If you run a local business or are starting your own backyard business, your postcode matters. Whether you’re a plumber in Preston, a brewer in Brisbane, a financial advisor in Footscray or a café in Caringbah, your customers are searching close to home. That means search engine optimisation (SEO) should focus on more than general keywords. You need to show up when people search for your services in your suburb.
Here’s how to build a local SEO strategy that gets your business seen, drives more traffic and converts browsers into paying customers.
Start with Local Keyword Research
General keywords like “pizza delivery” or “hardware store” are too broad. You want people in your area to find you, so your keywords need a local slant.
Use tools like Google Keyword Planner or Ubersuggest to find terms people in your area are searching for. Look for combinations like “nail salon Bentleigh” or “pizza delivery Surry Hills.” These long-tail keywords often have lower competition and higher conversion rates.
Don’t forget suburb variations. Some people type “St Kilda” while others write “Saint Kilda.” Include both in your content where it makes sense.
Optimise Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the strongest tools for local SEO. It’s what appears in the map pack, the three listings shown at the top of the page for local searches.
Make sure your profile is fully filled out. Add photos, service categories, a detailed description, opening hours and contact details. Then keep it updated.
Encourage customers to leave reviews and always respond to them, positive or not. Google values active engagement.
Keep Your NAP Consistent
NAP stands for Name, Address and Phone number. These details need to be identical wherever they appear online. That includes your website, directory listings, social media pages and review sites.
Even small variations, like “Suite 3” versus “Unit 3,” can confuse search engines. A consistent NAP builds trust and helps Google verify your business is legitimate and local.
Create Suburb-Specific Pages
If you serve several nearby suburbs, create a dedicated landing page for each one. A generic “service area” page won’t perform as well.
Each suburb page should include:
- A localised headline
- Information about your services in that area
- Mentions of landmarks or local events
- Unique content (don’t copy and paste from other pages)
For example, a pest control business might write about common pests in Glen Waverley, referencing the types of homes in the area.
Build Local Backlinks
Backlinks help improve your site’s authority, but links from local websites carry extra weight for suburb-based SEO.
Look for opportunities to get featured in:
- Small business blog sites
- Local news outlets
- Community directories
- Partner businesses
- Sponsorships for local events or sports clubs
Even a mention in a blog post about your suburb can boost your local rankings.
List Your Business in Australian Directories
Submit your business to high-quality Australian directories such as:
- Suburb Local
- Yellow Pages
- TrueLocal
- Hotfrog
- StartLocal
Make sure your NAP details match what’s on your website. These listings help you appear in local searches and add credibility to your brand.
Add Location Tags to Images
Image SEO is often overlooked. When uploading photos to your website or Google Business Profile, add alt text with your location and services. For example, “Carpet cleaning in Mornington before and after photo.”
Google can’t read images, but it can read alt tags and file names.
Keep Your Content Local
Write blog posts and updates that relate to your suburb. You could talk about how your business handles seasonal changes in your area, local events you’ve supported or tips specific to your community.
Local content builds relevance and keeps your website fresh. These are two things Google rewards.
Use PPC and Social Ads to Target Locals Fast
SEO takes time to build momentum, but pay-per-click (PPC) ads can put your business in front of local customers straight away. Google Ads allows you to target by postcode, suburb, radius or even specific landmarks. That means your ad spend goes directly toward people in your area, not wasted on clicks from other states or countries.
Use suburb-specific keywords in your ads and landing pages. For example, “emergency plumber Ringwood” or “dog grooming in Elwood.” This keeps your ads highly relevant and improves your quality score, which can reduce your cost per click.
Social platforms like Facebook and Instagram are also powerful tools for targeting locals. You can promote special offers, events or updates to people who live within a set distance from your business. These ads work especially well for cafes, gyms, clinics and other businesses that rely on regular foot traffic.
Tip: Make sure your landing pages reflect the suburb targeted in the ad. If someone clicks through from an ad about “mobile car detailing in Hawthorn,” they should land on a page that talks specifically about that service in Hawthorn.
Add Video to Boost Local Engagement
Video is one of the most engaging content formats around, and it’s ideal for showing your personality, services and location. For suburb-based businesses, short videos can build trust with locals who want to see who you are and what you offer.
You don’t need a professional setup. A well-lit phone video showing your store, a behind-the-scenes look at a job, or a friendly intro from the business owner can go a long way. Mention the suburb in your captions, titles and speech to boost relevance.
Here are a few easy ideas:
- A walk-through of your shop or service van
- A “day in the life” clip showing what you do
- Customer testimonials from local clients
- A video answering common questions specific to your area
You can upload videos to your Google Business Profile, embed them on suburb-specific pages, or post them to social media. Even a 30-second clip can help customers feel more connected to your business and more likely to choose you over someone else.
Get Found in Your Suburb with Smart SEOWhen your business relies on foot traffic or servicing nearby areas, SEO needs a local focus. From keyword research to Google profiles and local small business directories, these steps help people in your area find you online. That’s what drives real growth!
