SEO (Search Engine Optimization) is the process of getting your website to appear higher up in Google search results. When someone searches "plumber in Leeds", the businesses at the top get the most clicks and calls. SEO is how you get there — and it's simpler than most agencies want you to believe.
How Google decides who ranks first
Google sends automated programs called "crawlers" to read every page on the internet. They follow links from page to page, reading the content, the code, and the structure. All of this gets stored in Google's index — essentially a massive library of every web page they've found.
When someone types a search query, Google's algorithm scans that index and ranks the results based on hundreds of factors. But for a local business, the ones that matter most boil down to three things: relevance, authority, and experience.
The three things that actually matter
1. Relevance — does your page match the search?
If someone searches "emergency electrician Birmingham", Google looks for pages that contain those words — or closely related ones. Your page title, headings, body text, and meta description all need to include the words people actually search for.
This doesn't mean stuffing keywords everywhere. It means being specific about what you do and where you do it. A page titled "Electrical Services" is less relevant than "Emergency Electrician in Birmingham — Available 24/7". Google can tell the difference between natural and forced language.
2. Authority — do other websites vouch for you?
When another website links to yours, Google treats that link like a vote of confidence. The more quality links pointing to your site, the more authoritative Google considers you. This is called "backlinks" and it's the single biggest factor in SEO rankings.
For local businesses, the most realistic sources of backlinks are: directory listings (Yell, Checkatrade, Thomson Local), local news sites, trade association memberships, and supplier websites. You don't need thousands of links — a few dozen from relevant, trustworthy sites is often enough to rank well locally.
3. Experience — is your website any good to use?
Google measures how people interact with your site. If visitors click through from Google and immediately hit the back button, that's a bad signal. If they stay, read the content, and click around, that's good.
Page speed matters too. If your site takes 5 seconds to load on a phone, Google will rank you lower than a competitor whose site loads in 2 seconds. Mobile friendliness is no longer optional — over 60% of local searches happen on phones.
Local SEO is its own game
For businesses that serve a local area, Google has a separate system. When someone searches with a location (or Google detects they're looking for something local), the results show a "map pack" — three businesses with their location on a map, plus reviews and contact details.
Getting into the map pack is driven primarily by your Google Business Profile. This is the free listing you claim on Google that shows your name, address, phone number, opening hours, photos, and reviews. If you haven't claimed and fully completed yours, do it today — it's the single most impactful free thing you can do for local SEO.
The other big factor is reviews. Businesses with more reviews and higher ratings rank better in the map pack. Google also looks at how often you get new reviews — a steady stream beats a one off burst.
What you can do yourself this week
Claim your Google Business Profile if you haven't already. Fill in every field. Add photos — businesses with photos get 42% more requests for directions and 35% more clicks to their website.
Update your website title tags. Every page should have a title that includes what you do and where. "Home" is not a title. "Emergency Plumber Leeds — 24/7 Callouts | Smith Plumbing" is.
Get listed on directories. Yell.com, FreeIndex, Bark, Thomson Local, and any trade specific ones. Make sure your name, address, and phone number are identical everywhere.
Ask for reviews. After every job, send customers a direct link to your Google review page. Make it as easy as possible. Even 5 new reviews this month will help.
What SEO doesn't cover anymore
SEO gets you found on Google. But Google isn't the only place people search anymore. 64% of consumers now use AI tools like ChatGPT to discover businesses. When someone asks ChatGPT to recommend a plumber, Google rankings are irrelevant — the AI uses completely different signals to decide who to recommend.
This is where Generative Engine Optimization (GEO) comes in. It's SEO's younger sibling — a new set of tactics designed to get you recommended by AI search tools. Some SEO actions (like reviews and directory listings) help with both. Others (like press release distribution) are purely GEO.
The smartest approach in 2026 is to do both. Keep your Google presence strong with solid SEO, and build your AI visibility with GEO. We've written a full breakdown of how to rank on Google and ChatGPT at the same time if you want the practical playbook.
Or if you'd rather someone else handle it, get in touch. Our GEO Starter package covers both your AI visibility and your core SEO foundations for £150.