What Is Local SEO? - A Detailed Guide to Local Success!
With so many businesses focusing on growing their local online presence, it's become more important than ever before to invest in local SEO. If you're not taking the right steps to optimize your site for local search results, you're losing out on visibility, rankings, and even traffic. All of this can adversely impact your bottom line.
Fortunately, small businesses can rely on Sapphire SEO Solutions to take their local online presence to the next level. Whether it's local business listings or creating location-specific content, our local SEO services ensure that your business remains competitive in the digital space and comes up in relevant local searches.
In this detailed guide, we will cover the following:
What is local SEO?
The importance of local SEO
How local SEO works
How to do local SEO for your business
Best free and paid local SEO tools
Frequently asked questions about local SEO
What Is Local SEO?
When you search for "coffee shop near me", Google will quickly return with three businesses and their hours, reviews, and directions. That's Local SEO at work.
Simply put, local SEO is a search engine optimization technique that helps your business show up in local search results when people search for products and services in your area. It connects you with potential local customers who want what you offer right now.
So, why should you focus on local SEO? The answer to this question lies in the numbers. 46% of all Google searches have local intent. This means that nearly half of everyone searching Google wants to find something nearby, whether it's a product or service. It's a good opportunity to start targeting these customers for increased sales.
76% of consumers who perform a local search visit a business within 24 hours. These aren't casual browsers. They're ready to buy or visit. If you miss out on local SEO, you'll end up losing potential customers who are actively looking for businesses like yours.
What Is the Difference Between Local SEO and Regular SEO?
You may have heard the terms: local SEO and regular SEO. But are they the same?
Traditional or regular search engine optimization lets you target everyone, whether it's national or international traffic. On the other hand, local SEO is a great digital marketing technique that connects you with local buyers.
That said, both traditional and local SEO help your site rank higher on search engines. However, they work in a different way.
Regular SEO casts a wide net to catch anyone searching for your products or services across the world. Local SEO focuses on people in your specific local area who can actually visit your business.
Why Is Local SEO Important?
Local searches contribute 22.6% of all website traffic. That's not random browsing. When someone searches for "bakery near me" or "plumber in Chicago," they're ready to buy or hire.
Local SEO is gaining much importance in recent years. In fact, local search traffic jumped from 19.2% to 28.8% between January 2020 and July 2021. More potential customers are using search engines to find businesses in their neighborhood than ever before.
Another interesting statistic that will grab your attention is that 28% of local searches result in a purchase. That's nearly three out of ten people who are searching for products or services locally and buying something.
Having a local SEO strategy is crucial to your bottom line. If you're coming up higher in local search rankings, you're likely to receive phone calls, foot traffic, and more customers. It highlights your business's online presence, allowing local searchers to find and trust you.
When you compete in a local market, visibility matters a lot. Potential customers are always searching for things that you may offer. With a strong local SEO approach, you can push your business in front of them, exactly when they're about to make a decision.
How Does Local SEO Work
When you search for "best pizza near me" or "dentist in Chicago", search engines like Google and Bing quickly track your location. They use ranking factors like your distance from businesses, business prominence, and relevance to show you the best local results.
Local SEO guides search engines on the specific locations your business serves. But how does local SEO work?
When potential customers search for products or services near them, Google provides a list of relevant businesses across the following:
Map Pack Results
You've seen the block of three businesses with a map at the top of the search engine results. That's the local pack, powered by Google Maps data. Landing here transforms your business visibility.
Businesses in the Google 3-Pack receive 126% more traffic and 93% more actions (calls, website clicks, etc.) than businesses that don't appear there. These local listings generate immediate phone calls and website visits.
Local Organic Search Results
Below the local pack, you'll find traditional search engine results. These matter just as much for your overall local rankings. Your Local SEO strategy must target both areas.
Rankings directly control your traffic. 27.6% of users click on the first result on Google's first page. Drop to page two and your chances plummet. Only 0.78% of searchers click on results from the second page of Google. Where your business's site appears determines how many customers find you.
