What is local SEO? Guide 2025

Attracting customers from your local area is a key factor in increasing the sales of a small or medium-sized business. Let's understand local SEO

Attracting customers from your local community is essential to increasing sales as a small business owner. It's crucial to adopt a strategic method to attract the attention of local customers who are searching online.

That's where local SEO (search engine optimisation) becomes important. Local SEO focuses on increasing your company's visibility in local search results. When potential customers in your region search for the products or services you provide, your company stands out in search results, allowing you to outrank your rivals and increase foot traffic.

Whether you own a bakery, a florist or any business that relies on a local clientele, it's essential to stand out in local SEO. In this article, you'll learn about the elements and importance of local SEO for small businesses, based on our experience.

What is local SEO and how important is it?

Local SEO involves perfecting your online presence to attract local customers. For small businesses, it's essential to put yourself on the map - literally. In contrast to SEO for websites, local SEO usually emphasises improving your Google business profile, visibility on the map and various local directories.

The importance of local SEO

When potential customers need products or services in a particular area, they usually look for the best seller or supplier closest to them. A recent report indicates that 98 per cent of customers use the Internet to search for information about local businesses.

As the owner of a small business that mainly serves local communities, it's vital to improve your website to appear in these searches. This way, you can increase website visits and turn these local users into customers.

The fundamentals of a local SEO

Local SEO marketing initiatives generally consist of several essential elements. Understanding these basic elements will lay a foundation for increasing your visibility and attracting more local customers:

Improving your Google business profile: This allows you to modify your business information on Google and helps your business stand out in local search results and Google Maps searches;

Improving your website for local keywords: This ensures that your site appears in search results when people in your region are looking for products or services you provide;

Collecting favourable local reviews: This promotes trust and motivates other customers to select your company;

Researching nearby competitors: This allows you to assess the proximity of other companies providing similar services, brand visibility, customer feedback and ratings of core and additional services in the company profile;

Registering your company on local citation platforms and acquiring backlinks increases your company's online presence and credibility.

Some of the terms listed above may seem baffling at first glance. We'll elaborate on each of them in more detail below and provide you with local SEO tips that anyone can implement to start attracting target customers.

Tips for an effective local SEO strategy

Get and improve your Google business profile

Your Google Business Profile (GBP) forms the basis of your local SEO approach. Start by taking ownership of your Google Business profile and completing your company information. This vital action puts you on the radar of local searches.

Avoid adding keywords to your company profile name. This type of action can result in your profile being banned. We suggest that you only include your company name. Once you've created your profile, consistently sharing offers, photos and updates can increase your visibility.

However, establishing your GBP is only the initial step. Collecting comments about your company and updating your profile with up-to-date information are equally vital.

Promote and react to feedback

Reviews are crucial for local SEO marketing - 95 per cent of consumers consult company reviews before making a purchase. Motivate customers to share their experiences and give a rating on your GBP and other review platforms. Consider distributing a QR code that links directly to your reviews page or embedding a link to reviews in follow-up emails or text messages, making it easy for them to provide feedback.

To stay competitive, aim for a number of reviews that equals or exceeds that of the main local companies. For example, if the main competitor in your region has 20 reviews, your goal should be to equal or exceed that number.

Bear in mind that not all customers will be completely satisfied. Respond to unfavourable reviews with courtesy and propose solutions to any problems. This demonstrates your concern for your customers' experiences and improves your reputation. Responding constructively to both negative and positive reviews will establish your image as a company that appreciates customer opinions.

Keep your profile up to date

Revise your opening hours, services offered and contact details as necessary. Include high-quality images and updates on promotions or events. This proactive management tells search engines that your company is thriving and ensures that potential customers receive the latest information. If it helps to maintain consistency, take some time every week or month to implement any necessary updates.

Develop targeted landing pages for specific locations and products/services

An effective method for improving local SEO for a small business is to develop specific landing pages for each location and service you provide. These pages should clearly describe your products and services, using the terminology that potential customers are inclined to search for.

To do this, you should include localised keywords in your content. These are search phrases such as ‘bakery in Porto’, ‘gym near me’, ‘top steakhouse in New York’, etc.
To effectively improve your landing pages, follow these steps.

Research and choose keywords

Use keyword research tools to find valuable long-tail keywords adapted to your local area. Long-tail keywords refer to less competitive search terms that usually contain three or more words, similar to the localised keywords mentioned above. These can help you reach customers more efficiently.

Use keywords strategically

Once you have identified a local keyword for which you want to rank, develop a specific page to optimise it. This is important because it's not usually possible to rank several pages for a single keyword.

Position the target keyword in these specific sections of the designated web page:

SEO title and description;
Main title;
Naturally, in the content of the page.

Improve the pages by adding captivating content

To increase the efficiency of these landing pages, consider incorporating the following components:

Visual presentations that highlight your projects or offers;
Photos of clients and team members;
Directions to your shop;
Customer reviews and ratings;
An integrated map;
Opening hours.

