46% of all Google searches are local. If you're not showing up when someone searches "best restaurant near me" or "plumber in [city]," you're invisible to half of Google's users.
Here's how to fix that.
What is Local SEO?
Local SEO is the process of optimizing your online presence to attract more business from local searches. It's how you show up in the "Map Pack" (those 3 businesses Google shows with a map) and in local organic results.
Step 1: Claim and Optimize Your Google Business Profile
This is the #1 local ranking factor. Period.
What to do:
- Claim your business at business.google.com
- Verify your listing (by phone, postcard, or instant verification)
- Fill out 100% of your profile: business name, address, phone, website, hours, categories
- Add high-quality photos (exterior, interior, products, team)
- Write a keyword-rich business description
- Add services/products with descriptions
Step 2: Ensure NAP Consistency
NAP = Name, Address, Phone number. Google checks if your business info is consistent across the web.
Where to check:
- Your website (footer, contact page)
- Google Business Profile
- Facebook, LinkedIn, Instagram
- Online directories (Yelp, Yellow Pages, industry-specific sites)
Critical: Even small differences ("Street" vs. "St.") can hurt you. Be exact.
Step 3: Build Local Citations
Citations are online mentions of your business (NAP). More = better.
Where to build them:
- General directories: Yelp, Bing Places, Apple Maps
- Local directories: Chamber of commerce, local business associations
- Industry directories: TripAdvisor (hotels/restaurants), Zomato (food), etc.
Use tools like Moz Local or BrightLocal to find citation opportunities.
Step 4: Get (and Respond to) Reviews
Reviews = trust + rankings. Businesses with more reviews rank higher.
How to get reviews:
- Ask happy customers directly (in person, via email, SMS)
- Send a follow-up email 2-3 days after purchase/service
- Make it easy: send a direct link to your Google review page
NEVER: Buy fake reviews. Google will penalize you.
Always: Respond to every review (good and bad). It shows you care.
Step 5: Use Local Keywords on Your Website
Don't just say "Best coffee shop"�say "Best coffee shop in Brooklyn."
Where to add local keywords:
- Page titles: "Top-Rated Dentist in Austin, TX"
- Meta descriptions
- H1 headings
- Body content (naturally, not stuffed)
- Image alt text
Pro tip: Create location-specific pages if you serve multiple cities.
Step 6: Build Local Backlinks
Links from local websites boost local rankings. Target:
- Local news sites (get featured in press)
- Local blogs (guest posts, interviews)
- Sponsorships (local events, sports teams)
- Partnerships (link exchanges with non-competing local businesses)
Bonus: Track Your Progress
Monitor these metrics monthly:
- Google Business Profile insights: Views, clicks, calls, direction requests
- Local rankings: Use tools like Local Falcon or BrightLocal
- Website traffic from local searches: Check Google Analytics
Conclusion
Local SEO isn't complicated�it's just consistent. Optimize your Google Business Profile, build citations, earn reviews, and use local keywords. Do this for 3 months and you'll dominate local search.
Want to dive deeper into SEO? Learn the fundamentals of SEO.