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The Starter’s Guide on Local SEO – 8 Tips for Your Strategy

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Did you know that according to Google 30% of all mobile searches are related to location? Even more impressive, 78% of people who search for a business nearby on their phone visit that business within a day, and 28% of those searches lead directly to a purchase.

In short, potential customers are actively searching for businesses like yours. If your business isn’t showing up in local search results, you’re missing out on significant opportunities to drive traffic, attract customers, and increase sales.

Best of all, this traffic is completely free once your Local SEO is optimized and requires only minimal maintenance—while others spend thousands on ads, you can achieve the same results without spending a dollar.

I will show you the exact techniques that I have used to get over 100 local businesses to #1 in Google for their keywords and rank high in the Google Local Pack!

Stats showing that 30% of searches are related to location and other percentage on how many of those visit within a day

What is Local SEO?

Local SEO is the practice of optimizing your online presence to attract more business from relevant local searches. While traditional SEO focuses on ranking your website globally or nationally, Local SEO is all about connecting your business with potential customers in your area. For example, when someone searches for “plumber near me” or “best coffee shop in Seattle” Local SEO helps ensure your business shows up in those search results.

The main difference between Local SEO and regular SEO lies in intent: Local SEO targets people looking for businesses nearby, often with immediate needs. It’s especially important for service-based businesses, local stores, and any business relying on foot traffic or regional clients.

The key differences between SEO and Local SEO

Who Needs Local SEO?

Local SEO is essential for businesses that operate in specific areas or serve customers in certain locations. Whether you’re running a law firm, a plumbing business, a restaurant, or a yoga studio with multiple locations, Local SEO ensures that you’re visible to people searching for services you offer in your area (e.g. have local intent).

Here’s a quick checklist to see if Local SEO is for you:

  • Does your business have a physical location or serve customers in a specific area?
  • Do you want more visibility in Google Maps or local search results?
  • Are you targeting “near me” searches to reach potential customers?

If you answered yes to any of these, Local SEO is critical for your business.

Here are some examples of what kind of businesses need local SEO:

1. Service-Based Businesses

These businesses don’t rely on customers visiting a physical location but instead provide services at the customer’s home or in a specific service area.
Examples:

  • Plumbers
  • Electricians
  • Landscapers
  • Pest Control Services
  • Mobile Car Detailing

2. Local Stores and Retail Businesses

Businesses with a physical storefront where customers visit to purchase products or services.
Examples:

  • Grocery Stores
  • Boutiques
  • Coffee Shops
  • Bookstores
  • Electronics Stores

3. Professional Services

These businesses provide specialized services, often requiring appointments or consultations, and typically serve clients within a local area.
Examples:

  • Law Firms
  • Accountants
  • Real Estate Agencies
  • Dentists
  • Doctors’ Offices

4. Hospitality and Tourism Businesses

Businesses that attract out-of-town visitors or serve local tourists.
Examples:

  • Hotels
  • Bed & Breakfasts
  • Tour Operators
  • Local Attractions (e.g., museums, theme parks)
  • Car Rentals

5. Health and Wellness Services

Local SEO helps these businesses attract clients searching for personal care and wellness options nearby.
Examples:

  • Gyms
  • Yoga Studios
  • Spas
  • Massage Therapists
  • Nutritionists

6. Restaurants and Food Services

Food-related businesses heavily rely on local search visibility to attract nearby customers.
Examples:

  • Restaurants
  • Cafés
  • Food Trucks
  • Catering Services
  • Bakeries

7. Educational Institutions and Programs

Schools or training programs that serve a local community or specific region.
Examples:

  • Driving Schools
  • Language Schools
  • Tutoring Centers
  • Vocational Training Programs
Who needs local SEO overview

Why Local SEO Matters

Local SEO is essential for attracting nearby customers and growing your business. If your business relies on local traffic—whether it is foot traffic, calls, or online inquiries—Local SEO can make the difference between a thriving business and missed opportunities. Here’s why it matters:

Local Searches Lead to Real Results

Local searches are highly action-oriented. When people search for nearby businesses, they are not just browsing—they are looking to act.

  • 30% of all mobile searches are location-based, meaning millions of people actively search for businesses in their area every day.
  • 78% of local mobile searches result in a visit to a nearby business within 24 hours.
  • 28% of those visits lead directly to a purchase.

This makes Local SEO an unparalleled opportunity to capture free, highly targeted traffic from people ready to buy. With the right approach, your business can secure a spot in front of these motivated searchers.

