Local SEO Guide

1) What is Local SEO?

Local SEO is the practice of optimizing your online presence to attract customers from local searches. When someone searches for "coffee shop near me" or "dentist in Brooklyn," Google shows a local pack (map with 3 listings) and organic local results.

• Local Pack: The top 3 Google Business Profile listings shown with a map
• Local Organic: Regular organic results filtered by location
• Google Maps: Businesses shown when users search directly in Google Maps

2) Why Local SEO Matters

• High Intent: Local searchers are ready to buy — 76% visit a business within 24 hours
• Mobile Dominance: Most local searches happen on mobile devices
• Competitive Advantage: Many local businesses ignore SEO, giving you an edge
• Trust Building: Reviews, consistent NAP, and local citations establish credibility
• Cost-Effective: Organic local visibility costs less than paid ads long-term

3) Google Business Profile Optimization

Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. It controls your presence in Google Maps and the local pack.

Essential optimization steps:

• Claim and Verify: Claim your listing and complete verification (postcard, phone, email, or instant verification if eligible)
• Complete Every Field: Business name, category, address, phone, website, hours, attributes (Wi-Fi, wheelchair accessible, etc.)
• Choose the Right Category: Primary category is critical — choose the most specific one that matches your business
• Add Photos: Upload high-quality photos of your storefront, interior, products, and team. Businesses with photos get 42% more direction requests
• Write a Compelling Description: 750 characters to describe your business, including services and keywords naturally
• Add Products/Services: List what you offer with prices if applicable
• Enable Messaging: Let customers contact you directly through Google
• Post Regularly: Share updates, offers, and events through Google Posts

4) Local Keyword Research

Local keywords combine your service with location modifiers. Target a mix of broad and specific terms.

Local keyword patterns:

• Service + City: "plumber Austin", "yoga classes Brooklyn"
• Service + Neighborhood: "coffee shop downtown Seattle"
• Service + "Near Me": "dentist near me", "pizza near me"
• Service + Zip Code: "electrician 90210"
• Geo-Modified Long-Tail: "best organic bakery in Portland"

Research tactics:

• Use Google Autocomplete to find common local searches
• Check "People Also Ask" and "Related Searches" for local variations
• Analyze competitor websites and their ranking keywords
• Use tools like Google Keyword Planner, Ahrefs, or Semrush with location filters

5) NAP Consistency (Name, Address, Phone)

NAP consistency means your business name, address, and phone number are identical everywhere online. Inconsistencies confuse search engines and hurt rankings.

Rules for NAP consistency:

• Exact Match: Use the exact same format everywhere — "123 Main St" vs "123 Main Street" are different
• Phone Format: Stick to one format — (512) 555-1234 or 512-555-1234, but not both
• Business Name: Use your official business name, not keyword-stuffed variations
• Suite/Unit Numbers: Include if you have one, and use it consistently
• Monitor Listings: Regularly audit your NAP across all platforms

Where to check NAP consistency:

• Google Business Profile
• Your website (footer, contact page, schema markup)
• Social media profiles (Facebook, Instagram, LinkedIn)
• Citation directories (Yelp, Yellow Pages, Bing Places)
• Industry-specific directories

6) Local Citations

Citations are online mentions of your NAP, even without a link. They validate your business existence and improve local search visibility.

Types of citations:

• Structured Citations: Directory listings with consistent NAP fields (Yelp, Yellow Pages, Foursquare)
• Unstructured Citations: Mentions on blogs, news sites, or social media
• Industry-Specific: Niche directories (e.g., Avvo for lawyers, Healthgrades for doctors)

Citation-building strategy:

• Start with major platforms: Google Business Profile, Yelp, Bing Places, Apple Maps
• Add industry-specific directories relevant to your niche
• List on local chamber of commerce and business association sites
• Get listed on local news sites or community blogs
• Use citation-building tools (BrightLocal, Moz Local, Yext) to scale distribution
• Regularly audit and fix outdated citations

7) Review Management

Google reviews are a top-3 local ranking factor. They influence both rankings and click-through rates. A strong review profile builds trust and drives conversions.

Review optimization tactics:

• Ask Strategically: Request reviews after positive experiences (completed service, successful transaction)
• Make It Easy: Send a direct Google review link (shorten with Bitly for offline use)
• Timing Matters: Ask within 24-48 hours while the experience is fresh
• Respond to All Reviews: Thank positive reviewers and address negative feedback professionally
• Encourage Keyword-Rich Reviews: Naturally — ask "What service did we help you with?" to prompt keyword mentions
• Diversify Review Platforms: Don't just focus on Google — Yelp, Facebook, and industry sites matter too
• Never Buy Reviews: Fake reviews violate Google's policies and can get your listing suspended

Handling negative reviews:

• Respond quickly (within 24 hours if possible)
• Apologize and take responsibility where appropriate
• Offer to resolve the issue offline (provide contact info)
• Keep responses professional and avoid arguing
• Report fake or violating reviews to Google

8) Local Schema Structured Data

LocalBusiness schema tells search engines exactly where you are, what you do, and when you're open. It enhances your listing in search results and helps Google understand your business.

Example LocalBusiness schema:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Coffee Shop",
  "image": "https://example.com/logo.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78701",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "30.267153",
    "longitude": "-97.743057"
  },
  "url": "https://example.com",
  "telephone": "+1-512-555-1234",
  "priceRange": "$",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "07:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday", "Sunday"],
      "opens": "08:00",
      "closes": "16:00"
    }
  ]
}

Key schema properties:

• @type: Use specific types when possible (Restaurant, Dentist, Store) instead of generic LocalBusiness
• address: Use PostalAddress with all components (street, city, state, zip, country)
• geo: Include latitude/longitude for precise mapping
• openingHoursSpecification: Specify hours for each day or group of days
• priceRange: Use $ symbols to indicate price tier ($, $, $$)
• aggregateRating: Add if you have reviews (match your actual rating count)

9) Local SEO Checklist

Use this checklist to ensure you've covered all essential local SEO tasks:

Google Business Profile:

• ✅ Claimed and verified
• ✅ All fields completed (name, category, address, phone, website, hours)
• ✅ High-quality photos uploaded (10+ photos minimum)
• ✅ Regular Google Posts published
• ✅ Questions & Answers monitored

Website Optimization:

• ✅ NAP in footer and contact page
• ✅ LocalBusiness schema markup implemented
• ✅ Location pages created for each service area
• ✅ Local keywords in title tags, H1s, and content
• ✅ Embedded Google Map on contact page
• ✅ Mobile-friendly and fast loading

Citations & NAP:

• ✅ NAP consistent across all platforms
• ✅ Listed on major directories (Google, Yelp, Bing, Apple Maps)
• ✅ Listed on industry-specific directories
• ✅ Social media profiles updated with consistent NAP
• ✅ Old/incorrect citations fixed or removed

Reviews & Reputation:

• ✅ Active review generation process in place
• ✅ Responding to all reviews (positive and negative)
• ✅ Average rating above 4.0 stars
• ✅ Regular review volume (at least 1-2 per month)
• ✅ Reviews on multiple platforms (Google, Yelp, Facebook)

Content & Links:

• ✅ Local content published (neighborhood guides, local news, events)
• ✅ Local backlinks acquired (chambers, local news, sponsorships)
• ✅ Location pages for each service area
• ✅ Blog posts targeting local keywords

Related tools