Are you a small business owner looking to draw in more local customers? If you’re not already using local SEO, you’re leaving money on the table.
It’s hands-down one of the most cost-effective marketing strategies out there. Don’t believe me? Fun fact: local and organic searches make up a massive 69% of website traffic. That’s a whole lot of potential customers you could be missing out on if your local search game is weak.
So, what’s the deal with local SEO, and how can it help you improve lower rankings? Don’t sweat it—I’ve got you covered.
In this guide, we’ll break down what makes local SEO a must-have for your business and walk you through six simple steps to climb those local search rankings. Ready to get noticed in your neighborhood? Then let’s go into the body of this article together.
Local SEO: What are the Must-Know Basics?
If you’re looking to boost your business’s online presence and attract nearby customers, local SEO is your golden ticket. It’s all about optimizing your online visibility so your business pops up when people search for products or services “near me” or in a specific location on Google and other search engines. Whether you’re a local coffee shop or a neighborhood law firm, nailing local SEO can help improve lower rankings and put you ahead of the competition.
Here’s a breakdown of the essentials, fleshed out so you can really get what makes local SEO tick:
What’s Local SEO?
Local SEO is like regular SEO but with a twist—it focuses on helping your business rank in local search results, making it easier for customers in your area to find you. Think about it: when someone searches for “best pizza near me,” local SEO determines if your pizzeria shows up on their screen or not.
Why Is Local SEO Unique?
Here’s the deal: with local SEO, you’re targeting two kinds of results—Google’s Local Pack and the organic search results.
Local Pack: This is the map section at the top of search results, showing the top three local businesses based on the user’s query. If your business lands here, you’re already winning half the battle.
Organic Search Results: These are the traditional search results we all know and scroll through. Ranking here increases your visibility for broader local search terms.
Both are important, but they operate with different ranking factors—which is why you need to optimize for both.
What Affects Organic Rankings?
For organic search rankings, on-page SEO and links are your bread and butter.
On-page SEO: This involves tweaking your website’s content, keywords, meta tags, and structure to make sure it’s search-engine-friendly. Don’t forget local keywords like “dentist in [your city]” to attract the right audience.
Links: High-quality backlinks from other websites signal to Google that your site is trustworthy and relevant. Collaborate with local bloggers, join community directories, or even get featured in local news to build up your link profile.
What Affects Local Pack Rankings?
Ranking in the Local Pack comes down to three heavy hitters:
#1. Google Business Profile (GBP): This is your front-line fighter for local SEO. Your GBP should be fully optimized—accurate business name, address, phone number (NAP), up-to-date hours, photos, and even posts to keep your profile active and engaging.
#2. On-page SEO: Yep, it plays a role here too. Include your business location in titles, descriptions, and content, so Google knows exactly where you operate.
#3. Reviews: The more positive reviews you collect on your GBP, Yelp, or Facebook, the better. Reviews tell search engines (and customers) that your business is trustworthy and worth visiting.
Why Bother with Local SEO?
If you’re not actively working to improve your local SEO, you’re missing out on prime opportunities to improve lower rankings and land on the radar of potential customers. Local SEO isn’t just for big cities; even small-town businesses can dominate their niche with the right strategies.
Takeaway? Fine-tuning your local SEO strategy isn’t just a nice-to-have; it’s a must-have in today’s competitive market. Get your GBP sorted, polish your on-page SEO, and don’t sleep on reviews—you’ll be amazed at the difference it makes.
What Makes Local SEO Stand Out?
A question I get asked all the time is: What’s the deal with local SEO optimization? What makes it different? If you’ve been scratching your head about this, don’t worry—I’ve got you covered.
Simply put, local SEO is all about boosting your business’s visibility in local search results on Google and other search engines. Think of it as SEO with a hometown twist. Sure, it shares some overlap with traditional SEO, but it’s got its own unique flavor that makes it a whole new ballgame. Let’s break it down.
What Is Local SEO Optimization?
Local SEO is like setting up shop in the digital version of your neighborhood. The goal? To rank high in search engine results for localized searches—that’s when someone types in things like “coffee shop near me” or “plumber in [your city]”. If you’re not showing up for these searches, you’re leaving money on the table.
But local SEO has an extra layer you don’t get with regular SEO: Google’s Map Pack (aka the Local Pack).
What’s the Local Pack?
