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SEO Strategies: An Introduction to Local SEO and How It Works

Updated: Jun 11, 2023

As businesses evolve in the digital age, search engine optimization (SEO) has become increasingly important. SEO is optimizing a website to rank higher in organic search engine results pages (SERPs). It involves various techniques to improve the quality and quantity of traffic to a website. By improving the ranking of a website on SERPs, businesses can increase their visibility to potential customers. For this reason, businesses of all sizes can benefit from SEO, even small and local ones.

Local SEO is a subset of SEO that optimizes a website's visibility in local search results. Local search queries include a location specific to a particular geographic area. For example, a search for "best pizza in New York" or "plumber in Los Angeles" are local searches. In short, local SEO is specific to businesses that have a physical location or serve a particular geographic area and aims to make a business visible to potential customers in its local area. However, this goes deeper than most people realize, so we will discuss the details in this article.

How Local SEO Works

As mentioned, local SEO uses location-specific keywords. However, it's not the only factor that affects a business's visibility in local search results. Other important factors include:

  • Google My Business Listing: This is a free tool provided by Google that allows businesses to manage their online presence across Google. A complete and accurate Google My Business listing can improve a business's visibility in Google Maps and local search results.

  • Online Reviews: Online reviews play a crucial role in local SEO. Positive reviews can help a business rank higher in local search results, while negative reviews can have the opposite effect.

  • Local Citations: A citation is any online mention of a business's name, address, and phone number (NAP). Local citations are particularly important for local SEO and can be found on directory websites, social media platforms, and other online directories.

  • Website Optimization: A website optimized for local search includes location-specific keywords and a clear description of the business and its services. It should also have a mobile-friendly design and be easy to navigate.

Ways to Optimize for Local Search on Your Website

Optimizing a website for local search is essential for businesses that rely on local customers. Here are some ways to optimize a website for local search:

Produce Quality Content

Producing quality content relevant to the business's target audience is essential for SEO. By creating content that answers common questions or addresses common pain points, businesses can attract potential customers to their websites.

Write about Your Offered Complementary Services

Writing about the business's complementary services can also be beneficial for SEO. This can help the business rank for related search queries and attract potential customers who may be interested in their complementary services.

For example, if a business offers website design services, they could also write about their complementary content creation services, social media management services, or search engine optimization services. By creating content showcasing these complementary services, the business can attract potential customers searching for these types of services.

Target Long-Tail Keywords

Targeting long-tail keywords that include a location or geographic area can help businesses rank higher in local search results. For example, targeting "best pizza in New York City" rather than "pizza" can help a pizza restaurant rank higher for local search queries.

Include a Location Page

Local SEO aims to increase visibility to local prospects, so including a location page on a website can help businesses rank higher in local search results. This page should include the business's name, address, phone number, and a map of its physical location.

Optimize Your Website for Mobile Devices

Nowadays, more and more people are using their mobile devices to search for local businesses. Therefore, businesses must ensure their website is optimized for mobile devices, including smartphones and tablets. This means using responsive design, which adjusts the layout of a website to fit the screen size of the device being used. Mobile optimization also ensures the website loads quickly, is easy to navigate, and has large, easy-to-click buttons.

Ways to Optimize for Local Search off Your Website

Optimizing a website for local search is not enough to ensure visibility in local search results, so here are some ways to optimize for local search off a website:

Register with Google My Business

Registering with Google My Business is essential for local SEO. This free tool allows businesses to manage their online presence across Google, including Google Search and Google Maps. By verifying their business information on Google My Business, businesses can appear in Google's local search results.

Get Links Locally

Getting links from local websites can help improve a business's visibility in local search results. This can be done by contacting local businesses, organizations, and community groups and asking them to link to the business's website. It's also important to ensure that the business's website includes local keywords in the content and meta tags to increase the likelihood of appearing in local search results.

Get Links Online

Getting links from reputable online sources can also improve a business's search engine rankings. This can be done by creating high-quality content that other websites will want to link to, such as blog posts, infographics, and videos. Engaging with other businesses and industry influencers on social media and online forums is important to build relationships and earn links back to the business's website.

Include Your Business in Various Listings

Including a business in various online directories and listings can boost local SEO. This can include directories like Yelp or Yellow Pages and industry-specific directories. The latter ones are generally recommended because there's a higher chance of conversion if prospects are looking for industry-specific solutions.

Post Your Content on Social Media Platforms

Posting content on social media platforms can also be beneficial for local SEO. By sharing content relevant to the business's target audience, businesses can increase their visibility to potential customers.

Managing Local SEO in the Long Term

Local SEO is not a one-time task. It requires regular effort and monitoring to maintain and improve search engine rankings. For one, you must regularly update local listings because information such as business hours, phone numbers, and addresses can change over time. Creating and sharing high-quality content on social media and other relevant platforms can keep your business visible to potential customers.

Another crucial aspect of long-term local SEO management is monitoring and responding to customer reviews. Positive reviews can help improve search engine rankings and attract more customers, while negative reviews can harm your business's reputation and ranking. As such, you must respond to all reviews, both positive and negative, in a timely and professional manner.


Local SEO can be a powerful tool for small and local businesses looking to increase their visibility and attract more customers. However, the key to success is ongoing effort and monitoring to maintain and improve search engine rankings. This way, businesses can establish themselves as reputable and trustworthy in their local community to generate more leads and sales.

Karben Marketing provides top-quality SEO marketing services. We understand the needs of businesses, so we develop comprehensive solutions to ensure you get ahead of the competition. Call us today at 630-614-1110 for a free consultation!

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