demonstrate fabulous customer service and it can also positively impact local rankings!

2. Local Keyword Research and Implementation

Identify Local Keywords

Start by putting yourself in the shoes of the ideal customer. If you were looking for your client’s products or services what phrases would you type into Google to find what you want? The phrases you choose could be super local such as ‘cafes near me’ or they can be a little bit broader like ‘best cafe’ or ‘best places to eat in Derby’.

Tailor the keyword selection for your clients to capture what their local audience would search for.

Utilise Keyword Research Tools

There’s an abundance of keyword research tools at your fingertips, so to make sure you’ve tied up any loose ends, we’d recommend looking into them. Here are just a few:

Use these tools to uncover invaluable insights into the search volume for each keyword, competition levels and keyword variations specific to your client’s location. Look for high volume keywords with moderate to low competition – these keywords are the hidden gems!

3. Localised Content Strategy

Tailored Content Creation

Craft some attention-grabbing content that’s tailored specifically towards your target audience’s locality.

To do this you will need to understand the unique characteristics, preferences and needs of the local demographic. For example, if your client runs a coffee shop in a hipster-y neighbourhood, then a great idea for content would be to write with millennials in mind and post about the crossover between the local art scene and coffee culture.

Incorporate Local Keywords

Using one of the tools we named above, do some thorough keyword research, focusing on the terms that are relevant to the local area. Keyword research tools will help you pinpoint commonly searched keyphrases. You can then incorporate these naturally into your website copy, blog content, titles and headings to boost your visibility in local search results.

Highlight Local Landmarks and Events

Mixing references to public landmarks and attractions in with your client’s website content will not only, enhance its relevance but forge a connection with the local community. Whether you decide to showcase local landmarks or recommend local hidden gems, including these elements will add an authentic and welcoming touch to the content.

Utilise Geotargeting for Local SEO impact

Geotargeting seems almost like a cheat code! You can use this gold dust to deliver personalised content based on the user’s location. This allows you to tailor your ads and messaging to specific locations and areas to maximise engagement with your client’s content and convert more website visitors

4. NAP Consistency Across the Web

When it comes to SEO, as we mentioned earlier, consistency is absolutely key. So getting into the habit of having accurate details across social channels, listing directories, online profiles and the business website is one of the major keys to gaining your client’s a trustworthy reputation online. Here’s why maintaining NAP consistency is crucial

Ensure Consistency in Your NAP Across All Online Directories

It’s essential that your client’s NAP details (Name, Address, Phone number) are consistent across all online directories, their website and social channels too. After all, these very details are the breadcrumbs that’ll lead customers to their (sometimes virtual) doorstep. The last thing you want is for a customer to not be able to find or contact your client’s business because of inaccuracies in their listings.

Regularly Audit and Update Listings

The digital landscape is one that changes more often than any of us care to think about. For this reason, regular checks and updates on any online directories your clients are part of are a must. To stay on top of it, we’d recommend regularly scheduled audits of the directories to make sure they’re up-to-date, accurate and complete.

Whether it’s a change in business hours, a new phone number, or a fresh lick of paint on the storefront, keeping your client’s listings up-to-date signals reliability and professionalism to both customers and search engines alike.

That’s all for part one!

You’ve got to the end of part one of covering Local SEO best practices. We’ve explored essential tactics such as optimising Google Business Profiles, conducting targeted local keyword research, and ensuring NAP consistency across online directories.

Keep your eyes peeled next week and join us as we continue our quest to conquer the local SERPs and we’ll be covering the next 4 points:

  1. Local Link-Building Strategies
  2. Mobile Optimisation for Local Searches
  3. Generating Local Reviews and Reputation Management
  4. On-Page SEO Optimisation

Until then…

Happy local SEO-ing!