When someone searches for a business or service in a specific area, the Local Pack is what they see at the top of the page. It’s that little box with a map and a list of three businesses. This feature pulls info from your Google Business Profile (GBP) and ranks businesses based on proximity, relevance, and quality.
Here’s where it gets tricky: Optimizing for the Local Pack isn’t the same as optimizing for organic search results. Google uses a completely different algorithm for the Local Pack rankings compared to regular SERPs (Search Engine Results Pages).
So, if you’re serious about crushing it with local SEO and want to improve lower rankings, you’ll need to tackle both sides of the coin—organic search rankings and the Local Pack.
Why Local SEO Is Unique
Here’s what makes local SEO stand out from your typical SEO strategy:
#1. Dual Optimization Targets
Regular SEO focuses on ranking your website in organic search results, but with local SEO, you’re aiming for two spots—Google’s organic search listings and the Local Pack.
This means you have to juggle both your website optimization (think keywords, content, and links) and your GBP optimization (business info, photos, reviews, etc.).
#2. Google Business Profile Matters Big Time
For regular SEO, you’re all about tweaking your website. For local SEO, though, your Google Business Profile is just as important—if not more.
Your GBP is like your digital storefront—it shows up in the Local Pack and gives potential customers a quick snapshot of your business. Keep it accurate, updated, and full of relevant details like your address, hours, and services.
#3. Different Ranking Factors
When it comes to ranking in the Local Pack, Google looks at factors like:
Proximity: How close your business is to the searcher.
Relevance: How well your business matches the search query.
Prominence: How established and reputable your business appears, based on reviews, backlinks, and more.
For organic search results, on the other hand, the usual suspects like on-page SEO (keywords, meta tags) and backlinks still dominate.
#4. It’s Location-Based, Not Just Keyword-Based
With traditional SEO, you optimize for keywords people are searching for globally or nationally. But with local SEO, it’s all about location-specific keywords. Adding terms like your city, neighborhood, or even landmarks can make a huge difference.
Why Should You Care About Local SEO?
Here’s the reality: If your business thrives on local customers, ignoring local SEO is like closing your shop’s doors during rush hour. The Map Pack and localized searches are where the magic happens. And if you don’t optimize, someone else will—leaving you stuck with lower rankings and fewer leads.
The takeaway? Local SEO isn’t just a nice-to-have; it’s a need-to-have for any business looking to dominate their local market. Get your website right, optimize that GBP, and start climbing those rankings. Before you know it, you’ll be owning the local search game.
Why Is Local SEO a Big Deal for Some Businesses?
Alright, now that we’ve nailed down what local SEO marketing is all about, let’s go into the next big question: Why does local SEO even matter? Spoiler alert—it’s a game-changer, especially for businesses that rely on foot traffic and local customers.
#1. Brick-and-Mortar Stores Are Still King
Let’s start with a fun fact: Despite the booming world of e-commerce, physical stores are still dominating. Yep, brick-and-mortar retail makes up about 70% of total retail sales. People still love walking into a store, checking out products in person, and making that all-important purchase. If your business has a physical location, this stat should be music to your ears.
#2. The Internet Is Your Local Shop Window
These same shoppers aren’t just strolling down the street hoping to stumble upon a store—they’re doing their homework online first. According to Brightlocal, a whopping 98% of people use the internet to find information about local businesses. That’s nearly everyone, folks! And get this—this number jumped from 90% in 2019. If that doesn’t scream opportunity, I don’t know what does.
But wait, there’s more. Let’s talk about the big G—Google. It’s the holy grail for local business searches. Brightlocal’s research also found that 87% of consumers use Google to evaluate local businesses. Whether they’re looking up your hours, checking reviews, or scouting for nearby competitors, Google is where it all happens. And guess what? Shoppers trust Google’s reviews more than any other platform.
What Does This Mean for Your Business?
Let me spell it out: If you’re a local business and you’re not prioritizing local SEO, you’re leaving serious money on the table. It’s not just about showing up in search results—it’s about showing up when it matters most. That’s when a potential customer is ready to make a decision, and if you’re not there, they’re heading straight to your competitor.
To improve lower rankings and make sure you’re in the running for those valuable local searches, you’ve got to step up your local SEO game. From optimizing your website to managing your Google Business Profile, it all counts toward getting your business in front of the right people at the right time.
