What is Local SEO? A Plain-English Guide for Tradespeople
You've probably heard the term 'SEO' and possibly 'local SEO'. But what does it actually mean — and why does it matter for your business? This guide explains it in plain English, without any marketing jargon.
What is SEO?
SEO stands for Search Engine Optimisation. In simple terms, it's the process of making your website appear higher in Google's search results when people search for what you do. When someone types 'solar panel installer near me' into Google, SEO is what determines whose website appears at the top — and whose appears on page three where almost nobody looks.
What makes local SEO different?
Local SEO is specifically about appearing in searches that have a geographic component — 'EV charger installer Leeds', 'heat pump engineer near me', 'solar panels Surrey'. For tradespeople who serve a specific area, local SEO is more important than general SEO. You don't need to rank nationally. You need to rank in the towns and cities where your customers live.
The Google Maps pack
When someone searches for a local service, Google often shows a 'Maps pack' — three businesses displayed with a map above the regular search results. Getting into this pack is often more valuable than ranking on page one of the regular results, because it's what many searchers click first. Your Google Business Profile is the key to appearing in the Maps pack.
What actually affects local rankings?
The main factors are your Google Business Profile (how complete and up-to-date it is), the content on your website (whether it mentions the towns and services you want to rank for), your online reviews (how many, how recent and what score), local citations (whether your business information is consistent across directories) and the quality and speed of your website.
What can I do right now?
The single most impactful thing most tradespeople can do immediately is sort their Google Business Profile. Make sure it's complete — your business name exactly as you trade, a genuine local phone number, your full address or service areas, your opening hours, a detailed description and some photos of your work. Done properly, this alone can make a meaningful difference to local visibility within a few weeks.
FieldRank handles all of this for renewable energy installers — from GBP setup to full local SEO management.
See how FieldRank works →