How to Do Local SEO for Your Business in Six Simple Steps
Are you looking to improve your local SEO strategy to attract more local customers? Here are the six steps that you should follow:
1. Get a Google Business Profile
To manage how your business appears on Google Maps and in local pack results, you need to have a Google Business Profile (GBP). It's a free tool that can help improve your local online presence.
GBP is crucial for many reasons, including the following:
Businesses with complete profiles get 7 times more clicks than incomplete ones
70% of customers visit businesses with accurate profiles
50% of visitors often consider purchasing
Setting Up Your Profile
Convinced of the benefits of GBP for your business? Here's how you can set it up:
Create a Google Account: Use your business email address to sign up for Google Business Profile.
Go to Google Business Profile Manager: Search "Google Business Profile" and click "Manage now."
Add your business name: Enter your exact business name. Google might suggest existing businesses. Select yours if it appears, or choose "Add your business to Google."
Choose a business category: Select the most accurate category that describes what you do. Examples may include "Restaurant," "Plumber," and "Hair Salon." This tells Google how to categorize your business.
Add your location or service area: There are two ways to go about this, and they are as follows:
For storefronts: Select "Yes" if customers visit your physical location. Enter your complete address and phone number exactly as they appear on your website and other listings.
For service businesses: Select "No" for physical location, then specify your service areas (like "Texas" or "New York").
Add contact information: Provide your primary phone number and website URL.
Verify your business: There are several ways you can have your business verified by Google, some of which include the following:
Postcard by mail
Phone or text
Email
Video verification
Complete your profile: After verification, fill out the rest of the missing details on your GBP:
Business hours
Description
Photos
Services/Products
Attributes
For more details on GBP optimization, don't forget to read our blog on "Attract More Visitors to Google Business Profile in 2025".
2. Seek More Reviews
Once you've set up your GBP, it's time to populate your business profile with genuine reviews. Here's why reviews matter for your business:
Online reviews influence both search engines and customers. They signal trust and credibility that directly impacts your visibility.
Improving your rating from 3.5 to 3.7 stars boosts conversion rates by 120%. Small improvements create big results.
Best Practices for Getting Reviews
Gathering reviews can be a challenging and time-consuming task. You also need to have the right approach for maximum impact.
Need help populating your GBP with reviews? Here are some best practices to get you started:
Simply ask: Ask satisfied customers directly for reviews in person, via email, or with a card at checkout. Provide a direct link to your Google Business Profile review page.
Make it easy: Remove hurdles from the review process. Use QR codes linking directly to your review page. Provide clear instructions and direct links.
Time your requests: Ask when positive experiences are fresh. Request reviews immediately after successful service or shortly after purchase delivery.
Respond to all reviews: Businesses that respond to 32% of reviews see 80% higher conversion rates compared to those replying to only 10%. So make sure to respond to all types of reviews, including the following:
Thank customers sincerely and acknowledge their feedback for positive reviews
Respond promptly, professionally, and empathetically to negative reviews. Acknowledge concerns, apologize for shortcomings, and offer solutions
Showcase your reviews: Display positive reviews on your website, social media, and marketing materials. This provides social proof and encourages more feedback.
Train your staff: Teach employees to ask for reviews and explain their importance. Well-timed requests from staff who provided excellent service work effectively.
3. Get Listed in Local Directories (For NAP Citations)
NAP citations are incredibly important for your business, as they are mentions of your business Name, Address, and Phone number on other websites. Accurate and consistent NAP citations across the web tell search engines your business information is accurate and trustworthy.
Building NAP Citations
Your focus right now should be on building NAP citations. The following are the key steps on how you can do that:
Audit existing citations: Find where your business appears online and check for inconsistencies. There are two ways to do that, including the following:
Manually search Google for your business name, address, and phone number
Use tools like BrightLocal or Moz Local to scan for existing citations and errors
Create core listings: Start with the most important directories, which include the following:
Google Business Profile
Bing Places for Business
Apple Maps
Facebook Business Page
Target major data aggregators: Large tech companies collect business data and distribute it to networks of directories and apps. Major aggregators include Infogroup, Neustar Localeze, and Factual.
