Local SEO for small businesses: 5 steps to get started

Search engine optimization for small businesses doesn’t have to be complicated. With the right approach, it can be surprisingly simple. At its core, SEO is all about helping customers find your business through search engines like Google. It’s someone searching “New York tax accountant” or “Chicago bakery,” and there you are, right at the top of the results. That kind of visibility can mean more traffic, more leads and, ultimately, more clients.

The good news? You can start improving your local rankings today by focusing on a few key local SEO strategies. Whether you’re just getting started or looking for a quick SEO boost, we’re here to help with five steps that won’t cost anything, other than your time, to put into practice.

What is local search engine optimization (SEO)?

If you’ve ever searched for “plumber near me” or “best tacos in [your city],” you’ve seen local SEO in action. Simply put, local business SEO focuses on optimizing your online presence so that your business shows up when people search for something nearby.

The goal is to appear in searches with local intent—when someone’s actively looking for a service or product close to them. Why does that matter? Well, a whopping 76 percent of people who search for something nearby end up visiting a related business within a day. Better yet, 28 percent of those searches result in a purchase.

That’s why you need local SEO. It puts your business in front of people at the exact moment they’re looking for what you offer. Whether you run a restaurant, a law firm or a retail store, local SEO for small businesses helps you connect with the right audience at the right time.

What’s the difference between local SEO and traditional SEO?

This is a common question and the answer lies in what each type of SEO prioritizes.

Local SEO zeroes in on boosting your visibility for local searches. It focuses on elements like online reviews, geo-targeted keywords and a well-optimized Google Business Profile to help you stand out in your area.

On the flip side, traditional SEO is more concerned with boosting your website’s overall authority. This involves strategies like creating high-quality content, building backlinks and improving the technical aspects of your site.

While still important, traditional SEO focuses on ranking for broader search terms that aren’t location-specific.Understanding these differences is key to crafting a strategy that works for your business. If you’re targeting local customers, investing in local SEO is essential to ensure that when someone nearby searches for a business like yours, you’re the first name they find.

Where can your small business rank with local SEO?

When it comes to SEO for local search, there are two main areas where your business can show up: local organic search engine results pages (SERPs) and the local pack.

Local organic SERPs

These are the traditional search results you see on a search engine page, excluding the paid ads. Organic rankings are based on how relevant and trustworthy your website is. Search engines look at several factors to rank these results:

• On-page signals: Is your content filled with the right and relevant keywords? Is your site mobile-friendly and easy to navigate? Good user experience matters because search engines want to send people to quality sites.
• Backlinks: Think of backlinks as endorsements from other websites. When reputable sites link to yours, it tells search engines that your content is trustworthy.
• Behavioral signals: These are actions people take when they see your business online. Do they click on your link? Call your business? Ask for directions? Positive engagements signal that your website is valuable to searchers.

The local pack

Also known as the Google Map Pack, the local pack appears when someone makes a local search. It typically shows as a map with a handful of featured business listings. Here’s what goes into ranking here:

• Google Business Profile: An accurate, updated and optimized profile is crucial. Google checks if your business is close to the searcher’s location and is relevant to their query.
• Online reviews: Search engines value online reviews because they show whether your business is trusted by customers. The more positive reviews you have (and the more frequently they are updated), the better your chances of ranking in the Map Pack.
• Local citations: Citations are mentions of your business’s name, address and phone number (NAP) across the Web. They can be found in online directories like Yelp, Yellow Pages and other local business listings. If your info is listed accurately across multiple directories, you’re more likely to be considered a legitimate local business and be ranked higher.

Getting started with local SEO: 5 easy steps

Now that you know where your business can appear in local search results, it’s time to take action. Getting started with SEO for a small business can feel overwhelming, but breaking it down into manageable steps will help you gain traction. Let’s dive into the five essential steps you can take today to help people find your business online.

1. Start with keyword research

To get started, you need up-to-date information on how your people may find you through search engines. This starts with keyword research.

Open up your web browser and do a few searches as if you were a potential customer. Let’s say you offer massage therapy service. Try phrases like “massage therapy [city]” or “massage therapy near me.” Also, don’t forget voice search. With mobile usage growing, people are increasingly asking their smart devices questions like, “Where can I get a massage nearby?”

Run through at least five different searches—both by typing and using voice search—and take note of the first three to five small businesses that appear in the results. If your business doesn’t show up anywhere in the top results, it’s a clear sign you have some local SEO work to catch up on.

