How to build a local SEO strategy for your Aberdeen business
If someone in Aberdeen searches for what you do right now, do you show up?
Not just on Google in general, but in the local results. The map pack. The ‘near me’ results. The search that happens when someone opens their phone and types your service followed by ‘Aberdeen.’
That's what local Search Engine Optimisation is. And if you're running a small business in the city, it's one of the most valuable marketing channels you're probably underusing.
Whether you want to tackle it yourself or you're trying to figure out what good actually looks like before handing it over to someone else, here's how to build a local SEO strategy that works.
What is local SEO, and why does it matter for Aberdeen businesses?
Local SEO is the process of making your business more visible when people search for products or services near them. It's different from general SEO because it's not just about your website - it's about your entire online presence: your Google Business Profile, your reviews, your local listings, and the content on your site.
The numbers make a strong case for taking it seriously. Nearly half of all Google searches have local intent, meaning someone's looking for something nearby. 76% of people who search for a local business on their phone visit within 24 hours. These aren't passive browsers. They're ready to spend.
And yet more than half of local businesses still haven't invested in a coherent local SEO programme. Which means if you do the work (or make sure whoever's doing your marketing is doing it) you're already ahead.
Step 1: Claim and optimise your Google Business Profile
This is non-negotiable. Your Google Business Profile (GBP) is what shows up in the map pack - the three local businesses that appear at the top of search results before any websites (not including paid ads).
If you haven't claimed yours, do that first. Then make sure everything is complete and accurate: your business name, address, phone number, website, opening hours, and category. Customers are 2.7 times more likely to consider a business reputable if they find a complete Business Profile on Google Search and Maps. They're also 70% more likely to visit and 50% more likely to consider purchasing from businesses with one.
Add photos. Write a description that includes what you do and where you're based. Keep your hours up to date, especially around bank holidays. And use the posts feature to keep your profile active. Google notices.
If you're handing this off to a marketer or agency, GBP management should be part of the conversation from day one. It's one of the most high-impact things that can be done for your local visibility and one of the easiest to neglect.
Step 2: Get your NAP consistent everywhere
NAP stands for Name, Address, Phone number. It sounds boring. It matters enormously.
If your business is listed differently across different directories (Companies House, Yell, Yelp, your website, your Facebook page) Google doesn't know which version to trust. Inconsistent information reduces your credibility in the algorithm. It also erodes trust with real people: 62% of consumers say they'd avoid using a business if they found incorrect information about them online.
Go through your main listings and make sure everything matches exactly. Same spelling, same format, same phone number. It's a manageable job (worth checking once a year) that pays long-term dividends.
Step 3: Get local content on your website
Your website needs to tell Google where you are and who you serve clearly and repeatedly. That means using location-specific language throughout your pages.
Don't just say ‘accountancy firm’ Say ‘accountancy firm Aberdeen.’ Don't just list your services, explain that you work with businesses across Aberdeen, Aberdeenshire, and the North East of Scotland. Create a dedicated contact page with your full address and a map embed. If you serve multiple areas, consider a page for each.
Blog content helps here too. Posts that answer specific local questions (like this one) build topical authority over time and pull in search traffic that generic service pages won't capture. It's one of the reasons a consistent content strategy is worth the investment: every relevant post you publish is another entry point for a potential customer to find you.
Not sure what to write about, or whether your current website is set up to support your local SEO at all? Our Marketing Refresh is a good place to start - it'll give you a clear picture of where you are and what needs attention first.
Step 4: Build your reviews
Reviews are one of the most powerful local ranking signals, and one of the most overlooked.
76% of consumers say they always or regularly read online reviews when researching a local business. And the volume of your reviews (not just the rating) feeds directly into how Google ranks you locally.
The good news: most of your competitors probably aren't actively asking for reviews. A simple follow-up message after a job is done, asking a satisfied client to leave a Google review, can move the needle significantly.
Respond to every review you get - good and bad. It signals that there's an active, engaged business behind the listing. And it matters more than most people think.
Step 5: Get listed in local directories
Beyond Google, your business should be visible in the directories people use to find local services - Yell, Bing Places, Apple Maps, and any industry-specific directories relevant to your sector.
Each listing is a citation: another reference to your business name and location that helps build local authority. Focus on the main ones, keep your information consistent, and revisit them once a year to check nothing's gone out of date.
Step 6: Think about local links
Links from other websites to yours still matter for SEO - and local links matter specifically for local SEO. A mention and a link from an Aberdeen-based business, a local news outlet, or an industry organisation carries real weight.
This doesn't have to mean a formal link-building campaign. It can be as simple as: being featured in a local article, sponsoring an event, or making sure your business is properly listed with the Aberdeen & Grampian Chamber of Commerce (AGCC) or other local bodies you're already a member of.
Small, consistent efforts over time build the kind of local authority that's very hard to replicate quickly.
How long does local SEO take to work?
Longer than most people want. Local SEO is not a quick fix - it's a long game. But that's also what makes it different from almost every other marketing channel.
Social media can generate quick wins. Email campaigns can drive short bursts of traffic. Paid ads can get you in front of people tomorrow. But all of them require you to keep showing up. Keep posting, keep sending, keep spending. The moment you stop, the results stop with them.
Local SEO compounds. A well-optimised Google Business Profile, a strong set of reviews, consistent local citations, and good content on your website keep working in the background, even when you're not actively marketing.
The businesses that show up consistently at the top of Aberdeen searches didn't get there by accident. They've built a presence over time and maintained it. The earlier you start, the sooner that investment begins paying off, and the harder it becomes for competitors to catch up.
Want help putting this into practice?
Understanding what local SEO involves is one thing. Finding the time and headspace to do it consistently (while also running your business) is another.
If you'd rather have someone take it off your plate, that's exactly what we do at Refreshed. We work with Aberdeen businesses to build the kind of consistent, strategic marketing presence that actually gets results - local SEO included.