Submit to top-tier directories: You need to create business listings across different local business directories, including the following:
General directories like Yelp, Yellow Pages, Foursquare, and TripAdvisor
Industry-specific directories like Avvo for lawyers, Zocdoc for doctors, and OpenTable for restaurants
Local business associations like the Chamber of Commerce
Ensure NAP consistency: Your business name, address, and phone number must match exactly across every listing. Even minor differences like "St." vs. "Street" confuse search engines.
Handle multiple locations: Create unique Google Business Profiles and separate citations for each physical address. Each location needs its own address and preferably a local phone number.
Monitor and maintain: Regularly audit citations for new inconsistencies. Stay alert for new listing opportunities in emerging directories or niche industry sites.
4. Conduct Local Keyword Research
Local and organic searches make up 69% of digital traffic, which makes keyword research crucial to your SEO strategy. Local keyword research is a great way to identify the phrases local searchers use to find businesses nearby.
How to Research Local Keywords
Keyword research is definitely a skill that you need to learn if you want to succeed in the online space. It helps Google understand your content and drive relevant traffic.
Need help with keyword research? We've written a detailed blog on "Keyword Research for Construction Companies – A Quick Guide", where we explain how you can find high-impact search terms to grow your online presence.
Don't worry if you're not running a construction company. Here are the steps that you can follow to research local keywords for your business:
List all primary products, services, or solutions your business offers. If you're a bakery, seed keywords might be "bakery," "cakes," "pastries," and "fresh bread." This will help you brainstorm more keywords.
Combine seed keywords with geographical terms like:
Specific locations (your city, neighborhood, district, nearby towns you serve)
"Near me" phrases ("bakery near me," "cake delivery near me")
Landmarks and streets ("bakery near (Local Landmark)," "coffee shop on (Street Name)")
Implicit local keywords (terms like "plumber" or "locksmith" that often have local intent)
You can also use free and paid tools to help you with keyword research. They may include the following:
Google Keyword Planner
Google Search Console
Google Autocomplete and Related Searches
Paid SEO tools like Ahrefs, Semrush, and BrightLocal
Consider whether users want information, a specific product, or a local business to visit. Focus on keywords with commercial or transactional intent like "buy," "service," "hire," and "near me."
Rank keywords by:
Relevance
Search volume
Competition
Map keywords to website content, especially pages like the Homepage, Service/Product pages, and Location pages.
5. Get More Backlinks
Now that you've chosen the right keywords to produce content, it's time to focus on backlinks to tell Google that you are a trusted site. Backlinks from other websites signal authority and trustworthiness to search engines.
For local businesses, it's important to focus on acquiring links from relevant local sources that show your connection to the community.
How to Get Local Backlinks
Backlinks are one of the most challenging parts of local SEO. To help you during this phase, you can follow the steps below:
Create link-worthy local content by:
Developing useful guides about your city or neighborhood
Conducting unique research about your community that local media might cite
Telling a compelling story about your business's local connection
Engage with your local community through:
Sponsoring local events like Charity runs, school functions, and community festivals
Participating in local initiatives, volunteer programs, clean-up drives, and business associations
Hosting local events like workshops, open houses, and small local events to generate buzz and natural links
Reach out to local businesses and organizations for:
Partnerships
Supplier/vendor links
Local blogs and news sites
Find broken links on relevant local websites using tools like Ahrefs or browser extensions. Contact website owners to suggest replacing broken links with links to your relevant content.
Write guest posts for relevant local blogs or news websites. This positions you as an expert and allows natural backlinks in your author bio or content.
Track backlinks you acquire to ensure they're high quality and from reputable sources. Top-ranking pages attract new backlinks at 5-14.5% per month, highlighting the importance of ongoing efforts.
6. Improve On-Page SEO
Moving up one spot in search results increases click-through rate by 30.8%, showing how small on-page improvements boost your local pack presence and local search visibility.
On-page SEO optimizes your website content and structure for better local search rankings. Strategic placement of target keywords throughout your website content improves visibility.
