Unlocking the power of local SEO can be the key to transforming your business's online presence and capturing the attention of nearby customers. But with so many tactics and tips out there, it can be challenging to know where to start or which strategies will genuinely make a difference. That’s why we’ve gone straight to the source, gathering exclusive insights from twenty seasoned experts — SEO managers, directors, and professionals who’ve been in the trenches and know what it takes to succeed.
20 local SEO strategies for small businesses
Whether you're looking to dominate the search results with "People Also Ask" content or fine-tune your Google Business Profile categories, these experts reveal the strategies that moved the needle for them. In this article, you'll discover actionable advice and proven techniques that can help you boost your local search visibility and stand out in your community. Get ready to elevate your local SEO game with these real-world success stories.
1. Create People Also Ask content
We have an SEO strategy for our websites and brands, as well as for our local SEO clients, where we create unique, helpful, useful content based on Google's “People Also Ask” questions. We search for a local, relevant keyword we want to target for clients and then craft monthly blog posts that answer Google's “People Also Ask” questions to become the best answer.
In the content, we link to relevant, helpful internal pages of our clients' sites, and this has helped build relevant topical authority and boost their local SEO. In some cases, in the blog posts, we embed the local Google map listing as well, if it makes sense. This is part of our SEO Blog Writing monthly services and has worked really well for our local SEO clients.
TJ Loftus, Local Internet Marketing Consultant, Lifted Websites
2. Leverage reviews for visibility
Reviews, reviews, reviews! You can make your profile look as good as possible, but if you don't have the reviews to support it, you won't show up in the ways you are hoping. If you're worried about bad reviews, there are smart ways to reply to those (be polite) that can easily negate the original reviewer's text. If you have bad reviews at all, it almost looks worse when you haven't responded to them.
Dan Shaffer, Director, SEO.com
3. Combine long-tail and LSI keywords
I have incorporated a long-tail keyword strategy along with LSI (Latent Semantic Indexing) keywords. The blend of these two strategies helps Google identify the most relevant content for local keywords.
To execute this strategy, we have built pillar content pages around the main keyword and enhanced them by sprinkling in long-tail and LSI keywords. I recommend this strategy for improving local SEO because the majority of local keywords are long-tail and can be easily blended with LSI keywords.
Last but not least, we need to create highly relevant and tailored content for the local audience (including tone, idioms, and phrases) to build authority and improve keywords' positions in search engine results pages. With the perfect mix of content, long-tail keywords, and LSI keywords, it's a surefire way to rank for local keywords.
Rakshit Panchal, SEO Manager, Sydney Digital Agency
4. Craft local area guides
I work with several real estate agencies, and hands down, the best strategy for increasing local SEO is writing about the local area. This involves creating detailed guides and blog posts about the neighborhoods in the area. They should detail the types of homes for sale there, the community, and local landmarks and features. These drive massive long-tail keywords from people researching areas before buying a home.
They also target home buyers who are moving to the city, which other local SEO efforts don't get a lot of visibility for. These leads are all incredibly primed to buy in a specific area and have already developed a deep sense of trust with the agent based on their local expertise in these guides. The last agent I worked with on optimizing these guides saw a 500% increase in organic traffic and increased website contact requests by 150%. These not only drive traffic but targeted traffic who want to connect.
Rebekah May, SEO - Content Marketing Expert, MarketingAid.io
5. Post regularly on business listings
One of the most criminally underrated local SEO strategies we've used is regularly posting on local business listings (like Google Business Profile).
The majority of local business websites get no links to internal pages, so uploading blogs and that sort of content probably won't be as impactful as you'd like.
That's where regularly posting on local business listings makes such a big difference. Essentially, you're turning your local business listing into a hub with fresh content for users, and you're constantly pinging those local business listings that you're working to keep your visibility up.
For people looking to improve their local SEO with this strategy:
- All of your content is gold here.
- Social media posts that showcase your product/service in a visually appealing way? Post it.
- Blog posts on your website with information that's super relevant to users? Post it.
- New pricing? Post it.
- New office hours? Post it.
Most people search for a business online before visiting it physically. By posting content regularly, you're giving users everything they need to show them that you can provide what they're looking for more comprehensively and actively than your competitors.
