Your Step-by-Step Local NZ Business SEO Roadmap
SEO can seem really difficult, but just taking some basic steps, it can reap big results. It is like a map. If you put the right markers in the right places, Google will start to show you to local customers.
Here is how to build your engine from the ground up. (PLEASE NOTE: This can go into way more detail, but this is a good starting ground.)
Phase 1: The Keyword Foundation
Set your main pages (like the Home page and service pages) with clear target keywords. You do this by just putting the words or content within those pages that target the below keywords that we will discuss.
Quick Tips:
Generally, want your keywords in the title or at the very top of the page
It is good practice to have them in what people call H1 or H2 writing, which is just the fancy way for HTML (your website code) to understand their importance
Do not keyword stuff. This is where you find a good keyword, and you put it all over the same page. 1-3 keywords per page sprinkled through a natural style of talking.
KEYWORDS
Don't just target "Plumber" or "Accountant" on your pages. You need to target how people actually search on Google.
The "Core + Location" Formula: Create a list of your services and pair them with your specific suburb or city.
Example: Instead of "Electrician," use "Electrician Tokoroa" or "Emergency Electrician North Shore."
The "Near Me" Magnet: Google automatically detects location. Ensure your copy includes phrases like "serving the wider [Region] area" or "best [Service] near [Local Landmark]."
Use Intent-Based Keywords: Focus on "Buy" keywords.
Commercial: "Best plumber Auckland reviews."
Transactional: “Same Day Commercial Cleaning Tokoroa”
For a local business, start with commercial and transactional search intent. There are other search intents but we can cover that later on.
How to do keyword research?
To grow your business, you have to know exactly what your customers are typing into the search box.
Here are the three easiest ways to find those words for free:
1. The Google Search Bar
Go to Google. Type in a word that describes your business. Stop typing before you finish. Google will show you a list of things people are already looking for. Pick the one that fits you best.
2. The "People Also Search For" List
Search for your business on Google. Scroll all the way to the bottom of the page. You will see a list called "People also search for." These are "hidden" keywords that your customers are using right now.
3. The Keyword Planner
Take the words you found and put them into Google’s Keyword Planner tool. Look for two things:
Monthly Searches: How many people search for this word? (You want this number to be big).
Competition: How many other businesses are fighting for this word? (You want this to be Low or Medium).
The Simple Rule: Pick words that lots of people search for, but not many businesses are using yet.
Phase 2: Your Google Business Profile
To show up in Google & the Google Map, you need a Google Business Profile. It’s like a digital shopfront that sits on top of all the other search results. If you don't have one, or if it's messy, customers won't find you.
Here is how to set it up perfectly:
1. Claim Your Spot
Go to business.google.com and tell Google your business exists. They will send you a postcard in the mail or a text to make sure you are a real person at a real NZ address. Do this first.
2. Fill In Every Single Box
Don't be lazy here. Tell Google exactly what you do.
Pick the right category: If you are a "Pizza Shop," don't just say "Restaurant." Be specific.
List your services: Write down every single thing you sell. If you fix sinks and toilets, list them both so Google knows to show you for both.
3. Post Like a Social Media Star
Google loves businesses that stay active. Every week, upload a photo of your work or a quick update. Profiles with lots of real photos (not fake ones from the internet) get way more clicks. It shows people you are open and busy.
4. The Review Game
Reviews are like "votes" for your business.
Ask for them: Every time you finish a job, ask the customer for a 5-star review.
Reply to them: When someone leaves a review, reply to it. Say "Thank you!" It shows Google—and your next customer—that you actually care.
The Simple Goal: If your profile is full of info, fresh photos, and happy reviews, Google will move you to the top of the Map.
Phase 3: On-Page "Local" Optimization
Your website needs to "whisper" to Google’s bots exactly where you are located.
The NAP Header/Footer: Your Name, Address, and Phone Number must be text-searchable (not an image) in your footer.
Pro Tip: This must match your Google Business Profile exactly. If you use "St" on Google, don't use "Street" on your site.
Location Landing Pages: If you serve multiple areas (e.g., Tauranga, Mt Maunganui, and Papamoa), create a dedicated page for each. Don't just copy-paste; talk about local projects you've done in those specific areas.
Embed a Google Map: Put a live Google Map on your Contact Page. It’s a massive "I am here" signal to search engines.
Phase 4: Building Local Trust (Reviews & Citations)
Google ranks businesses based on Prominence. How much does the internet "talk" about you?
The Review Ritual: Set up a system to ask for a review immediately after a job. Use a QR code on your business card or a simple follow-up text: "Hey [Name], thanks for choosing us! Could you spare 30 seconds to leave us a Google review here? [Link]"
NZ Citations: Get listed on local directories. These are "votes" of local confidence.
Must-haves: Yellow NZ, Finda, Neighbourly, and the local Chamber of Commerce.
Backlinks from Locals: Sponsor a local sports team or school. Their link from a
.school.nzor.org.nzsite back to yours is pure SEO gold.
