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Local SEO
Google Business Profile
Local Keyword Research
Customer Reviews
SEO Performance Metrics
ARTICLE #104
Table of contents
Local SEO strategies to boost your business visibility
Local SEO
Google Business Profile
Local Keyword Research
Customer Reviews
SEO Performance Metrics
Local SEO
Google Business Profile
Local Keyword Research
Customer Reviews
SEO Performance Metrics
Written by:
3 min read
Updated on: August 29, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Does your online presence feel like a dusty phonebook entry while your competitors flaunt front-page rankings? Local SEO might be your ticket out of the digital shadows. According to Google, 76% of people who search for nearby services on their phone drop by a related business within a day, and nearly a third make a purchase. That’s a serious opportunity to capture local foot traffic—if you can outrank everyone else clamouring for attention. Below, we’ll walk through the key local SEO strategies that can boost both your visibility and your bottom line.
Does your online presence feel like a dusty phonebook entry while your competitors flaunt front-page rankings? Local SEO might be your ticket out of the digital shadows. According to Google, 76% of people who search for nearby services on their phone drop by a related business within a day, and nearly a third make a purchase. That’s a serious opportunity to capture local foot traffic—if you can outrank everyone else clamouring for attention. Below, we’ll walk through the key local SEO strategies that can boost both your visibility and your bottom line.
1. Optimise your Google Business profile
1. Optimise your Google Business profile
Consider a Google Business Profile as the ultimate window display for your business—without the risk of smudged glass. This is the space that holds your address, phone number, business hours, and snapshots of what you offer—pretty much your entire “look at me” corner on the internet. Keep those details accurate and up to date so you appear in local searches without making people do a treasure hunt. If someone’s ready to find you, let’s clear the path.
Key elements of a Google Business profile
Verified address: Make sure your official location is correct and recognised.
Phone number: Confirm it’s active and monitored—no one likes a deadline.
Relevant categories: Label yourself wisely (think “bakery” or “real estate agency”) so people know exactly what you do.
Google has noted that a complete profile is 2.7 times more likely to attract visits or purchases. If you’re hoping for more footfall (or “mouse clicks,” if you’re fully online), this is a big deal.
Pro tip: Update your listing with fresh photos, respond to reviews promptly, and make sure to keep your contact info accurate—no one wants to dial a deadline.
How to aim for top rankings
Verify your profile right away—Google needs to trust the info.
Respond to reviews promptly and politely.
Upload new content—photos, short announcements, or timely updates—to show you’re active.
Double-check your address, contact details, and operating hours every few months.
Consider a Google Business Profile as the ultimate window display for your business—without the risk of smudged glass. This is the space that holds your address, phone number, business hours, and snapshots of what you offer—pretty much your entire “look at me” corner on the internet. Keep those details accurate and up to date so you appear in local searches without making people do a treasure hunt. If someone’s ready to find you, let’s clear the path.
Key elements of a Google Business profile
Verified address: Make sure your official location is correct and recognised.
Phone number: Confirm it’s active and monitored—no one likes a deadline.
Relevant categories: Label yourself wisely (think “bakery” or “real estate agency”) so people know exactly what you do.
Google has noted that a complete profile is 2.7 times more likely to attract visits or purchases. If you’re hoping for more footfall (or “mouse clicks,” if you’re fully online), this is a big deal.
Pro tip: Update your listing with fresh photos, respond to reviews promptly, and make sure to keep your contact info accurate—no one wants to dial a deadline.
How to aim for top rankings
Verify your profile right away—Google needs to trust the info.
Respond to reviews promptly and politely.
Upload new content—photos, short announcements, or timely updates—to show you’re active.
Double-check your address, contact details, and operating hours every few months.
2. Keep NAP consistent on all platforms
Your name, address, and phone number (NAP) should be the same everywhere—on the website, social media, and local directories, you name it. If there’s even a tiny difference (like “Street” vs. “St.”) across platforms, search engines can get confused.
Inconsistencies can push you down the local search results. Worse, they can irritate potential customers who just want to know when and where to find you.
Useful tools: Moz Local, BrightLocal, or Yext can help check and fix your listings.
Your name, address, and phone number (NAP) should be the same everywhere—on the website, social media, and local directories, you name it. If there’s even a tiny difference (like “Street” vs. “St.”) across platforms, search engines can get confused.
Inconsistencies can push you down the local search results. Worse, they can irritate potential customers who just want to know when and where to find you.