By using this strategy, you're utilizing a tool that's available to everyone but used by almost no one.
And it makes such a big difference.
Ian du Toit, Co-Founder & Head SEO Guy, Poor Man's SEO
6. Prioritize citations and content
We've been refining our local SEO strategy for over 10 years, and two tactics that have significantly boosted our visibility are citation building and content marketing.
For citations, we prioritized listing our business on top platforms like Yelp, Bing Local, and Google Business Profile (before moving on to other networks like Foursquare and Yellowpages). This ensured our business was visible across multiple channels, leading to more customer engagement.
Content marketing requires a strategic approach. We focused on creating valuable content tailored to local customer search queries, which paid off, especially after recent Google algorithm updates.
My advice to small business owners is to ensure all your citations are accurate and complete, then focus on developing content that addresses the specific questions your potential customers are asking. This combination has been key to our success and can help others improve their local SEO too.
Hemal Patel, Founder, KB Studio
7. Hyper-focus on neighborhoods
One local SEO tactic that really boosted our visibility was hyper-focusing on specific neighborhoods. We worked with a local florist who had multiple shops across the city. By creating unique content for each location, like highlighting local landmarks, partnering with nearby businesses for special arrangements, and even featuring customer stories, we were able to dominate local search results.
For instance, we wrote blog posts about the best flowers for different neighborhood vibes, created guides to local wedding venues, and even partnered with a local bakery to offer flower-and-dessert combos. This hyper-local approach led to a significant increase in foot traffic and online orders for each shop.
My advice? Don't just target the city; dive deep into the neighborhoods. People are searching for convenient, personalized options, so give them what they want.
Kevin Dam, Founder and CEO, Aemorph
8. Secure backlinks from local media
I concentrated on obtaining backlinks from local news outlets and blogs, which had a significant impact on my local SEO. In local markets, the competition is often lower, making each link more valuable and impactful. For others looking to improve their local SEO, I recommend building relationships within your local community, seeking opportunities for media coverage, or contributing guest posts to local blogs. Because there's often less competition for these links, they can provide a substantial boost in visibility as well as improve your local PR and brand.
Jon Kelly, SEO Manager, 1st on the List
9. Engage with Google Q&A section
The real game-changer for our clients' local SEO strategy was actively engaging with the Q&A section on their Google Business Profile. We proactively add the most common questions we know potential customers might ask, and provide thorough, value-packed answers. This not only helps by addressing customer questions upfront but also enriches the business's profile with additional keywords and phrases that naturally align with local search queries.
John White, Director, Complete White Label
10. Enhance Google Business engagement
A local SEO strategy that has been working well lately has been enhancing our Google Business Profiles (GBP) with additional engagement points. These are often overlooked when working on a local SEO strategy because it can be time-intensive upfront, but it’s a fantastic way to stand out from your competitors. We've seen a direct influence on rankings and traffic gains when effort is put into these engagement points.
My advice: customize these elements to reflect your business's unique ethos. Instead of using stock photos and canned descriptions, capture custom photos for product cards, gather common customer questions from your front desk staff, and write unique descriptions for your services or offerings. The results in terms of local visibility are well worth it long-term.
Jeffrey Kustron, Local Search Strategist, Glacial Multimedia
11. Optimize location-specific landing pages
A key local SEO strategy that has improved our visibility was creating and optimizing location-specific landing pages. By developing dedicated pages for each of the areas we serve, we were able to target local keywords more effectively and address the unique needs and interests of customers in each location. These pages featured detailed product descriptions, expert tips, and industry insights, which provided valuable information to our customers and drove significant engagement.
For others looking to boost their local SEO, my advice is to invest time in crafting high-quality, location-specific content. Ensure that each landing page is tailored to the local audience with relevant keywords, and don't forget to include your business’s NAP (Name, Address, Phone number) details consistently across all pages. This approach not only improves local search rankings but also makes your business more relatable and accessible to potential customers in those areas.
Kayla Croser, Content Executive / SEO, RGC Digital Marketing
12. Collaborate with local influencers
As the owner of a link-building agency, I've found that collaborating with local influencers has been a game-changer.
