1. What is Local SEO?
Local SEO is the practice of optimizing your business's online presence to attract more customers from relevant local searches. When someone searches for "plumber near me" or "best pizza in Arlington," local SEO determines whether your business appears—and where.
Unlike traditional SEO, which focuses on ranking for broad terms nationally or globally, local SEO is specifically about connecting businesses with customers in their geographic area.
The Fundamental Goal
Make it easy for people who are looking for what you offer, in your area, to find you—and choose you.
2. Why Local Visibility Matters
The statistics tell the story:
- 46% of all Google searches have local intent
- 76% of people who search for something nearby on their phone visit a business within a day
- 28% of local searches result in a purchase
- 88% of consumers trust online reviews as much as personal recommendations
For local businesses, the customers are searching. The question is whether they find you or your competitors.
3. How Local Search Works
Google's local search algorithm evaluates three main factors:
Relevance
How well does your business match what someone is searching for? This is determined by your categories, services, business description, and website content.
Distance
How far is your business from the searcher? This is largely determined by your physical location, though service area settings and local content also play a role.
Prominence
How notable is your business? This includes review quantity and quality, citation presence, website authority, and overall online reputation.
You can influence all three factors—but prominence is where most businesses have the largest gap and greatest opportunity.
4. Google Business Profile
Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. It's often the first thing people see, and it directly influences your visibility in local search results.
Essential GBP Elements
- Business name: Exactly as it appears in the real world
- Primary category: The most specific accurate option
- Secondary categories: All other relevant services
- Address: Complete and consistent
- Phone: Local number that goes directly to your business
- Hours: Accurate, including special hours
- Website: Links to a relevant, optimized page
- Description: Uses all 750 characters meaningfully
- Photos: High-quality, current, comprehensive
- Services: Listed with descriptions
Ongoing GBP Activities
- Post updates weekly
- Respond to all reviews within 24-48 hours
- Answer questions promptly
- Add new photos regularly
- Update information when things change
5. Reviews and Reputation
Reviews are both a ranking factor and a conversion factor. They influence where you appear and whether people choose you once they find you.
Building Reviews
- Ask every satisfied customer
- Make it easy (provide a direct link)
- Ask at the moment of satisfaction
- Follow up once if they don't respond
Managing Reviews
- Respond to every review—positive and negative
- Thank positive reviewers specifically
- Address negative reviews professionally
- Take resolution offline
- Never argue publicly
6. Your Website
Your website supports your local SEO efforts and converts visitors who find you.
Essential Elements
- Mobile-friendly design (critical)
- Fast loading speed
- Clear NAP (Name, Address, Phone) on every page
- Service pages for each major service
- Location/service area pages if relevant
- Schema markup for local business
- Clear calls to action
7. Citations and Listings
Citations are mentions of your business name, address, and phone number on other websites. While less important than they once were, they still matter.
Priority Order
- Google Business Profile (critical)
- Major data aggregators (Infogroup, Localeze, Factual, Foursquare)
- Major platforms (Yelp, Facebook, Apple Maps, Bing)
- Industry-specific directories
- Local directories (Chamber of Commerce, etc.)
Focus on accuracy over volume. A few correct listings beat many inconsistent ones.
8. Content Strategy
Content helps you rank for more searches and demonstrates expertise to both Google and potential customers.
Effective Local Content
- Service pages optimized for specific services + location
- Location pages for each area you serve
- Blog posts answering common customer questions
- Local news and community involvement
- Case studies and project examples
9. Getting Started
If you're new to local SEO, here's where to focus first:
- Claim and optimize your GBP (this alone can make a significant difference)
- Set up a review generation process (start asking every customer)
- Fix any NAP inconsistencies on major platforms
- Ensure your website is mobile-friendly and has clear local signals
- Start responding to all reviews
These fundamentals, executed consistently, will outperform any tricks or shortcuts. Local SEO rewards businesses that treat it as an ongoing practice, not a one-time project.