The Beginner’s Guide to Local SEO: How to Get Found in Your Community

Written By Stillwell+Co

If you own a small business, you know how important it is to be visible to potential customers in your area. Whether you run a coffee shop, a boutique, a home service business, or any other local company, the reality is that most people find businesses like yours through online searches. If your business doesn’t show up when people search for services in your area, you’re missing out on potential revenue and new customers.

That’s where local SEO comes in.

Local SEO (Search Engine Optimization) is a strategy that helps businesses appear in search results when customers look for products and services near them. If someone types “best bakery near me” or “plumber in [your city],” Google uses local SEO factors to determine which businesses to show first. The good news? You don’t have to be a tech expert to improve your local search rankings. By taking a few strategic steps, you can increase your online visibility and attract more local customers.

Step 1: Claim and Optimize Your Google Business Profile

Your Google Business Profile (GBP) is one of the most powerful tools for local SEO. It’s the box that appears when someone searches for a business on Google or looks for places on Google Maps. An optimized Google Business Profile ensures your business appears in these search results, providing potential customers with essential information about your business at a glance.

How to Optimize Your Google Business Profile:

  • Claim and verify your profile: If you haven’t already, go to Google Business Profile and claim your listing. Google will send a verification code to confirm your ownership.

  • Fill out every section: Provide complete information, including your business name, address, phone number (NAP), website URL, business hours, and a detailed business description.

  • Select the right business categories: Choose categories that accurately represent what your business offers. The more relevant your categories are, the better your chances of appearing in searches.

  • Add high-quality photos and videos: Businesses with images receive 42% more requests for directions and 35% more click-throughs to their websites.

  • Encourage customer reviews: Reviews improve trust and influence rankings. Ask satisfied customers to leave reviews and always respond to feedback—both positive and negative.

Step 2: Ensure Your Website is Local SEO-Friendly

Your website should clearly communicate where you’re located and what services you provide. Google prioritizes websites that provide valuable, well-structured content.

Key Website Optimizations for Local SEO:

  • Include location-based keywords: Use keywords like “[service] in [city]” throughout your website, including in headlines, meta descriptions, and content.

  • Create location pages: If you serve multiple areas, create separate pages for each location, detailing the services you offer in each place.

  • Embed Google Maps: Adding an embedded Google Map to your contact page helps customers find you more easily and strengthens your local search presence.

  • Optimize for mobile: More than 60% of local searches come from mobile devices. Make sure your site loads quickly and is easy to navigate on smartphones.

Step 3: Build Local Citations and Directory Listings

Local citations (mentions of your business name, address, and phone number on other websites) help establish credibility. Google cross-references this information to confirm your legitimacy.

Where to List Your Business:

  • Google Business Profile (if you haven’t already!)

  • Yelp

  • Facebook

  • Apple Maps

  • Bing Places

  • Local Chamber of Commerce sites

  • Niche directories (Angi for home services, OpenTable for restaurants, etc.)

Ensure your NAP information is consistent across all platforms. Inconsistencies can hurt your rankings.

Step 4: Leverage Customer Reviews

Reviews are one of the strongest signals Google uses for local rankings. They also build trust with potential customers. Businesses with more positive reviews consistently rank higher in search results.

How to Get More Reviews:

  • Ask happy customers: A simple, polite request at the end of a service or purchase goes a long way.

  • Make it easy: Send customers a direct link to your Google review page.

  • Respond to every review: Thank customers for positive reviews and address any negative feedback professionally.

Step 5: Create Localized Content

Writing blog posts and creating content relevant to your area helps boost your local SEO.

Ideas for Local Content:

  • “Best Places to Visit in [Your City]” (if you’re in retail, hospitality, or tourism)

  • Customer success stories and testimonials

  • Seasonal promotions or local event sponsorships

Final Thoughts

Local SEO is one of the most effective ways to increase your visibility, attract more local customers, and grow your business. With the right optimizations, you can outrank your competitors and ensure your business is easy to find when customers need your services.

If you’re ready to take your local SEO strategy to the next level, Stillwell + Co is here to help. Contact us today to learn how we can get your business in front of more local customers!

Stillwell+Co https://stillwellandco.com
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