What Is Local SEO? A Beginner’s Guide to Growing Your Local Business Online

Introduction

Search Engine Optimization (SEO) is a strategy used to help websites appear higher in search engine results like Google. It helps your business show up when people search for products or services you offer. But when you're a small business that relies on local customers, there's something even more powerful than regular SEO: Local SEO.

Local SEO focuses on making your business more visible to people in your area. Whether you run a flower shop, carpentry business, or dental clinic, showing up when someone searches for "[Your Service] near me" can make all the difference.

What Is Local SEO?

Local SEO is a type of SEO that helps businesses promote their products and services to local customers at the exact time they’re looking for them. It’s especially important for small businesses with physical locations or those that serve specific geographic areas.

While traditional SEO focuses on improving your website's visibility on a national or global level, local SEO helps your business appear in search results for location-specific queries. For example, "best pizza in Melbourne" or "electrician near me."

Why Local SEO Matters

Here’s why local SEO is crucial:

• 46% of all Google searches are looking for local information.

• 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours.

• Searches that include phrases like “near me” or “close by” have grown by more than 500% in recent years.

By investing in local SEO, your business can:

• Get more phone calls and website visits

• Increase foot traffic to your physical location

• Build trust and credibility through reviews and consistent listings

• Generate higher quality leads

How Local SEO Works

Local SEO is all about showing search engines that your business is relevant and trustworthy for a specific location.

Search engines like Google use three key factors in their local algorithm:

• Proximity: How close is the searcher to your business?

• Relevance: Does your business match what the person is searching for?

• Prominence: Is your business well-known or popular in the area?

This is known as Google's local search algorithm. It powers the Local Map Pack, which shows three local businesses at the top of the search results. If you’ve ever searched for something like “café near me” and seen a map with three listings, that’s the Map Pack in action.

Key Elements of Local SEO

To appear in local searches, your business needs to optimize several elements:

Google Business Profile (GBP)

Your Google Business Profile (formerly Google My Business) is the most critical part of local SEO. It’s what shows up in the Map Pack and includes your:

• Business name

• Address

• Phone number

• Website

• Photos

• Hours of operation

• Customer reviews

Make sure your profile is complete, accurate, and regularly updated. Add real photos, answer questions, and respond to reviews.

Local Citations (NAP Consistency)

A citation is any online mention of your business’s Name, Address, and Phone number (NAP). These must be consistent everywhere—on your website, directories (like Yelp or Yellow Pages), and social media.

Inconsistent NAP information can confuse Google and hurt your rankings. Use tools like Moz Local or BrightLocal to manage your citations.

On-Page SEO (Keywords + Location)

Make sure your website includes:

• Keywords related to your services (e.g., “plumber,” “timber fencing”)

• Location-specific phrases (e.g., “in Sydney,” “near Bondi Beach”)

• Title tags and meta descriptions that mention your location

• A contact page with a clickable phone number and Google Map embed

Reviews and Ratings

Positive reviews not only build trust with customers—they’re also a ranking factor in local SEO. Encourage happy clients to leave a review on your Google profile. Respond to all reviews (good or bad) politely and professionally.

According to BrightLocal’s Consumer Review Survey, 87% of consumers read online reviews for local businesses.

Local Backlinks

Links from other local websites (like chambers of commerce, local blogs, or newspapers) help increase your website’s authority. Reach out to local organizations, partner businesses, or event sponsors to build relevant backlinks.

Local SEO Ranking Factors

According to a Whitespark study, the most important local SEO ranking factors include:

• Proximity to the searcher

• Google Business Profile signals (category, keywords, photos)

• Online reviews and ratings

• On-page optimization (location + service keywords)

• Local citations and backlinks

Other things that can impact rankings:

• Whether your GBP listing is verified

• If your business has fresh posts or updates

• Mobile-friendliness of your website

  
  

Examples of Local SEO in Action

Let’s look at a common search: “plumber near me.”

Google will:

• Use your phone’s GPS to find your location

• Show three plumbers closest to you in the Map Pack

• Provide details like phone numbers, reviews, and hours

Compare that to searching “plumber in Brisbane.” Google now shows listings related to Brisbane instead of your current location.

In both cases, businesses that have optimized for local SEO will appear at the top.

How to Start Optimizing for Local SEO

Here’s a simple plan to get started:

Step 1: Claim and Optimize Your Google Business Profile

• Go to Google Business Profile Manager

• Claim your business and fill in all details

• Add high-quality photos

• Post updates and respond to reviews

Step 2: Add Local Keywords to Your Website

• Use location-specific keywords throughout your site

• Create dedicated pages for each service + location if you serve multiple areas

• Include your location in title tags, meta descriptions, and headers

Step 3: Build Local Citations and Get Reviews

• Submit your business to trusted directories like Yellow Pages, Yelp, True Local, and Hotfrog

• Make sure your NAP is consistent across all listings

• Ask happy customers to leave a Google review with keywords like the service and location

  
  

Tools to Help with Local SEO

Here are some helpful tools to manage and improve your local SEO:

• Google Business Profile Manager: For claiming and managing your GBP

• Moz Local: Helps you manage and track citations

• BrightLocal: Great for local SEO audits and competitor analysis

• Whitespark: Useful for tracking rankings and building local citations

Conclusion

Local SEO is one of the most effective ways to grow your business in your local area. By showing up when people search for services near them, you’re connecting with customers who are ready to act.

To recap, local SEO involves:

• Optimizing your Google Business Profile

• Using local keywords on your website

• Building citations, getting reviews, and earning backlinks

If you’re ready to grow your business and increase your visibility, check out our professional Local SEO Services to get started today.