Useful tools: Moz Local, BrightLocal, or Yext can help check and fix your listings.
3. Create a mobile-friendly website
Think about how you usually hunt down a new café or a quick service—chances are, you’re on your phone, right? An August 2024 report shows that 61.95% of website traffic now comes from mobile devices, and that figure isn’t stepping aside any time soon. If your site loads quickly and looks sharp on a smaller screen, you’re telling Google—and more importantly, your visitors—that you respect their time. Give them a swift, user-friendly experience, and they’ll stick around long enough to see why you’re worth their trust.
Why mobile-friendliness matters for local SEO
When someone near your shop searches for a service on their phone, having a site that loads quickly and displays properly can bump you up in the results. Plus, no one likes pinching and zooming to read text.
Best practice for mobile optimisation
Responsive design: Make sure your site adjusts to any screen size.
Fast loading times: Large images and clunky code can slow you down. Compress images and tidy your code.
Easy navigation: Straightforward menus and concise copy go a long way.
Think about how you usually hunt down a new café or a quick service—chances are, you’re on your phone, right? An August 2024 report shows that 61.95% of website traffic now comes from mobile devices, and that figure isn’t stepping aside any time soon. If your site loads quickly and looks sharp on a smaller screen, you’re telling Google—and more importantly, your visitors—that you respect their time. Give them a swift, user-friendly experience, and they’ll stick around long enough to see why you’re worth their trust.
Why mobile-friendliness matters for local SEO
When someone near your shop searches for a service on their phone, having a site that loads quickly and displays properly can bump you up in the results. Plus, no one likes pinching and zooming to read text.
Best practice for mobile optimisation
Responsive design: Make sure your site adjusts to any screen size.
Fast loading times: Large images and clunky code can slow you down. Compress images and tidy your code.
Easy navigation: Straightforward menus and concise copy go a long way.
4. Use local link-building techniques
Local link-building involves getting backlinks from nearby businesses, online communities, or industry-related sites. Think of it as digital ‘word of mouth’—the more local sites link to you, the more search engines see you as an established presence.
Finding local link opportunities
Partner with neighbouring businesses: Offer collaborative content or local events together.
Contribute guest articles: Local blogs and news sites are often hungry for relevant content.
Join community groups: Online forums and local Facebook groups can connect you with potential link sources.
Sponsor local events: This might earn you a mention (and a link) on their website.
Local link-building involves getting backlinks from nearby businesses, online communities, or industry-related sites. Think of it as digital ‘word of mouth’—the more local sites link to you, the more search engines see you as an established presence.
Finding local link opportunities
Partner with neighbouring businesses: Offer collaborative content or local events together.
Contribute guest articles: Local blogs and news sites are often hungry for relevant content.
Join community groups: Online forums and local Facebook groups can connect you with potential link sources.
Sponsor local events: This might earn you a mention (and a link) on their website.
5. Conduct local keyword research
Keywords are the bread and butter of any SEO strategy. For local SEO, you’ll want to sprinkle in location-specific phrases—like “emergency electrician in London” or “best vegan café Birmingham.” Long-tail keywords that capture your city or neighbourhood often have higher conversion rates.
Think like a local customer. What would they type in if they needed your product or service nearby? You can use Moz Keyword Explorer, Google Keyword Planner, and Ahrefs,
Keywords are the bread and butter of any SEO strategy. For local SEO, you’ll want to sprinkle in location-specific phrases—like “emergency electrician in London” or “best vegan café Birmingham.” Long-tail keywords that capture your city or neighbourhood often have higher conversion rates.
Think like a local customer. What would they type in if they needed your product or service nearby? You can use Moz Keyword Explorer, Google Keyword Planner, and Ahrefs,
6. Gather customer reviews
Good reviews are virtual gold stars—they boost your credibility and signal to search engines that people actually like what you do. Not to mention, 85% of consumers trust online reviews as much as personal recommendations.
Why reviews affect local SEO
Search engines notice when a business receives positive (or negative) reviews. A strong flow of feedback suggests you’re active, trustworthy, and worth spotlighting in local searches.
Tactics to increase positive reviews
Ask politely: Invite happy customers to share their experience on your Google Business Profile or website.
Be quick to respond: Thank those who share good reviews, and address any issues for negative ones.
Offer small incentives: A modest discount or freebie can encourage more people to share feedback.