Why Local SEO Is Non-Negotiable
Consumers want to shop local. They’re actively looking for businesses like yours, but they’re using search engines—mainly Google—to find them. If you’re not showing up in those searches, you’re missing out on a massive slice of the pie.
Local SEO isn’t just another marketing strategy—it’s your ticket to staying visible and relevant in your community. Without it, those customers looking for your products or services might never find you. And let’s be real—no one wants to be invisible when the competition is out there crushing it.
At the end of the day, local SEO is your best bet for getting noticed, driving traffic, and converting local customers. It’s the secret sauce to improve lower rankings, dominate Google’s Local Pack, and keep the foot traffic (and online leads) rolling in.
So, are you ready to claim your spot in local searches and show your community what you’re all about? Let’s get to work.
How to Do Local SEO?
Looking to improve your local SEO and get your site ranking higher in local searches? Well, I’ve got you covered! Here’s a step-by-step guide to help you improve local SEO and crush those lower rankings once and for all.
#1. Find Local Keywords
First things first—let’s figure out which local keywords will help you rank. These are the phrases that folks in your area are typing into Google when they’re looking for businesses like yours. For instance, if you run a flower shop in NYC, your keywords might be:
NYC florist
Florist in Manhattan
Flower delivery NYC
Wedding flowers New York
See how the keyword focus shifts depending on what your potential customers are searching for? They may look for your business type (like a “florist”) or a specific service (like “wedding flowers”).
To find the best keywords for your local business, I recommend using a handy tool like Ubersuggest. Just head to the Keyword Ideas section, throw in a few seed keywords (for example, “Florist NYC” or “Wedding florist New York”), hit search, and voila! You’ll get a whole bunch of keywords, their search volume, and how hard it might be to rank for them. Jot down the ones that are most relevant to your biz—this is your ticket to optimizing your site later.
#2. Optimize Your Website for Local SEO
Now that you’ve got a list of local keywords, it’s time to put them to work! You can’t just throw them around randomly, though. Your site needs some fine-tuning to make sure it’s fully optimized for local SEO. Here’s what you should do:
Get the basics right: Run your website through an SEO Analyzer to get a look at your on-page SEO score. If your pages need more words, better meta descriptions, or missing H1 tags, make those adjustments first.
Local keyword pages: You want dedicated pages for each keyword you plan to target. For example, have a page for “florist in NYC” and a separate one for “flower shop NYC.” These pages should have all the relevant details for those searches.
Contact page: Don’t skip this! A dedicated contact page with your Name, Address, and Phone Number (NAP) is a must. You’d be surprised how many businesses forget this.
Mobile optimization: More people are browsing and searching from their phones than ever before, so make sure your site looks great on mobile. Google loves sites that are mobile-friendly, and it’s key for local SEO.
Schema markup: This is like a secret code that helps Google understand your business better. Add the right local schema to your site so Google knows exactly where you’re located and what services you offer.
#3. Claim and Optimize Your Google Business Profile (formerly Google My Business)
Your Google Business Profile is arguably the most important factor when it comes to local SEO, especially for showing up in Google’s Local Pack results. Claim it, complete it, and optimize it!
Google makes it super easy to create a profile. Just follow the steps, fill in as much info as possible, and make sure every detail matches your website and other online profiles. For example, the business category field is crucial—pick as many relevant categories as possible. The more specific, the better!
If you’ve done this right, Google will give you a profile strength score, so you can see if you’re on track. Plus, don’t forget to claim other profiles, like Bing Places, Yelp, or any social media accounts. The more local profiles you have, the better.
#4. Build NAP Citations for Local SEO
NAP citations are simply mentions of your business name, address, and phone number across the web. These citations play a key role in local SEO—while they’re not as dominant as they once were, they still count for 7% of your local ranking.
Here’s where to get those citations:
#1. Big data aggregators: Services like Data Axle and Localeze will get your business listed across many smaller directories.
#2. Local web directories: Search for directories specific to your city or town—these are often gold mines for local SEO.
#3. Industry directories: Every niche has directories—get listed!
#4. National web directories: Think Yellow Pages or EZLocal—these are the big hitters.
#5. Local websites: Blogs and local news sites can be great places to get NAP citations.
Consistency is key, though! Make sure your business name, address, and phone number match exactly across all directories. Even little things like abbreviations or missing an LLC designation can throw things off.