Pro tip: To refine your strategy, use free tools like Google Trends to identify which keywords are gaining popularity over time. These tools can help you spot trends—like seasonal spikes for “wedding planner” searches—so you can ramp up your local business SEO efforts at the right time.

2. Get your local SEO quick wins

Once you understand the SEO landscape, it’s time to take action. Some of the biggest ranking factors can be set up in just an hour or two, giving you quick wins that boost your visibility.

• Optimize your Google Business Profile. Claim or verify your listing if you haven’t already. Then, make sure your name, business phone number, address and other details are correct and match across all platforms. Having a consistent and accurate profile makes it easier for both search engines and customers to find you.
• Build local citations. Remember that local citations help search engines verify that your business is legitimate. To start, add your business to Yelp, Yellow Pages and the Better Business Bureau (BBB). You can also search for local business directories or chamber of commerce websites in your city and submit your information.
• Earn quality backlinks. Backlinks (links from other websites to yours) are a strong ranking factor for local search. Getting listed in local directories (mentioned above) is a good starting point, but you can also reach out to local influencers, media outlets or bloggers to feature your business.

Pro tip: Does your business have multiple locations? If so, run through the above three tactics for each location.

3. Ask your customers for feedback and reviews

Talking to your customers regularly to ask for their feedback is one of the best ways to improve your marketing. That includes improving your local SEO. Search engines prioritize businesses with strong reviews and positive engagement signals, like clicks, calls and check-ins. By encouraging customer feedback, you can boost your rankings and attract more local customers.

The more positive reviews your business has, the better your chances of ranking higher. Here’s how you can start collecting them:

• Ask happy customers to leave a review on Google, Yelp or other key platforms. A simple request via email, text or even in-person after a great experience can make a huge difference.
• Make it easy for them to review by sending a direct link to your various review pages.
• Respond to every review, whether positive or negative. Thank customers for their feedback and, if someone leaves a negative review, acknowledge their concerns and offer to make things right.

If you notice repeat customers or those who rave about your business, consider going beyond reviews. With their permission, you can feature their story in a case study on your website or highlight their positive reviews in social media posts to encourage others to leave feedback.

Pro tip: Make asking for reviews a habit. A steady stream of recent, high-quality reviews helps keep your business visible in local searches.

4. Optimize your social media

Did you know that people often treat social media as a local search engine? Many users turn to platforms like Facebook, Instagram and LinkedIn to find local businesses, read reviews and check out recommendations. That means optimizing your social media profiles and using them strategically can drive traffic to your site and improve your local rankings.

Make sure your information is accurate across all platforms. It can also help to use location-based keywords in your bio and posts.

Beyond just having an updated profile, use social media to actively drive traffic to your website or business profile, which is a strong signal for search engines. Run location-based social media campaigns and encourage check-ins or reviews. You could also share blog content, special offers or contests that link back to your site.

While social media itself may not be a direct ranking factor, its ability to increase visibility, engagement and website traffic can play a major role in strengthening your local SEO efforts.

5. Publish content about your small business

Creating fresh content might seem like a lot of work, but it’s one of the most effective ways to grow your online presence and boost your local business SEO. Instead of feeling overwhelmed, start by tapping into what your customers are already asking. Write down the top five questions you hear from your customers, whether they’re about your services, products or anything else relevant to your business.

Choose one of those questions and set aside a short, focused block of time—maybe 15 or 20 minutes—to draft a clear and concise answer. This quick approach makes content creation manageable and ensures that you’re providing useful information to potential customers.

Once your answer is ready, publish it on your website’s blog or share it on your social media channels. If your focus is local, remember to include your city in the title and tags to help target nearby searchers. For instance, if you’re a local law firm in Dallas, you may have a post titled “5 questions to ask your Dallas attorney before hiring a new employee.”

You can create several posts addressing common issues, tagging them with your city and nearby towns. By consistently addressing frequently asked questions, you’ll not only help people find your business, but also build trust with your audience.

Local business SEO: Start now for long-term success

Getting potential customers to come to your physical location through SEO is achievable for almost any business. It just takes a little time and effort to set things up. SEO is a long-term strategy and the sooner you start, the better. By optimizing your business for local searches today, you’re laying the groundwork for future success, ensuring that when customers search, they find you—not your competition.