If you run a small business and want more people in your area to find you online, local SEO is the key. Unlike general SEO, which focuses on ranking across the entire internet, local SEO is all about getting seen by customers near you—those searching for products or services “near me” or in a specific city or neighborhood.
This guide breaks local SEO down into simple, manageable steps. Whether you’re a complete beginner or just need to refresh your strategy, here’s how to build a strong foundation and start attracting more local traffic.
Step 1: Understand What Local SEO Is
Local SEO (Search Engine Optimization) is the process of optimizing your online presence so your business appears in local search results—especially on Google. It helps your business show up in places like:
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Google Search
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Google Maps
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Local Pack (the 3 business listings shown at the top of some search results)
If someone searches “best pizza near me” or “dentist in Chicago,” local SEO is what helps you get listed.
Step 2: Set Up and Optimize Your Google Business Profile
Your Google Business Profile (GBP)—formerly known as Google My Business—is the most important element of local SEO.
Here’s how to get started:
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Claim or create your listing at google.com/business
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Fill out every section:
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Business name
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Address (or service area if you don’t have a storefront)
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Phone number
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Website
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Business hours
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Services
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Description
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Choose the right category. Be specific (e.g., “Family Dentist” instead of just “Dentist”).
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Add photos. Businesses with photos get more clicks and calls.
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Update regularly. Keep hours, posts, and information current.
This profile is what shows up in Google Maps and the Local Pack—two key places people look when choosing local businesses.
Step 3: Make Sure Your NAP Is Consistent
NAP stands for Name, Address, and Phone number. These should be:
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Accurate
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Consistent across every site and listing (including your website, Facebook page, Yelp, and local directories)
Inconsistent info confuses search engines and hurts your rankings. Double-check your NAP everywhere your business is mentioned online.
Step 4: Optimize Your Website for Local Keywords
Your website still plays a crucial role in local SEO. Here’s how to make it work for local search:
a. Use local keywords:
Include location-based keywords throughout your site. Example:
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“Pet groomer in Miami”
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“Emergency plumber near Pasadena”
b. Add location pages (if you serve more than one area):
Each page should target a specific city or neighborhood and include unique content, services, and local details.
c. Add schema markup:
Schema is structured data that helps search engines understand your business. Use LocalBusiness schema to give Google extra context.
d. Create a contact page:
Include your NAP, an embedded Google Map, and a contact form.
Step 5: Get Listed in Local Directories
Local citations—mentions of your business across the web—help build trust and authority. Submit your business info to:
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Yelp
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Facebook
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Bing Places
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Apple Maps
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Yellow Pages
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Chamber of Commerce websites
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Industry-specific directories (e.g., Avvo for lawyers, Healthgrades for doctors)
Again, make sure your NAP is exactly the same on every listing.
Step 6: Ask for (and Manage) Customer Reviews
Online reviews are a local SEO ranking factor—and also a huge trust signal to potential customers.
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Ask happy customers to leave reviews on your Google Business Profile.
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Respond to every review—both positive and negative—to show you’re engaged.
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Avoid fake reviews. They can hurt your credibility and may get your listing penalized.
Google favors businesses with a high number of positive, recent reviews.
Step 7: Build Local Backlinks
A backlink is when another website links to yours. Local backlinks tell Google your business is relevant in the local community.
Good sources include:
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Local newspapers and blogs
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Business associations
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Event sponsorships
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Local partnerships (schools, charities, etc.)
Offer to write a guest post, participate in interviews, or be a resource in your area of expertise.
Step 8: Use Social Media to Boost Local Engagement
Social media isn’t a direct ranking factor, but it helps in several ways:
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Drives traffic to your site
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Encourages customer reviews
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Increases brand visibility
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Builds a loyal local audience
Post consistently, use local hashtags, tag your location, and engage with local followers.
Step 9: Monitor and Measure Your Local SEO
Use tools like:
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Google Search Console to see which keywords bring in traffic
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Google Analytics to track visits, behavior, and conversions
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Google Business Profile Insights to monitor how people find your listing
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BrightLocal or Whitespark for tracking local rankings and citations
Check these monthly and adjust your strategy based on real results.
Step 10: Stay Consistent and Patient
Local SEO isn’t a one-time job—it’s an ongoing process. Keep updating your profile, posting content, getting reviews, and building links.
It might take a few months to see major changes, but over time, you’ll notice:
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More calls and visits from local customers
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Higher rankings in Maps and search
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Better brand recognition in your area
Final Thoughts
Local SEO is one of the most powerful (and affordable) ways for small businesses to get found online. It’s not complicated, but it does require focus, consistency, and a little time.
Start with your Google Business Profile, make sure your website and NAP are in shape, and build from there. Whether you’re a florist, fitness coach, or family-run restaurant, these steps will help you get in front of more local customers—and grow your business organically.
Also, you can learn more about Voice Search here.