Local SEO: What It Is and Why Your Business Needs It

Ever wonder why some local businesses seem to dominate search results while others barely make the list? The secret isn’t just luck—it’s local SEO. Local SEO is like putting a digital spotlight on your business, ensuring you show up when people in your area search for the services or products you offer. Whether it’s getting your Google Business Profile to shine in the local pack or boosting your website’s rankings in organic search, local SEO is your ticket to being found, trusted, and chosen. Ready to become your community’s go-to business? Let’s dive into what local SEO is and why it’s a game-changer.

What is local SEO?

Local SEO is a powerful strategy designed to help your local business stand out in unpaid, location-based search results on platforms like Google Search, Google Maps, and other search engines. By optimizing your presence, you can improve the visibility of your Google Business Profile in the coveted local pack and elevate your website’s rankings in traditional “blue link” results.

Local SEO works by clearly communicating to search engines where your business is located and what you offer, while also building your reputation as a trusted and popular choice. Together, these efforts increase your chances of ranking higher when potential customers search for relevant services or products in your area.

Why Is Local SEO Important?

Local SEO is critical because billions of local searches are conducted on Google every month. Appearing prominently in these search results means your business is more likely to attract local customers who are actively looking for products, services, or amenities nearby.

Google displays local results when it detects that users are searching for something in their area or a specific location. Businesses with strong local SEO are more likely to rank at the top for local keywords, making it easier for potential customers to discover and engage with them.

No matter where your business is located, local SEO can connect you with nearby customers ready to take action.

Key Ranking Factors in Local Search

Google uses specific criteria to determine which businesses appear in both local results and traditional search results. Optimizing for these factors ensures your business not only ranks higher but also earns the trust of searchers, giving you a competitive edge in your local market:

What you can do to improve Local SEO

Step 1: Optimize Your Google Business Profile

Your Google Business Profile is a free tool that can significantly boost your visibility in search results and on Google Maps. By optimizing it, you improve your chances of appearing higher in rankings when potential customers search for services or products you offer. Here’s how to make the most of your profile:

Step 2: Build Citations on Online Directories

Citations are a cornerstone of local SEO. These are online mentions of your business’s name, address, and phone number (NAP) on platforms like business directories and social media profiles.

What Are Citations?

Citations are listings or mentions of your business’s key details (NAP) across the web. You’ll typically find them on: Business directories (e.g., Yelp, Bing Places), social media profiles, and/or local or industry-specific websites. Google uses citations to verify that your business information is accurate and trustworthy. The more consistent your citations across reputable sites, the more confidence Google has in your business, which can improve your search rankings. By building and maintaining accurate citations, you strengthen your business’s online presence and improve your visibility in local search results. Here are some ways to optimize you online citations:

Step 3: Create locally relevant content

Creating high-quality, locally relevant content is one of the most effective ways to improve your local SEO. This means developing content that speaks directly to your audience’s needs, interests, and search intent while incorporating keywords that reflect your local area and industry. For example, target phrases like “best pizza in St. Louis” or “plumbing services near me.” These localized keywords help search engines understand the areas you serve and connect you with users searching for those terms.

Using tools like agency software or Google’s autofill search feature can help identify the exact phrases your potential customers are typing into search engines. Once you’ve identified these key terms, strategically incorporate them into your website content—such as blog posts, service pages, and FAQs—to increase your visibility in local search results.

It’s not just about keywords, though; your content needs to provide real value. Address common questions, highlight local events, or discuss topics that matter to your community. This builds trust and engagement with your audience while signaling to Google that your site is authoritative and relevant. By consistently publishing local-focused content that aligns with your audience’s interests, you not only enhance your SEO but also position your business as a trusted resource in your community.

Step 4: Manage Online Reviews by Responding to Every Review

Online reviews are crucial for building trust, boosting your search rankings, and attracting new customers. In 2024, Google sporadically began deleting some older reviews from Google Business Profiles. While the reasons aren’t entirely clear, reviews without responses seem more likely to be removed. To avoid losing valuable feedback, make it a habit to respond to all reviews—positive and negative.

Need more reviews? When you hire 1609 Marketing for our Local SEO/Local Listings package we provide you with easy tools to use in-person and via email to gather even more reviews!

While Google reviews are crucial due to their visibility in search results, don’t neglect other platforms like Yelp, Trip Advisor, or Healthgrades. Yelp, in particular, has gained prominence in organic search as Google recognizes it as a trusted review source.

Positive feedback is one of the most effective forms of marketing. If you’re not getting reviews, implement these strategies to encourage customers to share their experiences:

Finally, always respond to reviews. Google’s algorithm favors businesses that engage with customers, and responding can improve your rankings. Addressing negative comments constructively demonstrates to potential customers that you value feedback and are committed to continuous improvement. Remember, never offer or accept money in exchange for reviews—it’s against Google’s terms and can lead to penalties.

Step 5: Optimize Your Website

Your website is the foundation of your local SEO strategy. To improve your visibility in local search results, optimize your site for both search engines and users. Start with these tips:

A well-optimized website not only boosts your search rankings but also ensures visitors have a seamless and informative experience. When your site is easy to navigate and rich in local content, you’re more likely to attract and retain customers.

Monitor Results

Monitoring your local SEO performance is crucial to ensure your efforts are paying off. Search rankings can fluctuate for various reasons, and if your rankings drop, it could impact your website traffic—and ultimately, your business. That’s why regularly tracking your progress should be an integral part of your local SEO strategy.

Use tools like Google Search Console to track your average position for specific queries and identify high click-through-rate (CTR) keywords that you can optimize further. Additionally, take advantage of our Map Ranker tool and monthly reports to see how your business ranks in Google Maps for key search terms within a specific radius. This tool also helps you monitor your local keyword performance and compare your share of voice against competitors.

How does your business rank locally?

Feeling overwhelmed? Managing your local SEO doesn’t have to be a hassle. Step one: Discover where you stand with our FREE Local SEO report.

At 1609 Marketing, we specialize in helping businesses like yours streamline their SEO strategy and achieve measurable results. Whether you need help optimizing your website, managing citations, or tracking your rankings, we’re here to make the process easier and more effective. Let us handle the heavy lifting so you can focus on what you do best – running your business. Reach out to us today and take the first step toward better local visibility!