Here's an example: we partnered with a local influencer who has a strong presence in our community. They featured our agency in their social media posts and shared our content with their followers. By providing valuable insights on local SEO and showcasing the success stories of local businesses we've assisted, we became a trusted resource in the community. This not only increased our website traffic but also improved our rankings in local search results.
My advice for others looking to improve their local SEO using this strategy is to connect with local influencers who have a strong and engaged following. Offer them valuable content that they can share with their audience. This collaboration not only helps build backlinks but also enhances your credibility and visibility in local search results.
Viktoria Medvedko, Founder and Link Building Strategist, GetMentioned
13. Implement a citation-building campaign
Citation building is a great local SEO strategy that not only builds links and references to a local business but also builds brand credibility and puts a brand in directories where its customers are actively searching for its products or services.
I implemented a citation-building campaign for a multi-location nationwide business in the UK. All of their locations showed up in local newspaper directories, driving referral traffic while building links from reputable sources. This increased our domain's overall authority, and thus, our site-wide rankings saw improvements, as did our rankings for local search keywords.
If you want to conduct a citation-building campaign, you MUST ensure that your Name, Address, and Phone Number (NAP) information—which often includes other information about your business—is correct and consistent across all your citations.
Doing this manually is very time-consuming, so I recommend either hiring a data entry specialist from Upwork or Fiverr or using software designed to do this for you, such as BrightLocal.
Will Rice, SEO & Marketing Manager, MeasureMinds Group
14. Streamline review request process
It sounds simple, but Google reviews are an excellent way to improve rankings in Google's local algorithm. If I could provide any piece of advice, it's to find a tool that can help you make review requests easy, and to avoid review “gating.” So, don't ONLY ask happy customers for reviews; instead, create a fantastic customer experience for everyone and then make it simple and easy for any customer to share their experience online.
The most successful businesses I've worked with typically have some kind of workflow, strategy, or process in place for managing review requests and responses—just like they would for intake or inventory. Bonus points if the reviews mention the local service or product you provide, which can help you get more visibility in local SERPs.
Emily Brady, Director of SEO, Omnizant
15. Run Google Maps campaigns
One local SEO strategy that has significantly increased our visibility in local searches is running a well-structured Google Maps campaign directly linked to our Google Business Profile. We implement this approach for any business with a physical location, particularly restaurants, bars, mobile-detailing companies, and coffee shops. This strategy consistently attracts new customers, even with a modest budget of $5 to $10 per day.
Interestingly, many agencies and businesses are either unaware of this technique or unsure how to execute it effectively. I highly recommend exploring this strategy for others looking to improve their local SEO. It's a cost-effective way to boost your visibility and drive customer engagement in your local market.
David Esau, Digital Marketing Strategist / Agency Owner, Click Track Marketing
16. Continuously gather positive reviews
The biggest factor that has increased local visibility is continuously getting relevant, positive reviews! Search engines like Google have been using this as the biggest factor in regards to which businesses are credible and authoritative in their respective industries. A review profile that is rated highly and grows regularly makes such a big difference when done the right way over time.
With that being said, it is important to actually do it the right way over time. That means genuinely doing a great job for customers and building relationships with them to the point that they wouldn't mind leaving a favorable review when politely asked. I've seen local businesses incentivize positive reviews, and when search engines believe the system is being cheated, you could risk losing visibility entirely.
Kurt Lambert, Head of SEO, Growth Marketing Pro
17. Develop a localized content strategy
One local SEO strategy that significantly increased visibility for one of our clients in local searches was the creation of a localized content strategy.
As search engines continue to evolve, they're becoming increasingly adept at understanding and serving content tailored to specific audiences—and in this instance, specific locations. By focusing on producing content that is not only relevant but also highly specific to a particular region or locale, you can effectively position yourself as a local authority. Aligning yourself with Google's E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines, but with an emphasis on the location you want to target.
For example, we work with a logistics client that operates across multiple regions. To enhance their visibility in as many of these areas as possible, we created dedicated content hubs to host and publish localized content. Types of content included:
- Area-specific information: Facts about the locale and any points of interest.
