What is Local SEO?

Attracting customers from your local area is key to driving sales as a small business owner. And it’s important to take a strategic approach to get noticed by local customers searching online.

That's where local SEO (search engine optimization) comes into play. Local SEO involves making your business more visible in local search results. When potential customers in your area search for products or services you offer, your business appears prominently in search results, helping you outrank competitors and drive more foot traffic.

Whether you run a bakery, a florist shop, or any business that relies on local customers, mastering local SEO is crucial. In this article, you'll discover the components and importance of local SEO for small businesses based on my experience as the creator of SEOSpace, the SEO extension for Squarespace, and working with 10,000+ Squarespace websites.

What is local SEO and why does it matter?

Local SEO is the process of optimizing your online presence to attract nearby customers. For small businesses, it’s all about putting yourself on the map—literally. Unlike traditional website SEO, local SEO often focuses on optimizing your Google Business Profile, maps presence, and other local listings.

Why local SEO is important

Whenever potential customers need goods or services in a specific location, they typically search for the best seller or provider nearest to them. According to a recent report, up to 98% of customers turn to the internet when searching for information about local businesses.

As a small business owner whose main customers are from the local communities, it’s essential to optimize your business’ website to appear in such searches. That way, you can boost site traffic and convert these local searchers into customers.

The basics of a local SEO strategy

Local SEO marketing efforts typically involve a handful of key components. Understanding these fundamentals will lay the groundwork to boost your visibility and attract more local customers:

• Optimizing your Google Business Profile: This allows you to update your business details on Google and helps your business stand out in local search results and Google Maps searches.

• Optimizing your website for location-specific keywords: This ensures your site appears in search results when people in your area look for products or services you offer.

• Gathering positive local reviews: This helps build trust and encourages more customers to choose your business.

• Researching local competitors: This helps you assess the proximity of other businesses offering similar services, their brand presence, reviews, and primary and secondary service categories on their business profile.

• Listing your business on local citation websites and securing backlinks: This increases your business' online authority and visibility.

Some of the terms mentioned above may initially seem confusing. We’ll discuss each of them in further detail below and give you 7 local SEO tips that anyone can apply to begin attracting target customers.

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7 tips for an effective local SEO strategy

Follow the following tips to craft a robust local SEO strategy for your small business:

1. Claim and optimize your Google Business Profile.

2. Create dedicated landing pages for specific locations and goods/services.

3. Create a dedicated blog page to share your knowledge and business story.

4. Keep your Google Business Profile updated.

5. Do competitor research to outrank similar local businesses.

6. List your business in local directories and citation websites.

7. Get active in community services within your area.

1. Claim and optimize your Google Business Profile

Your Google Business Profile (GBP) is the cornerstone of your local SEO strategy. Start by claiming your profile on Google Business and filling in your business details. This crucial step puts you on the map for local searches.

Don’t be tempted to include keywords in your business profile name, such as “SEOSpace – SEO Agency.” Doing so could get your profile banned. We recommend including your business name only. Once set up, regularly posting offers, images, and updates from your profile can enhance your visibility.

However, setting up your GBP is just the first step. It’s equally important to gather reviews for your business and update your profile with new information.

Encourage and respond to reviews

Reviews are golden for local SEO marketing—95% of customers read business reviews before making a purchase. Encourage customers to share their experiences and leave a rating on your GBP and other review websites. Consider sharing a QR code that links directly to your review page or including a link to review in follow-up emails or texts, making it easy for them to leave feedback.

To stay competitive, aim for a number of reviews equal to or greater than those of top local businesses. For instance, if the leading competitor in your area has 20 reviews, you’ll want to match or exceed that number.

Remember, not every customer will be completely satisfied. Respond to negative reviews politely and offer to resolve any issues. This shows that you care about your customers’ experiences and helps boost your reputation. Responding positively to negative and positive reviews will position you as a business that values customer feedback.

Read tips for managing client and customer relationships

Keep your profile up-to-date

Update your business hours, services, and contact information as needed. Add high-quality photos and posts about promotions or events. This active management signals to search engines that your business is thriving and ensures potential customers get the most current information. If it helps you stay consistent, set aside some time every week or month to make any necessary updates.

2. Create landing pages for specific locations and goods/services

One effective strategy to boost local SEO for a small business is to create targeted landing pages for each location and service you offer. These pages should clearly list your products and services, using terms that potential customers are likely to search for. 

To achieve this, you need to incorporate localized keywords into your content. These are search terms like “bakery South London”, “gym near me”, “best steakhouse in NYC”, etc.

To successfully optimize your landing pages, follow these steps.

Research and select keywords

Use keyword research tools like SEOSpace to identify high-quality, long-tail keywords specific to your local market. Long-tail keywords are less competitive search phrases typically consisting of three or more words, like the localized keywords above. These can help you target customers more effectively.

Implement keywords strategically

Once you’ve found a local keyword you want to rank for, create a dedicated page to optimize for it. This is important as multiple pages cannot typically rank for the same keyword. 

