Most small businesses forget that they need to attract individuals from their local market, not the world. So it's important to remember these three key points:

1. Include your primary service on your home page heading

2. Include your primary location on your home page heading

3. Keep it simple and stick to 1 primary offering on your home page. You can build more later.

Here's a great example from BKF Air Conditioning in Newcastle.

We had a local wedding planner from the Hunter Valley approach us because they weren't happy with their search results.

After doing an analysis on their site, it was clear that their previous SEO company did a very poor job sending the right signals to Google. Google was showing end users pages that were not clearly connected to their search terms.

An example of this was when a user was searching for a wedding planner in the Port Stephens region, their blog page was appearing, instead of a locally relevant wedding planning page. This delivered a really poor experience to the end user, and would degrade their search signals being tracked by Google.

Over time, we've been able to fix those signals and start sending the right ones to Google. Their local search rankings have improved, and their organic rankings have continued to climb as a result.