Local SEO in 2019: How to Help Local Customers Find Your Business

In 2019, local search engine optimisation (local SEO) was an important way for businesses to connect with people looking for nearby products and services. Whether someone searched for “plumber near me” or “coffee shop in Manchester”, search engines aimed to show useful local results based on the query, the searcher’s location and information about relevant businesses.

For local businesses, appearing in these results could bring more calls, website visits and visits to a physical premises. A strong local SEO strategy combined accurate business information, a well-maintained online presence and useful content.

What was local SEO?

Local SEO is the practice of improving a business’s visibility in search results for location-based searches. These results could include standard website listings as well as map results and Google’s local pack: the prominent map and business listings shown for many local queries.

Local search rankings were influenced by factors such as relevance, distance and prominence. In practical terms, businesses needed to show that they matched a search, were located near the customer and had a credible presence online and in the community.

Optimise your Google My Business profile

Google My Business, now known as Google Business Profile, was one of the central tools for local SEO in 2019. A complete and accurate profile helped Google understand what a business offered and gave potential customers essential details at a glance.

Businesses could improve their profiles by:

• Choosing the most accurate primary and secondary categories
• Keeping the business name, address and phone number up to date
• Adding opening hours, including holiday hours
• Writing a clear description of the business and its services
• Uploading high-quality photographs
• Responding to customer reviews and questions

Accuracy mattered. Incorrect opening hours or an outdated phone number could frustrate customers and weaken trust, even if a business appeared prominently in search results.

Keep business listings consistent

Online directories and local listings could help people discover a business, but inconsistent details could create confusion. Businesses were advised to check their name, address and phone number across their website, Google My Business profile, social media accounts and relevant directories.

Consistency did not mean creating listings everywhere. It was more useful to focus on reputable, relevant platforms and make sure each listing contained correct information. Businesses that moved premises or changed phone numbers should update their key listings promptly.

Make your website useful for local searches

A Google profile could help a business appear in map results, but its website still played an important role. Each important service should have clear, helpful information, and the site should make it easy for visitors to contact the business or find its premises.

Useful local website improvements included:

• Including the areas served where this was relevant and accurate
• Publishing dedicated pages for distinct services or locations
• Adding the business address and contact details in an easy-to-find place
• Making the website mobile-friendly and quick to load
• Using descriptive page titles and headings
• Providing clear directions, parking information or service-area details

Location pages should offer genuine value, rather than repeating nearly identical text for a long list of towns. Useful details about local services, staff, projects or customer needs made a page more meaningful to visitors.

Reviews and reputation

Customer reviews were an important part of the local search landscape in 2019. They could influence a person’s decision to contact a business, while review signals also formed part of the wider picture search engines used to assess local prominence.

Businesses could encourage satisfied customers to leave honest feedback, provided they did so in a fair and compliant way. It was also good practice to respond politely to both positive and negative reviews. A thoughtful reply showed that feedback was taken seriously and gave the business an opportunity to address concerns.

Reviews should be earned, not bought or fabricated. Fake feedback could damage a business’s reputation and lead to platform penalties.

Create locally relevant content

Content helped businesses demonstrate their knowledge and connect with a local audience. A useful article might answer a common question, explain a seasonal service or share advice relevant to the area. For example, a local tradesperson could publish practical guidance on preparing a property for winter, while a restaurant might share information about locally sourced ingredients.

The goal was not to insert a town name into every paragraph. Content should be written for people first, with local references included naturally where they added context.

Use structured data carefully

Structured data, such as the relevant LocalBusiness schema, could help search engines interpret details about a business. It was important that marked-up information matched what visitors could see on the website. Structured data could clarify information, but it was not a shortcut to guaranteed rankings or enhanced search results.

Measure what matters

Local SEO was not only about ranking positions. Businesses could monitor useful outcomes such as calls, direction requests, website visits, enquiry forms and bookings. Google Analytics and Google Search Console, alongside reporting in Google My Business, could help show how people found and interacted with a business online.

Tracking these measures made it easier to understand which services, pages and local searches were bringing potential customers. It also helped businesses make practical improvements over time.

