What is Local SEO?
Local SEO is the process of optimising your business so it appears in Google Maps, the Local Pack, and “near me” searches. It’s what ensures that when someone types “IT support Cape Town” or “tax consultant near me”, your company shows up at the exact moment they’re looking to make a purchase or find support.
For service providers, the stakes are even higher. One new client for a B2B business can be worth tens of thousands of rands. And local SEO puts you right in front of them.
Why Local SEO Matters in 2025
- Mobile-first searches dominate. Over 70% of local searches happen on mobile.
- Google Maps = the new home page. Many buyers never visit a website before calling from Google or Apple Maps.
- AI Overviews use local data. Google’s new AI snapshots are pulling directly from Google Business Profiles.
If you aren’t optimised, you’re pretty much invisible on Google search.
Core Elements of Local SEO
1. Google Business Profile Optimisation
Your Optimised Google Business Profile (GBP) is the foundation of local SEO. It needs to be fully built out with:
- Accurate business info (name, address, phone, website).
- Correct primary & secondary categories.
- Services & products listed with keywords.
- High-quality and accurate listing images.
- Regular Google Posts. This helps show Google that your business is up to date and active.
📌 Example:
Two IT support firms in Century City:
- Firm A lists services like “Managed IT Services, Cloud Migration, Cybersecurity.”
- Firm B just lists IT services.
👉 Firm A appears in the Local Pack above firm B. It’s more trusted and optimized. Right?
2. On-Page Local SEO
Your website must reinforce your GBP with strong local signals:
- Title tags with city names (“IT Support Company in Cape Town | Managed Services”).
- Service pages with location targeting.
- Schema markup (LocalBusiness, Service).
- Clear NAP (Name, Address, Phone) on every page.
📌 Example:
A law firm with a page titled “Corporate Tax Lawyers Cape Town” outranks firms that only target “tax law” generically.
3. Local Citations
Citations are mentions of your business on directories and websites. Consistency is key.
- Use platforms like Yellow Pages and Hellopeter
- Check for NAP consistency (no mismatched phone numbers).
📌 Example:
An architecture firm with consistent listings across Yellow Pages and Social Media accounts like Facebook is trusted more by Google than one with three different phone numbers floating around the internet.
4. Reviews & Reputation
Online reviews aren’t just social proof; they’re a secret ranking factor.
- Ask every client for a Google review.
- Reply professionally to positive and negative feedback.
📌 Example:
A psychologist with 40+ reviews (even if a few are low reviews of 3 or below 3 stars) will show up above a competitor with only 5–10 (5-star only) reviews.
Keeping your Google Business Profile up to date—and responding to all reviews, positive or negative—can make a huge difference. As one business owner noted on the Google blog, this approach doesn’t just improve search visibility—it often results in new customers discovering you by searching for “optometrist near me.”
5. Local Content & Keywords
Publishing content tailored to your area builds topical authority.
- Blog about local industry events.
- Answer location-specific questions.
- Include “service + city” in headings and copy.
📌 Example:
A cybersecurity company has a monthly SEO strategy and publishes a blog, “Top Cybersecurity Risks Facing Cape Town Businesses in 2025.” That blog pulls in B2B leads who are actively searching.
Step-by-Step: How to Do Local SEO
- Claim & verify your Google Business Profile.
- Select correct categories (primary + secondary).
- Add services, products, and keyword-rich descriptions.
- Upload professional, branded, and unbranded photos.
- Write a compelling business description.
- Request reviews consistently (templates work wonders).
- Add LocalBusiness schema to your site.
- Build citations in business directories.
- Publish local content (case studies, guides, events or event recaps).
- Track rankings and calls using Google Search Console + GA4.
Optimising Local SEO for Businesses With Multiple Locations
If your business operates in more than one city or suburb, your Local SEO strategy needs to scale across locations. A single Google Business Profile isn’t enough. Each office, branch, or practice should be optimised individually.
1. Create a Google Business Profile for Each Location:
- Each branch must have its own verified GBP listing.
- Use the exact address, phone number, and opening hours for that office.
- Avoid using one number across all locations because it confuses Google.
2. Build Dedicated Location Pages on Your Website:
- Create a separate landing page for each location (e.g.,
/it-support-cape-town/,/it-support-stellenbosch/). - Optimise each page with local keywords, office info, and unique content.
- Link each GBP to its corresponding location page (not just your homepage).
3. Ensure Consistent Citations Across Directories:
- Add each office location to local directories (Yellow Pages).
- Keep NAP (Name, Address, Phone) consistent for each listing.
4. Collect Reviews Per Location:
- Encourage clients to review the branch they visited.
- A location with 50 reviews will rank better locally than one with none, even if they share a brand name.
📌 Example:
A law firm with offices in Cape Town, Durbanville, and Stellenbosch sets up 3 Google Business Profiles. Each profile points to its dedicated location page, gathers local reviews, and posts branch-specific updates. As a result, each office shows up in its own local search pack. Dominating three different areas instead of just one.
👉 Pro Tip: Multi-location optimisation works best when you think of each office as its own “mini business” under your main brand or under the umbrella company.
Examples Across Niches
- IT Support Company → Appears for “IT services Cape Town” or “IT Services in Stellenbosch” → wins recurring corporate contracts.
- Psychologist → Appears for “child psychologist near me” → fills weekly appointment slots.
- Accountant → Appears for “tax consultant Cape Town” → signs SMEs on long-term retainers.
Why Local SEO is a Game-Changer for Service Providers
- Trust: Showing up in Maps signals legitimacy.
- Some potential customers might not even visit your website if you are close enough to them. They will just show up or call.
- Leads: Local SEO captures ready-to-buy customers.
- ROI: One client can cover months of SEO investment.
For B2B service providers especially, local SEO isn’t just a nice-to-have; it’s a growth strategy. Showing up in the locations where your business is situated is prime real estate. And you would spend just as much money on Google ads.
Final Thoughts
Local SEO is the bridge between your business and the clients searching for you right now. Whether you’re in IT, accounting, legal, or consulting, showing up in Google Maps and local search is how you get chosen.
👉 Want to see how your business ranks locally?
Book a Local SEO audit with an SEO specialist and get a custom roadmap to grow your visibility in Cape Town.