Local events and updates: Articles and posts highlighting relevant events or news within the area. - Service-specific benefits: Content that illustrated how the logistics services directly benefit the local community.
This strategy can not only boost local brand awareness but also sends highly relevant local signals to both search engines and potential customers. By crafting content that resonates with the local audience, you can strengthen your presence in targeted regions, improve your rankings in local search results, and establish your business as the go-to authority in those areas.
For others looking to improve their local SEO, my advice is to prioritize the creation of localized content. Focus on understanding the unique characteristics and needs of the locations you want to target, and tailor your content accordingly. The more relevant and specific your content is to a given locality, the more likely it is that both search engines and users will recognize your business as a key player in that area.
Elliot Stanion, Deputy Head of SEO, The SEO Works
18. Optimize your Google My Business
One effective local SEO strategy that can significantly increase visibility in local searches is optimizing and enhancing your Google My Business listing. This is a crucial step in improving local search visibility, as it helps search engines understand your business's location, hours of operation, and other essential details.
Optimizing your Google My Business listing involves several key steps:
- Verify your business: Ensure that your business is verified on Google My Business to increase credibility and trust with search engines.
- Complete your profile: Fill out your business profile completely, including your business name, address, phone number, hours of operation, and categories.
- Add high-quality photos and videos: Add high-quality photos and videos to your listing to showcase your business and its offerings.
- Respond to reviews: Respond promptly to customer reviews, both positive and negative, to demonstrate your commitment to customer service.
- Use local attributes: Use local attributes to provide additional information about your business, such as amenities, services, or products offered.
To improve your local SEO using this strategy, I recommend the following:
- Keep your listing up-to-date: Regularly update your Google My Business listing to ensure that your business information is accurate and current.
- Monitor and respond to reviews: Continuously monitor customer reviews and respond promptly to maintain a positive online reputation.
- Use local SEO tools: Utilize local SEO tools, such as LocalClarity, to analyze and optimize your local search visibility across multiple locations.
- Create localized content: Develop location-specific content to attract local customers and increase engagement.
By following these steps and advice, you can significantly improve your local search visibility and attract more customers to your business.
Syed Aas, Digital Marketing Specialist, Dunesberry Digital Marketing Agency
19. Align GMB profiles with on-site info
Having worked for one of the U.K.’s leading retailers with over 450 locations, one of the biggest uplifts we saw around local SEO was ensuring all Google My Business profiles aligned with the core NAP information provided on-site. This also included being hyper-local with content and internal links from specific shop and garage-based landing pages to ensure we could improve visibility both in the map pack and traditional SEO results.
Advice: For others looking to improve their local SEO, I recommend fully leveraging your GMB profile. Regularly update it with local content, respond to reviews, and use location-based keywords. Additionally, ensure your NAP details are consistent across all online platforms. This not only improves local search visibility but also enhances credibility and trust with potential customers.
Once these elements are done, I’d hone in on developing strong citations from both generic and specific sites related to your industry before conducting a deep dive into competitor brands' rankings to identify any niche keywords your website might have missed.
Kev Wiles, Fractional SEO Director, Kev Wiles
20. Optimize Google Business Profile categories
Optimizing categories and services in your Google Business Profile properly is essential. We use a free tool called GMB Everywhere to accomplish this. It allows you to see all the categories of your competitors and provides you with the most common associated services for the categories you select.
Here are the exact steps:
- Download the GMB Everywhere Chrome extension: Start by installing the GMB Everywhere Chrome extension. This tool will give you valuable insights into the categories your top-ranking competitors are using.
- Sign up for a free account: Once you've installed the extension, sign up for a free account. This will unlock the full functionality of the tool.
- Search for your desired keyword: With the extension enabled, conduct a search for your desired keyword to generate competitor results.
- Analyze competitors' categories: View your competitors' profiles; you'll notice the new information showing you the primary and additional categories your competition is using.
- Update your business categories: Go back to your Google Business Profile and add the relevant categories that align with your business. Although you can add up to nine categories, it’s best to limit yourself to five to maintain relevance. Choose the categories that best describe your business and its offerings.
These steps will help you better align your profile with industry standards, giving you a competitive edge in local search results.
Matthew Demers, Founder, Diffuse Digital Marketing
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