Local SEO Services That Drive Real Results

How Google Ranks Local Businesses

Google ranks local businesses based on three core signals:

Relevance: Is Your Business Relevant to the Search?

What works: Properly optimised Google Business Profile, website content aligned with what locals actually search for, consistent business information across the web.

What doesn't work: Forcing keywords, misleading descriptions, old or incomplete information.

Distance: How Close Are You to the Customer?

What works: Accurate location information, service area targeting if you're mobile, local content that signals your presence in the area.

What doesn't work: Listing a fake address, claiming service areas you don't serve, outdated location data.

Prominence: How Established and Trusted Are You?

What works: Customer reviews (real ones), Google Business Profile activity, local backlinks, website authority, consistent citations.

What doesn't work: Fake reviews, inactive profiles, low review volume, no online presence.

The reality: Most businesses focus on one or two of these. Real local SEO optimises all three.

The Problem: How Most Businesses Get Local SEO Wrong

Mistake 1: They Ignore Their Google Business Profile

Your GBP is the foundation. It's not optional. Yet most businesses have:

• Incomplete information (missing hours, services, photos)

• Old photos or no photos at all

• No posts or activity for months

• Reviews they never respond to

• Inaccurate descriptions

Result: Invisible on Google Maps, losing customers to competitors with better profiles.

Mistake 2: They Chase Directory Links Instead of Real Visibility

They submit their business to 50+ directories thinking it's "local SEO." It's not. Directory links don't move rankings—and most directories are spam anyway.

Real local SEO focuses on relevance, distance, and prominence. Directories do none of that.

Mistake 3: They Focus on Traffic Instead of Actual Customers

They celebrate "500 visits this month" when zero of them called or booked. That's vanity metrics, not results.

Real local SEO tracks what matters: GBP actions (calls, direction requests, website clicks), reviews, and actual customer inquiries.

Mistake 4: They Stop Too Early

They do local SEO for 4 weeks, see no results, and quit. Local SEO compounds over time. Month 3 builds on months 1-2. Stopping early guarantees failure.

Mistake 5: They Use Outdated Tactics

Citation building, link schemes, "directory blast" services—this is 2015 thinking. Google doesn't weight directory links anymore. These tactics waste money and can hurt rankings.

What Actually Works: Local SEO That Ranks

Based on 8+ years working with local businesses on the Central Coast and Sydney, here's what actually moves the needle:

1. Google Business Profile Optimisation

Your GBP is your single biggest ranking factor for local search. Verified GBP profiles appear significantly more often in search results compared to unverified ones.

What Works

• Complete, accurate business information (name, address, phone, hours, category)

• High-quality photos (interior, exterior, team, products/services in action)

• Regular posts (2-4 per month keeps your profile active)

• Keyword-optimised description that answers what you do and who you serve

• Responding to all customer reviews (positive and negative)

Why It Works

Google uses your GBP as the main ranking signal. An optimised profile tells Google your business is legitimate, active, and relevant.

2. Local Keyword Strategy

Most businesses optimise for the wrong keywords. They target broad, high-volume terms when they should target specific, local, high-intent keywords.

What Works

• "Accountant Gosford" not just "accountant"

• "Plumber emergency Terrigal" not just "plumber"

• "Café Neutral Bay" not just "café"

• Long-tail variations that show buying intent ("best personal trainer Gosford", "dentist accepting new patients Sydney")

Why It Works

Local high-intent keywords have less competition, higher conversion rates, and attract customers ready to hire—not just browsers.

3. Website Optimisation for Local Search

If you have a website, it needs to be optimised for local search. Most websites ignore this completely.

What Works

• Local keywords naturally woven into page content

• Location pages (if you have multiple locations)

• Schema markup that tells Google your business type, location, contact info

• Content that answers common questions people search for locally

• Internal linking structure that signals your local relevance

Why It Works

Your website is a ranking factor. An optimised website tells Google your business is legitimate and relevant to local searches.

4. Customer Reviews and Reputation

Reviews are one of the strongest ranking signals for local businesses. More reviews + higher ratings = better rankings.

