When someone in your area searches for a service you offer, does your business show up?
Nearly half of all Google searches have local intent. That means people are constantly looking for businesses nearby—and if your local SEO isn’t solid, they’ll find someone else.
Local SEO helps your business appear in local search results, Google Maps, and the “near me” listings that drive real traffic.
In this blog, we’ll break down what local SEO includes, how it works, and why it matters for any business that serves a local community.
What Is Local SEO?
Local SEO refers to how search engines deliver results to people searching for businesses in a specific area. When someone types in “best Thai food near me” or “emergency dentist in Austin,” search engines prioritize nearby, relevant results—often showing a map, reviews, and key business details.
These results are powered by signals like your business’s location, relevance to the query, online reviews, and the strength of your Google Business Profile. They’re designed to help people find trusted options close to them.
As a business owner, optimizing for local SEO means making sure your information is accurate, consistent, and complete across key platforms — so your business appears when local customers are ready to call, visit, or make a decision.
Why Local SEO Matters to Local Businesses
Most people turn to Google when they’re looking for something nearby. Whether it’s a haircut, a last-minute pediatric appointment, or a bakery for a birthday cake, local searches often lead to real-world action.
According to SEMrush’s Local SEO Report 2023, 46% of all Google searches are seeking local information, and 76% of people who search for something nearby visit a business within a day.
If your business doesn’t appear in those local results, you’re invisible to customers who are actively looking for what you offer.
Local SEO helps your business:
- Show up in the right places: Maps, mobile results, and “near me” searches
- Build trust quickly: A polished Google Business Profile and positive reviews make a strong first impression
- Drive real traffic: Local SEO leads to phone calls, bookings, and foot traffic from people ready to buy
- Compete without overspending: Unlike paid ads, local SEO can bring steady results without ongoing ad costs
- Focus on real competition: Local SEO helps you rank against nearby businesses, not national chains or irrelevant results
Local SEO isn’t just about visibility—it’s about being the obvious choice when someone nearby needs what you offer.
What You Need to Optimize for Local SEO
Local SEO isn’t one tool or setting; it’s a collection of signals that tell search engines your business is local, trustworthy, and relevant. When optimized together, these elements increase your chances of appearing in Google’s map pack, local search results, and even voice search responses.
Here are eight key components of local SEO:
1. Google Business Profile
Your free business listing on Google. This is what shows up on Maps and in the local pack. Optimizing it with accurate hours, photos, categories, and updates is foundational to local visibility.
Set up your Google Business Profile →
2. NAP Consistency
Your Name, Address, and Phone number should be exactly the same everywhere your business appears online, from your website to directories like Yelp, Apple Maps, Bing, and Facebook. Inconsistent info confuses search engines and can hurt your rankings.
Check and update key listings:
3. Local Citations
Mentions of your business across the web, especially in local or industry directories. Even without a link, citations help validate your business location and improve authority. Tools like BrightLocal or Whitespark can help you find and manage citations.
4. Reviews and Ratings
Customer reviews, especially on Google, play a major role in local rankings. Frequent, high-quality reviews (and your responses to them) build both visibility and trust. Start by asking happy customers to leave a review on Google, Yelp, and Facebook.
5. Localized Website Content
Your website should include location-specific keywords, city names, service area info, and other content that reinforces your local presence. This can include a location page, an embedded Google Map, and local FAQs.
6. Mobile Optimization
Most local searches happen on mobile devices. A fast, mobile-friendly site with click-to-call buttons and clear directions helps convert local traffic into real customers.
Check the speed of your mobile pages with Google’s PageSpeed Insights Tool.
7. Local Backlinks
Links from other local websites — like community directories, local blogs, or neighborhood businesses — help search engines see your business as a trusted part of your area. Even just a few can give your local SEO a boost.
Here are some easy ways to get started:
- Ask nearby businesses to link to you if you refer customers to each other
- Join local business directories or neighborhood sites (many are free and include a link)
- Add your site to local “shop local” or “community favorites” lists where possible
- Submit your info to your local chamber of commerce or city business listing
- Look for blogs or event calendars in your area and ask if they’ll include your business in a roundup
Once you’ve tackled the basics, you can explore things like writing guest posts, partnering on events, or getting featured by local media. But to start, just focus on being visible in the places your community already trusts.
8. Structured Data (Schema Markup)
This is a more advanced (but optional) step that can give your local SEO a technical edge. Structured data—also called schema markup—is a bit of code you add to your website to help search engines better understand your business details.
For local businesses, this can include things like:
- Business name, address, and phone number
- Hours of operation
- Services offered
- Business type (e.g. bakery, auto repair shop)
- Your logo and website URL
Adding a schema doesn’t change how your site looks to visitors, but it can improve how your information appears in search results, including your chances of showing up in rich results like the local knowledge panel or search snippets.
👉 You can explore what this looks like using Google’s Structured Data Markup Helper
No time to figure this out yourself? If schema markup feels too technical or like one more thing on your plate, Keoch can handle it for you. Learn more about our Local SEO Services.
How To Get Started With Local SEO (Even If You’re Busy)
You don’t need to do everything at once to benefit from local SEO. Start with a few key steps to lay a strong foundation—then build from there as time allows.
Here’s where to begin:
- Claim and complete your Google Business Profile
Add accurate hours, categories, photos, and a short business description. Set up your Google Business Profile. - Check your NAP
Make sure your business name, address, and phone number are exactly the same across your website, Google listing, Yelp, and social media. - Ask a few happy customers for reviews
Just a handful of recent reviews can make a big difference. Send a direct link and thank them personally. - Add local keywords to your homepage or service pages
Include your city or neighborhood naturally in page titles, headers, and body copy. - Embed a Google Map on your contact page
This helps customers find you and reinforces your local presence in search results. - Make sure your website works well on mobile
Most local searches happen on phones. A site that loads quickly and has clear calls to action makes it easier for customers to take the next step.
Focus on consistency, clarity, and small wins. Local SEO is cumulative, and even small efforts can lead to more calls, visits, and bookings over time.
Ready to Show Up in Local Search?
Local SEO is one of the most effective ways to connect with customers who are already looking for what you offer. From your Google Business Profile to the structure of your website, every element plays a role in helping your business stand out nearby.
At Keoch, we help local businesses optimize their online presence—from listings and reviews to technical fixes like schema and mobile performance.
📍 Want your business to show up where it matters most? Explore our Local SEO services →