These factors can significantly improve your position in search and maps, making your content more engaging and informative. To avoid confusion, you can exclude certain pages from your website's main navigation.

Create a blog to share your knowledge and your entrepreneurial journey

In a competitive market, a blog is a hidden advantage for local SEO promotion. Regular blogging can improve your local SEO position and personalise your brand.

Take these tips into account when developing blogs:

Focus on creating interesting and useful posts that relate to your audience.

Provide insider information, regional advice and your business history to increase reader engagement - a crucial element in search ranking algorithms.

Don't hesitate to talk about obstacles and how you overcame them. Authenticity promotes trust and closeness among potential customers.

The goal isn't just to achieve a better position in the search engines - it's about interacting with your community. By addressing your local community and showcasing your expertise, you'll fix your company in the minds of readers, increasing the effectiveness of your local SEO initiatives.

Keep your Google business profile up to date

Keeping your Google business profile up to date is an effective strategy for boosting your local SEO marketing initiatives and establishing contact with potential clients. Regular updates can keep you in the thoughts of potential customers. This method also improves your company's visibility in search results, highlights new products or offers and interacts with searchers.

How can you ensure that your Google Business Profile (GBP) updates have an impact?

Utilize top-notch images and videos: Visual media is often more captivating and can rapidly grab the consumer's focus. Ensure that your images and videos are sharp and pertinent.

Incorporate calls to action (CTAs): Motivate potential customers to take action by adding prompts such as ‘Come and see us today’, ‘Find out more’ or ‘Contact us now’.

Keep it short: Your updates need to be simple and to the point. Provide crucial information without inundating your audience.

Analysing the competition in order to outperform comparable local companies

A crucial aspect of SEO for small businesses is to monitor your competitors. We suggest that you find local businesses that are currently ranking higher than yours in search results and examine their approach to local SEO.

Key aspects to focus on include:

Website organisation and product presentation: Analyse how they organise their website and present their offers. What is effective or what might you consider doing differently?
Segmentation by keywords: Determine the keywords they are using. If your company is starting out, avoid keywords that are too competitive. Instead, look for alternatives to effectively position your company. For example, instead of ‘massage in New York’, you could focus on ‘best massage therapist in New York’;
Optimise your Google business profile: Analyse how your profile is handled, focusing on the minutiae of the details, the main and secondary business categories and the total number of reviews received.

Your aim is to align with and exceed their efforts. For example, if there are 50 positive reviews, endeavour to exceed 50. If you detect deficiencies in your products or services, think about whether you can develop pages that arouse interest in those deficiencies.

Register your company on local citation platforms

Citations refer to references to your company found in local directories and websites that are relevant to your industry and geographical area. Citations help search engines confirm your company's presence and improve local rankings. For example, you can find articles online that list the ‘top 10 companies’ in your sector. Being included in such lists can greatly enhance your online reputation and attract more local customers.

In addition, ensuring that your company appears in well-known local directories, such as Yelp, the Yellow Pages or neighbourhood and sector-specific sites, can improve your search ranking and make it easier for potential customers to find you.

Identify suitable citation platforms

Look for citation websites that are relevant to your industry and area. For example, if you have a flower shop in New York, look for directories that list local businesses, florists and entries related to New York.

In addition, consistency plays an important role in local SEO marketing. Ensure that your business name, address, and phone number are uniform across all listings. This uniformity increases your company's reliability with search engines and avoids misunderstandings for clients or customers.

Participate in local community events in your neighbourhood

Local SEO involves more than just online optimisation; your offline engagements in the community can greatly enhance your local SEO approach. Participating in or supporting local events will make you an active member of your community, attracting media interest and increasing your brand's exposure.

Get backlinks through media exposure

By getting involved with your community, you'll create meaningful relationships and may also get attention from the local media. This will put your company in front of a wider audience and can generate important backlinks to your site.

Backlinks are links from other websites that direct users to your site, indicating to search engines that your company is significant and reliable in your field. For example, being featured in local newspaper articles or at the Chamber of Commerce can greatly benefit your website's SEO.

Be present in your community

Participating in community initiatives also allows you to establish contacts with local individuals and let them know about your brand. This not only helps you make connections with local customers, but also promotes positive links between your brand and the community. Search engines strive to provide the best local results for users and companies that actively engage with their communities often stand out.

Local SEO is an ongoing endeavour that requires constant effort and focus, and SEO growth usually takes several months. Keep abreast of algorithm updates, monitor your performance consistently and be prepared to adjust your methods as necessary. If you're patient and persistent, you'll notice improvements in your local search rankings.

At Studio.351, we have in-depth knowledge of the needs of local businesses to promote themselves and we're ready to help. Contact us to find out how our promotion service can help your business shine online.

FAQ

What is Local SEO?

Local SEO is the practice of optimising your website and online presence to appear in search results related to your geographical location. This includes specific optimisations to help your business be found by customers in your area, especially in local searches made on Google and Google Maps.

