If you run a local business—whether you're a plumber, dentist, restaurant owner, or any service provider serving a specific area—ranking in local search is one of the fastest ways to get more customers. This guide walks you through everything you need to know about local SEO.
What Is Local SEO?
Local SEO is the practice of optimizing your online presence to attract more business from local searches. When someone types "dentist near me" or "best pizza in Chicago," Google uses local SEO signals to decide which businesses to show.
The most visible result of local SEO is the Google Local Pack—those three business listings that appear with a map at the top of search results. Getting into that pack can dramatically increase your calls, visits, and customers.
Why Local SEO Matters for Your Business
Consider these facts:
- 46% of all Google searches have local intent
- 88% of people who search for a local business on their phone call or visit within 24 hours
- 97% of consumers learn about local companies online before anywhere else
If you're not showing up in local search, your competitors are getting those customers instead.
Step 1: Claim and Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. It's what powers your appearance in Google Maps and the Local Pack.
How to Optimize Your Profile:
- Claim your listing: Go to business.google.com and verify your business
- Complete every field: Business name, address, phone, hours, website, categories, attributes
- Choose the right primary category: This has the biggest impact on which searches you appear for
- Add photos: Businesses with photos get 42% more requests for directions
- Write a compelling description: Include your main services and location naturally
Need help optimizing your listing? View our Google Business Profile Optimization services
Step 2: Ensure NAP Consistency Everywhere
NAP stands for Name, Address, and Phone number. Google cross-references your NAP across the web to verify your business is legitimate. Inconsistencies confuse Google and hurt your rankings.
Make sure your NAP is exactly the same on:
- Your website (footer and contact page)
- Google Business Profile
- All business directories (Yelp, Yellow Pages, industry-specific sites)
- Social media profiles
Even small differences—like "Street" vs "St." or different phone formats—can cause problems.
Step 3: Build Local Citations
Citations are mentions of your business on other websites, typically in business directories. They're a key ranking factor for local SEO.
Priority Directories to List Your Business:
- Yelp
- Yellow Pages
- Better Business Bureau
- Industry-specific directories
- Local Chamber of Commerce
- Local newspaper or city websites
Focus on quality over quantity. A few dozen citations on relevant, authoritative sites beat hundreds on spammy directories.
Learn about our Citation Building services
Step 4: Get and Manage Reviews
Reviews are a major ranking factor AND a major conversion factor. Businesses with more positive reviews rank higher and get more clicks.
How to Get More Reviews:
- Ask happy customers directly after completing a job or transaction
- Send follow-up emails with a direct link to your Google review page
- Make it easy—create a shortlink to your review page
- Respond to every review, positive or negative
Never buy fake reviews or offer incentives for reviews—Google can detect this and it can result in penalties.
Step 5: Optimize Your Website for Local Search
Your website itself needs to signal relevance to your local area:
- Include your city/region in title tags, headers, and content
- Create location-specific pages if you serve multiple areas
- Add your address in the footer of every page
- Embed a Google Map on your contact page
- Add LocalBusiness schema markup to help Google understand your business details
Step 6: Create Local Content
Creating content relevant to your local area helps establish you as a local authority:
- Write about local events, news, or community involvement
- Create guides relevant to your area ("Best neighborhoods in [City] for families")
- Partner with other local businesses for content
- Cover local industry news or regulations
Step 7: Track Your Local SEO Results
Monitor these metrics to see how your local SEO is performing:
- Google Business Profile Insights: Views, searches, calls, direction requests
- Local keyword rankings: Track your position for "[service] + [city]" keywords
- Website traffic from local searches: Use Google Analytics
- Phone calls and form submissions: Track leads from local search
Common Local SEO Mistakes to Avoid
- Keyword stuffing your business name: Don't add "Best Plumber Dallas" to your business name—it violates Google's guidelines
- Ignoring negative reviews: Always respond professionally
- Inconsistent NAP: Audit your listings regularly
- Neglecting mobile: Most local searches happen on phones
- Not using categories correctly: Choose the most accurate primary category
Ready to Dominate Local Search?
Local SEO can seem overwhelming, but you don't have to do it alone. BuzFind specializes in helping local businesses rank higher in Google Maps and local search results.
Whether you need help with your Google Business Profile, building citations, or a complete local SEO strategy, explore our Local SEO Services or contact us for a free consultation.
Further reading: Moz's Complete Local SEO Guide