Local SEO: Optimizing Google Business Profile

At its core, local SEO is a specialized form of search engine optimization that focuses on increasing visibility for businesses within a specific geographic area. Unlike broader SEO strategies, which target a national or even global audience, local SEO is all about helping your business show up in searches performed by people who are nearby and looking for services or products you offer.

Think about when someone searches for “coffee shop near me” or “best plumber in [city name].” That’s where local SEO comes into play—it helps your business rank higher in these local searches, both in regular search results and on maps. For businesses with a physical location or those that serve specific communities, attracting customers in your immediate area is crucial to success.

Why It Matters

For brick-and-mortar stores or service-based businesses, local SEO isn’t just important—it’s critical. When potential customers in your area search for the products or services you offer, you want your business to be at the top of the results. This not only increases your visibility but also helps you capture customers who are ready to take action—whether that means visiting your store, booking an appointment, or making a purchase.

Unlike general SEO, which is highly competitive and targets a wide audience, local SEO gives small businesses a unique opportunity to stand out in their community. It helps ensure that people in your vicinity can easily find you when they need you most. Local SEO is about being front and center for the people who are already searching for what you offer, right in your area.

Why Small Business Owners Should Care

For small business owners, indie founders, and solopreneurs, investing in local SEO is one of the most effective and cost-efficient ways to attract customers. Unlike traditional marketing tactics, where you have to pay for visibility (think billboards or print ads), local SEO works to organically improve your rankings in local search results over time. It’s a strategy that continues to pay off with sustained traffic and customer engagement without requiring a massive budget.

In fact, for small businesses, local SEO is often the easiest way to drive foot traffic to your store or service inquiries online. It’s particularly valuable because you’re reaching people who are already looking for businesses like yours in their area. Whether you’re a local café, a boutique shop, or a handyman service, your goal is to make sure that when potential customers search for products or services near them, your business is front and center.

For founders who are stretched thin managing all aspects of their business, local SEO offers a high return on investment with relatively minimal effort compared to broader SEO strategies. Targeted local searches often lead to higher conversion rates because the users are closer to the point of purchase and ready to engage with a local business. If you aren’t focusing on local SEO, you’re missing out on valuable customers who are practically knocking on your door.

Local SEO is more than just a tactic—it’s a long-term strategy for connecting with your community and driving local online engagement that translates directly into business growth.

Optimize Your Google Business Profile (GBP)

If you’re serious about boosting your local SEO and attracting more nearby customers, one of the most powerful tools at your disposal is Google Business Profile (GBP). Formerly known as Google My Business, GBP is the platform that allows you to manage how your business appears on Google Search and Maps. By optimizing your profile, you make it easier for local customers to find you, learn more about your business, and even interact with you directly.

Claim and Verify Your Google Business Profile

The first step to optimizing your presence on Google is to claim and verify your business profile. If you don’t claim your profile, you risk letting incorrect or incomplete information about your business float around on Google. Worse, competitors or incorrect third-party data could negatively affect your local visibility.

Here’s a step-by-step guide on how to claim and verify your profile:

Sign in to Google: Use the Google account you want to associate with your business.
Search for Your Business: Google might already have a listing for your business. Type your business name into Google Search and look for a prompt that says, “Own this business?”
Click “Own this business?”: If you find your business, click the link to begin the process of claiming your profile.
Follow Verification Steps: Google will ask you to verify your business by phone, email, or postcard (sent to your business address). Verification ensures that you, the business owner, have control over the profile.
Add Basic Business Information: Once verified, fill in essential information like your business name, address, phone number, and website.

Why Verification is Crucial: Without verification, your business might not show up correctly in Google Maps or local search results. Plus, it allows you to control how your business is represented, keeping the information accurate and up to date.

Complete Your Profile with Accurate Details

Once you’ve claimed your Google Business Profile, you need to make sure every detail is accurate and complete. This isn’t just about making your business look professional; it also impacts how well you rank in local search results. Google wants to provide users with the most relevant and accurate information, so businesses with complete profiles are more likely to rank higher.

Business Name, Address, Phone Number (NAP): These are the core details. Make sure your business name is consistent with how it appears on your website and other directories. Double-check your address and phone number—these must be up-to-date to ensure customers can reach you.
Business Hours: Keep your business hours accurate and update them regularly. If you close early on certain days or have seasonal hours, make sure your Google profile reflects that. Nothing frustrates potential customers more than arriving at a business that’s listed as “open” only to find it closed.
Pro Tip: Don’t forget to add business categories. Google lets you choose primary and secondary categories. Select ones that are most relevant to your industry. Also, write a compelling business description that clearly explains what your business offers, incorporating local keywords to boost SEO. For example, if you’re a café in Austin, mention “best coffee shop in Austin” in your description.

Encourage Customer Reviews

Customer reviews are one of the most important ranking factors for local SEO. Positive reviews not only help you rank higher in Google search results but also build trust with potential customers who may be discovering your business for the first time. The more reviews you have—and the more positive interactions you showcase—the better.

How to Get Reviews: Start by encouraging your satisfied customers to leave reviews. You can do this in-person by simply asking or through follow-up emails with a direct link to your Google review page. Incentivize reviews when appropriate (but be cautious about offering financial incentives as Google frowns upon this).
Respond to Every Review: Whether you receive a glowing review or a critical one, always take the time to respond. For positive reviews, thank the customer and highlight key elements they enjoyed. For negative reviews, respond professionally and show that you are listening to feedback. This not only demonstrates engagement but also reflects positively on your brand.
Why It Matters: Reviews are a trust signal for both Google and your customers. Google’s algorithm factors in the quality, quantity, and frequency of reviews when determining where your business ranks in local search results. Responding to reviews—especially negative ones—shows that you’re committed to customer satisfaction, which can help turn a negative interaction into a positive one.
Pro Tip: When responding to reviews, try to incorporate local keywords naturally. For instance, if a customer praises your café in San Francisco, you could respond with: “Thank you! We’re thrilled to hear you loved our coffee in downtown San Francisco.” This not only helps with SEO but also reaffirms your local presence.