Local SEO in 2019: the essentials

Successful local SEO in 2019 relied on the basics being done well: accurate business information, a complete Google My Business profile, a helpful mobile-friendly website, genuine customer reviews and content with real local relevance. These activities worked together to build visibility and trust.

Search results and platform features continued to change, but the underlying aim remained straightforward: help nearby customers find reliable information and choose the business that best meets their needs.

 

8 Local SEO Tips to Boost Your Business’s Visibility in 2019

1. Optimise your Google My Business profile and keep it up to date.
2. Use consistent business details across your website and directories.
3. Add your town or area naturally to relevant page titles and copy.
4. Encourage genuine customer reviews and respond to them promptly.
5. Choose accurate categories and add clear photos to your profile.
6. Make your website fast and easy to use on mobile devices.
7. Add local business schema markup to your website.
8. Earn links from trusted local organisations and publications.

Optimise your Google My Business profile and keep it up to date.

In 2019, an optimised Google My Business profile was essential for helping local customers find and choose your business. Make sure your business name, address, phone number, opening hours and categories are accurate, and add a clear description, relevant photographs and details of your services. Keep the profile up to date whenever anything changes, including seasonal hours or contact information, and respond promptly to customer reviews and questions. A complete, current profile gives potential customers useful information at a glance and can support your visibility in local search and Google Maps.

Use consistent business details across your website and directories.

In 2019, keeping your business details consistent across your website and online directories was an important part of local SEO. Make sure your business name, address and phone number are accurate and written the same way on every listing, including your Google My Business profile. Consistent information helps search engines match listings to your business and makes it easier for local customers to contact or visit you. Check key directories regularly and update them promptly if your details change.

Add your town or area naturally to relevant page titles and copy.

Add your town or service area naturally to relevant page titles and website copy to help search engines and potential customers understand where you operate. For example, a London electrician might use a title such as “Emergency Electrician in Camden” on a dedicated service page, then explain the areas covered in clear, useful copy. Avoid adding location names where they don’t fit or repeating them unnaturally; pages should read well for people first and provide genuinely relevant local information.

Encourage genuine customer reviews and respond to them promptly.

Encouraging genuine customer reviews was an important part of local SEO in 2019. Reviews could help prospective customers choose a business and contribute to its visibility in local search results. Invite customers to share honest feedback after a purchase or visit, without offering incentives or pressuring them. Respond promptly and courteously to both positive and negative comments: a thoughtful reply shows that you value customers’ views and are willing to address any concerns.

Choose accurate categories and add clear photos to your profile.

Choosing accurate categories on your Google My Business profile helped Google understand what your business offered and match it with relevant local searches. Select the most specific primary category available, adding secondary categories only when they genuinely described your services. Clear, high-quality photos also helped potential customers get a better sense of your premises, products or team, making your profile more informative and inviting. Keep images current and authentic, and ensure they represent your business accurately.

Make your website fast and easy to use on mobile devices.

In 2019, making your website fast and easy to use on mobile devices was essential for local SEO. Many people searched for nearby businesses while on the move, so a slow or difficult-to-navigate site could cause potential customers to leave before they found your opening hours, address or contact details. Use a responsive design, keep pages quick to load and make key information—such as your phone number, location and services—easy to find and tap on a small screen.

Add local business schema markup to your website.

Adding local business schema markup to your website can help search engines understand key details about your business, such as its name, address, phone number, opening hours and the services it offers. In 2019, using accurate, relevant structured data was a useful part of a local SEO strategy, particularly when the marked-up details matched the information visible to visitors and on your business listings. Schema markup does not guarantee higher rankings or special search results, but it can make your business information clearer to search engines and support a consistent online presence.

Earn links from trusted local organisations and publications.

Earning links from trusted local organisations and publications was a valuable local SEO tactic in 2019. A mention and link from a local newspaper, community group, business association or charity could help introduce your business to nearby customers and strengthen its credibility online. Focus on building genuine relationships and offering something worth sharing, such as expert advice, a community initiative or a useful local guide. Relevant, naturally earned links were more valuable than large numbers of low-quality links.