How to get started with local SEO

Local SEO involves optimizing local rank checker for both the local pack and traditional organic search results. Some local ranking factors impact both, while others are specific to one or the other.

Let’s start with the basics.

1. Add your company to Google Business Profile
   Google Business Profile is a so-called Google’s online catalog of local businesses. It features key information for your potential clients to find and learn about your local business. This information is displayed across Google’s various platforms, including on Google Search and Maps.

Google prioritizes local Google Business Profiles that are optimized well for local search. Updating your profile with accurate and thorough information makes it easier for Google to display your business in local results. See the screenshot example below:

An example of Google Business Profile
The local 3-pack, which appears as a trio of businesses at the top of local search results, is a coveted spot. Achieving this position means you’ll be more visible to customers who use relevant search terms. This can increase visits, calls, and foot traffic to your website.

To increase your chances of ranking in the local 3-pack, fill out your Google Business Profile completely. Here’s what to cover:

Business name, address, and phone number (NAP)
Business category and subcategories
Website URL
Business description
Operating hours
Products or services offered
High-quality photos and videos

2. Encourage and respond to online reviews
   Positive business reviews boost your local search performance and build trust with potential customers. Snippets from customer reviews may appear directly in your listing within the map pack, providing new potential customers with immediate social proof.

But receiving reviews is only part of the process. Consider taking a more active role, as 88% of consumers prefer businesses that respond to all reviews, whereas only 47% of consumers don’t.

See Google’s best practices for managing reviews below:

Verify your Business Profile to ensure your information shows on Google services and to respond to reviews.
Encourage customers to leave reviews by making it easy. Don’t give incentives.
Respond to reviews to build trust and show you value feedback.
Acknowledge all reviews. Showing both positive and negative ones enhances credibility.
Share your review link in thank-you emails, chat interactions, or on receipts.

3. Get listed in local business directories and build citations
   To build a positive image and establish trust in your business, list it on well-known online directories like Google, Facebook, Yellowpages, Bing Places, Apple Maps, etc. or other authoritative websites. Create local citations as well.

Local citations are external mentions of your business’s name, address, and phone number (NAP) that validate your business’s legitimacy to search engines. This ensures that visitors on any website or directory will see up-to-date contact information of your business.

Consistency is key. Keep your NAP information the same everywhere online. SE Ranking’s Local Marketing tool handles this automatically.

SE Ranking’s Local Marketing tool
It identifies and fixes incorrect business citations across your existing listings and creates new listings where your business doesn’t yet appear. It also polishes everything by removing duplicates. If you want to create and manage consistent citations with minimal effort, SE Ranking’s Local Marketing tool is the way to go.

4. Find the keywords clients use to find your business
   Getting started with local SEO requires that you understand the words and phrases (keywords) used by your potential customers to find local businesses. Ranking high for these local keywords brings in nearby customers who are looking for the products or services you offer.

For example, if you run a restaurant, you want to rank for queries like “restaurants in Downtown Chicago” or “Italian dining near me.” If you’re a dentist, ranking for queries like “dentist in [neighborhood]” or “dental office near [landmark]” is ideal.

Your website should also naturally feature these location-specific terms on your pages.

You can then track how well you’re ranking for them with SE Ranking’s Local Search Grid. Add your custom locations to the map next to the local keywords you want to rank for, and see your rankings displayed across Google Maps on a colorful grid that’s easy to read.

SE Ranking’s Local Search Grid
Green areas show locations from where you rank in the top 3 positions. Yellow, orange, and red indicate lower rankings. This visual map streamlines how you identify the areas and search terms bringing you the most customers. It also shows you where you need to improve.

5. Get people to talk about your business
   To get your local business noticed by customers and recognized as locally relevant by search engines, encourage people to spread the word about your business.

One of the best ways is to get featured in local publications. Local newspapers and community websites (both print and online) are always on the lookout for interesting business stories to share with their readers. Think about what makes your business unique. Maybe it’s your restaurant’s special family recipes or your dental practice’s community work.

Sometimes it’s easier than you think and the opportunities are right in front of you. Local media, for example, often publish roundups as a regular part of their workflow, such as “Best kid-friendly restaurants in Austin” or “Top dentists in Chicago’s north side.” Just make sure to find them.

Another way to get noticed is to participate in community events. This could look like sponsoring local events or hosting community activities. Activities like these lead to natural media coverage and online mentions. These are exactly what you need to get talked about both locally and online.