How to Do Local SEO on a Budget (Without Paying for Ads or Directories)
Local SEO doesn’t have to mean throwing money at Google Ads or paying £60 a month to be listed on a site nobody clicks.
If you’re a small business with a small budget, here’s how to get found online by people near you - without the faff, the fluff, or the overpriced directory listings.
It’s not about doing everything - just doing the right things, consistently.
1. Nail Your Google Business Profile (Free)
If you’ve only got time to do one thing, make it this.
Your Google Business Profile (GBP) is how you show up on Maps and in the local pack (that box with the pins).
It should be:
Set up and verified
Filled out completely (categories, services, description, hours)
Updated regularly with posts and photos
Collecting reviews from real customers
Even if you don’t have a website, this profile can help you get found, get calls, and get trust - fast.
Want help setting it up properly? That’s what I do at SO SEO - for a fraction of what the directories charge.
2. Get on Local Listings That Actually Matter (Free or Cheap)
You don’t need to be on every local directory. Just the right ones.
Focus on:
Google Business Profile
Facebook Business Page
Yell (free version is enough)
Bing Places
Apple Maps
Nextdoor (especially for local services)
Bonus tip: Some industry-specific directories are worth it too, but only if people in your trade genuinely use them.
Example: Checkatrade or TrustATrader might work for trades, but don’t pay unless you know it drives work.
Make sure your business name, address, and phone number (NAP) are exactly the same on each one. Even slight differences like “Road” vs “Rd” can confuse search engines.
3. Add Location Keywords to Your Website (DIY)
Even if you’ve only got a basic website, you can still help it rank by adding:
Your service area in headings and text
Local place names in page titles and meta descriptions
Testimonials that mention your location
Example: “We’ve been fixing boilers in Winchester and the surrounding villages for over 10 years”.
Don’t overdo it. Be natural. Google knows what you mean.
Tip: A single paragraph on your homepage that lists a few key towns or villages you cover can go a long way. If you serve the SO postcode, mention it somewhere visible.
4. Post on Your GBP and Socials Semi-Regularly (Free)
You don’t need a full content strategy. Just post:
Photos of your work
Before & afters
Tips or reminders
Quick updates (e.g. “Now booking for May”)
One post every week or two shows you’re active and keeps your listing fresh.
You can post the same update to Google, Facebook, and Instagram - no need to write something new each time. Think of it as proof you’re alive and working, not a marketing campaign.
5. Ask for Reviews (Free, and Priceless)
Reviews are one of the biggest trust signals. Just ask nicely, at the right time.
— And make it easy with a direct link.
You can even offer a thank-you for future services, as long as you’re asking for an honest review and not bribing for five stars.
Most people are happy to leave a review but they just need a quick reminder and a link that works on mobile.
Keep a shortcut to your review link on your phone so it’s easy to send.
6. Write One Helpful Blog Post a Month (Free or a Great Price if I Write It)
A monthly blog post answering a common local question can go a long way.
Think:
“Best boiler settings for UK winter”
“How often should I get my gutters cleaned?”
“Why your small business needs a website (even if you’re on Facebook)”
Each one helps Google trust you - and gives people a reason to stay on your site.
Even a short 300–500-word post can help if it answers a specific local question clearly. Mention your location, and aim to write as if you're talking to someone from your area.
📢 I write one-off blog posts so that you don’t have to sign a contract for more than you need to spend. One or two a month is plenty.
You don’t need to pay £100s a month for SEO. You don’t need to be in every directory. You don’t need to run ads.
You just need to do a few small things consistently and properly. Local SEO doesn’t reward those who spend the most – it rewards those who show up the clearest and most often.
That’s what I help with at SO SEO - real local visibility for small businesses, done simply and affordably.
Ready to get started? Drop me a message. No contracts. No jargon. Just help that works.
What is the most important free step I can take for local SEO?
Because nailing your Google Business Profile is foundational - it’s the first place people see you locally, and it’s free to do.
What’s the best way to get more reviews for my local business?
Reviews are crucial social proof and influence Google rankings and customer trust.
How can I use my website for local SEO on a budget?
Having a website that uses local keywords helps you show up beyond just Google Business Profile and grows your presence over time.
