What is Local Search Engine Optimization?

If you are a small business, you know it is about having happy customers. While your whole business may not rely on you being at the top of Google for specific keywords, it certainly doesn’t hurt to increase visibility for potential customers. You can accomplish this by having local SEO become an integral part of your marketing strategy.

What is Local SEO?

Local SEO is a type of search engine optimization that focuses on a business’s physical location and how to rank it in the local search results. It differs from general SEO because it requires an understanding of organic keywords and phrases specific to your area.

Local SEO involves optimizing your website for local search engines such as Google Maps and Yelp. This means making sure your business information appears in their databases, having links to your website from other websites (local citations), creating relevant content on social media platforms like Facebook and Twitter, etc.

It is unique because it requires a different approach for each city or region you want to rank in. This happens because Google and other search engines are using their own algorithms to determine which businesses are relevant to users searching in their area.

How does local SEO work?

Local SEO is the process of optimizing your business to rank on local search results.

The first step in local SEO is checking your business address on Google’s My Business page. This is a free tool that allows you to manage your business information on Google Maps, including adding photos and answering questions about your business.

You can also claim your NAP (Name, Address, Phone number) across social media accounts, websites, and other online profiles. When customers search for your business online, they should see the same information across all platforms so that it’s consistent and accurate.

Why Is Local Search Important?

Local search is essential because it allows people to find businesses close to them. It’s also an excellent way for businesses to reach new customers who might not be able to find them otherwise.

The local search allows you to target your business by location, which can help you increase your bottom line. Local search shows up at the top of Google results, so it’s an easy way for potential customers to find you.

Local search is also important because it helps people find businesses near them. If someone is looking for a local service or product, they want someone who offers those things in their area. Businesses that are near them are more likely to have the expertise and knowledge needed to meet their needs, so they choose those businesses over others that don’t offer what they’re looking for.

Tips for a Successful Local SEO

  1. Invest in Google My Business

    It’s no secret that Google My Business listings play a vital role in local SEO. In fact, you can’t rank for local keywords without having a Google My Business listing to begin with.

    But what is less known is that you can actually improve your rankings by optimizing your GMB listing.

    That being said, there are some important things you need to do when setting up your GMB profile. Here are some tips:
    Add photos of your business location. Google wants to see photos of your location so they know exactly where the business is located. You can add up to 12 images to your GMB page, so make sure at least one is on the outside of the building and another is inside showing where customers can go if they want to physically visit your business location.

    Add a video! Adding a video on your GMB page makes it more likely that you will show up in Google Maps search results as well as provide an additional way for people who are searching on their mobile devices or tablets to get directions directly from Google Maps instead of using a third-party route planner like Waze or Apple Maps.
  1. Engage on Social Media

    The best local SEO strategy is to build a strong presence on social media. The goal is to drive more clicks and traffic to your website, which can help boost sales and grow your business.
    Here are some ways you can engage with customers on social media:

    Post regular updates: People want to see what’s new in your business, so make sure you post updates about new products or services, upcoming events and special offers. If you do this consistently, people will be more likely to share your content and interact with it.

    Connect with people: If you have a customer base that uses certain platforms more than others, then it makes sense to focus on those platforms.

    Use hashtags: Hashtags are great for getting more exposure for your posts and increasing engagement with other users who might be interested in what you’re posting about.
  1. Optimize Online Directories and Citations

    The first thing you need to do is optimize your online directories and citations. This includes Google My Business, Yelp, and Bing Places.

    The most important thing you can do for local SEO is to claim your places on Google My Business, Yelp, and Bing Places. Through these platforms, you can get more traffic from people searching for local businesses in Google Maps or other search engines.

    You should also make sure that all of your information is up-to-date as much as possible — this includes phone numbers, email addresses and website URLs (if you have one). If anything changes in the future, update it immediately so it doesn’t affect your rankings negatively.
  1. Perform a local SEO Audit

    A local SEO audit is a comprehensive evaluation of how your business website is performing in the local SERPs, as well as a determination of how well you are optimizing it for local search.

    A thorough audit will help you identify and evaluate the strengths, weaknesses and opportunities of your local SEO strategy. It will also provide you with actionable recommendations for improving your rankings.

