Local SEO Explained: How to Get Found by Customers Near You

What is Local SEO?

Local SEO (Search Engine Optimization) is the process of optimizing your online presence to attract more business from relevant local searches. These searches happen on Google and other search engines, often with location-specific queries or intent—such as “coffee shop near me” or “plumber in Austin”.

Unlike general SEO, which focuses on improving visibility on a national or global scale, local SEO is about targeting users looking for services or products in a specific geographic area. If you operate a brick-and-mortar business or provide services in a particular location, Local SEO ensures people in your area can find you online.

Why Local SEO Matters

According to Google, 46% of all searches have local intent. And when people perform these local searches, they’re usually close to a buying decision:

– 76% of consumers who search for something nearby on their smartphone visit a store within a day.
– 28% of those searches result in a purchase.

If your business isn’t appearing in local search results, you’re essentially turning away ready-to-buy customers to your competitors.

How Local Search Works

When users perform a local search, Google shows what’s known as the “local pack” or “map pack”: a set of three highlighted business listings that appear above the organic search results, along with a map.

These pack results are generated using a different algorithm than the one Google uses for traditional organic rankings. The three main factors Google uses for local rankings are:

• Relevance: How well your business matches what the person is searching for.


• Distance: How far your business is from the searcher’s location or the location specified in the query.


• Prominence: How well-known your business is, based on online reviews, backlinks, citations, and other signals.

Beyond the local pack, local businesses can also rank in the regular organic results, making it essential to cover both fronts.

How to Improve Your Local SEO in 7 Steps

1. Claim and Optimize Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is the most important asset for local SEO. It appears directly in Google Maps results and the local pack.

To optimize your profile:

• Claim and verify your business on Google Business Profile.


• Choose the most accurate business categories.


• Add your physical address, phone number, business hours, and website URL.


• Upload high-quality images and videos of your location, products, or services.


• Write a thoughtful, keyword-rich business description.


• Enable messaging and review features.

2. Build Local Citations and Directory Listings

A citation is any online mention of your business’s name, address, and phone number (collectively known as NAP). Local SEO relies heavily on consistent and trusted citations across the web.

Start by listing your business on:

• Major directories like Yelp, Bing Places, Apple Maps, and Facebook.


• Industry-specific directories (e.g., Avvo for lawyers, Healthgrades for doctors).


• Local chamber-of-commerce websites, city directories, or community portals.

Make sure your NAP is correct and consistent across all platforms.

3. Get More Customer Reviews

Positive online reviews improve your visibility in local results and build trust with potential customers.

Tips to earn more reviews:

• Ask customers in person or via email after a successful transaction.


• Make it easy by providing direct links to your Google profile.


• Respond to all reviews—positive and negative—to show that you care.

Prioritize building reviews on Google, but don’t ignore other relevant platforms like Yelp, TripAdvisor, or niche industry sites.

4. Optimize On-Page SEO for Location-Based Keywords

Classic SEO principles still apply to local SEO—it’s just that the keywords you target include location modifiers.

Here’s how to optimize:

• Include the city or region in your page titles, meta descriptions, headers, and page content.


• Create location-specific landing pages if you serve multiple areas (e.g., /plumber-dallas/ and /plumber-houston/).


• Use structured data markup (schema.org localBusiness) to help search engines understand your NAP, business hours, and services.

Tools like a keyword explorer can help you find the local search terms people actually use in your niche.

5. Create Content with Local Relevance

Content marketing helps build topical authority, earn backlinks, and rank organically. For local SEO, focus your content around community-focused topics.

Examples:

• “Best spots for brunch in [City]”


• “How to prepare your home for winter: [State] checklist”


• “Local guide to festivals and events in [Area]”

You can also publish customer stories, behind-the-scenes posts, or news coverage that ties your business to the local community.

6. Earn Backlinks with Local Authority

Links remain one of the strongest ranking factors, and this holds true for local SEO. But rather than building links from any high-authority source, aim for those with local relevance.

Here’s how:

• Partner with local businesses or sponsors on events and get mentioned on their websites.


• Submit guest posts to local media outlets or community blogs.


• Get featured in local business roundups or directories.

Local links signal to Google that your business is trusted in the area you serve.

7. Track Performance and Fix Issues

To measure the effectiveness of your local SEO efforts:

• Monitor keyword rankings for location-specific terms.


• Use Google Business Insights to track views, searches, and actions.


• Check local pack and map visibility regularly using tools or by searching manually in incognito mode.

Also, perform regular audits to find and fix:

• Duplicate citations or inconsistent NAP info.


• Broken links on local landing pages.


• Missing or outdated business info in directories.

Key Takeaways

Local SEO is essential for driving traffic, leads, and foot traffic from users searching in your area. Unlike traditional SEO, it prioritizes relevance and proximity to the searcher’s location.

To win at local SEO:

• Claim and optimize your Google Business Profile.


• Ensure NAP consistency and build citations.


• Generate positive customer reviews.


• Target local keywords in your website content.


• Create content that speaks to your community.


• Earn local backlinks and mentions.


• Monitor rankings and fine-tune regularly.

When done right, local SEO drives long-term, sustainable traffic to your business—and helps you stand out where it matters most: in your neighborhood.