Visibility in the Map Pack

The Map Pack is prominently displayed at the top of search results and is often the first thing people see when searching for local services. Appearing here ensures your local business is visible when it matters most.

The Google map/local pack highlighted
  • Businesses in the Map Pack experience more clicks, calls, and foot traffic.
  • Potential customers frequently base their decisions on information like reviews, proximity, and business details such as hours of operation.

An optimized Google Business Profile is critical to securing a place in the Map Pack and ensuring customers can easily find and contact you.

Increased Foot Traffic and Online Engagement

A well-planned Local SEO strategy ensures that your business appears in relevant local searches, leading to more exposure and interactions.

  • Foot Traffic: Local SEO drives people to your physical location, whether they are searching for a coffee shop, hardware store, or yoga studio.
  • Online Engagement: A strong presence in local search results increases clicks to your website and engagement with your content.

Whether you are a local restaurant attracting diners or a plumber targeting emergency calls, Local SEO ensures you are visible to people who need your services.

Local SEO is Cost-Effective

Unlike paid ads, Local SEO provides long-term value with minimal ongoing costs. Once your business is optimized, it requires only occasional updates and maintenance.

  • Many businesses spend thousands on ads to reach local customers. A well-executed Local SEO strategy can deliver similar results for free.
  • Local SEO builds your online presence over time, attracting customers consistently without additional ad spending.

For example here are some CPC (Cost-per-click) stats from the Google Ads Keyword Planner for local searches for plumbers in Chicago, Illinois:

As you can see the cost for a single click on an ad for these keywords can range from 22$ to nearly 70$ (This view shows the price in € but they are pretty similar in value).

For a law firm these costs can be even higher:

CPC values for local search queries for lawyers

A single click on an ad for these keywords can cost over 100$ (This view shows the price in € but they are pretty similar in value)!

With Local SEO you can get some of the traffic others pay so much for, completely for free!

Build Trust and Credibility

Local SEO establishes trust by showcasing your business’s reputation through reviews, ratings, and accurate business information. People are more likely to trust businesses with verified details, positive reviews, and consistent visibility across platforms. Focusing on your reputation and online presence positions you as a trusted provider in your community.

How Local SEO Works

Local SEO helps businesses appear in local search results, connecting them with customers in their area. It influences two key areas: the Map Pack and organic search results. Below are the main sectors of Local SEO and how they contribute to improving local visibility.

Google Business Profile and the Map Pack

The Map Pack is the most important feature in local search. It highlights three top businesses relevant to the user’s search query, based on factors like proximity, reviews, and relevance.

Key elements of the Map Pack:

  • Business name and rating.
  • Address and phone number.
  • A link to the website.
  • Directions via Google Maps.

Your Google Business Profile(formerly Google My Business) is essential for appearing in the Map Pack. It allows you to manage your business information and ensures accuracy across platforms.

Pro Tip: The map pack is also the place where you can best rank for “Near me” searches, so for example “Plumbing service near me”. We have written an article about how to rank for “Near me” searches, which you should check out!

Plumbing Example for a near me search in chicago

Why It Matters:

  • Directly influences your visibility in local search results.
  • Helps customers find your business quickly and easily.
  • Drives more foot traffic and website visits.

Learn More: Read our guide on Google Business Profile Optimization.

Organic Search Results for Local Searches

Organic search results refer to traditional listings beneath the Map Pack. These results are shaped by factors like:

  • Relevant local keywords in your content.
  • High-quality, optimized pages.
  • Backlinks from credible sources.

Key Differences from the Map Pack:

  • Organic results rely heavily on website content and SEO practices.
  • They include blog posts, service pages, and location-specific landing pages.

Example: A coffee shop in Los Angeles could create a page titled “Best Coffee Shop in Downtown Los Angeles” to rank in local search results for a user who is located in downtown Los Angeles and searches for “Coffee Shop near me”.

Highlighted Organic results for a coffee shop near me search

Learn More: Explore Local SEO Content Optimization.

Local Citations and Business Directories

A local citation is any online mention of your business’s name, address, and phone number (NAP). Common places for citations include:

  • Business directories like Yelp, Yellow Pages, or TripAdvisor.
  • Social media platforms with business profiles.
  • Local websites or community pages.

Why They Matter:

  • Boost your credibility with search engines.
  • Improve your local search rankings when consistent across platforms.
  • Help customers verify your business information.

