Local SEO Basics: Rank in Local Search Results

💡 Key Point: Local SEO is especially important for businesses with physical locations or those serving specific geographic areas—restaurants, retail stores, medical practices, law firms, contractors, real estate agents, and more.

Step 1: Claim or Create Your Profile

1. Go to google.com/business
2. Sign in with your Google account
3. Click "Manage now"
4. Search for your business name
5. If it exists, claim it. If not, create a new profile

Step 2: Verify Your Business

Google will verify your business through one of these methods:

• Postcard: Google mails a verification code to your business address (most common, takes 5-7 days)
• Phone: Verification code sent via phone call or text (available for some businesses)
• Email: Verification link sent to email (rare, for select businesses)
• Instant: If you've already verified in Search Console (domain verified)

Important: You MUST verify to appear in local search results and Google Maps.

Step 3: Complete Your Profile

Fill out every section completely. Google favors complete profiles in local rankings.

1. Business Name

Use your official business name exactly as it appears offline.

Don't: Add keywords like "Joe's Pizza - Best Pizza in Chicago"

Do: Use "Joe's Pizza" (your actual business name)

2. Category Selection

Primary category: Choose the most accurate category that describes your core business

Additional categories: Add relevant secondary categories (up to 9 additional)

Example for a coffee shop:

• Primary: Coffee shop
• Additional: Cafe, Espresso bar, Breakfast restaurant

3. Business Description (750 characters)

Write a compelling description that:

• Explains what you do
• Highlights what makes you unique
• Includes relevant keywords naturally
• Mentions your location/service area

Example: "Family-owned Italian restaurant in downtown Chicago serving authentic pasta, pizza, and wine since 1985. We use locally-sourced ingredients and traditional recipes passed down for generations. Dine-in, takeout, and catering available."

4. Hours of Operation

Set accurate hours: Include regular hours and special hours for holidays

Update in real-time: Mark "Temporarily closed" or adjust hours for emergencies

Why it matters: Inaccurate hours frustrate customers and hurt rankings

5. Add Photos and Videos

Upload high-quality photos of:

• Logo (square, at least 720×720px)
• Cover photo (landscape, 1024×576px)
• Interior and exterior of your business
• Products or services
• Your team
• Customer interactions

Best practices:

• Add new photos regularly (at least monthly)
• Use professional-quality images
• Businesses with photos get 42% more requests for directions

6. Services and Products

List your services or products with:

• Clear names
• Detailed descriptions
• Prices (when applicable)
• Photos for each service/product

7. Attributes

Select all applicable attributes:

• Women-led, Veteran-led, LGBTQ+ friendly
• Wheelchair accessible
• Free Wi-Fi
• Outdoor seating
• Accepts credit cards
• And many more depending on your category

✅ Pro Tip: Businesses with complete Google Business Profiles are 2.7x more likely to be considered reputable by consumers. Fill out every section—it takes an hour but pays off for years.

✅ Use the EXACT Same Format Everywhere

Bad (inconsistent):

• Website: "Joe's Pizza, 123 Main Street, Chicago, IL 60601"
• Google: "Joe's Pizza, 123 Main St, Chicago, Illinois 60601"
• Yelp: "Joes Pizza, 123 Main, Chicago"

Good (consistent):

• All listings: "Joe's Pizza, 123 Main Street, Chicago, IL 60601, (312) 555-0100"

Where to Ensure NAP Consistency

• Your website (especially footer and contact page)
• Google Business Profile
• Facebook Business Page
• Yelp
• Apple Maps
• Industry-specific directories
• Chamber of Commerce
• Better Business Bureau

⚠️ Common Mistakes: Using PO Boxes (use physical address), abbreviating inconsistently (St vs Street), different phone numbers (use one main number), suite numbers formatted differently.

1. Ask at the Right Time

Request reviews when customers are happiest:

• Right after a successful transaction
• After receiving positive feedback
• When a customer compliments your service

2. Make It Easy

Create a direct review link:

1. Go to your Google Business Profile
2. Click "Get more reviews"
3. Copy the short review link
4. Share via email, text, or printed cards

Example: "We'd love your feedback! Leave us a review: [short link]"

3. Train Your Team

Make review requests part of your process. Train staff to mention reviews naturally: "If you enjoyed your experience, we'd appreciate a review on Google!"

4. Send Follow-Up Emails

After a purchase or service:

• Send a thank-you email
• Include a review request
• Add the direct review link
• Keep it short and friendly

✅ Responding to Positive Reviews

• Thank the reviewer by name
• Be specific about what they mentioned
• Keep it brief and genuine
• Invite them to return

Example: "Thanks so much, Sarah! We're thrilled you enjoyed our margherita pizza. We hope to see you again soon!"

❌ Responding to Negative Reviews

• Respond quickly (within 24-48 hours)
• Stay professional and empathetic
• Apologize for their experience
• Offer to make it right offline
• Never argue or be defensive

Example: "We're sorry to hear about your experience, John. This isn't the level of service we strive for. Please contact us at (555) 0100 so we can make this right."