Place the target keyword in the following areas of the dedicated web page:

• SEO title and description

• Main heading

• Naturally, throughout the page content

Additionally, you can use SEOSpace to scan website pages and ensure they’re optimized effectively. This tool can help you identify areas for improvement and keep your SEO efforts on track.

Enhance pages with engaging content

To maximize the effectiveness of these landing pages, consider including the following elements:

• Videos showcasing your work or products

• Photos with customers and team members

• Directions to your store

• Customer testimonials and reviews

• An embedded map 

• Opening hours

These elements can significantly boost your ranking in search and maps by making your content more engaging and informative. To avoid confusion, you can leave some of these pages out of your website’s main navigation. 

See 7 landing page design examples

3. Create a blog to share your knowledge and business story

In a competitive market, a blog is your secret weapon for local SEO marketing. Consistent blogging can boost your local SEO rankings and humanize your brand.

Consider the following recommendations when creating blogs:

• Focus on creating engaging, helpful posts that resonate with your community.

• Share behind-the-scenes glimpses, local tips, and your business journey to boost readers’ engagement—a key factor in search ranking algorithms.

• Don’t avoid discussing challenges and how you’ve overcome them. This authenticity helps build trust and familiarity with potential customers.

The goal isn’t simply to rank higher on search engines—it’s about connecting with your community. By speaking to your local area and sharing your expertise, you’ll imprint your business in readers’ minds, making your local SEO efforts more effective.

Read our guide to writing a blog post

4. Keep your Google Business Profile updated

Maintaining an up-to-date Google Business Profile is a powerful way to enhance your local SEO marketing efforts and engage with potential customers. Regular updates can keep you top-of-mind with potential customers. This approach also improves your business’ visibility in search results, showcases new offers or products, and engages searchers.

But how do you make your GBP updates effective?

• Use high-quality images and videos: Visual content is more engaging and can capture customer attention quickly. Make sure your images and videos are clear and relevant.

• Include calls to action (CTAs): Encourage potential customers to take action by including calls to action such as “Visit us today,” “Learn more,” or “Call now.”

• Keep it concise: Your updates should be clear and to the point. Provide essential information without overwhelming your audience.

5. Do competitor research to outrank similar local businesses

An essential part of SEO for small businesses is keeping an eye on your competition. We recommend identifying local businesses that currently outrank you in search results and analyzing their local SEO strategy.

Key areas to focus on include:

• Website structure and product listings: Examine how they organize their site and present their products or services. What works well or do you think you could do differently?

• Keyword targeting: Identify the keywords they’re using. If your business is new, avoid using highly competitive keywords. Instead, look for variations to position your business effectively. For example, instead of “massage Los Angeles,” you can target “best massage therapist Los Angeles.”

• Google Business Profile optimization: Study how they manage their profile, including the completeness of their information, their primary and secondary business categories, and the number of reviews they have.

Your goal is to match and exceed their efforts. For example, if they have 50 positive reviews, aim for 50+. If you see gaps in their products or offerings, consider whether you can create pages that capture interest for those.

6. List your business on local citation websites

Citations are mentions of your business in local directories and websites relevant to your industry and location. Citations help search engines verify your business’ existence and improve local rankings. For example, you might find articles on the internet listing the “Top 10 Businesses” in your niche. Being featured in such lists can significantly enhance your reputation and attract more local customers.

Additionally, getting your business listed on popular local directories like Yelp, Yellow Pages, or neighborhood- and industry-specific sites can further improve your search ranking and help potential customers find you more easily.

Finding the right citation sites

Look for citation sites specific to your business category and location. For example, if you’re a florist in Chicago, seek out directories for local businesses, florists, and Chicago-specific listings. 

Also, consistency is key in local SEO marketing. Ensure your business name, address, and phone number are identical across all listings. This consistency enhances your business’ credibility with search engines and prevents confusion for customers or clients.

7. Get active in community events in your area

Local SEO isn’t just about online optimization; your real-world activities in the community can significantly enhance your local SEO strategy. By participating in or sponsoring local events, you’ll become an active part of your community and attract media attention and amplify your brand’s reach.

Earn backlinks from media coverage

By getting involved in your community, you’ll not only make meaningful connections, but could receive local media coverage. That’ll get your business in front of more people and could create valuable backlinks to your website.

Backlinks are links from other websites that point to your site and signal to search engines that your business is relevant and trustworthy within your area. For instance, getting linked in local press articles or the Chamber of Commerce can be a big win for your website’s SEO.

Show up for your community

Engaging in community causes also helps you meet people in your area and familiarize them with your brand. This not only helps you build relationships with local customers but also creates positive associations between your brand and the community. Search engines aim to provide users with the best local results, and businesses that are deeply involved in their communities often stand out.

Local SEO is an ongoing process that requires consistent effort and attention, and SEO growth normally takes months. Stay up-to-date with algorithm changes, monitor your performance regularly, and be willing to adapt your approach as needed. With patience and persistence, you’ll see your local search rankings improve.