10 Local SEO Strategies for Small Business Growth

Is your website traffic dropping? Struggling to outrank the competition in your town? Or maybe your keywords are bringing in traffic from outside your service area?

If so, you likely need to optimize your local SEO strategy.

Local SEO helps your business rank for searches in your specific area, reaching people who are actually nearby and ready to buy. Whether you operate from a storefront or serve a particular region, local SEO is essential to getting found online by the right audience.

Let’s walk through what local SEO is, why it matters, and 10 actionable local SEO strategies to boost your local rankings.

What Is Local SEO?

Local SEO (Search Engine Optimization) is a strategy focused on increasing visibility for businesses that serve a specific geographic area. It helps you appear in local search results like "plumber near me" or "coffee shop in Brooklyn."

Unlike general small business SEO, which prioritizes relevance and authority, local SEO adds two unique ranking factors: location and prominence. It also includes elements like Google Business Profiles, local citations, and online reviews.

Even if your business doesn’t have a storefront, local SEO is key if you serve a specific service area. For example, landscapers, HVAC contractors, mobile groomers, and home service providers can all benefit from hyper-local optimization.

Why Local SEO Is Crucial for Small Businesses

Here are some stats that highlight the benefits of having a strong local SEO strategy:

• 46% of all Google searches are looking for local information. (Search Engine Roundtable)

• 76% of local mobile searches result in a visit to a store or business within 24 hours.

• 28% of those searches result in a purchase. (Think With Google)

Without a strong local presence, your business may never be seen by the people most likely to become paying customers. Investing in local SEO ensures your business shows up where and when people are actively looking for what you offer.

10 Ways to Improve Your Local SEO Strategy

1. Optimize Your Google Business Profile (GBP)

Claim and complete your Google Business Profile (formerly Google My Business). It's the most powerful tool in local SEO because it feeds Google Maps and the local pack that appears at the top of many search results.

Include:

• Business name, address, and phone number (NAP)

• Categories (primary and secondary)

• Business hours (with holiday updates)

• High-quality photos of your location, products, and team

• Frequently asked questions and business updates

• Links to products or booking services

Ensure your GBP information matches what’s on your website and in other directories.

2. Use Local Keywords the Right Way

Use keyword phrases that reflect your local audience's search habits. For example, replace "plumber" with "licensed plumber in Chicago" or "emergency plumber near Wicker Park."

Naturally incorporate these into:

• Homepage and core service pages

• Meta titles and descriptions

• H1 and H2 headers

• Image alt tags and filenames

• Blog posts and supporting content

• Internal links and anchor text

You can find local keyword opportunities using tools like:

• Google Autocomplete suggestions

• Google Search Console queries

• Semrush or Moz Keyword Tools

Follow my Keyword Research Guide to learn the complete process from start to finish!

3. Embed a Google Map on Your Contact Page

This reinforces your business’s location to both users and search engines.

Make sure:

• The address shown matches your GBP

• The map pin is accurate

• Driving directions or parking details are included (if applicable)

4. Be Consistent With NAP (Name, Address, Phone Number)

Search engines cross-reference your NAP info across various sources to verify your legitimacy. Inconsistent listings can lead to confusion and decreased trust from both users and Google.

Audit your:

• Website header, footer, and contact page

• Google Business Profile

• Yelp, Bing Places, Apple Maps

• Facebook, Instagram, LinkedIn

• Niche directories and citations

Even minor differences (like using "Ste." vs "Suite") should be corrected.

5. Add Local Business Schema Markup

Schema markup is structured data that tells search engines more about your business. Adding the LocalBusiness schema helps Google display rich results, such as:

• Star ratings

• Business hours

• Service areas

• Customer reviews

• Maps and directions

Use tools like:

• Google's Structured Data Markup Helper

• Schema.org examples

• SEO plugins like Yoast or Rank Math

This extra detail can enhance your click-through rates and local visibility.

6. Build High-Quality Local Backlinks

Link Building is a core SEO strategy, and local backlinks are especially powerful. These are links from:

• Local newspapers or magazines

• Local blogs, guest posts, and influencers

• Sponsorships or community partnerships

• Nearby business directories or chambers of commerce

• Testimonials or collaborations with neighboring businesses

Focus on links from local websites with genuine relevance to your niche.

7. Get More Online Reviews

Reviews play a huge role in both SEO rankings and customer decision-making. More positive reviews can:

• Increase local pack visibility

• Build trust and credibility

• Improve CTR and conversion rates

Ask customers to leave reviews by:

• Including a request in follow-up emails

• Printing review links on receipts

• Adding review buttons to your website

• Offering an incentive (where allowed)

Respond to all reviews—positive or negative—to show engagement.

8. Create Local Content That Adds Value

Publishing location-specific content helps establish topical and geographic relevance. Ideas include:

• "Best of" local resource lists (e.g., Best Dog Parks in [City])

• Seasonal tips (e.g., Winter Car Maintenance in Buffalo)

• Local event coverage

• Interviews with local influencers or business partners

• Customer success stories from the area

Local content can target long-tail keywords and attract backlinks and shares from the community. Write blog posts that really connect with your local audience.

9. Build Local Citations (Beyond Google)

Citations are any mentions of your business online. The more authoritative and consistent, the better for local SEO.

Key citation platforms include:

• Yelp, Yellow Pages, Foursquare

• BBB.org

• Industry-specific platforms (e.g., Houzz for contractors, Healthgrades for medical pros)

• Local chambers of commerce

• Event sponsorship or local non-profit websites

Use a service like BrightLocal, Whitespark, or Moz Local to identify and clean up citations.

10. Track Your Local SEO Performance

To measure the effectiveness of your local SEO efforts, track:

• Website traffic by geographic location

• GBP insights (calls, clicks, direction requests)

• Google Search Console queries for local keywords

• Keyword rankings in local search results

• Number and quality of reviews

• Referral traffic from citations

Set benchmarks and measure monthly or quarterly to see progress and adjust strategy.

Bonus Tip: Optimize for Mobile

Most local searches happen on mobile. Your website must be:

• Fully responsive and fast-loading

• Easy to navigate with clear buttons

• Optimized with tap-to-call and tap-to-text features

• Free of pop-ups or intrusive interstitials that slow users down

Small SEO Tools' Mobile-Friendly Test can help you spot usability issues.

Final Thoughts

Local SEO is more than just sprinkling your city name throughout your website. It’s a well-rounded approach that touches every part of your online presence—from your GBP to your reviews, content, backlinks, and technical SEO.

By consistently optimizing for local search intent and maintaining accurate, engaging, and locally relevant content, you can attract more high-quality leads from your community.

Need help implementing any of these steps? Contact me to get started with a local SEO audit and get a customized strategy to grow your visibility and sales in your area. Let’s make your business the first result people see when they search locally!

Learn more about my Local SEO services.