Originally published in December 2024. Last updated on April 28th, 2025.
If you type your business name into Google, what local search results show up? Are you able to find information about your small business? If you can’t, neither can potential customers.
Having an online presence is essential. That’s why understanding and implementing local SEO is so important. Not sure what SEO is? We’ve got you covered.
What is local SEO?
SEO stands for “search engine optimization.” It refers to the process of making your website visible to search engines like Google. Improving your SEO is important for driving traffic to your website.
Local SEO is a specific strategy small businesses can use to focus on local search for a particular area.
When a potential customer searches for something on Google, their results are personalized based on location. This means if they search “find emergency plumber,” the search results they get show options in their immediate area. If you’re a plumber, you want your business to show up for people in your service area.
What’s the difference between local and organic SEO?
Local SEO targets a specific geographic area. It increases local search results and awareness for a website in that area. For example, “find a plumber in South Chicago” would be a local good keyword for an SEO strategy for a plumbing company serving South Chicago.
Organic SEO doesn’t target a specific location. It refers to strategies that generally boost a website for all audiences, regardless of location. It’s also called “traditional SEO” or just “SEO.” For example, “how to find a plumber” would be an organic SEO keyword.
Both are important, but you should focus more on local SEO for your service-based business.
Why is local SEO important?
Having a local SEO strategy in place brings many benefits:
- More visibility. When your local business appears in search engine results, it boosts your brand awareness. A high local ranking drives more local customers to your website. They’ll click through to learn about your services.
- Positive online reputation. Being recognized as a trusted, knowledgeable provider helps your online reputation.
- Competitive edge. Having your business listing appear first online gives you a competitive advantage. Local customers will see you before anyone else.
- Targeted marketing. Local business reviews and local listings target potential customers in your area. When your website shows up in local search rankings, you don’t have to worry about reaching the right market. They can already easily find you online.
How to do local SEO
Local SEO can seem complicated and overwhelming. You can hire an agency specializing in local SEO services to do some of the heavy lifting or try some of the tactics below to get started yourself. The trick is to work on it in pieces instead of all at once.
Here’s where to start:
1. Set up your Google Business Profile
If you haven’t already, set up your Google Business Profile (formerly Google My Business). It’s free, easy to use, and will help you start appearing in local search results.
A Google Business Profile is one of the first things that shows up in a Google search when someone types in your business name, so highlight your critical business information.
To optimize your Google Business Profile, include your business name, contact information, hours of operation, a link to your website, an online booking form, and social media handles. Add relevant images to showcase your work.
2. Do keyword research
Predicting the search terms potential customers use to find your business helps understand local intent. You can use online SEO tools for local keyword research and then integrate them into your website.
The following tools offer free trials or limited usage for free, so that you can try them for both keyword research and to monitor SEO performance:
Start with a general keyword like “find an electrician” and then narrow it down by adding local terminology, such as “find an electrician in Baltimore” or “find an electrician near me.”
You can use filters to narrow keywords and use location modifiers in each tool. You’ll see information on ranking difficulty (how easy or hard it’ll be to rank for that specific keyword) and search volume (the average number of people searching for that specific keyword).
Try to find a balance between high search volume (usually 100+) and realistic ranking difficulty (anything from 0 to 30). For example, in Ahrefs, the term “emergency plumbing Miami” has a search volume of 80 and a difficulty score of 19, making it a pretty good option for plumbers in Miami offering emergency services.
Sometimes, specific keywords with a low search volume end up ranking very well. A few people search for that term, but if you create valuable content related to it or match your searcher’s intent, you’ll likely rank.
3. Look at Google autocomplete to find related keywords
Google’s autocomplete function is a treasure trove of keywords for local SEO. Go to Google and start typing what you think someone would search to find your website, and see what else comes up.
We typed “emergency HVAC repair near me” into the search and received nine variations that would work for similar searches. Use these variations to boost your local SEO effort and improve your ranking.
4. Use Local Services Ads from Google
Home service businesses greatly benefit from Google’s Local Services Ads. These Google ads let you run local digital marketing campaigns. It’s a quick way to boost your local SEO efforts and reach more potential customers.
READ MORE: Google Local Services Ads: A guide for service based businesses
5. Ask for customer reviews
If a customer is happy with your services, ask them to leave a review. Reviews can be cross-posted between Facebook, Google Business Profile, Yelp, social media accounts, and website.
Reviews are essential local search ranking factors. They’ll appear in search engine results and influence potential customers to hire you over the competition.
Pro Tip: Respond to every review, even old or negative reviews.
If you’re using a tool like Jobber, you can automatically request a customer review after you invoice for a job.
6. Optimize your website
A good website should be fully optimized. You’ll want to create a page for each service you offer, use internal links, add a Google Map location map, and ensure your meta descriptions and page settings are correct.
Here are a few additional best practices:
- Make it responsive. Your website should load and function properly regardless of screen size or device type. Local customers should be able to browse and find the information they want quickly, no matter their device.
- Optimize images. Condense images you upload to an appropriate size (ideally under 200 KB), so they load quickly. Saving and uploading them as .jpeg files helps. Add alt tags to all images so screen readers can analyze them. Alt tags will also help boost SEO.
- Get local link building set up. Backlinks are links to your website placed on other websites. An easy way to get at least one backlink is to list your website on a Chamber of Commerce website. You can find similar sites for local services and list your business.
7. Keep your social media accounts updated
Your social media accounts should always be updated and linked to your website. Include your business name on them and links to your main website or Google Business Profile. Your social media pages will also rank on search engines, so use them as part of your local SEO strategy.
Consistently posting social content is important to your overall content marketing strategy. To save time, consider creating content you can cross-post to different platforms—for example, upcoming promotions or specials you could share on your Facebook page and as Google Posts.
8. Create landing pages for separate locations
Do you operate in multiple locations? Then have a specific location page for each area. Highlight your services at each location and the specific service area radius, contact information, and address. Add screenshots from Google Maps.
10. Be consistent across online directories
Posting across multiple online local directories is an important ranking factor and provides more opportunities to appear in local search results.
However, a word of caution. You need to be consistent across all platforms (e.g., Bing Place, Google Business Profile, Facebook, Yelp, Angi, Thumbtack, etc.), or it could hurt your authority and impact a potential customer’s search result.
Keep your business name, address, phone number, and website exactly the same across all online platforms to help boost your local listing.
9. Bonus points: follow E-E-A-T
Have a good handle on your local SEO? If you want to take it even further, use Google’s E-E-A-T (experience, expertise, authoritative, trustworthy) formula. This model is what Google prioritizes when ranking websites.
To help boost your authority, consider adding the following to your website:
- Highlight your experience and expertise by showing off previous projects. Mention how long you’ve been in business, what services you offer, and post photos.
- Write articles for a blog section on your website to show your authority. Discussing details and providing in-depth information on the services you offer shows potential customers that you know your stuff.
- Adding customer reviews proves your trustworthiness. This information positions you as an expert in your field and builds your credibility and brand.
Nothing in your business works independently of other components, so if you want to sell at higher rates, your brand positioning has to be on point. Take control of your brand by writing articles, making videos, and sharing your expertise.
Want even more local SEO tips? Check out how to boost your online presence with these industry SEO guides: