You may ask what is local seo and how local seo works for your business. Local SEO is all about ensuring your website ranks well on Google when a user searches for a service you offer.
For example, if you are a dentist offering dental services in Sandy, Utah, your website or Google My Business profile should rank well in Google search results and Google Maps when anyone searches for a dentist near me. This is exactly why local seo is important for small businesses — it connects high-intent local searchers to your business.
The user is looking for a dentist near their house, and if you offer your services in this area, there is no reason why you should not pursue this user after acquiring them.
If your website or profile comes in front of such users, chances of them engaging with you and becoming your customer are quite high. That’s how local seo increases profits and how local seo helps small businesses attract customers.
Local SEO is the marketing move that would make you visible in front of such users, and if you follow the step-by-step how to do local seo framework (below), your profile should surely gain you business.
Local SEO Basics — what is local seo optimization & how local seo works
Local SEO is nothing but optimizing your website and Google My Business (GMB) profile to rank at the top for the relevant keywords searched by people in your area.
If you’re asking how do you perform local seo, this section covers the essentials.
If you are a company that offers services to a limited area, not your entire city, you must go for local SEO optimization. To further clarify, you should not even target the entire city, for that matter — be specific with service areas.
This way, your focus would be intact, and you could become an authority in that particular area.
Also read – 17 Most Important SEO Tips to Boost Your Website’s Ranking
Google My Business Profile and Optimization — how to optimize google my business for local SEO
When people search with “near me” type keywords, your Google business profile should rank well. This is one of the most direct answers to how to optimize Google My Business profile for local SEO.
When searching from a personal computer, the users see the business profile on the right-hand side, and when searching from a mobile phone, the business profile appears at the top. Also, Google displays a list of service providers at the top (the local pack), along with review rating and the number of reviews, so you can see how to use customer reviews in local SEO matters a lot.
If the number of reviews is not that high, chances are your profile may not show up in the top.
Name of the Profile — what is NAP in local seo & why nap consistency matters
Always use the business’s real name, not a made-up name with keywords. Everyone can differentiate between a name like Roger’s Salon vs Hair Salon Near Me as a brand name. We recommend having a real name and not just a purely keyword-stuffed brand name.
At the same time, having a keyword-rich domain name is not a problem, as it might help your website rank in organic results.
Name, Address (Area/Location), and Phone Number — what is a local citation & what are local SEO citations
When it comes to building your website and pages, you should clearly mention the address and phone number. The brand name mentioned on the website should match the brand name mentioned in the Google Business profile. If you mention X as the phone number on the website and Y in the Google Business profile, it might not go well with Google — inconsistent NAP or citations can hurt local SEO.
If you are serving 2–3 areas, you should create these area-specific pages (local landing pages). You should also have a blog, and the content of the blog post can talk about the areas you serve, even mentioning the ZIP codes naturally.
Important point to remember – the majority of local searches happen on mobile devices. Hence, your website should be mobile-friendly, and the call to action should be prominent and clear.
To add further, the website should load fast enough. If the website takes ages to load, the user will go away and will never return. Page speed impacts local SEO rankings and user engagement.
Categories in Google Business Profile — what is the job of a local SEO & what are local SEO services
You must select a primary category and then add secondary categories that are relevant to your business. It is recommended to carefully select the category that defines your business perfectly. This way, you give the correct signal to Google and help in better rankings of your profile in the search results.
If you are a dentist, no point in listing yourself in a generic doctors’ list. The primary category for you should be Dentist.
Selecting the correct categories is a core part of local seo services when agencies perform a local SEO audit.
Business Description — how to write for local seo & how to include local keywords
Write a business description that aptly defines you and your services while talking about your USPs and why users should reach out to you. You should clearly define who you are and what you do and offer. This helps Google as well as users to clearly know about your services.
Remember to use some keywords here — include phrases like what is local seo marketing, how local seo works, and service + city (for example, dentist Sandy, UT).
Photos and Videos — how to use local content & how to optimize images for local SEO
Please add photos and videos that define your work and also help the users understand your services and what they will get. Use real pictures and videos of you, your place, your services, your work, your customers, etc. When you upload photos and videos, make sure they are clear and not blurred.
Pro Tip – Do not upload stock images from image-selling websites.
Regularly updating really helps local seo results, often includes regular media updates to your GMB.
Reviews – What People Say — Do reviews help local SEO & how do online reviews affect local SEO
Imagine you are a user who is searching for a local service provider, and you come across a business with an average rating of 2.5. Would you trust that business? The answer is no. Reviews are one of the strongest signals for how to improve local seo and how online reviews impact local seo rankings.
So what should a local business or service provider do?
- Request a review from every customer they serve.
- Keep a QR code ready that makes taking reviews easier.
- Be polite about asking for a review.
- Even if the review is negative, respond and promise to add value next time.
Local Content on the Website — how to write content for local SEO & how to localize content for different regions
While updating content on the Google business profile is important, it is also important to keep updating your website’s content, which helps your users.
There is no harm if you add tips-and-tricks content to your website. If you are a roofing contractor, write about how to maintain your roof in the winter in [city].
Backlinks from your Area — how backlinks influence local SEO & what are local citation SEO strategies
Backlinks are crucial in building the authority of your website. You should identify the local bloggers in your area and try to get backlinks from them. Participate in or sponsor local events to get PR and backlinks. Join local associations and list your business on their websites.
Common local link tactics: guest posts, link insertions, local directory submissions, and getting featured in “Best of [City]” posts. These tactics explain how local citations help seo.
A few SEO Chrome extensions can significantly help optimize your local SEO profile and content.
Track, Learn, Improve, Repeat — how to measure local SEO & how long does local SEO take
You should enable tracking at every possible level. Enable call tracking and track registration form leads. Google Analytics will show you the traffic sources; Google My Business insights are also insightful.
Typically, you may see meaningful local results in weeks to a few months, depending on competition and effort.
Pro Tip – Apart from Local SEO efforts, running Google Search Ads for intent-based keywords should also help. This is how you can integrate local seo with targeted ppc campaigns.
Don’t have time? Consider hiring local SEO services — how to choose the best local SEO company & how much does local SEO cost.
If you are a local services provider who does not understand websites, Google My Business, SEO, or technology, consider hiring an affordable local seo services company. Ask questions about their experience and how they would approach marketing your business.
Also ask about pricing: how much does local seo cost, how much should I pay for local seo, or how much to charge for local seo, depending on whether you’re the buyer or seller of services.
The idea is to get more visibility in your area, which will turn into more calls and business. If you want to learn how to get local seo clients, this is the practical approach: show local wins and clear ROI.
Quick checklist — how to do local SEO (step by step)
- Claim and verify Google My Business (optimize categories and description).
- Ensure NAP consistency across the site and citations (what is NAP in local seo).
- Create area-specific landing pages (how to create local landing pages for seo).
- Add local keywords from your keyword research (how to find keywords for local seo).
- Get reviews and respond (how to use customer reviews in local seo).
- Build local citations and relevant backlinks (what are local seo citations).
- Track leads, calls, and conversions (how to measure local seo).
- Keep content and GMB media fresh (how to improve local seo results).
Last Words — why local SEO matters & does my business need local SEO
Since you are offering your services in a specific or limited area, do not attempt to rank for the entire state or country. Have a simple website, a good descriptive Google My Business, and be responsive to your customers.
If you’re still wondering, does my business need local seo? Answer: If you serve customers locally (brick-and-mortar, service areas, or nearby clients), then it is already proven: higher visibility for local searches, more qualified leads, and better conversion rates.