Local SEO Vs DIY: Should You Go It Alone Or Hire An Expert?
If you are a local business owner, you have likely wondered whether you can handle local SEO yourself. With numerous guides and tools available, DIY can seem appealing. The reality is that both paths can work. In this post, we seek to offer a clear, honest view of what DIY local SEO involves, what an expert brings to the table, and how to decide the best route for your goals, time, and budget.
“But you’re a London local seo agency”…I hear you say.
Well, yes, but we also offer SEO coaching alongside our agency services. The primary purpose of this post is to help local businesses make informed decisions.
Can you do SEO on your own?
Yes, you can. Many local businesses start with DIY and see results. If you are organised, willing to learn, and able to stick with a plan for at least three to six months, your efforts can lead to more calls and visits. The key is consistency. Local SEO is not a one-time task. It is a set of habits that keep your business visible in Maps and search.
DIY SEO is most realistic when:
You have a simple website and a clear service area.
Your competitors are not heavily invested in SEO.
You can set aside a minimum of 4 hours a week for updates, content, and reviews.
If you have a complex site, multiple locations, or strong competitors, DIY will still help, but progress may be slower without specialist support.
What does DIY local SEO actually involve?
Local SEO has several moving parts. Here is a summary of the core work you will take on if you go DIY.
1. Google Business Profile setup and management
Claim and verify your profile.
Pick the right primary and secondary categories.
Add services, service areas, accurate hours, and high-quality photos.
Publish weekly Posts and respond to every review.
2. On-page optimisation
Map each service to a dedicated page and include clear contact details and local signals.
Write page titles and meta descriptions that match how customers search.
Add FAQs and internal links to help users and search engines.
3. Reviews and reputation
Ask recent customers for honest reviews on Google and relevant platforms.
Reply to all reviews with helpful, polite responses.
Track themes in feedback and fix issues raised.
4. Citations and NAP consistency
Ensure your business Name, Address, and Phone number match across directories.
List your business in quality, relevant directories.
Keep details up to date as they change.
5. Content and local links
Publish helpful content that answers customer questions.
Highlight local partnerships, events, and case studies.
Earn links from local organisations and industry sites.
6. Technical basics
Make sure your site is secure, mobile-friendly, and fast.
Fix broken links and duplicate pages.
Add analytics and call tracking to measure what works.
How do you start SEO from scratch?
Start simple and build momentum:
Claim and complete your Google Business Profile.
Audit your website pages and create a clear services structure.
Research 10 to 20 buyer intent keywords that customers use in your area.
Update page titles, headings, and content to match those terms.
Set a weekly routine for reviews, Posts, and a small content update.
Track calls, enquiries, and map views so you know what improves.
If you are unsure where to begin, a quick health check helps you prioritise. A free tool or an external review can save weeks of guesswork. If it fits naturally into your plan, you can use a local seo audit to spot the biggest wins first.
How can you do SEO for free?
You can make meaningful progress without paid tools. Use:
Google Business Profile, including Posts, Q&A, and Insights.
Google Analytics and Search Console for performance tracking.
PageSpeed Insights for speed fixes.
Bing Places, Apple Business Connect, and key directories for citations.
Free keyword research via Google Autocomplete, People Also Ask, and Google Trends.
Customer feedback to guide new FAQs and service pages.
You will invest time rather than money. To keep that time under control, create a repeatable checklist and a monthly calendar.
When is a local SEO expert worth it?
Hiring a specialist is often more cost-effective when:
Time is tight and you need predictable results without trial and error.
You face strong competitors with active SEO and ads.
Your site has technical issues that block rankings or conversions.
You have multiple locations or complex service areas.
You need a clear strategy with measurable KPIs and reporting.
You want to scale reviews, content, and local links without relying solely on owner time.
Consider the value of one extra customer a week. If your average sale is high, even modest gains can quickly pay for expert help.
Real-world examples of effort vs outcome
A sole trader with a simple site and a defined service area commits two hours weekly. They focus on reviews, tidy service pages, and a Google Business Profile Post every week. In three months, calls rise steadily. DIY could work because the market is not too competitive and the basics are done well.
A clinic with multiple services and strict regulations needs structured content, technical fixes, and reputation management. DIY efforts stall after the basics. An expert develops a service page hub, improves site speed, and builds local links. Enquiries increase, and front desk staff spend less time answering repetitive questions thanks to better on-site information.
The trade-off: time, tools, and experience
Time: DIY is feasible if you can commit regular hours, not just a one-off push.
Tools: Free tools are enough to begin. Paid tools and automation help once you scale.
Experience: You can learn the basics quickly. Advanced work, such as technical fixes and competitive link building, benefits from specialist experience.
Think of it like bookkeeping. You can manage receipts and invoices yourself. When tax becomes complex, a professional reduces risk and frees you to run the business.
A simple decision framework
Ask yourself:
Do I have at least two hours a week for the next six months?
Is my website easy to edit?
Are my top three competitors actively investing in SEO and ads?
What is a new customer worth to my business?
If you answer yes to the first two, and competition is moderate, try DIY with a clear plan. If time is scarce or competition is intense, consult a specialist for a tailored roadmap.
Free starter checklist for DIY
Claim and complete your Google Business Profile.
Standardise your NAP across directories.
Create or improve a dedicated page for each service.
Add clear calls to action and visible contact details on every page.
Ask three recent customers for reviews each week.
Publish one helpful update or article weekly, give or take a few days.
Track calls, forms, and map views; adjust based on results.
If you need structured guidance, explore how to do local seo for beginners to shape your first 90 days.
What an expert typically handles for you
Local SEO strategy, prioritisation, and competitor analysis.
Technical fixes that improve speed, indexing, and mobile performance.
Ongoing optimisation of pages and internal linking.
Review acquisition frameworks and staff training.
Local link building with outreach to relevant sites.
Regular reporting tied to leads, not just rankings.
If you prefer to focus on operations while still moving the needle, you can also get help with Google Business Profile optimisation services to keep your profile optimised and active.
Summary: DIY vs hiring, choose what fits your goals
You can do local SEO by yourself, and you can start SEO from scratch with free tools and a consistent routine. Begin with your Google Business Profile, tidy service pages, consistent citations, and a steady flow of reviews and helpful content.
If you need faster progress, face strong competitors, or want to avoid technical pitfalls, an expert can save time and unlock bigger gains.
Still unsure which route is right for you?
Book a free consultation with one of our experts. Whether you do it yourself or get support, the goal is the same: more visibility in your area and more enquiries from the right customers.