You Don’t Need a Shopfront to Show Up in Local Search
If you work with clients in specific areas, local SEO helps connect your business to people nearby who are searching for what you offer. It doesn’t matter if you’re a consultant, a tradesperson, or a mobile business.
Google aims to show results that are both relevant and close to the searcher. If someone in Leeds searches for “freelance graphic designer” and you serve that area, you need to make it easy for Google to understand that connection.
What Local SEO Does for a Non-Bricks-and-Mortar Business
Local SEO gives Google the right signals about where you operate. You’re not trying to game the system – you’re helping Google understand your real-world presence.
Here’s how you do that:
- Add service area pages to your website
- Set up a Google Business Profile as a service-area business
- List your business in trustworthy local directories
- Make sure your contact info is consistent everywhere
- Collect reviews from clients in the areas you work
Without these steps, local customers might not find you at all.
Just Saying “Areas Served” Isn’t Enough
Plenty of businesses mention places like “Birmingham, Leicester and Nottingham” in the footer of their site.
That’s a start, but not enough.
Instead, build proper pages for each town or city you want to be found in. Add meaningful content: mention local landmarks, talk about past projects, share reviews from customers nearby. These pages don’t need to be long, but they should show you actually work there.
Google Business Profile Still Works Without a Public Address
You don’t need to publish your home address to appear on Google Maps. Just choose “Service Area Business” when setting up your profile.
That lets you:
- Keep your address private
- List the cities or postcodes you cover
- Show up in local map results when people search nearby
Make sure your business profile matches what your website says. Reviews that mention the areas you serve also help reinforce your visibility.
For details, see Google’s own Service Area Business guidelines.
Local Signals Still Count
Even if you don’t have a premises customers visit, local SEO signals still help Google understand where your business is active.
What helps:
- Links from local websites (like directories, blogs, or events)
- Mentions of your business with location references
- Reviews from clients based in the areas you work
You’re not pretending to be local – you’re showing where your business genuinely operates.
Local SEO Questions Answered
Can I rank in local search without showing my address?
Yes. Google allows service-area businesses to hide their address and still appear in local results.
Is local SEO still worth doing if I work from home?
Definitely. If your customers are nearby, local SEO helps them find you.
How can I show I work in a location without having a shop there?
Use service pages, directory listings, and reviews that mention where you work.
Will Google Business Profile work for me if I don’t meet people at my address?
Yes – as long as you provide services in a specific area, you can set up a service-area profile.
Local SEO Checklist for Service-Area Businesses
| Task | Recommended? | Why It Helps |
|---|---|---|
| Create a Google Business Profile | ✅ | Service-area profile shows in Maps |
| Add ‘Areas Served’ to your homepage/footer | ✅ | A useful signal, but not enough alone |
| Build individual pages for key areas | ✅ | Adds relevance and detail per location |
| Show your physical address publicly | ❌ | Only needed if clients come to you |
| Add local schema markup | ✅ | Helps search engines understand context |
| Register with local business directories | ✅ | Increases trust and visibility |
| Collect local reviews | ✅ | Strengthens your credibility in the area |
Take Action
If your customers are local, your SEO should be too – even if you don’t have a storefront. It’s not about map pins. It’s about being found when someone nearby needs what you offer.
Written by Ash at Outfox SEO
Last updated: 1 April 2025
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