Use tracking tools: ReviewTrackers or BirdEye can help manage multiple review platforms.
Good reviews are virtual gold stars—they boost your credibility and signal to search engines that people actually like what you do. Not to mention, 85% of consumers trust online reviews as much as personal recommendations.
Why reviews affect local SEO
Search engines notice when a business receives positive (or negative) reviews. A strong flow of feedback suggests you’re active, trustworthy, and worth spotlighting in local searches.
Tactics to increase positive reviews
Ask politely: Invite happy customers to share their experience on your Google Business Profile or website.
Be quick to respond: Thank those who share good reviews, and address any issues for negative ones.
Offer small incentives: A modest discount or freebie can encourage more people to share feedback.
Use tracking tools: ReviewTrackers or BirdEye can help manage multiple review platforms.
7. Add schema markup
Have you ever thought about handing out colourful name tags for every piece of your business info? That’s essentially what schema markup does. It’s extra code in your site’s HTML that gives search engines a crystal-clear view of who you are, where you are, and what you offer. By labelling your details more precisely, you’re telling Google, “Hey, this is where we do business—and these are the services we rock at.”
How it helps
Schema can highlight details such as your opening hours, star ratings, or product availability right in the search results. Listings with schema often look more visually appealing, which can nudge people to click on your link over a competitor’s.
Have you ever thought about handing out colourful name tags for every piece of your business info? That’s essentially what schema markup does. It’s extra code in your site’s HTML that gives search engines a crystal-clear view of who you are, where you are, and what you offer. By labelling your details more precisely, you’re telling Google, “Hey, this is where we do business—and these are the services we rock at.”
How it helps
Schema can highlight details such as your opening hours, star ratings, or product availability right in the search results. Listings with schema often look more visually appealing, which can nudge people to click on your link over a competitor’s.
8. Creating dedicated location pages
If you serve multiple areas, make separate pages for each one. This is especially useful if you have more than one physical location. Clear, up-to-date information (address, hours, contact) on each location page helps both humans and search engines see what’s available where. Encourage reviews on each specific location page so visitors can see feedback relevant to that branch or region.
Pro tip: Include unique content and images for each page—no one wants to read the same text copied and pasted.
If you serve multiple areas, make separate pages for each one. This is especially useful if you have more than one physical location. Clear, up-to-date information (address, hours, contact) on each location page helps both humans and search engines see what’s available where. Encourage reviews on each specific location page so visitors can see feedback relevant to that branch or region.
Pro tip: Include unique content and images for each page—no one wants to read the same text copied and pasted.
9. Track and analyse SEO performance metrics
All these strategies are great, but how do you know if they’re actually working? By following relevant metrics:
Search Engine Rankings: Your position in local search results for target keywords.
Organic Traffic: The number of visitors who find you via unpaid search results.
Conversion Rates: How many visitors become buyers, callers, or new subscribers
Performance analysis tools
Google Analytics, for traffic, user behaviour, and conversions.
SEMrush is great for SEO audits, competitor analysis, and keyword tracking.
Ahrefs is perfect for backlink analysis and content insights.
All these strategies are great, but how do you know if they’re actually working? By following relevant metrics:
Search Engine Rankings: Your position in local search results for target keywords.
Organic Traffic: The number of visitors who find you via unpaid search results.
Conversion Rates: How many visitors become buyers, callers, or new subscribers
Performance analysis tools
Google Analytics, for traffic, user behaviour, and conversions.
SEMrush is great for SEO audits, competitor analysis, and keyword tracking.
Ahrefs is perfect for backlink analysis and content insights.
Frequently Asked Questions
How do I measure the ROI of local SEO and ensure it is generating enough revenue for my business?
Keep an eye on KPIs like organic traffic, conversion rates, and how much cash rolls in from local searches. Tools like Google Analytics and Google My Business Insights are handy for pinpointing what’s working—and what might need a little polish.
Can you tell me some common local SEO mistakes businesses make and what I should do to avoid them?
Many businesses fail to keep consistent NAP (Name, Address, Phone) information, disregard their Google Business Profile, or ignore customer reviews. To dodge these pitfalls, keep your NAP uniform, update your Google Business Profile regularly, and respond to reviews—both good and bad—promptly.
How can I use local SEO to target multiple areas and grow my business reach?
Make a dedicated location page for each region you serve, complete with area-specific keywords. It’s also wise to claim and optimise separate Google Business listings for each site. This approach ensures each region has accurate information and better local search visibility.
