When focusing on local search engine optimisation, having the right tools in your arsenal can make all the difference in driving visibility and customer engagement.
1. Google Business Profile (GBP)
A fully optimised Google Business Profile is the cornerstone of local SEO. It’s your business’s digital storefront, helping you appear in Google Search and Maps for relevant local queries.
Features to leverage
- Add accurate NAP (Name, Address, Phone) details.
- Update business hours and photos regularly.
- Use the Q&A section to answer customer queries directly.
To ensure consistent visibility, encourage satisfied customers to leave reviews—a critical factor in building trust and improving rankings. Regularly posting updates about offers, events, or new products can also keep your profile engaging and relevant.
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Why Does It Matter? 76% of local searches on mobile result in a store visit or contact within 24 hours.
2. SEMrush
SEMrush is a powerhouse for all things SEO, but its local SEO tools are indispensable for UK businesses targeting regional audiences.
- Local keyword research: Find keywords that potential customers in your area are searching for.
- Competitor analysis: Understand what local competitors are doing to rank higher.
- On-page SEO checker: Get tailored recommendations to optimise specific pages for local searches.
Pro tip: SEMrush’s Traffic Analytics feature can provide insights into competitor websites, showing you where their traffic originates and which keywords perform best.
3. Moz Local
Consistency in business listings across platforms is a key factor for local SEO, and Moz Local simplifies this process.
- Ensures your business details (NAP) are uniform across directories like Yell, Yelp, and others commonly used.
- Automatically updates information to save time.
- Flags duplicate or incorrect listings, helping you avoid penalties from search engines.
Moz Local’s reporting tools are particularly helpful for understanding how your listings impact your rankings. By showing which platforms need attention, it saves valuable time for business owners.
Pro tip: Regularly audit your listings through Moz Local to spot and rectify errors that might affect your local visibility.
4. Ahrefs
Ahrefs is a versatile tool with robust local SEO features, helping you understand and improve your website’s authority in your local market.
- Backlink analysis: Identify opportunities to build local links, such as partnerships with nearby businesses or local directories.
- Content explorer: Discover trending content topics relevant to your area.
- Rank tracking: Monitor keyword rankings for your specific location.
For instance, if you’re a florist in Birmingham, Ahrefs can help you target links from local wedding blogs or event planners, boosting your visibility. It can also highlight broken links on competitor websites, presenting opportunities for your business to step in.
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Pro Tip: Use the Site Audit feature to identify and fix technical issues that might hinder your local SEO performance, such as slow-loading pages or mobile usability problems.
Support your local SEO strategy with additional tools
While the tools above are essential, combining them with complementary tools can further strengthen your local SEO strategy:
- Google analytics: Track user behaviour to understand how customers interact with your website after finding you through local searches.
- Canva: Create visually appealing images for your Google Business Profile and social media posts, making your listings stand out.
- Hotjar: Analyse customer behaviour on your site to identify barriers to conversion.
These tools help you build a comprehensive strategy that not only improves rankings but also enhances the user experience.
Common pitfalls to avoid
When working on local SEO, avoid these common mistakes:
❌ Ignoring reviews: Reviews significantly impact local rankings. Engage with both positive and negative feedback to show customers you care.
❌ Inconsistent NAP details: Ensure your business information is identical across all platforms to build trust with search engines.
❌ Neglecting mobile optimisation: Over 60% of local searches are conducted on mobile devices, making mobile-friendly websites essential.
Putting it all together
These tools work best when used in combination. For example, start with Google Business Profile to establish your local presence and use SEMrush for keyword insights.
Pair this with Ahrefs to strengthen your backlink profile and Moz Local to maintain consistent listings across directories.
When you integrate these tools into your strategy, you’re not just optimising for search engines—you’re also building trust and credibility within your community. With a little effort and the right approach, your business can achieve long-lasting visibility and customer loyalty.
