What Are Local SEO Services? A Guide for Small Businesses

Key takeaways:

• Local SEO makes sure your business appears prominently in local searches.
• Local SEO services offer small businesses a cost-effective way to compete. With these services, you can get free online traffic by connecting you directly with ready-to-buy customers.
• When choosing an SEO service provider, look for clear communication and proven results. Find an expert who customizes strategies for your business, shows transparent reports, and has a good reputation from other local clients.

According to Business Wire, 84% of consumers look for local businesses online every day. It goes to show how important it is to optimize your business website for local SEO.

In this article, we’ll cover local SEO and find out what local SEO services are. We’ll also explore how local SEO services help your business and how to choose a good SEO service provider.

What is local SEO?

Local Search Engine Optimization (Local SEO) is a technique that improves a business’ visibility in local search results. It targets customers who are looking for products or services nearby.

Search engines like Google deliver the most relevant local results based on your location. This helps your business appear prominently in these local searches, translating to more online and foot traffic.

Local SEO differs from traditional SEO, as the latter aims to boost a website’s ranking in broader searches, often for a global audience.

Here’s a summary of the differences between local SEO and traditional SEO:

Aspects	Local SEO	Traditional SEO
Goal	Attract customers in a specific geographic area	Increase overall website visibility, traffic, and leads on a national or global scale
Target audience	Users searching for businesses near them or with location-specific keywords	Broad audience, regardless of their physical location
Keywords	Geo-specific keywords (e.g., best coffee shop New York, hair salon near me)	General keywords (e.g., best croissants, how to bake a cake)
Content focus	Location-specific content, local news, events, community engagement, service area pages	Broad, informational, industry-specific, and general topics

Why is local SEO important?

Local SEO is important because it helps businesses to be more discoverable in local search results. People who do local searches are most likely customers who are ready to make a purchase or book a service.

With local SEO, you position your business directly in front of them, which can lead to more physical visits, phone inquiries, and sales.

Beyond that, local SEO also helps encourage the people in your community to trust your business. When your business appears consistently with accurate information on platforms like Google Maps, especially with positive customer reviews, people see you as a reliable and trustworthy option.

What are local SEO services and the key types?

Local SEO services are optimization efforts for achieving the local SEO objective. Consider these local SEO services to enhance your business’ local search ranking:

Local SEO Services	Function
Google My Business/Google Business Profile optimization	Improves local pack, organic search, and Google Maps visibility
Local keyword research	Aligns content with local customer searches for better visibility
Website on-page optimization for local searches	Indicates local relevance to search engines and enhances user experience
Online reviews and reputation management	Influences customer decisions and builds trust and credibility
Local citations and business directories	Verifies business legitimacy and location for search engines
Local link building	Boosts authority and credibility to strengthen local online presence
Local content creation	Increases local search visibility and connects with local audience
Local SEO audits	Identifies and fixes visibility issues to remain competitive
Local tracking and reporting	Guides local SEO strategy by measuring SEO campaign effectiveness and identifying areas for improvement

Google My Business/Google Business Profile optimization

Optimizing and managing your Google Business Profile listing involves ensuring that it has accurate and up-to-date information about your business, such as:

• Registered address
• Company phone number
• Operating hours
• Customer reviews

Additionally, Google Business Profile allows businesses to manage and respond to buyer feedback, which greatly influences local reputation and customer trust.

By optimizing your Google Business Profile, you’ll more likely improve your chances of appearing in the local pack, organic search results, and Google Maps.

Local keyword research

Researching local keywords enables you to identify the specific words and phrases that local customers use when they look for products or services online.

The insights you get from your research will help you align your website content, meta tags, and other on-page elements with these targeted keywords.

For example, you can enhance your local search visibility when you incorporate location-specific keywords, such as “plumber in [city name]” or “best restaurants near [location].”

Use tools like AnswerThePublic or look at Google’s “People Also Ask” sections to help with your local keyword research.

Website on-page optimization for local searches

On-page optimization helps you show search engines your relevance and geographic targeting. You can do this by incorporating location-based keywords in the following elements of your website:

• Page titles
• Meta descriptions
• Headings
• Content

On-page optimization also involves upgrading your:

• Website loading speed
• Mobile responsiveness
• User experience

Lastly, you can use schema markups, which are also known as structured data markup in Google Search. A schema markup is data that you add to your website’s page code to help search engines understand its contents better. It also enables them to display richer results of your business to users.

