When was the last time you searched “coffee near me” or “best plumber in [your city]”? Chances are, it wasn’t that long ago. That’s local SEO in action, helping people find businesses in their neighborhood exactly when they need them.

If you run a brick-and-mortar shop, restaurant, hotel or service-based business that depends on local customers, local SEO is one of the most important strategies you can use to get found online. Let’s break down what local SEO really means, how it works and why it’s worth your time.

What Is Local SEO?

Local SEO (Search Engine Optimization) is the practice of optimizing your website and online presence so your business shows up in local search results.

When someone searches for a product or service with a location element, like “auto repair shop Denver” or “family dentist near me,” search engines look for signals that your business is relevant to that location and trustworthy enough to recommend.

While general SEO focuses on improving your website’s visibility everywhere, local SEO focuses on local intent, which means you want to show up for people in your city, neighborhood or service area.

How Is Local SEO Different From Organic SEO?

If you’re new to SEO, you might wonder if there’s really a difference between local SEO and organic SEO. The short answer is yes.

Organic SEO helps your website rank in search results on a broader scale. It focuses on keywords that aren’t tied to a specific location. For example, if you run an online store that ships nationwide, you’d want your product pages and blog content to show up for searches from anywhere.

Local SEO focuses on ranking for location-based searches. It tells search engines where you’re located and helps your business appear when people nearby search for your products or services. Local SEO usually targets keywords that include city names or phrases like “near me.”

In simple terms, organic SEO helps you reach people everywhere, while local SEO helps you reach people nearby who are ready to visit you in person.

Why Does Local SEO Matter So Much?

Let’s be honest, most people don’t scroll past the first page of Google. If your business doesn’t appear when locals search for what you offer, you’re missing out on real customers and revenue.

Here’s why local SEO is so powerful:

1. It puts you in front of people ready to buy.
People searching for “near me” or city-specific services are usually looking to take action soon. They want to book an appointment, visit a store or make a reservation.

2. Local searches often lead to in-person visits.
According to Google, 76% of people who search for something nearby visit a business within a day, and 28% of those searches result in a purchase.

3. It levels the playing field.
Even if you’re a small business, local SEO helps you compete with big brands by showing up where it matters most, in your neighborhood.

How Does Local SEO Work?

Local SEO uses a mix of on-page and off-page strategies to tell Google (and other search engines) where you’re located and what you offer.

Here are a few key ingredients:

1. Optimize Your Google Business Profile

If you haven’t claimed and verified your Google Business Profile (formerly Google My Business), make that your first step. This free listing helps you appear in Google Maps and the local pack, which is that box of map results you see at the top of many local searches.

Keep your business name, address and phone number accurate and consistent across your website and listings. Add photos, hours, services and encourage happy customers to leave reviews.

2. Use Local Keywords

Sprinkle city or neighborhood keywords throughout your website. This includes page titles, meta descriptions, headings and body copy. For example, instead of just “family dentist,” use “family dentist in Austin, TX.”

If you’re not sure where to start with keywords, check out these SEO tools for small businesses to help you find the right phrases to target.

3. Create Location-Specific Content

Write blog posts, landing pages or FAQs that answer questions locals might ask. For example, if you’re a roofer, you could write about “best roof materials for [your city’s] climate.”

4. Build Local Citations and Backlinks

Make sure your business is listed on trusted local directories like Yelp, the Chamber of Commerce and industry-specific sites. This boosts your credibility and helps search engines trust your business is legitimate.

5. Get Reviews

Reviews are gold for local SEO. They show Google that real people trust you and help convince potential customers to choose you over a competitor.

Example: Local SEO for Hotels

Hotels are a perfect example of why local SEO matters so much. Travelers search for places to stay in specific cities or neighborhoods. If you run a boutique hotel in Chicago, you want to show up when someone searches “boutique hotels in Chicago near Millennium Park.”

Local SEO strategies for hotels include optimizing your Google Business Profile, getting listed on travel directories, encouraging guests to leave reviews and creating location-based pages that highlight nearby attractions.

If you’re in the hospitality industry, don’t miss our deeper dive into SEO for the hotel industry for more tips.

Do You Need a Local SEO Strategist?

Local SEO can get technical. Citations, backlinks, reviews and local rankings all take time to manage. Many business owners partner with an SEO strategist to plan, execute and fine-tune their strategy so they can stay focused on running their business.

If you’re curious what an SEO strategist does or how they can help your local business grow, read more about what an SEO strategist is.

Final Thoughts

Whether you’re a local bakery, a family-run hotel or a contractor serving your community, local SEO makes sure people can find you when it matters most.

Invest a little time in setting up your listings, encouraging reviews and creating location-specific content. You’ll stand out ahead of competitors who ignore it.

If you’d like help putting together a plan, reach out anytime. We’re here to help your business get found where your customers are searching.

Ready to get started? Contact Foundation Digital Strategies today and let’s build a local SEO plan that brings more customers through your door.