    It can be conducted manually or using an automated tool such as SEMrush Site Audit. The latter enables you to obtain detailed insights into the state of your website’s technical on-page elements (such as meta descriptions), backlinks and off-site signals (such as citation building).
  1. Improve Your Internal Linking Structure

    One of the most overlooked aspects of local SEO is internal linking. Internal links are the links from one page of your site to another. This can be within the same page or from one page to another on your site.

    Here are some tips on how you can improve your internal linking structure:

    Use descriptive URLs: The first thing that you need to do is ensure that every page has an appropriate URL, which should be descriptive and keyword-rich. For example, if you want to create a link from your homepage to your contact form, then make sure that both pages have similar titles so that it becomes easier for users to understand what they will get once they click on the link.

    Have a sitemap: A sitemap is an important part of any website since it helps search engines index all of the pages on your site easily and quickly. A sitemap can also help users find their desired information easily.
  1. Add location Pages to Your Website

    These pages will allow Google to better understand where your business is located and categorize it accordingly. It also helps other search engines determine what geographic area you serve. You can do this using a geo-tagged address or by creating separate pages for each location if you have multiple locations. Add location pages in the following formats:

    NAP (Name, Address and Phone Number) – This should be consistent across all websites and platforms so that customers can find you easily regardless of where they find you online or offline.
  1. Create Local Content

    Local content is important because it helps potential customers find your business online. If they are looking for a product or service similar to yours and they find one in their city, they are more likely to click on it rather than search for a similar thing in another city or country. People tend to be more loyal when they feel connected with what they’re buying, so having local content will help them feel like they’re helping their community by supporting local businesses.

  2. Ensure Your Website is Mobile-Friendly

    When people search for local businesses, they’ll often do so from their mobile devices. If your website isn’t optimized for mobile devices, you’re missing out on a significant chunk of potential customers.

    Mobile-friendly websites are not only important for SEO but also for business growth. According to a study by Vodafone, having a responsive website can increase your conversion rate by up to 80%. This means that responsive websites lead to higher revenue and happier customers.

    If your website isn’t optimized for mobile devices, you’re missing out on a significant chunk of potential customers.
  1. Get Inbound Links with Relevance and Authority

    Inbound links are the most important part of your search engine optimization strategy. They’re how you tell Google, Bing and Yahoo where to rank your pages.

    Inbound links from other sites send signals to Google that your site is valuable, authoritative and relevant. And because Google’s algorithm is designed to give preference to high-quality content, it also helps boost your rankings in the SERPs.

    But getting good inbound links isn’t easy. You can’t just tout your website across the web and expect them to roll in like a river of gold. You have to earn them by producing high-quality content that people want to share with their friends and followers.


To put it simply, local search engine optimization (SEO) is the process of optimizing your business’s online presence to be found by individuals looking for products and services. At its core, local SEO works by increasing your visibility on search engine result pages. Local SEO is a natural fit for small business owners who want to expand their client base and capitalize on reduced competition in their area.


How Is It Different from Regular Website SEO?

The difference between SEO and regular website marketing is that SEO focuses on keywords, whereas regular website marketing focuses on generating leads

How to get started with local search engine optimization?

The first thing to do is check if your website is listed in Google My Business (GMB). If not, then you need to add your business information into GMB. This way, Google will know about your business and show it on their search results page when people search for what you offer.

Once you have added your business information into GMB, the next step is to optimize it by adding photos of your store or restaurant and a description about what you sell or where you are located.

How much does SEO cost and why invest in it?

The average cost of an SEO campaign is between $300 and $500 per month. However, this figure varies depending on factors like the number of keywords targeted, the competition level and the length of the campaign.

What Types of Businesses Can Use Local SEO?

Local SEO works for all types of businesses, including:

Physical stores – This includes restaurants and bars that have a physical location.
Service providers – These include plumbers, electricians and other services that aren’t necessarily brick-and-mortar businesses.
Online retailers – If you have an online store that sells shoes or clothing directly from your website, local SEO can help drive more sales by showing up when people search for “shoes near me” or “clothing near me” on Google Maps or Google Search.

Do you really need a website for local SEO success?

The answer to this question is yes, you need a website for local SEO success. A website is your business’s online home, and it’s the most important place for you to be visible on search engines like Google.

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