Tips for Effective Citations:

  • Ensure your NAP is consistent everywhere.
  • Avoid duplicate or outdated listings.
  • Focus on high-quality online directories.

Online Reviews and Reputation Management

Online reviews play a significant role in both the Map Pack and organic rankings. Customers trust businesses with positive reviews, and search engines prioritize businesses with strong reputations.

Why Reviews Are Crucial:

  • Positive reviews increase trust and drive conversions.
  • They directly impact rankings in the Map Pack.
  • Review responses show engagement and build loyalty.

How to Leverage Reviews:

  • Encourage happy customers to leave detailed reviews.
  • Respond to reviews promptly, whether positive or negative.
  • Highlight positive feedback in your marketing.
The Google Map Pack with highlighted Reviews and two review examples

To get more reviews I suggest you read our article on how to get more reviews.

Local Link Building

Building links from other local businesses or organizations strengthens your authority in local search. These links signal to search engines that your business is trusted within your community.

Examples of Local Link Opportunities:

  • Partnering with nearby businesses for collaborations.
  • Sponsoring local events to gain mentions on event pages.
  • Earning links from local blogs or news sites.

Why It Matters:

  • Boosts your visibility in local search rankings.
  • Builds trust with potential customers and search engines.
local backlinks showing to the main website in the center and from relevant sources

Technical Local SEO

Technical SEO ensures your website performs well, which is essential for both local and traditional SEO.

Key Areas to Optimize:

  • Website speed: Faster-loading pages rank higher and improve user experience.
  • Mobile responsiveness: Many local searches happen on phones, so a mobile-friendly site is crucial.
  • Schema markup: Structured data helps search engines understand your content.

Why It Matters:

  • Enhances local search visibility and user experience.
  • Prevents technical issues that could harm your rankings.

Learn More: Ahrefs.com has a great article about Technical Local SEO.

Landing Pages for Local SEO

Service and location-specific landing pages are a cornerstone of a successful local SEO strategy. These pages help you rank for queries targeting specific locations or services.

What Makes a Good Landing Page:

  • A focus on local keywords (e.g., “HVAC Repair in Austin”).
  • Clear details about your services, location, and contact information.
  • A compelling call-to-action to encourage inquiries.

Why It Matters:

  • Targets specific neighborhoods or cities effectively.
  • Converts searchers into paying customers by providing relevant information.
Two websites for a Plumbing business with different locations as targeted keywords

Learn More: Discover How to Create Local Landing Pages.

Common Mistakes to Avoid in Local SEO

Even with the best intentions, businesses often make critical mistakes when implementing Local SEO strategies. Avoiding these pitfalls can save time, protect your rankings, and improve your overall results.

Inconsistent Business Information

One of the most common issues is having inconsistent name, address, and phone number (NAP) details across platforms.

Why this matters:

  • Search engines rely on accurate data to determine your credibility.
  • Inconsistent information can confuse both potential customers and search engines.

How to fix it:

  • Audit all your online business listings to ensure they match your Google Business Profile.
  • Use a spreadsheet or Local SEO tools to track all listings and correct discrepancies.

Ignoring Mobile Optimization

Most local searches happen on mobile devices, so a website that is not mobile-friendly can hurt your Local SEO efforts.

Why this matters:

  • A poor mobile experience leads to higher bounce rates, which signals to search engines that your site is less relevant.
  • Mobile users expect fast-loading, easy-to-navigate websites.

How to fix it:

  • Use tools like Google’s Mobile-Friendly Test to check your site’s performance.
  • Optimize images and reduce unnecessary scripts to speed up loading times.
  • Ensure your website design adjusts seamlessly to different screen sizes.

Failing to Respond to Online Reviews

Ignoring customer reviews—whether positive or negative—can harm your reputation and lower your rankings in the local pack and organic results.

Why this matters:

  • Engaging with reviews shows that you care about your customers, which encourages loyalty.
  • Responses to negative reviews demonstrate professionalism and help mitigate damage.

How to fix it:

  • Set up notifications for new reviews to respond promptly.
  • Use polite, empathetic responses for complaints and thank customers for positive feedback.

Not Using Local Keywords Effectively

Using vague or overly broad keywords can result in poor targeting, leaving your business out of relevant local searches.

Why this matters:

  • Local keywords connect your business to customers searching in your area.
  • Without them, your content may not align with what people are actually searching for.

How to fix it:

  • Conduct local keyword research using tools like Google Keyword Planner.
  • Incorporate specific keywords into your website’s metadata, headings, and page content.

