Last updated on 29th July 2026
If you run a small business and want more local customers to find you online, local SEO is one of the most valuable things you can invest time in. A lot of it is free, and some of the biggest wins are surprisingly straightforward.
What exactly is local SEO?
Local SEO is the process of making your business more visible in location-based search results. When someone searches “hairdresser in Shrewsbury” or “stonemason near me,” Google uses a combination of signals to decide which businesses to show. Local SEO is about making sure those signals are working in your favour — covering everything from your Google Business Profile to your website, online directories, reviews and mentions in local press.
Why local SEO matters more than ever in 2026
More people than ever are searching on mobile, and mobile searches are overwhelmingly local in intent. “Near me” searches have grown consistently year on year, and Google continues to prioritise local results for businesses serving a specific area.
For small businesses in Shrewsbury and Shropshire, that’s a real opportunity. You don’t need to compete with national brands. You just need to show up when someone nearby is looking for exactly what you do.
Google Business: the most undervalued local SEO tool
If you do nothing else on this list, sort your Google Business Profile. It’s free, it directly affects how you show up in Google Search and Maps, and most small businesses either haven’t claimed theirs or haven’t touched it since.
A few things that make a real difference:
- Claim and verify your listing: Until it’s verified, Google won’t show it with confidence.
- Choose the right category: Be specific — “hair salon” will serve you better than “beauty salon” if that’s what you are.
- Write a strong business description: Include what you do and where you are. Write naturally, don’t stuff it with keywords.
- Keep your information accurate: Name, address, phone number, hours. Keep it current, including bank holidays.
- Add photos regularly: Fresh photos signal an active, well-maintained listing.
- Post updates: A short update once a month — a new service, a recent project, a seasonal offer — keeps your profile active.
- Ask for reviews: One of the strongest local ranking signals there is. More on this below.
Your local SEO to-do list
✔ NAP consistency
NAP stands for name, address and phone number. Google cross-references your details across the web, and inconsistencies can undermine your rankings. Make sure everything is identical everywhere it appears online.
✔ Get listed in directories
Bing Places, Apple Maps, Yell, Thomson Local and Facebook are the key ones to cover alongside your Google Business Profile. Consistent listings send positive signals to Google and put you in front of people searching those platforms directly.
✔ Local keywords on your website
Your website should tell Google where you are and what you do. Location in your page titles, headings and body copy where it reads naturally. A page titled “Website design services in Shrewsbury” will outperform “Our services” for local searches every time.
✔ Start asking for reviews
The more positive, recent reviews your Google Business Profile has, the better you’ll rank. Ask every happy client for one and make it easy — send a direct link to your review page. Respond to every review you receive, good or bad.
✔ Schema markup
Schema is code added to your website that helps Google understand your business and location. Ask your web designer whether local business schema is in place.
Social media and local SEO
Social media isn’t a direct Google ranking factor, but it supports your local SEO in ways that matter. Consistent activity builds brand recognition, and recognised brands get clicked more in search results.
Keep your business details consistent across all profiles, engage with local community groups where it’s relevant and share content that references your area. Local projects, local clients, local stories. It reinforces who you are and where you are.
Local press — why it’s worth more than you think
When a respected local outlet links to your website, Google treats it as a vote of confidence. A mention in the Shropshire Star carries real authority and passes what’s known as link juice to your site — telling Google your business is credible and relevant to the area.
A good example is the Lyneal Trust, a Shropshire charity whose website we recently redesigned. They already had strong coverage and links from the BBC, the Shropshire Star and the Whitchurch Herald. Those links were doing significant SEO work long before any technical improvements were made. A well-built website added to that foundation amplified the impact further.
Think about what’s genuinely newsworthy — a business launch, a local project, a community initiative. Local journalists are always looking for stories, and a well-timed press release can go a long way.
Should you hire someone to help with local SEO?
A lot of this you can do yourself, and I’d encourage you to start there. Claiming your Google Business Profile, getting listed in directories, asking for reviews — none of that requires professional help.
But local SEO is ongoing. Google’s algorithm changes, competitors improve their listings and keeping everything consistent takes time. Working with someone means the technical things are set up correctly from the start — schema, page structure, keyword targeting — and your website and local SEO are working together rather than in isolation.
At Studio Payne we work with small businesses across Shrewsbury and Shropshire on web design and local SEO. If you’d like a conversation about where your business stands, get in touch — happy to take a look.
Studio Payne is a branding and website design studio based in Shrewsbury, working with small businesses across Shropshire and beyond.
