SEO Basics for Local Businesses

You don't need a PhD in SEO to rank locally.

While enterprise SEO is complex, local business SEO is straightforward. Master these 7 fundamentals, and you'll show up when people search for your services.

Let's get you on Google's first page.

What is Local SEO?

Local SEO is getting your business to appear in search results for location-based queries like:

• "Plumber near me"
• "Best pizza in Chicago"
• "Roofer Portland Oregon"
• "Dentist 97202"

When someone in your area searches for what you do, you want to be in the top 3 results. That's where 75% of clicks go.

The 7 Fundamentals of Local SEO

1. Google Business Profile (Most Important)

Your Google Business Profile (formerly Google My Business) is THE most important local SEO asset.

Why it matters:

• Shows up in the Map Pack (top 3 local results)
• Appears when people search your business name
• Displays hours, reviews, photos, and contact info
• Free and easy to set up

2. NAP Consistency (Foundation)

NAP = Name, Address, Phone Number

Google cross-references your business info across the web. Inconsistencies hurt rankings.

Must match EXACTLY everywhere:

• Your website
• Google Business Profile
• Yelp
• Facebook
• Yellow Pages
• BBB
• Industry directories

Example of inconsistency (BAD):

• Website: "123 Main Street, Suite 100"
• GBP: "123 Main St #100"
• Yelp: "123 Main Street, Unit 100"

Google sees 3 different locations! Use ONE format everywhere.

3. Location-Optimized Website Content

Your website needs to clearly state WHERE you operate and WHAT you do.

On-page SEO essentials:

Page Titles

Include location + service:
"Roofing Contractor Portland OR | Residential & Commercial Roofing"

H1 Headings

Primary heading should include location:
"Portland's Trusted Roofing Contractor Since 2010"

Service Area Pages

Create dedicated pages for each city/area you serve:

• /portland-roofing
• /beaverton-roofing
• /lake-oswego-roofing

Each page should mention the specific city multiple times naturally.

Footer

Every page should have NAP in the footer, plus schema markup.

4. Reviews (Trust Signal)

Google uses reviews as a major ranking factor. More reviews + higher ratings = better rankings.

The review strategy:

• Ask every satisfied customer for a Google review (not Yelp, not Facebook—Google)
• Send follow-up email 2-3 days after service with direct review link
• Make it easy: Send a shortened Google review link via text
• Respond to ALL reviews (good and bad) within 48 hours
• Never pay for fake reviews (Google detects and penalizes this)

Goal: 3-5 new reviews per month consistently.

5. Local Citations (Directory Listings)

Citations are online mentions of your business name and address on directories.

Key directories to list your business:

• Google Business Profile
• Yelp
• Facebook Business Page
• BBB
• Yellow Pages
• Bing Places
• Apple Maps

Industry-specific directories:

• Contractors: Angi, HomeAdvisor, Houzz
• Restaurants: Yelp, TripAdvisor, Zomato, OpenTable
• Medical: Healthgrades, Zocdoc, WebMD
• Legal: Avvo, FindLaw, Justia

The more quality citations, the better. Just ensure NAP consistency!

6. Mobile Optimization

80%+ of local searches happen on mobile. If your site isn't mobile-friendly, you won't rank.

Mobile SEO essentials:

• Mobile-responsive design
• Fast loading (under 3 seconds)
• Tap-to-call buttons
• Easy-to-tap navigation
• No pop-ups (Google penalizes intrusive interstitials)

Test your site: Google Mobile-Friendly Test

7. Local Content & Backlinks

Create content about your local area and earn links from local websites.

Local content ideas:

• Blog about local events
• Neighborhood guides
• Local industry news
• Community involvement
• Local case studies/projects

Local link building:

• Sponsor local events or teams
• Join chamber of commerce
• Get featured in local news
• Partner with complementary local businesses
• Guest post on local blogs

Even 5-10 quality local backlinks significantly boost local rankings.

Keyword Research for Local SEO

Target keywords with local intent:

Use these tools:

• Google Autocomplete: Type your service + location, see what Google suggests
• Google Related Searches: Scroll to bottom of search results
• Google Keyword Planner: Free tool in Google Ads
• Answer the Public: Find question-based keywords

Tracking Your Local SEO Progress

Monitor these metrics monthly:

Google Business Profile Insights:

• Views (how often you appear)
• Actions (calls, direction requests, website clicks)
• Phone calls
• Review count and average rating

Website Analytics:

• Organic search traffic
• Ranking positions for target keywords
• Geographic traffic sources
• Conversion rate (calls, forms)

Free tools:

• Google Analytics
• Google Search Console
• GBP Insights

Common Local SEO Mistakes

• Keyword stuffing: "Portland Roofer Portland Roofing Portland OR" looks spammy
• Hiding your address: Google wants to see your physical location
• Using PO boxes: Not acceptable for most business categories
• Ignoring negative reviews: Respond professionally to all reviews
• Duplicate GBP listings: Confuses Google, hurts rankings
• No schema markup: Missing opportunity to feed data to Google
• Thin content: "We're the best contractor" isn't enough

Quick Action Plan

Week 1:

• Claim and fully optimize your Google Business Profile
• Audit NAP consistency across all listings
• Add location keywords to website titles and headings

Week 2:

• Get 5 Google reviews from happy customers
• Create service area pages for your top 3 cities
• List your business on Yelp, Facebook, BBB

Week 3-4:

• Add 10+ photos to GBP
• Write a local blog post
• Submit to industry-specific directories
• Set up Google Analytics and Search Console

Ongoing:

• Get 3-5 reviews per month
• Post to GBP weekly
• Publish 1-2 blog posts per month
• Monitor rankings and adjust

Bottom Line

Local SEO isn't rocket science. It's about:

1. Claiming your Google Business Profile
2. Being consistent across the web
3. Getting reviews
4. Creating location-focused content
5. Building local citations
6. Optimizing for mobile
7. Earning local backlinks

Do these 7 things consistently, and you WILL rank.

Start today. Your competitors already are.