5 key principles that shape how we approach local SEO:

1. Relevance comes first — Match your business, services, and content to what people actually search for.

2. Distance affects visibility — Make it clear where you serve and which local areas matter to your business.

3. Prominence builds trust — Reviews, citations, backlinks, brand mentions, and your Google Business Profile all help establish authority.

4. Every optimisation should have a purpose — Improve your profile, website, or content based on what helps customers find and choose you.

5. Local SEO is an ongoing process — Keep improving your content, profile, reviews, and local presence as your business and customers change.

We keep these principles in mind whenever we create content or optimise profiles for local businesses.