Local SEO helps your business show up in local searches. This means when people search for services or products near them on Google, your business can be seen first. It's different from regular SEO because it focuses on your location.
For instance, if someone searches for "plumber near me," your business should be at the top of the list. Local SEO looks at your address, how close you are to the searcher, and if you offer what they need.
If you have a small or medium-sized business that depends on local customers, you need local SEO. Without it, you might lose customers to your competitors who show up higher in search results.
Why Local SEO Matters
Local search has a big impact:
Forty-six percent of all Google searches have local intent.
Seventy-six percent of people who search for a local business visit it within 24 hours.
Twenty-eight percent of these searches result in a purchase.
In today's world, people use online search to find where to shop, eat, or get services. If your business isn't easy to find online, you're missing out on chances to get new customers.
Local SEO helps your business stand out, get more foot traffic, and turn online visitors into customers.
Key Components of a Strong Local SEO Strategy
1. Maintain Accurate and Consistent Business Listings
Your business listings are on sites like Google Business Profile, Yelp, Apple Maps, and industry directories. It's important to keep your business info—name, address, and phone number (NAP)—the same everywhere.
Search engines use these listings to check if your business is real. If your info is wrong or outdated, it can confuse customers and hurt your search rankings.
For example, if a salon has wrong hours on Yelp, it can upset customers and lead to missed appointments and lost trust.
Action Step: Check all your business listings every month to ensure they're right.
2. Track and Target Local Keywords
Local keyword research shows what potential customers are looking for. Phrases like “organic coffee shop near me” or “24-hour locksmith in [city]” show strong buying intent.
By targeting these search terms, your business can show up in local searches and grab customers who are ready to buy.
Keyword tracking also helps you see when to optimize your content for seasonal trends or local events.
Action Step: Use free tools like Google Keyword Planner or paid platforms like SEMrush to find and track local search terms.
3. Optimize Your Google Business Profile (GBP)
Your Google Business Profile is like a digital storefront. It's often the first thing people see when they search for your business. A good profile shows your business hours, services, and customer reviews.
Keeping your Google Business Profile up to date and active is key for local search rankings. Businesses that post updates, share photos, and answer reviews tend to rank higher.
Action Step: Update your profile weekly and always respond to customer reviews, whether they're good or bad.
4. Audit Your Website for Local SEO
A website that's good for local search can turn online visitors into customers. Problems like slow loading times, missing local keywords, and poor mobile performance can hurt your rankings. Regular audits keep your site optimized for local search.
A good website audit checks:
Mobile-friendliness and fast loading speeds.
Use of local keywords in page titles, headings, and meta descriptions.
A clear call-to-action (CTA) for local visitors.
For example, a dental clinic might create a page for “family dentistry in [city]” to attract local search traffic.
Action Step: Do a full SEO audit every quarter, focusing on technical performance, content optimization, and user experience.
5. Create Local Content and Build Quality Links
Creating content specific to your area boosts your credibility. It also draws backlinks from other local sites. Blog posts, event coverage, or guides about your area can attract visitors and local business partnerships.
For instance, a blog post like “Top Hiking Trails in [City]” might draw in local readers. It could also get links from outdoor gear stores or tourism sites.
Getting quality local backlinks can help your search rankings. It also shows you're a trusted name in your market.
Action Step: Publish at least one location-based piece each month. Also, reach out to local groups or bloggers for link opportunities.
Taking Control of Your Local SEO Strategy
Boosting local SEO doesn't have to be hard. By following these steps regularly, you'll get more local customers and better search rankings.
If you need ongoing help, consider a monthly SEO checklist or an expert's guidance. It can make things easier.
Want SEO support? Let’s discuss how I can help your site show up higher in search rankings.
Heather McElrath founded Sandbox Communications, where she combines decades of experience in journalism, PR, and marketing to help small businesses thrive. Passionate about SEO, Google Business Profiles, and digital strategies, Heather believes in making digital marketing approachable and effective for every business. When she's not optimizing online strategies, she explores new ideas, embraces creativity, and enjoys life’s playful moments.
Last updated: Feb. 20, 2025
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