On-Page SEO Tips
There are many on-page SEO elements that you need to keep in mind for achieving measurable results. These include the following:
Show your complete business name, address, and phone number on every page, typically in the header or footer. Consistency across your website and all online listings is essential.
For multiple service areas, create dedicated pages for each location. Include unique content, local client testimonials, and area-specific information.
Write compelling titles and descriptions for each page. Include primary relevant keywords with your city or service area, like "Best Italian Restaurant in Anytown."
Weave relevant keywords throughout your content, including headings, paragraphs, and image alt text. Avoid keyword stuffing. Your content should read naturally and provide value.
Add a Google Map showing your business location to the contact or location pages. This helps users find you and provides strong local signals to search engines.
Implement local business schema markup (structured data) on your website. This code helps search engines understand your business details like name, address, phone, hours, and reviews.
Most local searches happen on mobile devices. Ensure your website is responsive, fast-loading, and provides an excellent mobile user experience.
Publish posts about local news, events, or problems faced by customers in your area. This demonstrates local expertise and creates opportunities to naturally use relevant keywords.
Best Local SEO Tools to Get Started!
Navigating SEO and refining your local SEO strategy requires skills, knowledge, and expertise. To make search engine optimization a bit easier, you can use many different tools. They can assist in finding local keywords, monitoring performance, and attracting customers.
Free Local SEO Tools by Google
Google offers essential free tools for Local SEO. Since most local searches happen on Google, using their native tools gives you direct insight into how they evaluate your business. Some of the best tools by Google include the following:
Google Business Profile Manager: This tool manages all your business information. You respond to reviews, post updates, and track insights showing how users interact with your local listings on Google Search and Google Maps.
Google Analytics: With Google Analytics, you can track website traffic, understand user behavior, and see where visitors come from. Segment data by location to see how your local SEO strategy drives traffic and identify geographical areas with high potential customers.
Google Search Console: This critical tool shows your website's performance in Google search engines. It identifies technical issues, reveals which queries your site ranks for, and shows how Google sees your pages. Use it to monitor local search rankings and ensure your business appears prominently.
Google Keyword Planner: Originally designed for Google Ads, this free tool excels at keyword discovery. Research valuable local keywords, check search volume and competitiveness, and refine your Local SEO strategy based on actual search data.
Paid Local SEO Tools for Advanced Results
Free SEO tools can help to a certain extent, but to gain access to key metrics and data, businesses need to invest in paid local SEO tools. They offer comprehensive features, competitive analysis, and advanced reporting. These platforms integrate multiple functions, saving time while providing deeper insights.
Some of the best paid local SEO tools are as follows:
Ahrefs: This comprehensive SEO suite offers robust backlink analysis and keyword research crucial for Local SEO. You can do so much with this tool, including analyzing competitors' backlink profiles and identifying opportunities to earn more backlinks for your business, directly impacting your local rankings.
Semrush: Considered to be an all-in-one platform, Semrush has powerful competitor analysis, site auditing, and keyword research for local markets. Its local SEO toolkit includes listing management, map rank tracking, and review management that enhance your local seo performance.
BrightLocal: Built specifically for Local SEO, BrightLocal offers local search rank tracking, citation building and auditing, and reputation management across review sites. You can use it to monitor your local listings across platforms and directly improve your local search rankings.
AI Tools: 41% of local SEO marketers use AI tools for keyword discovery and ranking optimization. AI analyzes vast datasets to identify emerging target keywords, predict search trends, and generate optimized content for your website and Google Business Profile. These tools automate routine tasks and provide predictive insights that refine your local SEO strategy with greater efficiency.
Frequently Asked Questions
What Is Local SEO in Simple Words?
Local SEO tells search engines your business serves people in your neighborhood. It's a marketing strategy that helps your shop, restaurant, or service appear at the top of search results when someone nearby looks for what you offer. This attracts customers ready to make a purchase.
Is Local SEO Worth It?
Yes. If your business relies on foot traffic, in-person visits, or serves a specific geographical area, Local SEO delivers results. 28% of local searches result in a purchase, showing the high intent of potential customers. You directly reach people most likely to become customers, making it a highly effective marketing channel.
