When Does It Make Sense to Invest in Local SEO (and When It Doesn’t)
Local SEO sounds like a magic bullet: show up on Google, get more customers, and grow your business.
But the truth?
It’s not always worth the time or money. At least, not right now.
Here’s how to figure out whether investing in Local SEO makes sense for your business, and when you might be better off putting your energy somewhere else.
When Local SEO Is Worth Every Penny
1. You Rely on Local Customers
If your business depends on people in your area finding you - plumbers, hairdressers, cafés, electricians, dog walkers - Local SEO is a no-brainer.
If you’re not showing up when someone searches “[your service] near me,” your competitors are taking those calls instead.
2. You’ve Got an Actual Place (or Service Area)
If you have a shop, salon, office, or even just a van that travels around your patch, Google Business Profile + local optimisation is essential.
Even “service area businesses” (plumbers, landscapers, mobile beauty, etc.) can get a huge boost from Local SEO.
3. You’re in a Competitive Market
Ironically, the more crowded your market, the more valuable Local SEO becomes.
If 20 other builders in Southampton are competing for the same clients, being one of the first they see online makes all the difference.
4. You Plan to Be Around a While
Local SEO isn’t instant; it compounds over time.
If you’re committed to your business for the long run, a few months of smart SEO can pay off for years.
When Local SEO Might Not Be Worth It
1. You Don’t Need Walk-In or Local Leads
Selling only online? Not trying to bring in local clients? Local SEO won’t move the needle.
In that case, broader SEO or paid ads make more sense.
2. You’re About to Close Up Shop (or Move)
If you’re selling the business, closing in a few months, or moving far away, Local SEO won’t have time to pay off.
3. Your Budget Is Zero
Yes, you can DIY a lot of SEO, but if you can’t invest even a little (time or money), your energy is better spent on direct lead-gen like flyers, networking, or quick paid ads.
The Middle Ground: Do the Basics
Even if a full Local SEO push doesn’t make sense yet, there are free basics worth doing:
Claim & optimise your Google Business Profile.
Get a few reviews from happy customers.
Make sure your contact details are correct online.
These quick wins give you some visibility without committing to a full campaign.
Let’s reflect…
Local SEO works best when:
You need local leads,
You want to grow steadily, and
You’re ready to commit for the long haul.
If that’s you? It’s worth it.
If not? Do the bare minimum (GBP, reviews) and put your energy elsewhere (for now).
Need help figuring it out?
At SO SEO, I keep things simple: if Local SEO will help you, I’ll tell you. And if it won’t? I’ll tell you that too.
Get in touch today and find out.
How long does Local SEO take to work?
Typically, you’ll see results within 3–6 months, but it depends on competition and how optimised your site and Google Business Profile are.
Can I do Local SEO myself?
Setting up your Google Business Profile, collecting reviews, and adding your location to your website are good starting points for setting up local SEO yourself.
Is Local SEO worth it for small businesses?
If you depend on local customers, it’s often one of the most cost-effective ways to get found.
Should I pay for Local SEO if my business is brand new?
It can still be worth it, especially if you want to start attracting customers right away, but start with the basics first.
