What is Local SEO?
Local SEO is like regular SEO’s cooler, more grounded cousin. The one who knows everyone and everything going on in your neighborhood. It still helps your business show up in search results but with a focus on your specific area. Instead of trying to rank for “best coffee shop” globally (good luck beating Starbucks), local SEO helps you show up when someone nearby searches “best coffee shops near me.”
You want to pop up in Google’s Local Pack (those top three listings with a map), Google Maps, and organic search results when people are looking for products or services in their area.
This matters. A lot. Because when someone’s standing on a street corner, phone in hand, and they Google “pizza open now,” you better believe the businesses in that top map pack are getting their money. If you’re not in there, you’re invisible.
Local SEO is survival-level essential for small businesses that rely on actual foot traffic or geographically relevant leads. So if you’re not optimizing for your neighborhood, guess what? Your competitors are.
Why Local SEO Matters for Small Businesses
We’re all glued to our phones, and so are your potential customers. According to the data, around 80% of consumers use Google for local searches, and 42% of people click on results in the Local Pack. Of those who search for a local business, 76% visit within 24 hours. That’s your next customer, ready to throw money at your business TODAY. If that can find you, that is.
Local SEO helps make sure they do find you. By optimizing your digital presence, you show up in the right place at the right time, like when someone searches “hair salon open now” or “best tacos in [your town].”
Plus, showing up on Google’s Local Pack or Maps gives you some serious street cred. Local SEO builds trust since people assume that Google is only going to show them the best of the best. Ranking high means you’re instantly viewed as more reputable. We already know you are, but Google requires a bit of convincing.
Who Can Benefit from Local SEO?
If you’ve got customers in a specific area, local SEO is your new best friend. Here’s a non-exhaustive-but-still-super-useful list of industries that can’t afford to ignore local SEO:
- Restaurants & Cafés: No one is scrolling past the first few results when they’re hangry.
- Healthcare Providers & Dentists: People want someone nearby who can fix that weird tooth pain now, not next month.
- Home Services: Plumbers, electricians, roofers, you name it. If you go to the customer, local SEO is how they’ll come to you.
- Retail Stores & Boutiques: “Shop local” unfortunately only works if people can find you.
- Fitness Studios & Wellness Centers: Everyone wants a good yoga class close enough to still make it to brunch afterward.
- Legal & Financial Services: “Divorce lawyer near me” is a search that happens more than you’d think.
Basically, if you serve a community, local SEO puts your business in front of the people who matter most: the ones who are already nearby and ready to buy.
8 Local SEO Strategies for Small Businesses
1. Make the Website Responsive and Mobile-Friendly
More likely than not, local searches are coming from mobile devices. If your website isn’t mobile-friendly, Google definitely takes notice. If you have a responsive design, your site can adjust to fit any screen size, from desktops to tablets to phones to fridge screens (yes, that’s a thing).
Make sure your site is easy to use in general. Optimize your images by compressing the files, use alternative text for images so screen readers can see them, and use clean, readable fonts. Keep menus simple and buttons easy to tap. No one likes pinch-zooming around a site.
2. Identify Target Location-Based Keywords
Figure out what keywords people are searching for that are relevant to your business. You can use tools like Google Keyword Planner, Ubersuggest, or Semrush to find geo-specific, long-tail keywords. Then, incorporate these keywords naturally into your headers, body copy, URLs, and even image alt text. Instead of “top hair stylist,” go with “top hair stylist in Concord, MA.” Just don’t get caught keyword stuffing. Google hates that.
3. Optimize Meta Titles and Descriptions for Local Keywords
Meta titles and descriptions are the first thing people see in search results, so make them count! Keep your titles under 60 characters and your descriptions under 160. Include your target location and a clear value proposition, and make them click-worthy.
For example:
Meta Title: Affordable Dog Grooming in Worcester, MA | Pup & Polish
Meta Description: Looking for expert dog grooming near Worcester? Book with Pup & Polish for stress-free care and squeaky-clean pups.
4. Create Pages Targeting Local Keywords
As much as we encourage you to include a ton of keywords, don’t cram every city or town you serve into one page. Instead, create separate pages for each location or service area, embed Google Maps, highlight local reviews, answer location-specific FAQs, and add schema markup (structured data) to help search engines understand your content.
5. Create a Google Business Profile and Additional Directory Listings
If you haven’t claimed your Google Business Profile (GBP) yet, pause reading and go do that. Seriously.
- Visit google.com/business to claim and verify your business.
- Fill out everything. Add photos, business hours, services, and real updates.
- Keep your NAP (Name, Address, Phone) info consistent across all directories.
If you want more visibility, you can get listed on directories like Yelp, YellowPages, Apple Maps, Bing Places, and the Better Business Bureau.
6. Ask for Reviews from Satisfied and Happy Customers
Reviews are the digital version of word-of-mouth, and they directly impact your local rankings. Ask for reviews right after a positive experience, either through text, email, or in person (without bribing them, of course!). You can make it easy by adding a link to your Google reviews in your emails or receipts.
Focus on platforms like Google, Yelp, Facebook, and industry-specific sites like Healthgrades or Avvo. Then, respond to all reviews, good or bad, in a positive and professional way (resist the urge to clap back at disgruntled customers).
7. Ask Local Businesses for a Backlink
Backlinks are when someone else links your site on theirs. The more reputable local sites that link you, the more authority you gain in Google’s eyes.
Partner with nearby businesses and ask for backlinks. You can also sponsor a community event, write a guest blog post, or get featured in a local roundup. You could even do a blog swap or offer a discount to each other’s customers. Don’t sleep on local press coverage! That one link from the city news site is SEO gold.
8. Use Social Media to Enhance the SEO Campaign
Social media doesn’t directly impact rankings, but it can drive traffic, build awareness, and help people find your business. Share updates from your Google Business Profile on Instagram, Facebook, and even LinkedIn. Use location-based hashtags and geotags so nearby users can discover you, or host a giveaway with a local partner or influencer to boost reach and engagement.
When in doubt, post your dog. People love dogs.
Invest in Local SEO for Small Businesses and Grow Your Business
If you’re looking for a marketing strategy that brings people to your door (digitally or physically), local SEO is the move. But here’s the thing: local SEO isn’t a one-and-done deal. It takes consistent optimization, regular updates, and a little TLC to stay ahead of the competition. You don’t need to do it all at once, but you do need to start.
If this sounds a little too overwhelming, you can work with a team that lives and breathes this stuff. At AlchemyThree, we help small businesses build smart, sustainable local SEO strategies that actually work.
We’re ready when you are! Reach out to us here, and let’s get to work.