⚡ Important: NEVER buy fake reviews or incentivize reviews with discounts/freebies. Google can detect this and will penalize your business. Authentic reviews only!

Structured Citations

Listings in business directories where NAP is clearly organized:

• Yelp
• Yellow Pages
• BBB (Better Business Bureau)
• Facebook Business
• Industry-specific directories

Unstructured Citations

Mentions in blog posts, news articles, or event pages:

• Local news websites
• Blog posts about local businesses
• Chamber of Commerce articles
• Sponsorship pages

Essential Citations (Start Here)

1. Google Business Profile (already covered)
2. Facebook Business Page
3. Yelp
4. Apple Maps
5. Bing Places
6. BBB (Better Business Bureau)
7. Your local Chamber of Commerce

Industry-Specific Citations

Restaurants: TripAdvisor, OpenTable, Zomato

Healthcare: Healthgrades, Vitals, WebMD

Legal: Avvo, Justia, FindLaw

Home Services: Angi (Angie's List), HomeAdvisor, Thumbtack

Real Estate: Zillow, Trulia, Realtor.com

1. City/Neighborhood Keywords

Examples:

• "dentist in Chicago"
• "Lincoln Park coffee shop"
• "plumber downtown Austin"

2. "Near Me" Keywords

Examples:

• "pizza near me"
• "car repair near me"
• "yoga classes near me"

3. Service + Location

Examples:

• "roof repair Chicago"
• "wedding photographer Brooklyn"
• "tax attorney Miami"

1. Location Pages

Create dedicated pages for each location you serve:

• Include city/neighborhood name in title and H1
• Add unique, specific content about that location
• Embed Google Maps with your location
• Include local testimonials and case studies
• List nearby landmarks

2. Local Blog Posts

Ideas:

• "Best [Your Service] in [City]: Complete Guide"
• "How to Choose a [Your Service] in [City]"
• Local events your business is involved in
• Community spotlight posts
• "[City] Guide to [Topic Related to Your Business]"

3. Local Landing Pages

Create service + location pages like "Plumbing Services in Austin, TX" with specific content about serving that area.

Essential Tasks

• ☐ Claimed and verified Google Business Profile
• ☐ Completed all Google Business Profile sections
• ☐ Added 10+ high-quality photos
• ☐ NAP consistent across all platforms
• ☐ NAP on website (footer and contact page)
• ☐ Listed in top 7 citation sources
• ☐ Listed in industry-specific directories
• ☐ Have process for requesting reviews
• ☐ Respond to all reviews (positive and negative)
• ☐ Website has location-specific pages
• ☐ Using local keywords in content
• ☐ Publishing local blog content regularly
• ☐ Mobile-friendly website
• ☐ Fast page load speed

What is local SEO and who needs it?

Local SEO is the practice of optimizing your online presence to attract customers from local searches. It's essential for any business with a physical location or that serves specific geographic areas: restaurants, retail stores, service providers (plumbers, lawyers, dentists), real estate agents, and regional businesses.

Local SEO helps you appear in the 'local pack' (map results), regular search results for location-based queries, and Google Maps.

How do I optimize my Google Business Profile?

To optimize your Google Business Profile:

1. Claim and verify your listing
2. Choose the most specific business categories
3. Fill out ALL information completely (hours, phone, website, services, attributes)
4. Add high-quality photos (exterior, interior, products, team)
5. Collect and respond to customer reviews
6. Post regular updates and offers
7. Answer Q&A questions
8. Keep hours and information accurate, especially during holidays

Completeness is a major ranking factor for local pack results.

What is NAP consistency and why does it matter?

NAP stands for Name, Address, and Phone number. NAP consistency means your business information appears identically across all online directories, citations, and your website. It matters because inconsistent NAP information confuses search engines about which location data is correct, potentially harming local rankings.

Use the exact same format everywhere: if your address is '123 Main St.' on your website, don't use '123 Main Street' elsewhere. Include suite numbers consistently if applicable.

How important are online reviews for local SEO?

Online reviews are critical for local SEO - they're one of the top 3 ranking factors for local pack results. Reviews influence: local pack rankings, consumer trust (88% trust online reviews as much as personal recommendations), and click-through rates.

To improve reviews: make it easy to leave reviews (send direct links), ask satisfied customers at the right time, respond to all reviews (positive and negative), never buy fake reviews, and focus on earning reviews naturally through excellent service.

What are local citations and where should I build them?

Local citations are online mentions of your business name, address, and phone number on other websites. Build citations on:

• Major directories (Google, Bing, Apple Maps, Yelp)
• Industry-specific directories (Avvo for lawyers, Healthgrades for doctors)
• Local chambers of commerce
• Better Business Bureau
• Local news sites and blogs
• Location-specific directories

Quality matters more than quantity - prioritize authoritative, relevant sites with your exact NAP information.