Why is Local SEO essential for my company?

Local SEO is essential because it helps your business stand out in searches made by users who are close to your location. If you have a physical shop or offer services in a specific geographical area, optimising for Local SEO increases your chances of being found by local customers, which can lead to more visits and sales.

What are the main factors influencing Local SEO?

The main factors influencing Local SEO include:

Google Business Profile (formerly Google My Business): The presence and optimisation of your profile;
Consistent names, addresses and phone numbers (NAP): The consistency of this information throughout your website and in external directories;
Customer reviews: Quantity and quality of reviews on Google and other review sites;
Local backlinks: Links from other sites that are local or related to your area;
Content relevance: Content focused on your area of expertise and geographical location;
Site signposting: Use of local keywords and correct markup of structured data (Schema Markup).

How can you enhance your Google Business Profile for Local SEO?

To enhance your Google Business Profile, you should:

Complete all the information on your profile, including address, telephone number and opening hours;
Add quality photos on a regular basis;
Ask customers to leave reviews and respond to these reviews in a professional manner;
Publish relevant updates and posts;
Ensure that NAP information (name, address and phone number) is correct and consistent on your website and other directories.

How can I ensure that my NAP (Name, Address and Telephone) is consistent?

It is essential that the NAP is consistent across your website, Google Business Profile and other local directories such as social media pages, Yelp, Yellow Pages, among others. Inconsistency can jeopardise Google's confidence in the accuracy of your business location.

What are the best practices for getting reviews on Google?

Some good practices for getting reviews include:

Requesting feedback from your customers after a purchase or interaction;
Making the process easy by providing direct links to your reviews profile;
Responding in a professional and appreciative manner to all reviews, positive or negative;
Encourage satisfied customers to leave detailed reviews.

How do reviews influence Local SEO?

Customer reviews are one of the main ranking factors in Local SEO. Google considers companies with good reviews to be more trustworthy and relevant to users. In addition, positive reviews increase visibility in local results and can attract more customers.

How important are local backlinks for Local SEO?

Local backlinks are links from other local sites, directories or businesses that point to your site. They help increase your site's authority and relevance to your geographical area. Getting backlinks from reputable sites related to your location can improve your ranking in local search results.

How can I optimise my site for Local SEO?

To optimise your site for Local SEO, you should:

Include local keywords in titles, meta descriptions, content and URLs;
Create content relevant to your area, such as articles, blogs or pages specific to cities or neighbourhoods;
Use Schema Markup to signal your location;
Optimise for mobile devices, as many local searches are done on smartphones.

What is Schema Markup and how does it help with Local SEO?

Schema Markup is a type of code that you add to your website to help search engines better understand the content and context of your page. For Local SEO, Schema can be used to mark up information about your business, such as address, opening hours, and reviews, helping to improve visibility and relevance in local search results.

How does Local SEO affect Google Maps search?

Local SEO is crucial for visibility on Google Maps, as Google uses much of the same Local SEO information to determine which businesses to display in local searches and on the map. Having a well-optimised Google Business Profile and using Local SEO practices helps increase the chance of your business appearing in Google Maps searches.

Is Local SEO more important for companies with physical shops?

Although Local SEO is particularly important for companies with physical shops or face-to-face services, it can also benefit companies that serve a specific geographical area or offer localised services, such as plumbers, electricians or lawyers. Local SEO helps attract customers from your region and increase sales.

How does Local SEO affect mobile searches?

Local SEO has a significant impact on mobile searches, as many local searches are carried out on smartphones and tablets. Google prioritises local results for these searches and optimising for mobile devices, such as ensuring your site is responsive and fast, improves the user experience and favours ranking in local results.

Should I create localisation pages for the different areas I serve?

If your business serves several areas or neighbourhoods, creating specific pages for these locations can be a good Local SEO strategy. These pages should include relevant information, such as services offered in each area, local customer reviews and data specific to each region, which can help improve rankings in local searches.

How much time is required to observe results with Local SEO?

The time it takes to see results with Local SEO can vary, but it usually takes between 3 and 6 months to start seeing significant improvements, such as increased visibility on Google Maps, more visits to the site and more local customers. Local SEO is a long-term strategy, so it's important to be patient and consistent.

Summary

Local SEO (Search Engine Optimization) is a strategy that focuses on optimizing a business’s online presence to attract local customers. It involves a set of techniques aimed at improving visibility in local search results, which often includes optimizing Google My Business profiles, acquiring local backlinks, and managing online reviews.

The importance of Local SEO lies in its ability to help businesses stand out in local search results, connect with nearby customers, and increase foot traffic or online conversions. It is especially crucial for small businesses or those with physical locations, as local searches often lead to higher engagement and sales. Effective local SEO can also foster community relationships and improve brand credibility.

If you need a partner to help you capitalise on local search, contact Studio.351.

Want to master SEO? Discover everything you need to know to optimise your website, increase your traffic and reach the top of Google with foolproof strategies!

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