Can I use the same keywords for national and local SEO, and how many reviews do I need to improve local SEO?
No, local SEO requires more location-based keywords that help to target local searchers. And you must have at least ten to fifteen organic and credible reviews to rank up on local SEO.
Conclusion
A well-structured local SEO plan doesn’t just lift your name a few spots in search results—it aligns the entire organisation behind one common aim: being everyone’s first choice when they need something nearby. Forget the frantic guesswork about last week’s ranking dips or that out-of-date phone number floating around. You’ll present a sharper, more consistent brand image every time locals type your name.
And that’s how strategic storytelling can drive authentic, ongoing growth. If your brand feels scattered—buried by conflicting listings and little community buzz—consider a more cohesive local SEO approach that blends creativity with practicality. It could be the step that cements your business as the neighbourhood’s go-to name—and keeps it there.
Frequently Asked Questions
How do I measure the ROI of local SEO and ensure it is generating enough revenue for my business?
Keep an eye on KPIs like organic traffic, conversion rates, and how much cash rolls in from local searches. Tools like Google Analytics and Google My Business Insights are handy for pinpointing what’s working—and what might need a little polish.
Can you tell me some common local SEO mistakes businesses make and what I should do to avoid them?
Many businesses fail to keep consistent NAP (Name, Address, Phone) information, disregard their Google Business Profile, or ignore customer reviews. To dodge these pitfalls, keep your NAP uniform, update your Google Business Profile regularly, and respond to reviews—both good and bad—promptly.
How can I use local SEO to target multiple areas and grow my business reach?
Make a dedicated location page for each region you serve, complete with area-specific keywords. It’s also wise to claim and optimise separate Google Business listings for each site. This approach ensures each region has accurate information and better local search visibility.
Can I use the same keywords for national and local SEO, and how many reviews do I need to improve local SEO?
No, local SEO requires more location-based keywords that help to target local searchers. And you must have at least ten to fifteen organic and credible reviews to rank up on local SEO.
Conclusion
A well-structured local SEO plan doesn’t just lift your name a few spots in search results—it aligns the entire organisation behind one common aim: being everyone’s first choice when they need something nearby. Forget the frantic guesswork about last week’s ranking dips or that out-of-date phone number floating around. You’ll present a sharper, more consistent brand image every time locals type your name.
And that’s how strategic storytelling can drive authentic, ongoing growth. If your brand feels scattered—buried by conflicting listings and little community buzz—consider a more cohesive local SEO approach that blends creativity with practicality. It could be the step that cements your business as the neighbourhood’s go-to name—and keeps it there.
Frequently Asked Questions
How do I measure the ROI of local SEO and ensure it is generating enough revenue for my business?
Keep an eye on KPIs like organic traffic, conversion rates, and how much cash rolls in from local searches. Tools like Google Analytics and Google My Business Insights are handy for pinpointing what’s working—and what might need a little polish.
Can you tell me some common local SEO mistakes businesses make and what I should do to avoid them?
Many businesses fail to keep consistent NAP (Name, Address, Phone) information, disregard their Google Business Profile, or ignore customer reviews. To dodge these pitfalls, keep your NAP uniform, update your Google Business Profile regularly, and respond to reviews—both good and bad—promptly.
How can I use local SEO to target multiple areas and grow my business reach?
Make a dedicated location page for each region you serve, complete with area-specific keywords. It’s also wise to claim and optimise separate Google Business listings for each site. This approach ensures each region has accurate information and better local search visibility.
Can I use the same keywords for national and local SEO, and how many reviews do I need to improve local SEO?
No, local SEO requires more location-based keywords that help to target local searchers. And you must have at least ten to fifteen organic and credible reviews to rank up on local SEO.
Conclusion
A well-structured local SEO plan doesn’t just lift your name a few spots in search results—it aligns the entire organisation behind one common aim: being everyone’s first choice when they need something nearby. Forget the frantic guesswork about last week’s ranking dips or that out-of-date phone number floating around. You’ll present a sharper, more consistent brand image every time locals type your name.
And that’s how strategic storytelling can drive authentic, ongoing growth. If your brand feels scattered—buried by conflicting listings and little community buzz—consider a more cohesive local SEO approach that blends creativity with practicality. It could be the step that cements your business as the neighbourhood’s go-to name—and keeps it there.
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Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®