For small business owners in Australia, being visible when someone searches for "services near me" isn't just a bonus—it’s the lifeblood of your lead generation. Local SEO ensures that when a potential customer in your suburb looks for what you offer, your business is the one that shows up on the map and in search results.
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following ready:- Access to your website's CMS (WordPress, Wix, Squarespace, etc.).
- A verified Google Business Profile (formerly Google My Business).
- A consistent NAP (Name, Address, Phone Number) that matches your legal business registration.
- Your ABN (handy for verifying local citations).
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Step 1: Audit Your Current NAP Consistency
Your Name, Address, and Phone number (NAP) must be identical across every corner of the internet. Google looks for consistency to verify that you are a legitimate local entity. What to look for: Ensure your address on your website footer matches exactly what is on your Google Business Profile and your Facebook page. If your office is "Suite 4, 123 Queen St", don't write "4/123 Queen Street" elsewhere.Step 2: Optimise Your Homepage Title Tag and Meta Description
Your title tag is the most important on-page SEO element. For local businesses, it must include your primary service and your primary location. Action: Change your homepage title to:Primary Service [Location] | Business Name.
Example: Plumber Brisbane Northside | Smith & Sons Plumbing
Screenshot Description: In your SEO plugin (like Yoast or RankMath), you should see a snippet editor. The "SEO Title" field should show your service and city, while the "Meta Description" should be a 155-character pitch including a call to action.
Step 3: Embed a Google Map on Your Contact Page
Embedding a map helps Google confirm your physical location and makes it easier for customers to find your storefront or service area. How to do it:- Search for your business on Google Maps.
- Click "Share".
- Select the "Embed a map" tab.
- Copy the HTML code and paste it into the code editor of your Contact page.
Step 4: Create Location-Specific Landing Pages
If you serve multiple areas (e.g., Brisbane, Gold Coast, and Ipswich), don't just list them in a bullet point. Create a dedicated page for each major suburb or region. Pro Tip: Each page should have unique content. Do not simply copy-paste the text and swap the suburb name; Google may flag this as "doorway pages" or thin content. Mention local landmarks or specific services you provide in that specific area.Step 5: Implement Local Business Schema Markup
Schema is a hidden code that tells search engines exactly what your data means. Using "LocalBusiness" schema tells Google your opening hours, price range, and exact coordinates. Action: Use a tool like the Merkle Schema Generator to create your code. Select "Local Business," fill in your Australian details, and paste the code into theStep 6: Optimise Your Footer for Local Trust
Your footer appears on every page, making it a powerful signal for local relevance. What to include:- Full Business Name.
- Physical Address (linked to Google Maps).
- Phone Number (with the 07 or 02 prefix—ensure it is a clickable
tel:link). - Your ABN (this adds significant trust for Australian consumers and search engines).
- Links to your main social media profiles.
Step 7: Focus on "Localised" Keyword Content
Stop trying to rank for broad terms like "electrician." Instead, write blog posts or service descriptions that answer local questions. Example Topics:- "How the Brisbane humidity affects your home's exterior paint."
- "The 5 most common plumbing issues in old Queenslander homes."
- "A guide to council permits for renovations in Moreton Bay."
Step 8: Optimise Images with Local Alt Text
Search engines can't "see" images, so they read the Alt Text. Action: When uploading photos of your work, name the fileservice-suburb-brisbane.jpg and set the Alt Text to "[Service] performed by [Business Name] in [Suburb], Brisbane."
Step 9: Build Local Citations (Australian Directories)
Consistency outside your website is just as important as what's on it. Ensure you are listed in high-quality Australian directories. Top Australian Directories:- Yellow Pages Australia
- True Local
- White Pages
- LocalSearch.com.au
- Womo (Word of Mouth Online)
Step 10: Encourage and Display Local Reviews
Google reviews are a primary ranking factor for the "Map Pack." Action: Create a "Reviews" or "Testimonials" page on your site. Use a widget to pull in your latest Google Reviews. This creates fresh, keyword-rich content that signals to Google that you are an active, trusted local business.---
Common Mistakes to Avoid
- Using a PO Box: Google requires a physical address for local rankings. Using a PO Box or a virtual office can lead to a suspension from the Map Pack.
- Hidden Text: Never try to hide a list of 50 suburbs at the bottom of your page in white text. This is a "black hat" technique that will get you penalised.
- Inconsistent Phone Numbers: Use a local landline or a single mobile number. Avoid using different tracking numbers on different directories if you want to maintain maximum NAP authority.
Troubleshooting Common Issues
"I've updated my site, but I'm still not showing up in the Map Pack." Local SEO takes time. It usually takes 3-6 months to see significant movement. Check your Google Business Profile—is it fully completed? Do you have more or fewer reviews than the competitors who are ranking? "My business moved addresses recently." This is a major hurdle. You must update your website first, then your Google Business Profile, and then systematically go through every directory (Yellow Pages, etc.) to update the info. Inconsistent addresses are the #1 killer of local rankings. "I don't have a physical storefront; I go to my customers." In this case, you are a "Service Area Business." You should still use your home office address for Schema and registration (you can hide the exact address on your Google Business Profile), but focus your website content heavily on the specific suburbs you travel to.---
Next Steps
- Audit your NAP: Spend 30 minutes today checking your contact page against your Google Business Profile.
- Update your Title Tags: Ensure your primary suburb is in your homepage title.
- Get more reviews: Send a follow-up email to your last five happy customers with a direct link to your Google review page.
If you find the technical side of Schema or multi-location pages a bit daunting, the team at Local Marketing Group is here to help. We specialise in helping Aussie businesses dominate their local patch.
Need a professional hand with your Local SEO? Contact us today for a free strategy session.