Want to attract more local customers? Focus on local SEO – it’s the key to boosting your business’s visibility in your community. Here’s a quick summary of the 7 steps to improve your local search rankings:
- Optimize Your Google Business Profile (GBP): Add accurate business details, upload high-quality photos, and manage customer reviews effectively.
- List Your Business in Directories: Ensure your name, address, and phone number (NAP) are consistent across platforms like Yelp and Yellow Pages.
- Get More Customer Reviews: Ask for reviews via email or in person and respond to all feedback – positive or negative.
- Update Your Website for Local Search: Use local keywords, create location-specific pages, and make your site mobile-friendly.
- Build Local Backlinks: Partner with local businesses, participate in community events, and get listed in local publications.
- Create Local Content: Write about local events, use area-specific terms, and add schema markup for better search visibility.
- Track Your SEO Performance: Use tools like Google Analytics to monitor rankings, traffic, and customer engagement.
The Complete Local SEO Checklist for 2025
Set Up Google Business Profile
Your Google Business Profile (GBP) acts as your digital storefront, helping boost your visibility in local search results. Businesses with fully completed profiles are 70% more likely to attract visits and 50% more likely to be considered for purchases.
Fill Out Basic Business Details
Make sure your business details are accurate and consistent across all platforms. Include:
- Full street address
- Primary phone number
- Website URL
- Business hours
- Primary business category
- Service area (if applicable)
Tip: Be specific when choosing your business category. For example, if you run an Italian restaurant, select "Italian Restaurant" instead of the broader "Restaurant." This specificity can improve your rankings and attract the right customers.
A well-detailed profile builds trust and improves your search performance.
Upload Photos and Business Details
Photos make your profile more engaging and professional. Add:
- A polished logo
- A storefront cover photo
- Interior and exterior shots
- Team photos
- Images showcasing your products or services
Write a short, keyword-focused description that highlights what makes your business stand out. A visually appealing and detailed GBP helps set the tone for managing customer reviews effectively.
Manage Customer Reviews
Once your profile is optimized, actively manage reviews to improve rankings and customer trust. As Google Business Profile Help states:
"When you reply to reviews, it shows that you value your customers and their feedback. High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location."
GBP expert Darren Shaw emphasizes the importance of using Google Posts strategically:
"Most businesses are doing Google Posts all wrong. They treat their Google Business Profile like a social media profile, but it is NOT. GBP is the one platform that people visit with the intent to BUY, so lean into that."
Engaging with reviews and using GBP effectively can make a big difference in attracting customers.
Create Business Directory Listings
Business directory listings help improve local visibility and make it easier for customers to find you. Building on your Google Business Profile (GBP), this strategy ensures your business details are consistent across all online directories.
Add Your Business to Major Directories
Start by listing your business on well-known directories with strong domain authority and local traffic. Focus on platforms like:
Use the same information from your GBP to keep your listings accurate and trustworthy.
Keep Business Information Consistent
Consistency in your NAP+W (Name, Address, Phone number, Website) across directories is key to improving local SEO. Create a master document with your:
- Business name
- Physical address
- Direct phone number
- Website URL
- Business hours
- Primary category
- Business description
"Getting Yogolandia on Google was absolutely key. It truly legitimizes you as a business. It’s free, there are photos, and we’ve gotten phenomenal reviews." – Yogolandia Yogurt and Botana Bar
With 31% of people now turning to social media for search, keeping accurate business details across all platforms is more important than ever.
Join Industry-Specific Directories
Certain industries benefit from specialized directories. Here are some examples:
| Industry | Recommended Directories |
|---|---|
| Healthcare | Zocdoc |
| Marketing | HubSpot Directory |
| Real Estate | Zumper |
| Home Services | Angi, Thumbtack |
Focus on directories that are well-regarded and attract regular visitors in your field.
Next, we’ll explore how customer reviews can further enhance your local SEO.
Get More Customer Reviews
Improving local SEO starts with earning and using customer trust through reviews. Did you know that 51% of customers are likely to leave a review when asked? This makes having a solid review strategy a must for boosting your online visibility.