The information included in your schema markup are your business’:

• Physical address
• Operating hours
• Phone number

Online reviews and reputation management

Positive reviews influence potential customers’ purchasing decisions and communicate to search engines that your business is reputable.

In fact, according to the International Research Journal of Economics and Management Studies (IRJEMS), positive reviews can serve as reliable endorsements that encourage trust and confidence among potential customers.

Build a good sense of trust and credibility among your local audience by:

• Encouraging customers to leave reviews
• Responding to their reviews (whether they’re positive or negative)
• Monitoring and addressing any reputation issues

Local citations and business directories

Local citations are mentions of your business’ name, address, and phone number (NAP) on online platforms, such as:

• Local business directories
• Review sites
• Local listings
• Social media

These citations help Google understand and verify your business’ relevance and physical location. Be consistent and accurate with your business’ NAP information to build legitimacy and reliability among local users and search engines.

Local link building

You can increase your chances of appearing in relevant local searches by obtaining links from:

• Local websites
• Directories
• Industry-specific platforms

These local backlinks act as endorsements for your business to indicate your authority and credibility.

Local link building can include tactics, such as:

• Partnering with local organizations
• Sponsoring local events
• Getting featured in local news publications

These strategies establish a strong local online presence and position your business as a trusted and prominent player within its local community.

Local content creation

Local content creation refers to making online material that specifically speaks to people in your area. These can be articles, blog posts, videos, or photos about your city or town.

This approach increases your visibility in local searches. Consequently, it’s easier for people to find you online and then visit your physical location or use your services.

Focus your content on topics like:

• Local events
• Landmarks
• Community discussions

Local SEO content lets you build a connection with your audience by showing you understand their unique needs and interests. Produce helpful or engaging content that relates to their everyday lives. This will make your business stand out as a trusted local resource.

Local SEO audits

A local SEO audit is basically a health check-up for your business’ online presence in your local market. You examine all the pieces that help people find you online, like your Google Business Profile, your website, and any other business listings you have.

The goal is to spot anything that might be hurting your visibility and figure out what you can do to improve.

During an audit, you need to:

• Check whether your business’ NAP are consistent everywhere online
• Test if it’s easy for users and search engines to understand your website’s local relevance
• Look at how you’re doing with customer reviews and what your local competitors are doing right

Regularly performing these audits helps you stay competitive and adapt to changes in how people search for businesses. By fixing issues and acting on new opportunities, you keep your business’ local SEO performance at its highest and attract more customers.

Local tracking and reporting

Tracking local SEO efforts means keeping an eye on how well your local SEO campaigns are working to bring in customers. By using key metrics, you learn which strategies are helping and which ones need refining.

Monitor the following performance indicators to track your local SEO success:

• How often your business shows up in local search results
• The number of people who see your Google Business Profile
• The number of customers who inquire about your business or ask for directions to your location
• Your website traffic to see how many visitors come from local searches and what they do once they’re on your site

The information you gather from tracking will be your roadmap for your future strategies. Use these reports to understand what’s successful and identify areas for improvement.

How can local SEO services help small businesses?

Local SEO services help small businesses in many aspects besides improved local rankings. Here are some of the advantages local services bring to your business:

• Improved conversion rates and sales
• Cost-effective marketing
• Competitive advantage

Let’s get into detail about the benefits of local SEO services.

Improved conversion rates and sales

Local SEO is about getting seen by the right people at the right time. When someone performs a local Google search, like “coffee shop near me” or “plumber in [city],” they’re often ready to make a purchase or schedule a service.

Local SEO services connect your business directly with these highly motivated customers, leading to much better conversion rates than traditional advertising. You’re reaching people who are actively looking for what you offer right when they need it.

Additionally, local SEO drives foot traffic to businesses with a physical location. To provide a scenario, imagine someone searching for a specific type of store while they’re out and about.

If your business appears high in their local search results, and provides clear directions and contact information, they’re much more likely to visit your storefront.

This direct route from online search to in-person visit is valuable for brick-and-mortar businesses looking to increase their daily customer count and overall sales.