 The Insites Team

A person is holding a cell phone in their hand surrounded by social media icons.
by Izzy Fletcher 29 May 2025
Surprising data reveals 49% of SMBs are boosting marketing budgets while 75% invest in AI. Get the complete sales playbook for capitalising on these opportunities as a digital marketing provider.
A hand is holding a magnifying glass over a laptop screen that says keyword.
by Coral Wood 28 May 2025
Why keyword research actually matters for small businesses, the challenges digital marketing providers face and how to overcome SEO objections with Insites Keyword Planner.
by Coral Wood 21 May 2025
Let's face it - small businesses that have had bad experiences with SEO providers are like someone coming out of a bad relationship. They're wary, skeptical, and probably a bit defensive. And fair enough! Many have shelled out serious cash only to see minimal results, or worse, had their websites damaged by dodgy tactics. These folks aren't just looking for another service provider - they want someone who actually gets their business and can deliver what they promise. Spotting the signs of SEO heartbreak Before you dive into your pitch, take a moment to spot the telltale signs that an SMB has been burned before: They ask super specific questions about your tactics (because they've been bamboozled with jargon before) They want guarantees and exact timelines straight away They're reluctant to share previous work or analytics access They seem suspicious of practices that are actually industry standard They're confused about SEO basics because they've been fed misinformation Remember, this isn't them being difficult—they're just protecting themselves from getting burned again. Show some empathy (and ditch the jargon) When you're chatting with these businesses, the standard sales spiel just won't cut it. Instead: Acknowledge their frustrations without throwing shade at other providers Talk like a normal human being—avoid the technical mumbo-jumbo that might trigger bad memories Be brutally honest about timeframes and what's actually achievable Be crystal clear about how you'll keep them in the loop on progress Show them exactly how you're different from the providers who let them down Building back trust takes time, so don't rush the process. Let the data do the talking Nothing cuts through skepticism like solid data that actually makes sense. Create jargon-free audits that clearly show: What's currently holding their visibility back Opportunities they're missing out on How local competitors are nabbing their potential customers Specific, actionable fixes with realistic outcomes A good audit demonstrates your expertise while giving them immediate value—even before they've paid you a penny. Start small, win big For businesses still nursing their SEO wounds, consider offering: A small starter project with clear deliverables A shorter initial contract without the scary long-term commitment A step-by-step approach with checkpoints before expanding work No sneaky lock-in clauses that got them stuck last time This gives wary clients the chance to see real results before they go all-in. Show your work (properly) Burnt SMBs need extra reassurance that things are actually happening. Create reports that: Show clear before-and-after comparisons Explain technical stuff in plain English Connect improvements to actual business outcomes, not just abstract rankings Are completely honest about what's working and what's not Visual proof of progress works wonders for rebuilding confidence. Teach without the techno-babble Many SMBs have either been kept completely in the dark or bombarded with confusing tech talk. Find the sweet spot by: Creating simple guides tailored to their specific business Using analogies and examples relevant to their industry Breaking complex topics into bite-sized pieces Creating an environment where they feel comfortable asking "stupid" questions A client who understands what you're doing is a client who trusts you. Make it about their business, not just SEO Rather than droning on about algorithms and meta tags, connect your work to what actually matters: Show how SEO improvements translate to more customers Demonstrate the journey from clicks to cash Use examples specific to their industry Show how your work supports their broader business goals This shifts the conversation from "SEO wizardry" to tangible business growth. Real talk: How we helped a skeptical dentist A local dental practice had thrown thousands at SEO with nothing to show for it. When we started working with them, we discovered: Their website had technical errors that were basically making it invisible to Google Despite having a prime high street location, they were nowhere to be seen in local searches Their competitors were actually ranking for their brand name (ouch!) No proper tracking was in place, so previous agencies could hide their lack of results By implementing clear, weekly updates and focusing on quick wins first, we helped them see substantial improvements within three months. Today, they're getting 40% of new patient bookings through their improved online presence. Your action plan for winning over the skeptics Ready to rescue some SEO-burnt businesses? Here's how to start: Create a straightforward audit process that cuts through the confusion Develop simple guides that help business owners understand what you're actually doing Offer flexible contracts that don't feel like a trap Use clear, jargon-free reporting that actually means something Focus on delivering some quick wins to build momentum Remember, winning these clients isn't just about new business—it's about showing them that effective, ethical SEO actually exists! The silver lining of working with the skeptics Here's the thing—SMBs who've had terrible SEO experiences often become your most loyal clients when you finally deliver what others couldn't. By understanding their concerns, being refreshingly transparent, and actually getting results, you're not just winning new business—you're helping repair the reputation of an industry that's let too many small businesses down. More importantly, you're helping local businesses that are the heart of our communities reach the customers they deserve through honest, effective digital marketing. And that's something worth getting out of bed for. Ready to stop guessing which keywords actually matter? Our new Keyword Research tool takes the headache out of SEO planning for your clients. No more cobbling together data from multiple platforms or trying to explain complex metrics to skeptical SMBs. Say goodbye to keyword confusion and hello to: Instant keyword suggestions tailored to your client's industry Easy-to-understand difficulty scores and search volumes Built-in local search insights that show real competitive gaps Simple reporting that actually makes sense to small business owners The best part? It's already included in your Insites subscription at no extra cost. Book a quick demo today to see how our Keyword Research tool can help you win over even the most SEO-traumatised clients with data they can actually understand.