Ask Customers for Reviews
When it comes to review requests, 54% of customers prefer email, while 45% lean toward in-person requests. Tailor your approach by using personalized messages through the channels your customers prefer. Here’s a quick guide:
| Review Request Channel | Best Practices | Timing |
|---|---|---|
| Add a direct link and a personal greeting | Send within 24–48 hours of purchase | |
| SMS | Keep it short with a direct link | Send within 2–3 hours of service |
| In-person | Make a verbal request and provide a business card | Ask at the time of service |
Once reviews start coming in, it’s crucial to respond to them thoughtfully.
Reply to Every Review
Customers expect businesses to engage with their feedback – 64% want responses to negative reviews, and 40% expect replies to positive ones. Follow these tips when replying:
- Respond within 48 hours and address the reviewer by name.
- Thank them for their feedback, regardless of whether it’s good or bad.
- Stay professional and avoid arguments, as 46% of people steer clear of businesses that get into disputes.
Thoughtful responses can go a long way in building trust and loyalty.
Display Reviews on Your Website
Take your local SEO efforts further by showcasing customer feedback directly on your website. Here’s how to make it count:
- Add a dedicated reviews page to centralize feedback.
- Use review schema markup to help search engines display your reviews.
- Show all genuine feedback, unfiltered.
Studies show that displaying unfiltered reviews leads to only a slight drop in ratings – less than half a point – but significantly boosts credibility. Make sure your review collection process is mobile-friendly, and steer clear of offering incentives or using review gating, as these practices can violate platform rules and harm your reputation.
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Update Website for Local Search
Ready to improve your local search rankings? Start by fine-tuning your website to attract nearby customers looking for your services.
Add Local Keywords
Use location-based keywords strategically to connect with local searchers. Here’s how:
| Keyword Type | Example | Best Placement |
|---|---|---|
| Service + Location | "Plumbing in Sedona" | Page titles, meta descriptions |
| Near + Location | "Dentist near Aspen" | Headers, navigation links |
| Best + Service + Location | "Best coffee shops in Eureka" | Customer testimonials, reviews |
| Location-Specific Terms | "Key West famous for seafood" | Content body, blog posts |
Update your keywords every six months to stay relevant. Include neighborhood names and well-known local landmarks that your customers might use in their searches.
Build Location Pages
If your business operates in multiple areas, create individual pages for each location. These pages should be tailored to highlight local details and make it easier for customers to find you.
A good location page should feature:
- Detailed descriptions of services specific to the area
- Testimonials and case studies from local customers
- Maps and easy-to-follow directions
- Local contact details, including phone and email
Unique content for each location ensures you’re not just duplicating pages, which can hurt your search rankings.
Make Your Site Mobile-Ready
Your mobile site needs to deliver a seamless experience. Focus on these essentials:
- Fast-loading pages: Compress images and minimize code for quicker load times.
- User-friendly navigation: Ensure buttons and menus are easy to tap.
- Readable fonts: Choose fonts and sizes that are easy to read on small screens.
- Click-to-call buttons: Make it simple for users to call you directly.
- Effortless mobile forms: Streamline forms for quick submissions.
Tools like the Semrush Site Audit can help you monitor your site’s mobile performance. Pay close attention to crawlability issues and page speed, as these directly affect your local rankings.
On-the-go users often look for key details, so prioritize displaying:
- Business hours
- Directions
- Contact information
- Service areas
- Emergency availability
With Google’s mobile-first indexing, your mobile site’s performance plays a major role in your search rankings. Test your mobile experience regularly to ensure you’re staying ahead in local search visibility.
Build Local Website Links
Once your website is set up for local search, the next step is to create links that strengthen your local presence. Here are some ways to do it:
Collaborate with Local Businesses
Use your existing business relationships to your advantage. Ask vendors, suppliers, or local partners for a backlink in return for a testimonial or case study. This approach not only builds connections but also helps improve your local search rankings.
Participate in Local Events
- Offer your space as a venue for community gatherings to get mentioned online as a sponsor.
- Support local causes with small donations to earn a spot on donor pages.
- Speak at local colleges or events, which can lead to backlinks from event pages or course materials.
These activities not only help with link-building but also increase your visibility in the community.
Tap Into Local Link Sources
Here are some great local link opportunities to consider:
- Chamber of Commerce Resources: Many chambers maintain directories and event calendars. For instance, the Chamber of Commerce for Greater Philadelphia (domain authority 46) offers free listings.
- Local Publications: Community news outlets and business journals often feature local businesses. A good example is the Chicago Tribune (domain authority 92), which provides business listing options.
