Local SEO is the process of optimising visibility in location-based search results on Google Search, Google Maps, and other search engines.
Figment provides specialist local SEO services for UK businesses that depend on local customers. Our clients include solicitors, accountants, estate agents, architects, and dental practices. Figment operates from London and Surrey and has delivered local search growth since 2006 through Google Business Profile optimisation, citation building, review management, and locally targeted content.
46% of all Google searches have local intent. Businesses that invest in local SEO appear in the Google Map Pack. Local visibility attracts more phone calls and enquiries from nearby customers. Figment’s local SEO services combine technical optimisation and ongoing management to increase rankings and convert searchers into clients.
Figment has delivered over 100 Google Page One rankings and up to 500% traffic growth through targeted local SEO campaigns. The agency holds a 4.9-star rating from 76 Google reviews. Professional services firms across London and the South East trust Figment to build sustainable local search visibility.
This page explains what local SEO involves, why it matters, and how Figment delivers measurable local search growth through a proven data-driven approach.
Book a free consultation to discuss your local SEO strategy.
What is Local SEO and Why Does it Matter?
Local SEO is the practice of optimising a business’s online presence to attract customers from location-based searches on Google Search, Google Maps, and other platforms.
46% of Google searches have local intent. 88% of mobile searches for local businesses result in a call or visit within 24 hours.
Local SEO improves three core Google ranking signals. Google evaluates relevance, distance, and prominence when it selects which businesses appear in local results.
- Relevance measures how closely your business matches the search.
- Distance measures proximity between the searcher and your location.
- Prominence measures the authority and reputation of your business across the web.
Google displays local businesses in the Google Map Pack, also called the local pack or 3-pack. The Map Pack appears above standard search results and lists three nearby businesses with ratings and contact details.
Businesses that rank in the Map Pack attract the majority of local clicks. Appearing in this section drives calls, direction requests, and website visits.
Local SEO differs from traditional organic SEO. Organic SEO targets national or global rankings. Local SEO targets location-based searches and Google Maps visibility.
Search behaviour has shifted towards location-specific queries. Users frequently search for services such as “solicitor near me” or “accountant in Surrey”. Local SEO ensures your business appears when potential clients search in your area.
You can explore a deeper breakdown of ranking signals in our guide to local SEO ranking factors.
Local SEO includes several core services that work together to improve local visibility.
What Our Local SEO Services Include
Figment’s local SEO services include six core components. Each service strengthens a different ranking signal in Google’s local algorithm.
1. Google Business Profile Management
Google Business Profile management involves optimising and maintaining your business listing in Google Maps and search results. This profile controls how your business appears in the map pack.
Figment claims and verifies profiles, optimises categories, uploads photos, publishes posts, and manages Q&A sections to increase map pack visibility.
2. Local Citation Building
Local citation building involves submitting your business information to trusted directories and listings across the web.
Consistent citations reinforce trust signals and improve local rankings. Figment audits existing listings and submits your business to authoritative directories that influence local search visibility.
3. Review Generation and Management
Review management involves generating customer feedback and responding to reviews across key platforms.
Positive reviews influence both rankings and conversions. Figment builds ethical review generation strategies and monitors platforms including Google and Trustpilot to strengthen your reputation.
4. Local Landing Page Creation
Local landing pages target searches in specific towns or service areas.
These pages allow Google to connect your services with the locations you serve. Figment creates location-specific pages that target relevant keywords and generate local enquiries.
5. Local Link Building
Local link building involves earning backlinks from locally relevant sources such as press publications, business associations, and industry directories.
These links increase domain authority and strengthen prominence signals for local rankings.
6. Local Keyword Research and Strategy
Local keyword research identifies the searches your customers use when they look for services in your area.
Figment researches location-based keywords and builds strategies that target the highest-value search terms for your business.
These services integrate with managed SEO campaigns to deliver broader organic growth.
The most important element of any local SEO campaign is your Google Business Profile.
Google Business Profile Optimisation
Google Business Profile is the most important ranking factor for the local map pack. Studies show it accounts for 32% of Local Pack ranking signals.
A fully optimised profile increases your chance of appearing in the Google Map Pack. Higher visibility generates phone calls, direction requests and website visits from nearby customers.
Claiming and Verifying Your Profile
Businesses must claim and verify their Google Business Profile before optimisation can begin.