What Works

• Actively requesting reviews from happy customers (the right way—through follow-up emails, not fake review sites)

• Responding to all reviews (especially negative ones, which shows you care)

• Spreading reviews across Google, Facebook, and industry-specific platforms

• Quality over quantity (10 genuine 5-star reviews beat 100 fake 5-stars)

Why It Works

Reviews signal trust to both Google and potential customers. More positive reviews = higher likelihood of being found and clicked.

5. Local Backlinks (Quality Over Quantity)

Not all backlinks matter. Directory links? Worthless. Local, relevant backlinks from trusted sources? They matter.

What Works

• Backlinks from local news, tourism boards, industry associations

• Sponsorships that result in mentions on legitimate websites

• Partnerships with complementary local businesses (cross-linking when it makes sense)

• Paid placements on high-authority local sites ($150-400 per link for quality)

What Doesn't Work

• Cheap link packages

• Directory submissions (especially directory "blasts")

• Link farms, PBNs, automated services

• Any service promising "X links per month"

Why It Works

A few quality local backlinks signal authority to Google. Hundreds of spammy links signal the opposite.

How Local SEO Actually Works: The Real Process

This is what I do with clients to get real results:

Month 1: Foundation

• Audit your Google Business Profile and fix what's broken

• Analyse your current website for local optimisation gaps

• Research the competitive landscape and identify ranking opportunities

• Set up proper tracking for actual metrics (GBP actions, calls, inquiries)

• Start posting consistently to your GBP

Expected result: Your profile becomes complete and active. Small visibility lift. Foundation is solid.

Months 2-3: Relevance

• Optimise your website for local keywords

• Create content that answers what locals actually search for

• Encourage and respond to reviews

• Start building targeted local backlinks

Expected result: Gradual ranking improvements, GBP action increases, first meaningful visibility changes.

Months 4-6: Momentum

• Continue content creation

• Build on early wins

• Expand backlink strategy

• Analyse what's working and double down

Expected result: Consistent ranking improvements, steady stream of GBP actions, phone starting to ring more consistently.

Ongoing: Maintenance

• Consistent GBP activity (posts, photo updates, response to reviews)

• Content updates based on what's ranking

• Monitor performance and adjust strategy

Expected result: Sustained visibility, consistent customer flow from local search.

Important caveat: Every market is different. Some businesses see results in 6 weeks. Others take 4-5 months. Competitive markets take longer. The timeline depends on your specific situation—which is why I always do an audit before committing to timelines.

Local SEO Packages & Pricing

I'm not an agency. You work directly with me—one person, 8+ years experience, no overhead. That means faster turnaround, direct communication, and 40-60% less than typical agency rates.

SEO 1-1 Power Session

$225

75 minutes of 1-on-1 training covering your Google Business Profile and website. You get a custom 30-day action plan. Perfect if you want to DIY or need clarity on what needs to happen.

Google Profile Management

$500/month

I handle your GBP: 8 optimised posts monthly, profile monitoring, monthly report. Best for businesses that just want consistent visibility on Maps.

Local SEO Essentials

$900/month

Everything in Profile Management, plus 2-3 website blog posts monthly, review monitoring, and performance tracking. Best for small businesses ready to add website content to their local strategy.

Local SEO Growth

$1,300/month

Full service: GBP, website content (4-5 posts), review management, citation work, backlink strategy, detailed monthly reports. Best for competitive markets or businesses ready to seriously compete locally.

What You Get Working With Me

• You talk to me directly, not a team

• No fancy dashboards you don't understand

• No upsells or feature creep

• Clear, honest communication about what's working and what's not

• Adjustments when strategy needs to change

• Month-to-month, no lock-in contracts

Frequently Asked Questions About Local SEO

How long before I see results?

Honest answer: It depends on your market, competition, current online presence, and how consistently we work together.

Some businesses see movement in weeks. Others take months. There's no universal timeline because every market is different.

What I can tell you:

• Google rewards consistency over time

• Stopping and starting hurts more than slow progress

• Local SEO compounds—month 3 builds on months 1-2

• Patience and realistic expectations matter

What I won't tell you: A specific timeline or guaranteed results. Anyone who promises "page 1 in 30 days" is either lying or using tactics that will hurt you long-term.

What about those directory services and citation building companies?

They're wasting your money.

