Local SEO refers to the strategies and techniques used to improve a business’s visibility in geographically focused online searches—especially when users type queries like “near me” or include a specific location (e.g., “Chelmsford bakery”). For businesses in Essex, this is critical because competition is often regional rather than nationwide. By optimising elements such as your Name, Address, and Phone (NAP) details, Google Business Profile, and local directories, you make it easier for potential customers to discover you when they’re looking for products or services in their area. Local SEO also places emphasis on collecting genuine customer reviews, creating localised website content, and maintaining consistent business information across the web. This ensures Google trusts your details, which can improve your local map pack rankings. Ultimately, local SEO is vital for Essex businesses because it targets ready-to-buy audiences who live or work nearby, increasing foot traffic and enquiries.