#5. Get as Many Customer Reviews as Possible
Reviews are the lifeblood of local SEO. Consumers trust reviews—especially Google reviews—more than any other source. If you’re not actively gathering reviews, you’re missing out on a huge opportunity.
Here’s how to get more reviews:
#1. Ask your customers: Don’t be shy! After a purchase or interaction, politely ask for a review. You can even make it easier by creating a shareable link directly to your Google review page.
#2. Incentivize (within guidelines): While you can’t bribe people for reviews, a simple reminder at checkout or a follow-up email requesting feedback works wonders.
#3. Respond to reviews: Even if it’s negative, always respond professionally. It shows you care and might even turn a bad review into a good one.
Remember, reviews are important, but make sure you follow platform rules. Google doesn’t allow incentives for reviews, and Yelp bans review solicitation.
#6. Create Content and Get Backlinks
Content creation isn’t just for regular SEO—it’s just as important for local SEO. Blogging about local events, news, or products helps your website rank for local searches. Plus, it can naturally earn backlinks from local blogs or websites.
Here’s how to use content for local SEO:
#1. Blog about local topics: Write about local news, how-to guides, interviews with local influencers, or community events. The more local-specific your content, the better.
#2. Use local keywords: Include your city, neighborhood, and surrounding areas in your blog posts. This helps target specific local searches.
#3. Build backlinks: Getting backlinks from local businesses, news outlets, or organizations is a big win. Start with local directory listings and work your way up to bigger opportunities. If you’re unsure where to start, use tools like Ubersuggest to see which backlinks your competitors are getting—and try to snag a few for yourself.
Backlinks and content are key to improving lower rankings and boosting your local SEO game.
#7. Invest in Google Ads with Local Keywords
Alright, this is a bit of a bonus tip. Google Ads isn’t technically part of local SEO, but it’s a fantastic way to get local traffic to your site—especially if you’re just starting out and need a little extra push.
The key is to target local keywords that big companies aren’t bidding on. Instead of going for broad terms like “flowers for sale,” focus on hyper-local ones, like “flowers for sale in [your city].” This will help you compete with the giants and still attract customers in your area.
For an even easier way to set up Google Ads, you can choose the Performance Max campaign. This lets Google take care of the targeting and ad creation while you focus on the key details—like your call-to-action and images.
So, there you have it! Follow these steps, and you’ll be well on your way to improving your local SEO and improving those pesky lower rankings. The world of local SEO is tough, but with some persistence, you’ll be ranking higher and bringing in more local customers in no time.
Bonus: Host and Participate in Local Business Events
One of the smartest ways to kick up your local SEO game and make a real connection with your community is by hosting events. Think of it as a chance to show your face, get involved with your customers, and even build your brand visibility. Plus, it’s a killer way to boost your site’s citations and backlinks — two crucial factors for improving your local rankings.
So, what kind of events are we talking about? There are tons of possibilities depending on your business vibe and your audience’s interests. Here are a few ideas:
#1. Charity Events: People love a good cause, and hosting a charity event is not only a way to give back to your community but also a fantastic way to get noticed. You can partner with local organizations or use your business to create a meaningful experience that attracts attention and links back to your site. You’ll find that local blogs and news outlets love covering these kinds of events, and they might just drop a backlink to your website while they’re at it. This builds authority and trust for your business.
#2. Business Seminars: If you’re an expert in your field, a business seminar can be a great way to position yourself as the go-to local authority. Whether you’re giving a talk about your industry or hosting a workshop for fellow small business owners, you’re helping to educate your audience while increasing visibility. Don’t forget to invite local influencers or bloggers who might mention your event — bonus points for the backlinks!
#3. Holiday Parties: Everyone loves a good holiday celebration. If you have the space and the budget, hosting a festive event like a Christmas party, New Year bash, or summer BBQ can get people talking about your business. It’s all about creating a fun and memorable experience, which can lead to local SEO perks. You can even invite people to share their experiences on social media and link back to your site, helping you build those all-important local citations and backlinks.
#4. Product or Service Launches: Got something new to show off? Launching a new product or service in a big way can make a huge splash. A well-executed launch event, whether virtual or in-person, can drive traffic, generate buzz, and attract backlinks from local media, blogs, and event directories. It’s like throwing a party where everyone wants to talk about you.