A close-up of a computer screen showing keyword planner on it.
by Coral Wood 15 May 2025
Empower your digital marketing sales team with Insites Keyword Planner. Convert more SMB prospects with instant, AI-powered keyword suggestions that build confidence, save time, and demonstrate clear ROI. No SEO expertise required.
A person is holding a magnifying glass over a map on a laptop.
by Coral Wood 15 May 2025
For enterprise sales teams looking to boost conversion rates, local keyword data offers that perfect sweet spot between scalability and personalisation. It lets you quickly qualify leads, create targeted proposals, and demonstrate compelling value without having to spend ages researching each prospect manually.
A hand is holding a magnifying glass over a laptop screen that says keyword.
by Coral Wood 7 May 2025
Small business owners often view keyword research as an optional extra or a luxury they can't afford. As a digital marketing provider, you know the truth is quite the opposite - poor keyword research can silently drain their resources while delivering underwhelming results. Let's explore how to effectively communicate these hidden costs to your SMB clients in language they'll understand. The invisible drain on marketing budgets When speaking with small business owners, it's crucial to frame keyword research as an investment rather than an expense. Without proper research, your clients are essentially throwing money into digital marketing efforts that may never reach their intended audience. For instance, a local plumber targeting generic terms like "plumbing services" instead of location-specific phrases such as "emergency plumber in Southampton" is competing unnecessarily with national brands and services far outside their coverage area. This means higher costs per click, lower conversion rates, and marketing spend that delivers minimal return. Time wasted on creating the wrong content Another hidden cost that resonates with busy small business owners is time wastage. Without strategic keyword research, businesses often produce content that simply doesn't align with what their potential customers are actually searching for. Explain to your clients how creating blog posts, service pages or social content without keyword insights is like opening a shop without researching what products the local community wants to buy. They might be investing hours creating content about boiler maintenance when their potential customers are frantically searching for "emergency pipe repair near me." Lost opportunities to competitors Perhaps the most compelling hidden cost is the competitive disadvantage. While your SMB clients hesitate on keyword research, their competitors may be capturing valuable search visibility.` Show your clients real examples of local competitors ranking well for lucrative keywords they could be targeting. This concrete demonstration of missed opportunities often resonates more effectively than theoretical discussions about SEO principles. Diminished trust and authority Small businesses rely heavily on reputation and trust. Without strategic keyword targeting, they miss opportunities to establish themselves as local authorities in their field. Explain how properly researched content that answers specific customer questions positions them as experts. Without this research foundation, they're missing chances to be the business that appears when a potential customer searches "how to choose the right accountant for my small business" or "best family dentist for nervous children." Making the case for proper keyword research When presenting solutions, focus on these practical benefits: More efficient marketing spend : Target customers who are actually looking for their specific services in their specific location. Better conversion rates : Attract visitors with actual purchase intent rather than casual browsers. Strategic content development : Stop guessing what content to create and start knowing exactly what your customers want to learn. Measurable results : Show how properly researched keywords provide clearer metrics for success. Start small and demonstrate value For SMBs unconvinced about keyword research, suggest starting with a focused pilot project. Choose one service area or product line and perform proper keyword research for just this segment. Track the results carefully and use this as evidence for expanding your research to other areas of the business. This approach allows sceptical clients to see real-world benefits without committing to a comprehensive strategy upfront. Once they witness the improved performance, the hidden costs of poor research become much more tangible. Translation before selling Communicating the hidden costs of poor keyword research isn't about technical jargon or intimidating statistics. It's about translating SEO principles into business language that resonates with small business owners' practical concerns: wasted money, wasted time, missed opportunities, and diminished market position. By framing keyword research as a crucial investment rather than an optional expense, you help your SMB clients understand why cutting corners here ultimately costs them more in the long run. Want to help your SMB clients avoid the hidden costs of poor keyword research? Discover the power of Insites Keyword Intelligence , part of the Insites for Sales solution. Book a discovery call today to learn more about our tools for digital marketing providers.
A woman is typing on a laptop computer.
by Izzy Fletcher 1 May 2025
Discover 7 proven strategies to improve your digital marketing company's AI visibility and get cited in ChatGPT, Claude, and other AI tools. Learn how to position your brand as an authoritative source for SMB digital solutions.
A group of people are sitting around a table talking to each other.
by Izzy Fletcher 23 April 2025
New research reveals that top Google performers aren't always winning in AI tools like ChatGPT. Discover how your digital marketing agency can leverage both SEO and AEO strategies to deliver greater value to SMB clients and stay ahead of competitors. Includes practical implementation tips and industry-specific insights.
A person is holding a button with the number 63 on it
by Izzy Fletcher 15 April 2025
Google now shows landing page screenshots in Demand Gen ads. Learn how digital marketing agencies can turn this update into new revenue opportunities with Insites auditing tools.
A cartoon illustration of a robot with a smile on its face.
by Izzy Fletcher 8 April 2025
Learn how digital marketing agencies can navigate EU AI Act compliance while turning new regulations into a competitive advantage. Discover practical strategies for AI governance that help win more SMB clients despite compliance changes.
Show More