Local SEO is the practice of optimizing your online presence so your business shows up in search results tied to a specific geographic area. The core steps covered here: filling out your Google Business Profile, submitting to local directories, and building a region-targeted landing page on your website.

What does local SEO actually do for a business?

Local SEO follows the same algorithmic principles as standard search engine optimization, with added weight given to geographic signals. Search engines rank local businesses using criteria that include relevance, prominence, and proximity to the person searching.

Prominence is how well-known and trusted your business is in its community. You build it online through social media channels and review websites, which also drives more visitors to your site.

Keyword-rich content such as blog posts, landing pages, and product descriptions raises prominence as well. The 2022 Sprout Social Index points to keyword patterns popular with local audiences, and using those terms in your digital marketing strategy brings in more organic search traffic and converts more visitors into customers. More customer leads is another payoff of optimizing local SEO.

How does local SEO increase conversions?

Local SEO drives more of the right kind of visitors to your website or profile, people who are more likely to purchase or book services and products. Compared with paid advertisements, local SEO is more cost-effective for that reason.

Showing up in local search results also builds trust and credibility with potential customers, encouraging them to take action. Adding rich snippets to your pages increases prominence on search engine results pages.

Keep your business information consistent across every online platform so customers can reach you easily. That consistency lifts omnichannel sales and improves the customer experience. You can also monitor calls made through your Google Business Profile or website as a signal that local SEO efforts are working, and use the same data to track competitor activity.

How does local SEO increase revenue?

Local SEO raises both the visibility and credibility of your business, which attracts more customers and lifts conversion rates. Listing your name and address on multiple online platforms signals legitimacy to potential customers and makes them more confident that sales will follow.

Local search engines such as Google use different algorithms than organic searches when ranking businesses locally. Their ranking algorithms weigh where the searcher is located, local keywords, directory listings, and reviews and comments about your business.

A high volume of positive reviews also raises your rank and visibility in local search results, because search engines factor reviews into how they rank businesses. Soliciting feedback from current customers and encouraging them to leave reviews about your services or products is essential.

How does local SEO improve customer satisfaction?

Local SEO captures traffic that is ready to purchase in a specific region, traffic that is more qualified than national traffic. Those visitors convert faster because they have already started shopping around.

Local searchers are more likely to buy from businesses that appear when they search for products or services in their area, which produces more sales and marketing leads.

An effective local SEO campaign also helps businesses build relationships with loyal customers and local followers in the community. Those bonds of support build trust with customers who know your brand better than competitors chasing national or global audiences, who may be warier. Networking within your local area can also lead to partnerships or cross-promotions that expand your business further.

Related coverage

• Local SEO Explained: How to Rank Your Business in Nearby Searches
• Local SEO – How to Get Your Business Noticed in Search Results