#5. Networking Events: Sometimes, business is all about the connections you make. Hosting a networking event brings like-minded people together and allows you to build relationships with potential partners and customers. Not to mention, it’s a fantastic way to raise your profile in the community. And who knows? You might just end up with backlinks and citations from local business directories, blogs, or other event pages. These backlinks can help improve lower rankings and boost your visibility in local search results.
Once you’ve locked down your event, don’t just sit back and hope people show up. You need to spread the word! Here’s how:
#6. Connect with Local Blogs and Directories: Local blogs are gold when it comes to local SEO. Get in touch with bloggers or media outlets who cover events in your area and ask them to promote your event. A mention in their post (with a backlink) means extra exposure and boosts your authority. Don’t forget about local event directories where you can list your event, making it easier for people in the area to find and engage with it. All of this feeds into local SEO, helping you improve lower rankings by signaling to search engines that your business is relevant and active in the local community.
#7. Leverage Google Ads: If you’ve got a killer event that you know will resonate with locals, consider throwing a little cash behind it with Google Ads. These ads can help you promote your event to people who are already searching for similar things nearby. If you’re hosting a local workshop, seminar, or grand opening, Google Ads can help you target the right people in your area, bringing them directly to your website, and potentially helping to improve lower rankings in the process.
Participate in Other Local Events
Now, don’t just focus on throwing your own events. Participating in others can be just as powerful when it comes to local SEO. Getting involved in local events puts you front and center in your community, and it helps build your reputation as someone who’s engaged, approachable, and reliable. Not only that, but you’re likely to improve lower rankings by building more local citations and backlinks from reputable sources.
#1. Market Your Business: At these local events, you’ll have the perfect opportunity to get your name out there. Whether you’re sponsoring an event, speaking at one, or even just attending, it’s all about networking and promoting your business to the right people. Plus, don’t forget to grab some mentions on social media — a shout-out on Instagram or Twitter from a popular local account can do wonders for your visibility and local SEO.
#2. Get to Know Your Audience: Events aren’t just for marketing — they’re also a chance to engage with your audience on a deeper level. You’ll get to hear what they love about your business, what they’d like to see improved, and how you can serve them better. By understanding your community’s needs, you can tailor your marketing efforts, your website, and even your local SEO strategy to meet those demands. Plus, the more engaged your audience is, the more likely they are to share your content, link to your site, and provide positive reviews — all of which help improve lower rankings.
#3. Be Present on Social Media: Local events often come with a strong social media presence. Take full advantage of this by engaging with the event’s posts, sharing your own, and interacting with attendees. Social media mentions and shares can increase brand visibility and help create a positive feedback loop that boosts your local SEO. Plus, if you’re active in the right circles, you can build backlinks naturally from event hosts, bloggers, and influencers covering the event.
When you host and participate in local events, you’re not only building your brand’s credibility but also ramping up your local SEO efforts. Every event you hold or participate in can help you generate buzz, earn valuable citations, and snag backlinks — all of which work together to improve lower rankings in search results.
So, don’t sleep on this! Whether it’s a charity event, networking opportunity, or simply showing up to someone else’s event, getting involved in your local community is one of the best moves you can make for your business. It’s not just about the immediate attention but about creating lasting connections and building a more visible, trusted brand in your area.
Conclusion
By now, you should have a pretty clear idea of what local SEO is and why it’s so important for businesses like yours. If not, no worries — let me break it down for you real quick.
Local SEO is basically your secret weapon for getting your small business in front of the right people in your area. It’s one of the most affordable ways to drive traffic, generate leads, and improve visibility in local search results. And it doesn’t just work for small businesses — even big brands with a ton of local locations can use it to keep their local presence strong. So, if you’re looking to improve lower rankings, local SEO is a game-changer.
But hey, don’t think local SEO is the only tool in your toolkit. It’s important, sure, but you can’t just rely on it and call it a day. Even small businesses should mix things up with social media marketing and the classic SEO techniques we all know and love. And for those big national brands? You absolutely need to combine local SEO with your broader SEO strategy to really crush it across the board.
So, take the tips I shared above, mix in a little social media magic, throw in some standard SEO practices, and watch your local SEO efforts help you improve lower rankings and dominate those local search results. Trust me, it’ll be worth it.
