by Andy Beohar, Managing Partner at SevenAtoms
Running a small business means every customer walking through your door matters. While online shopping continues to grow, local searches are actually driving more foot traffic than ever before.
At the Secrets of Local Search conference held at Google HQ, one attendee shared that 46% of online searches are made with local intent. In other words, almost half of all searches are from people looking for services or businesses nearby. This presents a massive opportunity for small business owners.
Local SEO isn’t merely about visibility online; it’s about reaching people who are eager to step through your doors and do business with you today.
What Exactly Is Local SEO and Why Is It Important?
Local SEO ensures your business is easily discovered by people searching nearby. Instead of going after general keywords like traditional SEO does, it targets searches that include phrases like “near me” or specific city names, bringing in customers who are close by and ready to visit.
When someone searches “coffee shop downtown” or “plumber in [your city],” local SEO determines whether your business appears in those results.
Strong local SEO increases the chances that customers will discover you right when they’re ready to buy or stop by.
Local SEO works because it captures high-intent searches. People looking for local businesses are usually ready to take action, whether that’s making a purchase, booking an appointment, or visiting your store within hours of their search.
Setting Up Your Google Business Profile
Your Google Business Profile, once known as Google My Business, serves as your virtual storefront for people searching locally. This free listing controls how your business shows up on Google Maps and search results, making it essential for attracting nearby customers.
Complete Every Section.
Fill out every field in your profile completely. Ensure you list your business name, physical address, phone details, website, opening hours, and category. Providing thorough information helps Google connect you with the right searches.
Upload high-quality photos of your storefront, interior, products, and team. Businesses with photos receive 42% more requests for driving directions and 35% more click-throughs to their websites compared to those without images.
Choose the Right Categories.
Choosing the right primary category is key to showing up in the right searches. Pick the category that best matches what you mainly do, then add secondary categories for extra reach.
For example, if you own a yoga studio, don’t just pick “Fitness Center.” Select “Yoga Studio” as your main category and add options like “Meditation Center” or “Wellness Program” to capture a wider audience.
Keep Information Consistent.
Keep your business name, address, and phone number (NAP) exactly the same everywhere online. If your details don’t match across listings, search engines get mixed signals, which can lower your visibility in local searches.
Optimizing for Local Keywords.
Local keyword research differs from general SEO because it focuses on geographic intent. Start by identifying how customers describe your business and location.
Target Location-Based Keywords.
Include your city, neighborhood, or region in your website content naturally. Instead of just “best bakery,” target “best bakery in [your city]” or “fresh bread [your neighborhood].”
Create location pages if you serve multiple areas. Each page should focus on a specific location while providing valuable, unique content about your services in that area.
Use “Near Me” Variations.
While you can’t directly optimize for “near me” searches, you can create content that answers these queries. Write blog posts about local events, neighborhood guides, or area-specific services you provide.
Include Service-Area Keywords.
If you serve customers beyond your immediate location, create content targeting those areas. A plumber can target “emergency plumbing [nearby city]” or “water heater repair [county name].”
Building Local Citations and Directory Listings
Local citations are online references to your business’s name, address, and phone number on directories or websites. They strengthen your credibility and boost your chances of appearing in local search results.
Start with Major Directories.
List your business on major directories like Yelp, Yellow Pages, Facebook, and industry-specific platforms. For restaurants, focus on platforms like OpenTable and Zomato. Retail businesses should prioritize Google Shopping and local chamber of commerce directories.
Maintain Consistency.
Use the exact same business information across all directories. Even small differences like “St.” versus “Street” can confuse search engines and dilute your local SEO efforts.
Monitor Your Listings.
Regularly check your listings for accuracy. Directories sometimes update or change information incorrectly, which can hurt your local search performance.
Encouraging and Managing Customer Reviews
Reviews significantly impact local search rankings and customer decisions. Having good reviews boosts your chances of showing up in local searches and bringing more people to your business.
Ask for Reviews Strategically.
Request reviews from satisfied customers at the right moment — after a successful purchase, completed service, or positive interaction. Make the process easy by providing direct links to your review profiles.
Train your staff to naturally mention reviews during positive customer interactions. A simple “If you enjoyed your experience today, we’d appreciate a review on Google” can be highly effective.
Respond to All Reviews.
Always engage with your reviews quickly and professionally. Show appreciation to happy customers for their support, and when faced with criticism, respond calmly with solutions or apologies to build trust.
Your responses show potential customers that you value feedback and care about customer satisfaction. This can influence their decision to visit your business.
Creating Location-Specific Content
Content marketing for local SEO requires a geographic focus. Create content that connects your business to your local community.
Write About Local Events.
Cover local events, festivals, or community happenings from your business perspective. A restaurant can write about catering options for local events, while a retail store could create gift guides for local celebrations.
Share Local Success Stories.
Feature local customers, partnerships, or community involvement. This content naturally includes local keywords while building connections with your community.
Create Resource Pages.
Develop helpful resources for your local area. A fitness center can create a guide to local hiking trails, while a bookstore could maintain a calendar of local author events.
Measuring Your Local SEO Success
Track your local SEO performance using Google Business Profile insights and Google Analytics. Monitor metrics like:
- Local search impressions and clicks
- Driving directions requests
- Phone calls from your listing
- Website visits from local searches
- Foot traffic patterns
Set up Google Analytics with location tracking to understand how online searches translate to in-store visits. This data helps you refine your local SEO strategy and measure actual business impact.
Conclusion: Making Local SEO Work for Your Business
Local SEO success requires consistent effort and patience. Start with the basics — claim and optimize your Google Business Profile, ensure consistent NAP information, and begin collecting reviews. As these foundations strengthen, expand into content creation and advanced optimization techniques.
Remember that local SEO is about more than just rankings. The goal is to connect authentically with locals and help them find and choose your services without hassle. When done right, local SEO doesn’t just drive foot traffic — it builds lasting customer relationships that fuel long-term business growth.
The key is to start today. Every day you delay local SEO optimization is another day potential customers might choose your competitors instead. Start by focusing on these strategies, apply them regularly, and build on your success over time.
Andy Beohar is the Managing Partner at SevenAtoms, a premier San Francisco-based ecommerce SEO agency. SevenAtoms excels at helping SaaS, Tech, and Ecommerce businesses achieve exceptional growth through paid search and paid social campaigns. Andy strategizes and executes high-impact paid search marketing strategies that drive measurable results. Connect with Andy on LinkedIn or Twitter!