- Industry-Specific Directories: Look for directories related to your industry and location. For example, Visit Albuquerque (domain authority 62) offers free and paid listing options.
You can also check websites for corporate parks or malls for free listings. When reaching out, make sure to highlight how the collaboration benefits both parties.
Write Local Content
Local content is an important part of your SEO strategy. Beyond optimizing your website and building links, it helps establish a stronger connection with your community while improving your search rankings.
Share Local News and Updates
Show that you’re actively engaged in your community by creating content that highlights:
- Local events your business supports or sponsors
- Community projects you’re involved in
- Industry news that impacts your area
- Seasonal advice tailored to your location
For instance, if you’re a home services company in Minneapolis, you could write about preparing homes for Minnesota’s cold winters or offer advice on local building codes. This not only showcases your expertise but also incorporates keywords specific to your area.
Use Area-Specific Terms
Using language that resonates with locals helps your content feel more relatable. Incorporate:
- Neighborhood names and well-known landmarks
- Regional phrases (like "expressway" in Chicago or "pike" in Boston)
- ZIP codes or county names when relevant
- Mentions of nearby attractions or business hubs
These details make your content more engaging and location-focused. Just be careful not to overuse keywords, as it can hurt readability and SEO. To go further, consider creating individual location pages for each service area, ensuring each page features unique, locally relevant content.
Add Local Business Schema
Schema markup helps search engines better understand your business details. Include information like:
- Business name and category
- Physical address
- Hours of operation
- Service areas
- Contact details
Here’s how to implement it:
- Choose a specific schema type from Schema.org’s categories (e.g., "Dentist" instead of "LocalBusiness").
- Add key details, such as:
- Full street address
- Geographic coordinates
- Defined service area boundaries
- Business hours
- Use Google’s Rich Results Test tool to check for errors and make corrections.
Measure Local SEO Results
Once you’ve optimized your online presence, it’s important to track how well it’s performing. Measuring local SEO results helps you understand what’s working and what needs adjustment.
Check Website Performance
Tools like Google Analytics and Google Search Console provide insights into how your site performs locally. Key metrics to monitor include:
- Organic traffic from local searches
- User behavior, such as how local visitors interact with your site
- Click-through rates (CTR) from search results
Run an Acquisition Channel report to see how much of your traffic comes from local searches. The Acquisition Device report can reveal whether users prefer mobile or desktop, helping you fine-tune their experience.
Watch Local Search Rankings
Keep an eye on your rankings in Google Search and Maps. Here’s what to track:
| Metric | What It Monitors | Why It Matters |
|---|---|---|
| Keyword Rankings | Your position for local terms | Shows how visible you are in searches |
| Map Pack Presence | Appearance in the local 3-pack | Reflects your prominence in local results |
| Review Ratings | Overall rating and new reviews | Impacts your local ranking performance |
"A local keyword tracker helps you understand how well your content ranks for certain keywords… This insight is crucial for an effective local SEO strategy." – Backlinko
To simplify tracking, consider tools like Semrush’s local SEO tools ($20/month per location) or BrightLocal ($39 monthly). Regular audits can help ensure your efforts stay on track.
Review Local SEO Setup
Conduct a monthly audit of your local SEO to keep everything up to date:
- Business information: Make sure your location details are correct across all directories.
- Google Business Profile: Update hours, photos, and services as needed.
- Website content: Check that your local keywords and schema are accurate.
- Customer reviews: Monitor feedback and respond to reviews.
Google Search Console can also help you identify your top-performing keywords and pages. This is a great way to pinpoint which local content is driving results and where you should focus your optimization efforts.
Conclusion
Local SEO works best with regular updates and active management of your online presence. Your Google Business Profile is at the core of your local visibility. Make sure it includes accurate information, fresh photos, and timely responses to customer reviews. Keeping your NAP (Name, Address, Phone number) consistent across platforms helps build trust with both search engines and potential customers.
Here are some key steps to keep your local SEO strong:
- Keep your Google Business Profile up-to-date.
- Use tools like Analytics and Search Console to monitor performance.
- Update your website with relevant local keywords and fresh content.
- Respond quickly to customer reviews – both positive and negative.
As search algorithms and local trends shift, these practices will help you stay ahead. Local SEO isn’t a one-and-done task – it requires ongoing attention to support your business’s growth online.