Local SEO Fundamentals

Introduction

Local SEO helps businesses appear in location-based searches. Whether you have a physical store or serve specific geographic areas, local SEO connects you with nearby customers actively searching for your services.

How Local Search Works

Google uses different factors to rank local results:

Local Search Result Types

• Local Pack: Map with 3 business listings
• Local Finder: Extended list accessed from "More places"
• Google Maps: Direct map searches
• Organic with local intent: Regular results for local queries

Google Business Profile Optimization

Your Google Business Profile (GBP) is the foundation of local SEO:

Essential GBP Information

• Business name: Exact legal name (no keyword stuffing)
• Address: Accurate, consistent with website and citations
• Phone number: Local number preferred
• Website: Link to relevant landing page
• Categories: Primary and secondary categories
• Hours: Regular and special hours
• Description: Keyword-rich business description

GBP Enhancement Features

• Photos: Logo, cover photo, interior/exterior, team, products
• Posts: Regular updates, offers, events
• Products/Services: Detailed listings with prices
• Q&A: Seed common questions and answers
• Attributes: Amenities, accessibility, payment options

NAP Consistency

NAP (Name, Address, Phone) consistency is critical for local SEO:

CORRECT (Consistent):
Website: ABC Plumbing, 123 Main St, Suite 100, Boston, MA 02101, (617) 555-1234
GBP: ABC Plumbing, 123 Main St, Suite 100, Boston, MA 02101, (617) 555-1234
Yelp: ABC Plumbing, 123 Main St, Suite 100, Boston, MA 02101, (617) 555-1234

INCORRECT (Inconsistent):
Website: ABC Plumbing Inc., 123 Main Street, Boston, MA 02101
GBP: ABC Plumbing, 123 Main St #100, Boston, Massachusetts
Yelp: A.B.C. Plumbing, 123 Main, Boston, MA
            

Local Citations

Citations are mentions of your business on other websites:

Types of Citations

• Structured: Business directories (Yelp, Yellow Pages)
• Unstructured: Mentions in articles, blog posts

Priority Citation Sources

1. Google Business Profile
2. Apple Maps
3. Bing Places
4. Yelp
5. Facebook
6. Industry-specific directories
7. Local chamber of commerce
8. BBB (Better Business Bureau)

Local On-Page SEO

Optimize your website for local search:

Local Landing Page Elements

• City/region in title tag and H1
• NAP in footer or contact section
• Embedded Google Map
• Local content and testimonials
• LocalBusiness schema markup

<script type="application/ld+json">
{
    "@context": "https://schema.org",
    "@type": "LocalBusiness",
    "name": "ABC Plumbing",
    "address": {
        "@type": "PostalAddress",
        "streetAddress": "123 Main St, Suite 100",
        "addressLocality": "Boston",
        "addressRegion": "MA",
        "postalCode": "02101"
    },
    "telephone": "+1-617-555-1234",
    "openingHours": "Mo-Fr 08:00-18:00",
    "geo": {
        "@type": "GeoCoordinates",
        "latitude": "42.3601",
        "longitude": "-71.0589"
    }
}
</script>
            

Review Management

Reviews significantly impact local rankings and conversions:

Review Strategy

1. Ask for reviews: After positive customer interactions
2. Make it easy: Provide direct links to review platforms
3. Respond to all reviews: Thank positive, address negative professionally
4. Never fake reviews: Violations can result in penalties

Practical Exercise

Summary

• Local SEO connects businesses with nearby customers
• Google Business Profile is the foundation of local visibility
• NAP consistency across all platforms is critical
• Citations from quality directories build local authority
• Reviews impact both rankings and customer trust