How to Optimise Your Website for Local SEO and Google Maps Ranking
If you’ve ever Googled something like “best fish and chips near me,” then you’ve already seen local SEO in action. Local search engine optimisation (SEO) is all about helping businesses appear in search results when people are looking for products or services in a specific area. One key part of this is how your business shows up on Google Maps—because let’s face it, if you’re not on the map (literally), there’s a good chance your potential customers will end up taking their business somewhere else.
Getting noticed locally isn’t just a nice bonus—it can help your business make big waves in your local community. Small businesses in particular need strong local SEO and good placement on Google Maps to keep foot traffic steady from day to day. You’ll also find that people are often ready to take action when searching locally. After all, they’re always happy to book a service they need, visit an interesting-looking shop, or make a quick decision on where to eat. When you make your business easy to find online and ensure it leaves a reliable impression when it pops up, you’re already ahead of a good chunk of the competition.
So, what can you actually do to improve your visibility in local search results and on Google Maps? The good news is that you don’t need to be a tech wizard to get results. This feature will walk you through some practical, no-fuss tips to help your website and business stand out where it matters most—right in your own backyard.
Create Localised Website Content
While there’s no need to mention your suburb five times on every page, weaving in local references can work wonders for your rankings. Creating content that reflects your neighbourhood, your city, or the areas you serve tells Google that your business is rooted in a real location—and that’s exactly what local searchers are looking for.
Think of it this way: New Zealand cities each have their own character, so it only makes sense for Auckland digital marketing content to differ from the content that businesses in Dunedin and other parts of the country produce. Try writing blog posts about local events, customer stories, or services. Even simple tweaks—like naming the suburb on your homepage or having location-specific landing pages—can help. Just keep it natural. You’re not trying to trick search engines; you’re helping them understand where you operate and who you’re for.
Claim and Optimise Your Google Business Profile
Imagine walking past a shop with no signage, no opening hours, and no suggestion of what’s inside. You’d probably keep moving, right? The same logic applies online, as you can basically think of your Google Business Profile as your digital shopfront. Claiming it is step one in making sure people actually find you, and know what to expect when they do.
Once you’ve claimed your profile, filling it out with correct and complete information is going to do wonders for your online presence. Choose the most accurate business category, add your location, phone number, and website, and upload high-quality images that reflect your brand. It’s also a good idea to use the “Posts” feature to share updates, promotions, or events. A well-maintained profile helps you show up in local results and signals to Google that your business is active and trustworthy.
Ensure Your NAP Information Is Consistent Everywhere
Say you run a business named “Joe’s Bakery,” but one listing shows you as ‘Joes Bakery Ltd’ and another as ‘Joes Bakery’. These variations might seem really minor, but even tiny inconsistencies in your business information can damage your local search credibility. If your name, address, or phone number (also commonly known as NAP information) is even slightly different across multiple platforms, search engines might not realise it’s all the same business.
Quick audits of the places where your business appears online are always a good idea, just to stay on the safe side. It’s well worth it to go over your website, social media, local directories, and anywhere else you’ve been listed. You want your NAP info to match exactly, right down to abbreviations and punctuation. The more consistent you are, the more legit you’ll look to Google. In the process, you’ll also keep potential customers from getting confused—or worse, lost.
Get Backlinks from Local Sites
Backlinks—other websites linking to yours—act like online votes of confidence. But when those links come from local sources, they’re even more valuable for improving your local search ranking. It tells Google that your business matters not only generally but specifically in your area.
The good thing is that you don’t need a viral campaign just to get noticed. You can start by reaching out to local bloggers, collaborating with community groups, or getting involved in events where your business could be mentioned. Even sponsoring a neighbourhood sports team or charity drive could earn you a link from their website. No matter what kind of business you run, it’s always worth it to build local connections both on and offline.
Collect and Respond to Reviews
A glowing five-star review can do more than boost your ego—it can bump up your rankings too. Google values businesses with regular, authentic reviews because they show that customers trust and are happy to engage with these companies. The more genuine feedback you receive, the more credible you appear in local search results.
Given this, there’s no shame at all in encouraging happy customers to leave a review, maybe through a follow-up email or a friendly sign at the counter. Just as important: respond to those reviews, good or bad. People will appreciate it if you thank them for their kind words, and even more if you address complaints calmly and constructively. It shows you’re paying attention and that you’re the kind of business that people want to support.
When you make it easier for customers to find and trust your business, you’re paving the way for them to have a good experience and stick around for more. Need a hand getting your foot in the door on Google Maps? We at Author Digital would love to give you a hand. Let’s talk about how our digital marketing services can help make your business a community mainstay both online and on the streets.
A note
Henry Blackwell
Henry Blackwell is a marketing professional. He has spent the last 10 years working in-house and within agencies, growing profitable businesses through brand and customer-centric digital marketing in New Zealand, Australia, the United States, the United Kingdom and Europe.
“My approach to marketing is a combination of heart and head. My heart brings an empathetic and intuitive approach to deeply understanding the qualitative requirements of marketing that many simply do not care to do. My head brings an analytical mindset that leverages data-driven insights to deliver profitable performance for the businesses I work with.
This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”
– Director