Local SEO is how nearby customers find your business in Google search results. When someone searches for a product or service in their area, an optimized site can land your listing at the top of the page and pull in foot traffic, calls, and clicks. The steps below cover the tactics that move the needle for small, location-based businesses.

What does local SEO actually do?

Local SEO puts your business information in front of searchers in your area. Over 70% of people searching for local businesses go online to do it, and nearly four out of five searches involve a local search. More than half of those local searches lead to a physical visit to the business, and 46% of mobile searches lead to a purchase or service request within a day. If your business has a physical location, local SEO is one of the most direct paths to new customers.

Add Schema markup to your site

Schema markup tells Google your site belongs to a local business, which helps your listing surface for nearby searches. You can generate the code with Hall Analysis’s tool: fill in your business details, copy the resulting code, and paste it into the head section of your website builder. After publishing, run the page through Google’s structured data testing tool to confirm the markup is valid.

Build out your Google My Business profile

Google uses your Google My Business (GMB) profile to decide which local listings are most relevant for a given search. Include your primary keyword and location, add business images, and keep the profile complete. Pair the GMB listing with a website built for local users, and you give Google the signals it needs to rank you in nearby searches.

Keep your NAP consistent everywhere

NAP stands for Name, Address, and Phone number. Search engines compare your NAP across the web to decide which businesses are real and which are relevant to a given area. Make sure your NAP is identical on your website, GMB profile, and every other platform where your business appears. The cleaner your NAP data, the more likely your business will surface in local results.

Make the site mobile-friendly and easy to call

Most local searches happen on phones, so your site needs to load quickly and work well on small screens. A mobile-friendly site also makes it easy for a searcher to tap your phone number and call you straight from the results. That convenience is often the difference between winning and losing the lead.

Target local keywords and URLs

Use your primary keyword and location in your GMB listing and in the meta information on your website. Build pages with URLs aimed at local customers, not generic national traffic. The right content raises brand recognition in your neighborhood and gives your business a real shot at the top of local search results. Local SEO takes time and effort, but it is one of the most reliable ways to grow a location-based business.

FAQ

What is local SEO and why does it matter?

Local SEO is the process of optimizing your website and online profiles so your business shows up when searchers look for products or services in their area. It matters because more than 70% of people searching for local businesses go online, nearly four out of five searches involve a local search, and 46% of mobile searches result in a purchase or service within a day.

How do I add local business markup to my site?

Generate the Schema markup code with Hall Analysis’s tool by filling in your business information, then paste the code into the head section of your website builder. Test the page with Google’s structured data testing tool to confirm the markup is working.

Why is Google My Business important for local search?

Google uses your Google My Business profile to determine which local listings are most relevant for a searcher’s area. A complete profile with your primary keyword, location, and business images improves the chances your business appears in local search results.

Related coverage

• Local SEO – How to Get Your Website to Rank Higher on Search Engine Results Pages (SERPs)
• The Definitive Guide to SEO for Business Owners: How to Optimize Your Website for Search Engines