Local SEO: The Complete Guide
Attract customers in your area with local SEO. Learn how to optimize your Google Business Profile, build citations, and dominate local search.
Why Local SEO Matters
46%
of Google searches have local intent
76%
of local mobile searches visit a business within 24 hours
28%
of local searches result in a purchase
Local Ranking Factors
Google uses different signals to rank local results in the Map Pack and local organic results.
| Factor | Weight | Description |
|---|---|---|
| Google Business Profile | High | Completeness, accuracy, and activity of your GBP listing |
| Reviews | High | Quantity, quality, velocity, and response rate |
| On-Page Signals | Medium | NAP consistency, local keywords, location pages |
| Citation Signals | Medium | Consistency and volume across directories |
| Link Signals | Medium | Quality and relevance of inbound links |
| Behavioral Signals | Medium | Click-through rate, mobile clicks to call, directions |
Google Business Profile Optimization
Your GBP is the most important factor for local SEO. Optimize every element.
Business Name
CriticalUse exact business name—no keyword stuffing
Categories
CriticalChoose most specific primary category; add relevant secondary categories
Address
CriticalExact match with website and all citations
Phone
CriticalLocal phone number, consistent everywhere
Hours
HighKeep accurate including special hours
Photos
HighAdd 20+ quality photos of business, products, team
Description
MediumInclude keywords naturally in 750-character description
Services/Products
MediumList all services with descriptions and prices
Attributes
MediumSelect all relevant attributes (payment, accessibility, etc.)
Posts
MediumShare updates, offers, events weekly
Building Local Citations
Citations are mentions of your business name, address, and phone (NAP) on other websites. Consistency is key.
Key Citation Sources
Critical: Your NAP must be exactly the same everywhere. Even small differences (St vs Street, Suite vs Ste) can hurt rankings.
Review Management Strategy
Reviews directly impact local rankings and customer decisions. Build a systematic approach.
Review Best Practices
Local Content Strategy
Create content that signals local relevance and serves your community.
Content Ideas
- City/neighborhood guides
- Local event coverage
- Community involvement stories
- Local customer spotlights
- Area-specific service pages
- Local industry news commentary
Location Pages
For multi-location businesses, create unique pages for each location with:
- • Unique content about that location
- • Embedded Google Map
- • Local team/staff information
- • Location-specific testimonials
- • LocalBusiness schema markup
Common Local SEO Mistakes
Inconsistent NAP across the web
Fix: Audit and correct Name, Address, Phone on all platforms
Ignoring or not responding to reviews
Fix: Respond to every review—it shows you care and can improve rankings
Keyword-stuffed business name
Fix: Use your real business name; Google penalizes keyword stuffing
No local content on website
Fix: Create location pages, local guides, and community content
Neglecting mobile experience
Fix: Optimize for mobile—most local searches happen on phones
Related Resources
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