Local SEO (Search Engine Optimization Local) is a technique designed to help local businesses and service-area companies outrank competitors in the same geographical region. Strategies include claiming and optimizing Google My Business profiles, adding relevant keywords to website content, and consistently acquiring reviews. To identify keywords with local intent, check whether search results include local map packs or local “blue link” results, then target those terms accordingly.

How do you find the right local keywords?

Keyword research is an essential part of any SEO strategy, and local SEO makes it especially important. Finding keywords that match searcher intent requires several approaches.

Start by listing all the services you offer and researching relevant keywords. Use an analytics tool to assess what keywords your competitors are using.

Monthly search volume indicates a keyword’s popularity, but it’s best to focus on terms with localized intent to drive qualified traffic. Review local search query reports regularly and update keywords as search trends and user intent shift, so only relevant terms stay prioritized.

What does on-page optimization look like for local SEO?

On-page optimization adapts your website’s content to meet local search intent, improving visibility and rankings. One effective approach is using relevant keywords throughout the content, including in titles and meta tags.

Optimize business listings and citations, encourage customer reviews, and track competitors’ online presences to refine your local SEO strategy. Responding to reviews, both five-star and one-star, shows customers your brand is active and engaged, builds credibility, and increases the chances of search engines sending visitors your way.

How does Google My Business management work?

GMB (Google My Business) is a core element of local SEO, designed to help businesses that rely on one physical location rank higher on Google Search, Maps, and Google+.

Claim and verify your GMB profile right away, since failure to do so could result in suspension. Make sure the company information on GMB matches what’s on your website. For marketing agencies managing multiple clients, creating separate accounts per client prevents one account from negatively affecting another.

Choosing appropriate business categories matters because Google uses them to determine which queries your services are relevant for. You can also geotag photos in GMB to increase visibility when related images are searched for online.

Why do local citations matter?

Local citations are online mentions of your business name, address, and phone number (NAP). When multiple platforms list your NAP consistently, it signals to Google that the business is legitimate and easy to locate.

NAP consistency lets Google verify your business location. If the NAP data you provide differs significantly from other sources, Google could treat it as a sign your business has closed down or is unreliable, which can hurt local SEO rankings.

Citations aren’t the primary ranking factor, but they help set you apart from competitors without them and form a strong foundation for link building, reviews, and on-page optimization. According to Moz’s 2018 Local SEO Ranking Factors study, citations rank fifth among the most influential factors. With more people using voice search on their phones, keeping citations accurate ensures your business shows up in those hands-free results.

Related coverage

• Local SEO Explained: How Nearby Customers Find Your Business
• Local SEO Marketing Helps Your Business Stand Out to Potential Customers in Your Area