Verification confirms that the business operates at the listed address. Google usually verifies profiles through a postcard or phone confirmation.
Figment manages this process and ensures your listing is secure and correctly configured.
Category Selection and Attributes
Your primary business category is the single most important GBP ranking factor.
Categories determine which searches trigger your listing in the map pack. Figment selects primary and secondary categories based on keyword research and competitor analysis.
Attributes provide additional information about services, accessibility, and facilities. These attributes improve relevance and help customers understand your offering.
Google Business Profile Posts and Updates
Google Business Profile posts signal activity to Google and inform customers about your services.
Regular posts improve engagement and maintain visibility in local results. Figment publishes weekly updates that highlight services, announcements, and offers.
These updates strengthen relevance signals and encourage user interaction.
Photos, Videos, and Visual Content
Visual content increases engagement in Google Business Profiles.
Businesses with photos receive more clicks and direction requests. Figment uploads optimised photos and videos that showcase your team, premises, and services.
Images strengthen trust signals and increase interaction with your listing.
Figment also optimises service descriptions and product sections within the profile. Accurate business hours improve ranking potential because Google prioritises businesses open at the time of search.
Q&A management prevents misinformation and allows businesses to answer common questions directly within the listing.
Beyond your Google Business Profile your business information must remain consistent across the web.
Local Citations and Directory Listings
Local citations are online mentions of your business name, address, and phone number. These details are often called NAP information.
Consistent NAP information across directories reinforces your business legitimacy and strengthens local ranking signals.
What are Local Citations?
Local citations appear on directories, websites, and listing platforms across the internet.
Examples include business directories, industry portals and local websites that list companies operating in a specific area.
These listings help Google confirm that your business exists and operates at a real location.
NAP Consistency and Why It Matters
NAP consistency improves trust signals for local search.
Inconsistent information confuses search engines and weakens ranking potential. Incorrect phone numbers, outdated addresses or spelling variations can reduce local visibility.
Figment audits citations and corrects inaccurate listings to ensure consistency.
UK Business Directories that Matter
Several directories influence local search visibility for UK businesses.
Key platforms include Yell, Thomson Local, Bing Places, Apple Maps, FreeIndex, Cylex and 192.com.
Industry-specific directories also strengthen authority signals for professional services firms.
Figment submits and verifies listings across these directories to build a strong citation profile.
Citations build your digital presence. Reviews build your reputation.
Review Management and Online Reputation
Online reviews account for approximately 16% of Google’s local map pack ranking factors.
80–90% of consumers read online reviews before choosing a local business.
Review quantity and review frequency influence ranking performance. Google rewards businesses that receive consistent feedback from customers.
Review velocity measures how regularly new reviews appear. Higher velocity signals ongoing business activity.
Star ratings influence click-through rate from the map pack. Businesses with higher ratings attract more enquiries and website visits.
You should respond to every review (positive or negative) to demonstrate engagement and professionalism. Responses show customers that the business values feedback.
Figment builds ethical review generation strategies that encourage genuine feedback. The agency monitors reviews across Google, Trustpilot and industry platforms.
Figment provides response templates that help businesses manage both positive and negative reviews.
Reviews and citations build external signals. Your website must also support local rankings.
Local Landing Pages and On-Page Optimisation
Local landing pages are website pages that target searches in specific towns or service areas.
These pages help Google understand where your business operates and which searches your website should rank for.
Creating Location-Specific Landing Pages
Each location landing page must contain unique content that targets a specific geographic area.
Avoid duplicated templates that only change the town name. Unique content improves relevance and avoids duplicate content issues.
Figment creates location landing pages that target service and location keywords while addressing the needs of local customers.
You can learn more here about the strategy behind location landing pages.
Local Schema Markup
Schema markup provides structured data that search engines use to interpret website information.
Common schema types include LocalBusiness, Service, GeoCoordinates and OpeningHours.
Figment implements schema markup to reinforce location signals and improve search visibility.
Mobile Optimisation for Local Search
Most local searches occur on mobile devices.
Mobile-friendly websites load quickly and display clearly on smaller screens. Google prioritises mobile-optimised pages in local results.
Figment improves mobile performance and optimises title tags and meta descriptions for local queries.
On-page optimisation strengthens your website. Local link building strengthens your authority.
Local Link Building and Digital PR
Local link building strengthens authority for location-based searches.