Even if you don’t have a physical store, local SEO significantly boosts online sales and inquiries. Aligning your website and online listings with local searches enables potential customers to:

• Find your website
• Browse your products or services
• Complete a purchase or fill out an inquiry form

Cost-effective marketing

Many small businesses operate with limited marketing resources. With local SEO, you can save money for your efforts but get a considerable return on investment (ROI).

An important benefit of local SEO is its ability to generate organic traffic. This means people find your business through unpaid search results rather than through paid ads. While there’s an initial investment in optimizing your online presence, the traffic you receive afterward is basically “free.”

The consistent flow of potential customers, without the recurring cost of ad campaigns, provides a stable and budget-friendly way to attract new business and maintain visibility in your local market.

Once you establish your local SEO foundation, the ongoing costs are often much lower, which makes it a sustainable and smart long-term investment for your marketing strategy.

Competitive advantage

Local SEO services enable small businesses to compete with larger, more established companies. Big brands often have massive marketing budgets, but local SEO allows smaller businesses to shine by focusing on their specific geographic market.

You don’t need to outspend the national chains. Instead, you can out-optimize them in local searches.

Many local businesses still overlook the power of local optimization. This creates an opportunity for those who do invest in it. Engaging in local SEO differentiates your business and gives it a competitive edge over competitors that haven’t embraced this strategy.

While your competitors might be relying on traditional methods or neglecting their online presence, you’ll be actively capturing the attention of ready-to-buy local customers.

What to consider when choosing a local SEO service provider

If you plan to hire local SEO experts, look for providers that fit your preferences. It’s important to evaluate whether they’ll be worth your resources.

To choose the right service provider, consider the following factors:

• Expertise and experience
• Services offered
• Customized approach
• Transparency and communication
• References and reviews
• Local market knowledge
• Ethical practices
• Pricing structure

Here’s a breakdown of the factors to be mindful of when searching for local SEO experts.

Expertise and experience

Look for a service provider with expertise and a proven track record in local SEO. Check their experience in working with businesses in your industry and their success stories with local clients. An experienced provider can navigate the complexities of local search algorithms and deliver effective results.

Services offered

Local SEO involves various components, such as Google Business Profile optimization, local citations, and more. Find a service provider that offers a comprehensive set of services that also align with your business needs and goals.

Customized approach

Each business is unique, and a one-size-fits-all approach may not yield the best results. Look for a service provider that offers customized strategies tailored to your specific business, target audience, and local market. A personalized approach guarantees that your SEO efforts are optimized to meet your goals.

Transparency and communication

Transparency and effective communication are important when working with a local SEO service provider. Ensure that they provide clear and transparent reports on their progress and results.

They should have regular communication channels so you stay informed about your local SEO campaign’s status. This way, you can also provide feedback or ask questions.

References and reviews

Request reviews from previous clients to gauge the provider’s reputation and reliability. Look for reviews and ratings online to gain insights into their work. This information helps you make a decision and assess their ability to deliver quality services.

Local market knowledge

Consider whether the service provider has a good understanding of your local market. Make sure they have substantial knowledge about:

• The local target audience
• Local search trends
• Competition

Ethical practices

The service provider should already follow ethical SEO practices and adhere to search engine guidelines. Avoid providers that engage in black hat techniques as these practices can have repercussions from search engines.

Make sure they don’t:

• Do keyword stuffing
• Buy low-quality backlinks
• Do cloaking
• Create private blog networks

Pricing structure

Assess pricing structures and determine whether they align with your budget and expected ROI. Compare different providers’ packages and take note of the value they offer in terms of:

• Expertise
• Services they provide
• Expected results

Remember that quality SEO services require an investment, so be wary of providers offering unusually low prices.

Climb local search rankings today

Local SEO is important to attract customers within your local area. You can improve your local rankings online by using local SEO services, such as Google Business Profile optimization and local link building.

With an effective local SEO plan, you can gain a competitive edge in the crowded online marketplace. For a small business owner, leveraging local SEO services helps you drive sales and save marketing costs.

Let Network Solutions’ SEO experts help you unlock the immense potential of local search for your business. We offer services for on- and off-page SEO that will enhance your local online visibility and expand your reach.

Read our other SEO-related resources to help you grow your business:

• How To Create an SEO Strategy That Gets Results in 2025
• Internal Linking Strategy For SEO | The Ultimate Guide
• Top SEO Tips for Small Businesses To Grow Your Website

Frequently asked questions