Service Area Businesses: How to Do Local SEO If You Don’t Have a Shopfront
If you run a service area business - think plumbers, mobile hairdressers, cleaners, or gardeners - you probably don’t have a shopfront for people to walk into.
You serve your customers at their location, not yours. That means traditional local SEO advice like “make sure your signage is visible” doesn’t really apply.
But just because you don’t have a physical storefront doesn’t mean you can’t show up in local search results.
In fact, local SEO is just as important (if not more) for service area businesses.
Here’s how to do it right:
1. Set Up Your Google Business Profile (Correctly)
The first and most crucial step is creating a Google Business Profile (GBP) and configuring it specifically as a service area business.
When you set up your GBP, don’t list a physical address unless you serve customers at your location.
Instead, list your service area by postcode, city, or region.
You can list up to 20 service areas, so choose them wisely based on where your ideal customers are.
Google only wants you to list areas you actively serve, not aspirational targets. Keep it honest.
2. Be Consistent with Your NAP (Even Without an Address)
Even though you won’t show your full address, your business Name and Phone Number still need to be consistent across the web.
Use the same business name and number on your website, social profiles, directories, and Google Business Profile.
If you do list an address anywhere (like Companies House), make sure it’s consistent, even if it’s hidden from public view.
Consistency builds trust, both with search engines and real people.
3. Create Local Landing Pages (Even Without a Shop)
You can still target local searchers with dedicated content.
Here’s how:
Create location-specific landing pages for each area you serve.
Include real information: the types of jobs you do in each area, local landmarks, customer testimonials, and photos of your work.
Make sure each page is unique. Copy-pasting the same content with a different town name won’t help (and might hurt).
For example, if you’re a boiler repair specialist covering Southampton, Eastleigh, and Romsey, then each town gets its own tailored page.
4. Collect and Showcase Local Reviews
People want to know you’re trustworthy, and reviews are one of the fastest ways to prove it.
Ask every happy customer to leave a Google review.
Mention the location of the job when you respond to reviews:
“Thanks for the kind words, Sarah - glad we could get your heating sorted in Hedge End!”Feature snippets of reviews on your website, especially your location pages.
Even if you work from your van, your reputation still shows up online.
5. Get Listed in Relevant Local Directories
You don’t need to be in every national directory, but a few quality, local and trade-specific citations can help:
Local directories (e.g. SO postcode business directories)
Trade associations
Review platforms like Checkatrade or TrustATrader
Local chambers of commerce
These citations confirm your legitimacy and give Google more signals about where you work.
6. Add Location Signals to Your Website
Your homepage and service pages should still signal to Google (and your visitors) where you operate.
Mention your main service area in headings, titles, and meta descriptions.
Include a sentence or two about the areas you serve, ideally near the top of your homepage.
Embed a Google Map showing your broad coverage (not a pin on your house!).
You might not have a showroom, but that doesn’t mean your site can’t say, “Serving SO postcodes including Eastleigh, Southampton, and Winchester”.
7. Use Photos That Prove You’re Local
Photos don’t just make your site look better, they help show that you're active and working in your community.
Add images of your van, team, and equipment on the job.
Include recognisable local backdrops when possible.
Use descriptive file names and alt text (e.g.
sofa-cleaning-eastleigh.jpg,gutter-repair-in-romsey.jpg).
This helps with image search and adds credibility.
8. Build Local Backlinks
Backlinks from other local websites are powerful and often easier to get than national links.
Sponsor a local event, school fair, or sports team.
Get featured on local blogs or news sites.
Ask other local businesses to mention you in a blog or testimonial.
Bear in mind that SO SEO offers a £10 “Backlink - Sponsor an Example” service if you want a quick way to get started.
9. Don’t Skip a Website Just Because You’re Mobile
You might think a website isn’t worth it if most customers come from Google Maps or word of mouth, but your site is still your home base.
It reassures customers you’re real.
It helps you rank for more search terms (especially in different towns).
It gives you a place to add FAQs, pricing, services, photos, and contact forms.
Even a simple one-page site is better than none.
10. Bonus: Add Local Schema Markup
If you’re working with a web developer or SEO, ask them to add LocalBusiness Schema with your:
Business name
Phone number
Service area (use
areaServed)Reviews (if available)
This structured data helps Google understand your business better and could lead to rich results.
Get in Touch (Free Advice for SO Businesses)
If you need anything on this page clarified, just ping me a message and I’ll be glad to go into more detail for you.
What is a service area business in SEO?
A service area business is one that visits customers at their location rather than operating from a storefront. Examples include cleaners, plumbers, and mobile beauty services.
Can I still rank locally on Google if I don’t have a physical shop?
By setting up your Google Business Profile correctly, using local content, getting reviews, and being listed in local directories, you can rank well without a storefront.
Should I still have a website if I work from a van?
Absolutely. A website helps establish trust, explain your services, collect leads, and support your local SEO efforts.
How do I get local backlinks?
You can get backlinks by sponsoring local events, being mentioned on other local websites, or using services like SO SEO’s £10 backlink offer.
