When customers search for local businesses on Google, those businesses with the best SEO are likely to come up first. Local SEO has become an essential component of online marketing. Businesses that appear first in local searches have the best chances of getting attention. The next step is to optimize your website for local searches. A website should be consistent across platforms. A website should contain a business’ NAP consistently. Once a website has a NAP, it should be consistent across all social media accounts, web properties, and local directories.