Learn more about targeting local keywords in our article: Keyword Research for Beginners.

Neglecting Technical SEO

Technical issues on your website can prevent search engines from properly crawling and indexing your content, reducing your visibility in local search results.

Why this matters:

  • Broken links, slow loading times, and poor site structure make it harder for search engines to rank your site.
  • Schema markup and sitemaps help search engines understand your business better.

How to fix it:

  • Run a technical audit using tools like Google Search Console or Lighthouse.
  • Fix broken links, optimize your website speed, and ensure your structured data is in place.

Where to Start: Taking Your First Steps in Local SEO

Now that you understand the key components of Local SEO, it’s time to decide where to start. The best starting point depends on your current business setup and the areas you need the most improvement. Use the following scenarios to identify the right next step for your local SEO strategy.

If You Don’t Have a Google Business Profile

Your Google Business Profile is the foundation of Local SEO. Without it, you cannot appear in the Map Pack or on Google Maps.

What to do next:

  1. Set up your profile on Google by providing your business name, address, and phone number.
  2. Add accurate details like your hours, services, and photos.
  3. Verify your profile to ensure it appears in local search results.

Start with our Google Business Profile Optimization Guide.

If You Don’t Rank in the Map Pack

If your business isn’t appearing in the Google local/map pack, it may be due to incomplete information or a lack of customer reviews.

What to do next:

  1. Optimize your Google Business Profile with detailed descriptions, categories, and photos.
  2. Encourage satisfied customers to leave positive online reviews.
  3. Respond to existing reviews to show engagement.

Learn how to improve your visibility in our Local Pack Guide.

If Your Website Isn’t Showing in Organic Search Results

Ranking in organic search results requires strong on-page SEO and relevant content.

What to do next:

  1. Perform local keyword research to identify the terms your target audience is searching for.
  2. Update your metadata, headings, and content to include these local keywords.
  3. Create service or location-specific landing pages tailored to your local audience.

Read our guide to Local Landing Pages and Keyword Research to get started.

If Your Information Is Inconsistent Online

Inconsistent name, address, and phone number (NAP) details across platforms can confuse customers and hurt your rankings.

What to do next:

  1. Audit all your online business listings in directories like Yelp, TripAdvisor, and Yellow Pages.
  2. Correct any discrepancies and remove duplicate entries.
  3. Use a tool or spreadsheet to track your NAP consistency.

If You Don’t Have Customer Reviews

Customer reviews are essential for improving trust and rankings in both the Map Pack and organic results.

What to do next:

  1. Ask satisfied customers to leave detailed reviews on platforms like Google and Yelp.
  2. Provide incentives like discounts or loyalty points for verified reviews.
  3. Monitor and respond to reviews to show that you value feedback.

Check out our guide on Getting More Reviews to learn how.

If Your Website Has Technical Issues

Technical problems like slow loading times or poor mobile design can hurt your visibility in local search results.

What to do next:

  1. Test your website’s performance using tools like Google’s PageSpeed Insights.
  2. Optimize for mobile users by ensuring your site is responsive on all devices.
  3. Add local schema markup to make your content more accessible to search engines.

If You’re Missing Links from Local Websites

Backlinks from other local businesses and community sites strengthen your credibility and improve your local rankings.

What to do next:

  1. Partner with neighboring businesses or organizations to exchange links.
  2. Sponsor local events to get mentions on their websites.
  3. Submit your site to local directories or community blogs.

Start Small and Build Momentum

You don’t have to tackle every area of Local SEO at once. Begin with the area that will give you the biggest impact based on your business’s current situation. For example:

  • If you don’t have a Google Business Profile, prioritize setting it up.
  • If your website isn’t ranking in organic search results, focus on optimizing your content with local keywords.
  • If you lack customer reviews, start encouraging feedback from satisfied customers.

By focusing on one area at a time and gradually improving your local SEO efforts, you’ll build a stronger presence in local search rankings and attract more customers.

Local SEO for Different Businesses

Local SEO is different from business to business. That’s why we have created dedicated guides for specific niches so you can check out the tips from this guide with dedicated examples for your business:

Local SEO Checklist

After you got some important local SEO tips, it’s now time to get to action and boost your local SEO. You can use this checklist to cover some of the most important parts of local SEO.

[You can Download Your Free Local SEO Checklist here]

Screenshot of a local SEO checklist

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

About The Author

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

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