You don’t need to outspend big companies to show up in search results – you just need to be more local.

When someone searches “plumber near me” or “café in Werribee,” Google looks for location signals. That’s where local SEO comes in.

Start by claiming your business on Google My Business (now called Google Business Profile). Fill in every detail, add photos, and collect reviews. Then make sure your website includes your town name in headings and content.

It’s not about ranking nationally – it’s about showing up for the people most likely to call you.