Backlinks from locally relevant sources signal prominence which is one of the three core ranking factors.
Links from local newspapers, business associations and community organisations carry strong relevance signals.
Figment secures local links through digital PR and partnerships. Campaigns generate coverage in regional press and industry publications.
Local sponsorships and events also create link opportunities. Partnerships with chambers of commerce and professional organisations strengthen authority signals.
Industry directory listings provide additional backlinks that support citation signals.
Where many agencies treat local SEO as an add-on, Figment builds dedicated local strategies for professional services firms.
How Our Local SEO Process Works
Figment follows a four-stage process that delivers measurable local search growth.
1. Local SEO Audit
The campaign begins with a comprehensive local SEO audit.
Figment audits Google Business Profile optimisation, citations, reviews, competitors, and keyword gaps. The audit identifies weaknesses that limit rankings.
2. Strategy and Keyword Research
Strategy development targets the searches that drive enquiries.
Figment maps keywords to services and locations. The strategy identifies content opportunities and link prospects that support local visibility.
3. Optimisation and Implementation
Implementation applies optimisations across all ranking factors.
Figment optimises Google Business Profiles, submits citations, creates location pages and deploys schema markup.
4. Ongoing Management and Reporting
Local SEO requires continuous management.
Figment tracks rankings, monitors reviews, and reports monthly progress. Ongoing optimisation improves performance and protects rankings.
Our process delivers measurable results across multiple industries.
Book a consultation to discuss a tailored local SEO campaign.
Local SEO for Professional Services
Figment specialises in local SEO for professional services firms.
Local SEO for Solicitors and Law Firms
Solicitors depend on location-based searches such as “divorce solicitor near me” or “conveyancing solicitor London”.
Figment builds strategies that target practice areas and geographic markets.
Local SEO for Accountants and Financial Advisers
Accountants compete for searches such as “accountant in Surrey”.
Figment optimises service pages and location content to attract enquiries.
Local SEO for Estate Agents
Estate agents rely on local visibility for property searches.
Figment builds map pack visibility and location pages that attract buyers and sellers.
Local SEO for Dental Practices
Dental practices compete heavily in local search.
Figment targets searches such as “dentist near me” and builds review strategies that increase trust.
Local SEO for Architects and Construction Firms
Architects rely on regional visibility for project enquiries.
Figment targets geographic searches and industry directories.
Across every industry our clients see measurable improvements.
Local SEO Results and Case Studies
Figment’s local SEO campaigns deliver measurable growth for professional services firms.
A professional services client achieved 500% traffic growth within 12 months through targeted local optimisation and content development.
A legal services firm gained over 100 page-one rankings within 18 months following a comprehensive local SEO campaign.
A property company increased enquiries by 220% within six months after Google Business Profile optimisation and review generation.
These results demonstrate proven strategies and sustained growth.
View more case studies or book a consultation to discuss your local SEO campaign.
Local SEO Services — Frequently Asked Questions
What is local SEO?
Local SEO is the process of optimising your online presence to attract customers from location-based searches on Google, Google Maps, and other search engines. It focuses on the map pack and local organic results for businesses with a physical location or service area.
How much do local SEO services cost?
Local SEO services typically cost between £500 and £2,500 per month depending on competition, number of locations, and scope of services. Figment offers transparent pricing with no long-term contracts. Learn more on our SEO pricing page.
How long does local SEO take to show results?
Most businesses see measurable improvements within 3–6 months. Competitive industries may take longer. Local SEO requires ongoing optimisation to maintain and improve rankings over time.
What is the Google Map Pack?
The Google Map Pack displays three local businesses with a map in search results. Appearing in the Map Pack drives significant phone calls, direction requests, and website visits from local customers.
Do I need local SEO if I already have a website?
Yes. A website alone does not guarantee local visibility. Local SEO optimises listings, citations, reviews, and location keywords so your business appears in relevant searches.
What is the difference between local SEO and organic SEO?
Local SEO targets location-based searches and map pack rankings. Organic SEO targets broader national or global keywords. Many businesses combine both strategies.
What are local citations?
Local citations are online mentions of your business name, address, and phone number on directories and websites. Consistent citations strengthen ranking signals and confirm your business information.
How do reviews affect local rankings?
Reviews influence approximately 16% of local ranking signals. Review quantity, frequency, diversity, and response rate all affect map pack visibility.
