Local SEO: How to Rank Higher and Get Found in Your Area

When someone types "plumber near me" or "best coffee shop in [your city]," do they find you? Local SEO is how you make sure the answer is yes.

What Is Local SEO?

Local SEO is the practice of optimizing your online presence to attract customers from local searches. It's different from regular SEO because:

• It focuses on geographic relevance
• It heavily involves Google Maps
• Reviews play a much bigger role
• Your Google Business Profile is crucial

The 3-Pack: Where You Want to Be

When you search for a local business, Google shows a map with 3 businesses listed below it. This is called the "Local 3-Pack" or "Map Pack."

Getting into this 3-Pack means:

• Higher visibility than regular search results
• Phone calls directly from Google (click-to-call)
• Directions to your business one tap away
• Reviews displayed prominently building instant trust

How Google Ranks Local Businesses

Google uses three main factors for local rankings:

1. Relevance

How well does your business match what the person is searching for?

Improve relevance by:

• Using specific keywords in your business description
• Selecting accurate business categories
• Adding detailed service descriptions

2. Distance

How close is your business to the person searching?

You can't change your location, but you can:

• Optimize for multiple service areas
• Create location-specific pages for each area you serve
• Make sure your address is correct everywhere

3. Prominence

How well-known and trusted is your business?

Improve prominence by:

• Getting more positive reviews
• Building local backlinks
• Earning mentions in local news
• Having consistent NAP (Name, Address, Phone) across the web

Step-by-Step Local SEO Strategy

Step 1: Optimize Your Google Business Profile

Your GBP is the foundation of local SEO. Complete every section:

• Accurate business name (no keyword stuffing)
• Correct address and service areas
• Phone number that matches your website
• Business hours (including holidays)
• Website URL
• Business description (750 characters max)
• Services with descriptions
• Products (if applicable)
• Photos (add new ones monthly)
• Posts (weekly updates)

Step 2: Get More Reviews

Reviews are the #1 factor for local pack rankings. Aim for:

• At least 10 reviews to establish credibility
• A 4.0+ star rating
• Recent reviews (recency matters)
• Responses to every review

How to ask for reviews:

1. Send a follow-up email after service completion
2. Include a direct link to your Google review page
3. Train staff to ask happy customers
4. Add a review link to your email signature

Step 3: Build Local Citations

Citations are mentions of your business on other websites. Focus on:

Essential directories:

• Google Business Profile
• Yelp
• Facebook Business
• Apple Maps
• Bing Places
• Yellow Pages

Industry-specific directories:

• HomeAdvisor (contractors)
• Healthgrades (doctors)
• Avvo (lawyers)
• TripAdvisor (restaurants/hotels)

Step 4: Create Local Content

Blog about topics relevant to your local area:

• "Best [your service] in [your city]: What to Look For"
• "How Much Does [your service] Cost in [your area]?"
• "[Your city] [industry] Regulations You Should Know"
• Local events you're sponsoring or attending

Step 5: Optimize Your Website for Local

• Include city/area in your page titles
• Add your address to the footer of every page
• Embed a Google Map on your contact page
• Create separate pages for each location (if multiple)
• Add local schema markup

Local SEO Mistakes to Avoid

❌ Keyword stuffing your business name "John's Plumbing - Best Plumber Cheap Plumbing Services" will get you penalized.

❌ Fake addresses or PO boxes Google requires a physical location where you meet customers.

❌ Ignoring negative reviews Respond professionally to every review, especially negative ones.

❌ Inconsistent NAP information Your Name, Address, and Phone must be identical everywhere.

❌ Neglecting mobile users 60%+ of local searches are on mobile devices.

Tracking Your Local SEO Progress

Monitor these metrics monthly:

How Long Until I See Results?

Local SEO typically takes 3-6 months to show significant improvement. However, some quick wins:

• Google Business Profile optimizations: 1-2 weeks
• New reviews appearing: Immediate
• Local citations: 2-4 weeks to be indexed

The key is consistency. Keep optimizing, keep getting reviews, and keep publishing local content.

Need a website optimized for local search? Uncody creates SEO-friendly websites with local business features built in.