46% of all Google searches have local intent. If you serve a geographic area and you're not showing up in local search results, you're invisible to nearly half of potential customers. Here's how to fix that.
Google Business Profile: Your Most Important Asset
Your Google Business Profile (GBP) is more important than your website for local searches. It's what shows up in the map pack, which gets 44% of clicks for local queries. Get it right:
Complete every field. Business name (exact legal name, no keyword stuffing), address, phone, hours, category (choose the most specific primary category), website URL, description, and attributes. Incomplete profiles rank lower.
Add photos weekly. Businesses with 100+ photos get 520% more calls and 2,717% more direction requests. Post photos of your business, team, products, and work. Real photos, not stock images.
Post regularly. GBP posts (offers, updates, events) signal activity and give searchers more reasons to choose you. Post at least weekly.
Reviews: The Local Ranking Factor
Review quantity and quality directly impact local rankings. Aim for a 4.5+ star rating with 50+ reviews. Ask every happy customer for a review — the best time is right after a positive interaction. Respond to every review, including negative ones (professionally and constructively). Businesses that respond to reviews are 1.7x more trusted.
Local Citations
Ensure your Name, Address, and Phone (NAP) are identical everywhere: your website, GBP, Yelp, industry directories, social profiles, and local business listings. Inconsistencies confuse Google and hurt rankings. Use a tool like BrightLocal or Moz Local to audit and fix citation errors.
On-Page Local SEO
Include your city/area in title tags, H1s, and meta descriptions where natural. Create location-specific service pages if you serve multiple areas. Add schema markup (LocalBusiness) to your website. Embed a Google Map on your contact page. These signals reinforce your geographic relevance.
Local Link Building
Get links from local organizations: chamber of commerce, business associations, local news sites, event sponsors, and community organizations. These locally relevant links are more valuable for local SEO than generic directory links. Sponsor a local event, join a business group, or get featured in a local publication.
Local SEO is the most cost-effective marketing channel for businesses serving a specific area. Need help dominating your local market?