Imagine you own a bakery or a boutique, and people in your neighborhood are actively searching online for a place just like yours. But here’s the catch: they may not find you unless your business appears high in local search results on Google and other search engines.
This is where Local Search Engine Optimization (SEO) comes in. You need to make sure your business shows up when people nearby are searching online for what you offer. And when done right, it can lead to more people walking through your door
How to Improve Local SEO
1. Set Up and Optimize Your Google My Business Profile
Your Google My Business (GMB) listing is your online business card. When someone searches for a local service, Google often shows a “Map Pack” — a set of businesses near the searcher’s location. To be part of that, you need a Google My Business profile.
- Claim Your Listing: Start by claiming your business on Google My Business.
- Provide Accurate Information: Make sure all details — address, business hours, phone number, and website — are correct.
- Add Photos: Upload high-quality images of your store, products, or services.
- Encourage Reviews: Good reviews can boost your ranking and make your business more attractive to potential customers.
2. Focus on Keywords Related to Your Location and Services
Keywords are words or phrases that people type into search engines when looking for something. For local SEO, you want keywords that connect to your business and location.
So think like a customer. What would your customers type in if they were looking for your business? Maybe “best bakery in [Your Town]” or “cheap auto repair near me.” Sprinkle these phrases in your site’s content, especially in headers, page titles, and meta descriptions.
3. Optimize Your Website for Mobile Users
Many people searching for local businesses do so on their phones, often while they’re out and about. If your website is mobile-friendly, it’s easier for them to find what they need quickly.
Pro tip: Use a tool like Google PageSpeed Insights to see if your site loads quickly on mobile.
4. Build Local Links to Boost Credibility
Links from local websites help Google see your business as trustworthy and relevant for people in your area. Getting these links can be easier than it sounds!
- Partner with Local Websites: Look for nearby businesses or local bloggers who might be willing to link to your site.
- List on Local Directories: Sites like Yelp, Yellow Pages, and local chamber of commerce pages offer free listing options.
- Sponsor Community Events or Charities: Some events or organizations may link to your site if you’re a sponsor.
- Create Valuable Content: Produce content that’s relevant to your local audience, such as blog posts about local events, tips, or resources. If your content is valuable, others may link to it without you even asking.
5. Use Social Media to Engage Locally
On platforms like Instagram and Facebook, tag your business location when posting. You could also Try hashtags relevant to your community or city (e.g., #DowntownDenver). And most importantly, it’s called social media for a reason: socialize with your local community online.
6. Encourage Reviews and Interact with Them
Positive reviews improve your online reputation, and even responding to less-than-perfect reviews shows that you care about your customers. Something we like to do with our clients is injecting relevant keywords in the responses like “Thanks for visiting our bakery in [Your Town]!”
6. Use Schema Markup
Schema markup is a structured form of data that you embed in your website’s code to communicate directly with search engines, giving them precise, highly relevant information about your business. Think of it as a translator that takes the essential data on your site (like your location, operating hours, services, and reviews) and presents it in a format that search engines, especially Google, can immediately understand and utilize.
Imagine you own a local bakery, “Sunny Street Bakery.” You want people who search for “bakery near me” or “fresh bread in [your city]” to see your business pop up with all the important details — address, hours, ratings, and maybe a special mention of “fresh pastries daily.”
Without schema markup, search engines have to work harder to interpret that information on your website, and they might not display all of it accurately (or at all) in search results.
With local schema markup, you’re giving search engines a neatly organized set of code:
You’ll need to add this code to your website. If this seems a bit too technical, you may need the help of a web developer to get things sorted.
Mastering Local Keywords
When people look for a service, they usually add something specific to make it relevant to their area. For instance, instead of just “flower shop,” they’ll search “flower shop in Houston.” Adding such keywords to your content helps you rank better for local searches.
Start by exploring keyword research tools. We recommend SEMrush and Google’s Keyword Planner. These free tools show you which keywords people search for in your area. For instance, if you own a bakery, type in “bakery near me,” and the tool will show you related phrases and search volumes.
How to Encourage and Manage Reviews
Just ask! Happy customers are often more than willing to share their positive experiences — they just need a nudge. Timing is key. Most people appreciate the ask and feel good about supporting a business they like.
Once you start seeing reviews roll in, engage with them! Whether it’s a glowing five-star or constructive feedback, respond thoughtfully. This shows current and future customers that you care and are engaged with your audience.
Pro tip: If you’ve received a bad review, respond professionally and promptly. Thank the reviewer for their feedback, show empathy, and address the issue directly. Offer a solution or invite them to contact you to resolve it privately. Keep it positive and constructive. Your response shows future customers you care about their experience and take feedback seriously.
Frequently Asked Questions
Does Your Business Rely on Local Customers?
If you rely on local customers, you know how crucial it is for them to actually find you when they’re searching nearby. Imagine: a family looking for “best pizza near me” or a new resident searching for “fitness classes in [your city].” You want to be the obvious choice that pops up.
But keeping up with local SEO — the keywords, reviews, links, listings — can feel overwhelming when you’re already running a business. We get it. That’s where we step in to make sure your business isn’t just in the search results but stands out as the place to go.
Let’s make sure your community can easily find your website online.