Local Search - Why It Matters and How to Make It Work for Your Business
When was the last time you searched for “plumber near me” or “best coffee in Milton Keynes”? Probably just before reading this article, right? You’re not alone. Your potential customers are doing it every single day. Local search is that magical little moment where your business can pop up and say, “Hey, we’re right here!”
At The Last Hurdle, we work with dozens of local businesses, from pest control companies in Northampton to heating engineers in Milton Keynes and we know that if you want local customers to find you, local SEO isn’t optional, it’s essential.
In this article we will break down what local search is, who benefits from it, and how you can make it work for your business without needing to master SEO wizardry.
WHAT IS LOCAL SEARCH?
Local search is what happens when people use Google (or another search engine, but let’s be honest…) to find something nearby. It’s the online version of asking a friend or neighbour for a recommendation, only with fewer awkward silences.
Think:
- “SEO agency in Milton Keynes”
- “Emergency plumber in Stony Stratford”
- “Coffee shop near Campbell Park”
Google uses three things to decide what shows up: proximity (are you close?), relevance (do you offer what they need?), and prominence (do people trust you?).
And yes, it’s totally possible to influence all three, without black magic or stuffing your website with “plumber in Milton Keynes” fifty times (please don’t do this, it won’t work but you might be classed as a toxic site, not the attention from Google we are looking for).
WHO BENEFITS FROM LOCAL SEARCH?
If your business serves a specific area or has a physical location, then local search is for you.
We see this every day with our clients:
- A facilities management company needed to appear for property maintenance terms in Milton Keynes, local SEO got them there.
- A pest control company wanted more visibility across Northamptonshire, they now dominate their area for “pest control near me.”
- A blinds company wanted to make sure people searching for “blinds Towcester” found them, not a generic online retailer.
So yes: if you’re a tradesperson, a consultant, a salon owner, or anything in between, this matters.
KEY ELEMENTS OF A LOCAL SEO STRATEGY
Google Business Profile (GBP)
Still often called “Google My Business” (we’re not judging), your GBP is your digital shopfront.
- Claim and verify your profile. Seriously. Do it.
- Make sure your business Name, Address, and Phone (NAP) are consistent everywhere.
- Add proper categories, a list of your services, eye-catching images (not blurry ones from 2013), FAQs, and regular posts.
- Respond to all reviews. Yes, even the ones that clearly came from someone who’s confused you with another business.
Local Keywords
Use phrases people actually type into search engines when they’re in a bind:
- “Blocked drains Bletchley”
- “Commercial cleaning Milton Keynes”
We help clients uncover the right keywords for their area. It’s not about stuffing, it’s about showing Google what you do and where you do it.
Citations and Listings
These are the digital equivalent of phonebook entries (remember those?).
- Make sure your info is consistent across sites like Google, Yell, Bing, Apple Maps, and others.
Online Reviews
We can’t stress this enough. Reviews are gold.
- Ask happy clients to leave one (a gentle nudge goes a long way).
- Reply to reviews with personality and professionalism.
- And no, don’t buy fake ones, Google will know.
Location or Service Area Pages
Have a separate page for each major area you serve.
- Don’t just clone the same page with different town names. That’s not clever, that’s lazy SEO.
On-Page SEO Signals
This is the techy part, but important.
- Add structured data (aka schema) to tell Google you’re a legit local business.
- Embed Google Maps on your contact page.
- Make sure your site loads quickly, especially on mobile. Most people will search for you while out and about.
LOCAL SEARCH PITFALLS TO AVOID
Here’s what not to do:
- Have multiple versions of their address across the web (confuses Google).
- Stuff keywords like “Towcester heating engineer” in every sentence.
- Claim their Google Business Profile and then forget about it.
- Use stock photos instead of real images.
- Let one bad review sit there unanswered.
LOCAL SEARCH METRICS THAT MATTER
You don’t need to drown in data. Focus on:
- Google Profile insights: calls, clicks, direction requests
- Local keyword rankings (e.g., do you show for “blind fitters in Towcester”?)
- How often you show in the map pack (those top 3 listings with the map)
- Actual website visits from local search terms (Google Search Console helps here)
NEXT STEPS – DIY OR DONE FOR YOU?
There’s lots you can do yourself:
- Claim your Google Business Profile
- Get listed on directories
- Ask your happy customers to leave reviews
- Write blog posts/case stories about your service in specific areas
But if you’re short on time (or just don’t fancy battling with Google listings), that’s where we come in.
At The Last Hurdle, we’ve been helping businesses across Milton Keynes, Northampton, Towcester and beyond climb the local rankings for over a decade. We handle everything, from keyword research to profile management, so you can get back to running your business.
Local search is how people find businesses like yours. It’s fast, it’s targeted, and if you’re not there, your competitors are.
Whether you’re a small business owner looking to grow your visibility or a well-established company wanting to dominate your postcode, we can help, call us on 01604 654545 or email hello@thelasthurdle.co.uk
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