Use Locality in Your Content

When it comes to local SEO, one of the most effective tactics for attracting nearby customers is to strategically use local keywords throughout your website content. These are the keywords that tell both search engines and potential customers where your business is located and what services or products you offer in that area. Local keywords help you target people who are searching for businesses like yours in their immediate surroundings—whether that’s your city, neighborhood, or even a specific landmark.

What Are Local Keywords?

Local keywords are essentially search terms that include geographic information to signal that your business serves a specific area. These keywords usually combine your core service or product with the location where you operate, allowing search engines to understand exactly where you’re located and who your business serves.

Examples: Instead of targeting a broad keyword like "coffee shop," a local keyword would be “Best coffee shop in Brooklyn.” Similarly, instead of “plumber,” you’d aim for “Plumber in downtown Austin.” These keywords help Google (and your customers) know where you’re offering your services, and they increase the chances that your business appears in local search results.

If your business serves multiple locations, you don’t want to overload your site with too many different local keywords in a single piece of content. Instead, consider creating location-specific landing pages. These are separate pages on your website that are tailored to a specific location, each optimized with local keywords relevant to that area.

How It Works: Let’s say you own a cleaning service that operates in several neighborhoods across Boston. You could create individual landing pages for “Cleaning services in South Boston,” “Cleaning services in Back Bay,” and “Cleaning services in Cambridge.” Each page would be optimized with content and keywords that reflect the specific needs of customers in that area.
Why It Matters: By using location-specific landing pages, you help Google understand the geographic areas you serve, improving your chances of ranking for local searches in those areas. Additionally, customers appreciate knowing you serve their specific location, which builds trust and credibility.

What Are Local Citations?

Local citations are references to your business’s essential details—name, address, and phone number (NAP)—on external websites. These citations may also include additional information such as your business hours, website, and reviews. They are typically found in local business directories, on review websites like Yelp, and on social media platforms like Facebook or Google Business Profile.

Why They Matter: Local citations are a trust signal for both search engines and users. When Google sees consistent citations of your business across a variety of authoritative platforms, it reinforces the idea that your business is legitimate and relevant to local searchers. This helps improve your rankings in Google Maps and local search results, making it easier for customers in your area to find you.
Where They Appear: Citations can be found in places like Yelp, Yellow Pages, Bing Places, Facebook, and other relevant directories. They also show up in niche-specific platforms, depending on your industry. For example, if you’re a contractor, your business could be listed on Angie’s List, while a restaurant might appear on Zomato.

One of the most critical aspects of building local citations is ensuring consistency across all platforms. Your NAP must be identical everywhere it appears—any discrepancy can confuse search engines and customers, which can negatively affect your local SEO. Something as small as a different abbreviation or phone number can hurt your rankings.

Why Consistency Matters: Search engines like Google use your business's NAP information to verify your location and relevance for local searches. If your address is listed one way on Google and slightly different on Yelp (for instance, using “St.” on one and “Street” on the other), search engines might consider these two different businesses, weakening your local SEO efforts.
How to Ensure Consistency: Start by making a list of all the places where your business is currently listed—Google Business Profile, Yelp, Facebook, Yellow Pages, etc. Go through each listing and verify that your business name, address, and phone number match exactly.
- Pro Tip: Use a spreadsheet to keep track of your listings and ensure you can easily update them if anything changes (like your business hours or phone number). Doing this also helps you keep tabs on any new platforms where you might want to list your business.

Types of Location-Specific Content

Blog Posts or Landing Pages Focused on Local Events or Tips
Writing blog posts or creating landing pages that cover local events, news, or seasonal tips relevant to your business can significantly boost your local SEO. For example, a restaurant in Miami could write a blog post on the “Best local food festivals in Miami” or “Where to find the freshest seafood in South Beach.” If you own a landscaping company, you could create seasonal tips like “How to prepare your lawn for winter in Denver.”
Showcase Local Customer Stories or Testimonials
Nothing connects you with your local audience better than showcasing real customer stories from your area. Create blog posts or case studies that highlight how your business has helped local customers. This not only improves local relevance in search engines but also reinforces the idea that you’re a trusted part of the community. You can even gather local testimonials and display them prominently on your site—Google loves user-generated content, especially when it’s connected to a specific location.
Target Nearby Areas with Location-Specific Landing Pages
If your business operates in multiple neighborhoods or cities, create location-specific landing pages for each area. These landing pages can target specific keywords related to each location, increasing your chances of ranking for searches in those areas. For instance, a roofing company based in Austin might create separate landing pages for “Roofing services in Round Rock” and “Roofing contractors in Cedar Park.”

Remember, local backlinks are an additional way to signal your local relevance, so don’t hesitate to build relationships with other businesses in your area. Combine strong location-specific content with a robust backlink strategy, and you’ll strengthen your business’s presence in the local market.

Start today by creating content that speaks directly to your local audience—whether it’s a seasonal blog post or a customer testimonial from someone nearby. The more connected your content is to the community, the more likely customers are to find you, trust you, and choose your business.