What Are Local SEO Keywords?
Local SEO keywords are specific phrases people use when searching for businesses in a particular area. Examples include "pizza near me," "plumber in (city name)," or "best coffee shop (neighborhood)."
Search engines also infer local intent from broader terms based on the user's location. Identify these valuable local keywords that your target audience uses to find businesses like yours.
What Are the Benefits of Local SEO?
Local SEO boosts your visibility in local search rankings, especially in the local pack (top 3 business listings on Google Maps). This increases website traffic, phone calls, and in-store visits by attracting customers with high buying intent. It enhances your business's online presence, making it easier for your local community to discover and choose your services.
Is Local SEO Free?
Many fundamental local SEO aspects cost nothing, but maximizing potential requires investment. Setting up and optimizing your Google Business Profile is a free tool and a crucial first step for any business owner.
Advanced strategies like paid tools for analytics, professional content creation, or hiring specialists to manage your local SEO strategy incur costs. Start with free methods to get your local business online and see initial improvements.
What Is the Difference Between Local SEO and On-Site SEO?
Local SEO optimizes your entire online presence (website, business listings, reviews) to rank higher in geographically specific searches.
On-site SEO optimizes elements on your website itself, like website content, meta descriptions, headings, and site structure.
While on-site SEO helps search engines understand your location-specific pages, local SEO encompasses broader tactics beyond just your website.
Do I Need a Website for Local SEO?
A complete Google Business Profile offers significant local visibility without a website, but having one maximizes your local SEO efforts.
A website provides a central hub for detailed information, lets you create location-specific landing pages, publish valuable content, and track user behavior effectively. It builds credibility and trust, helping convert potential customers who want to learn more before visiting.
How Long Does Local SEO Take?
Local SEO requires long-term investment, not overnight fixes. Initial improvements in local rankings and engagement appear within 3-6 months.
Achieving top positions in the competitive local pack and sustaining local seo performance takes 6-12 months or longer with consistent effort. There are several factors that determine how quickly you see actionable results, and these include the following:
Industry competitiveness
Current online presence quality
Ongoing efforts
Is Local SEO in Demand?
Local SEO demand continues to grow. Increased mobile device use and "near me" searches drive consumers to look for local businesses online. Businesses visible in local search results connect directly with highly engaged audiences in their local community. Demand for local SEO experts and strategies rises as businesses recognize their direct revenue impact.
Do You Need Backlinks for Local SEO?
Backlinks are important for local SEO, especially from reputable websites and relevant businesses in your local area. They signal authority and trustworthiness to search engines, contributing to your "prominence" factor that improves local search rankings.
While negative reviews hurt your local reputation directly, strong backlinks provide positive signals that help you rank higher.
How Do You Know If You Need Local SEO?
You need Local SEO if your business serves customers in a specific geographical area or relies on in-person visits. If nearby customers search for products or services you offer, but you don't appear prominently in local search results (especially the local pack), you need Local SEO.
Warning signs include:
Declining foot traffic
Competitors outranking you locally
Inconsistent business information across online platforms
What Is the Best Strategy for Local SEO?
The best local SEO strategy covers all essential elements, including the following:
Google Business Profile optimization
Proactive review generation and management
Consistent and accurate local citations across directories
Detailed local keyword research
Strategic backlink building from local sources
Ongoing on-page SEO improvements
What Type of Content Helps Improve Local SEO?
You need content that is relevant and useful to your local community while incorporating target keywords. This includes the following:
Blog posts about local events or news
Service pages optimized for specific local services
Customer testimonials
Case studies from local clients
High-quality photos of your business and team engaging with the local area
The more relevant and helpful your content is to local searchers, the better your chances of appearing in their local results.
Improve Your Online Presence and Dominate Local Search Results with Sapphire SEO Solutions!
Are you looking to boost your online presence and stand strong among local businesses? Call us at 216-600-8091 to schedule a free consultation with an experienced SEO consultant and learn more about how local SEO can improve your bottom line!