Directory links don't move rankings. John Mueller from Google confirmed this years ago: "Directory links generally don't help with rankings." Most directories are spam anyway.

What actually matters for local rankings:

• GBP optimisation

• Reviews and reputation

• Local backlinks from trusted sources

• Website relevance

• Local business information consistency

Directories might be free advertising (some people do use them), but they're not a local SEO strategy.

Do you guarantee rankings?

No. And you should run from anyone who does.

Here's why guarantees in SEO are a red flag:

• Google's algorithm changes constantly

• Your competitors are also working on their SEO

• Every market has different variables

• No one controls Google's rankings

• Markets shift, seasons change, new competitors emerge

What I can guarantee:

• Consistent, quality work every month

• Transparent reporting on what's happening

• Honest communication if something isn't working

• Adjustments when strategy needs to change

The truth: Local SEO increases your visibility and the likelihood of being found. What happens after someone finds you—whether they call, book, or buy—depends on your business, not SEO.

What if I'm in a really competitive market?

Competitive markets take longer and require more consistent effort. That's the reality.

I can't promise specific timelines, but I can tell you:

• Strategy matters more than budget in crowded markets

• Finding your unique angle often matters more than generic keywords

• Consistent work over 6+ months typically outperforms short bursts

• Differentiation (what makes you unique) matters more than chasing keywords

Before we start: I'll audit your market and give you an honest assessment. If I don't think local SEO will move the needle for your situation, I'll tell you.

How do I know if it's actually working?

We track real metrics, not vanity numbers.

What I report on:

• Keyword ranking changes (are you more visible?)

• Google Business Profile actions (calls, direction requests, website clicks)

• Review activity and sentiment

• Month-over-month trends

What I don't focus on:

• Impressions (meaningless without action)

• Traffic alone (visitors who don't convert don't matter)

• Vanity metrics that look good but mean nothing

The honest caveat: Even strong visibility doesn't guarantee customers. If people find you but don't call, the issue may be your reviews, pricing, website, or something outside SEO. I'll flag these issues if I see them.

Do I need a website for local SEO?

Not necessarily. Your Google Business Profile alone can generate visibility and calls.

However, a website gives you:

• More opportunities to rank for different keywords

• A place to share more information about your services

• Additional trust signals for Google

• Better credibility with potential customers

My recommendation:

• If you have a website, we optimize it

• If you don't, we can start with GBP-only ($500/month) and add website work later

• If budget is tight, the Power Session ($225) includes guidance on basic setup

Should I optimise my Bing Places listing too?

Short answer: After you've optimised Google Business Profile completely, yes.

Bing handles about 3.5% of Australia's search market compared to Google's 95%. For most local businesses, your time and budget is better spent perfecting your GBP first.

That said, once your Google profile is solid, claiming and optimizing your Bing Places listing takes 30 minutes and costs nothing. It helps with:

• Bing search visibility (small but real)

• Microsoft Edge and Copilot visibility

• AI assistant data (ChatGPT pulls from Bing listings)

The priority order: 1) Perfect your GBP, 2) Then optimize Bing Places. Both should have matching information.

Ready to Get Found Locally?

Book a free 15-minute strategy call. No pitch. No pressure. Just honest advice about your situation.

I'll ask about your business, where your customers come from, and what's holding you back on Google. Then I'll give you specific next steps—even if it's just direction you can use yourself.

Book Your Free 15-Minute Local SEO Audit

Or if you prefer to email: roxane.pinault@gmail.com

Why Local SEO Matters More Now Than Ever

The local search landscape has shifted dramatically in the past 3 years:

• Google prioritises local results even more aggressively

• Mobile searches dominate (and most mobile searches have local intent)

• "Near me" and location-based searches have exploded

• Customer expectations have changed (they expect to find you on Google Maps instantly)

• AI is changing how search works, making local relevance even more important

Businesses that invested in local SEO 2-3 years ago are dominating now. Businesses that ignored it are struggling.

The good news: It's not too late. Local SEO still works. The bar is higher, but so is the opportunity—because fewer businesses do it well.

Your customers are searching for you on Google Maps right now. The question is: Are they finding you or your competitors?

Let's fix that.

Book Your Free 15-Minute Local SEO Audit