KNOWLEDGEBASE
Why is local SEO important?
By
Bethany Walker
03.09.25
/
15 min.
Why is local SEO important? And what can you do to improve?
Just having a website, or just having a physical store, is not enough. Neither is having both. Especially if you're not maximising their benefits.
If your business serves a local area, whether via a brick and mortar store or via services in that area, appearing in local search results is essential. To appear in those local results, you need local SEO.
But why is local SEO so important, and how can you improve it to attract more potential customers and increase foot traffic to your store or office? This guide will walk you through everything you need to know, from the benefits of local SEO to a handy local SEO checklist that you can start implementing right away.
First things first, what is local SEO?
Local SEO, short for local search engine optimization, is the process of optimizing your online presence to attract more business from relevant local searches on search engines like Google.
This type of SEO is especially important for small businesses, local service providers, and any business that relies on customers from a specific geographic area.
When someone searches for a service like “plumber near me” or “best coffee shop in [city],” local SEO determines whether your business shows up in Google Maps, the local pack, or organic local search results. Unlike general SEO, which focuses on broader keywords and nationwide rankings, local SEO targets people who are ready to take action in your local market.
Why is local SEO important?
Many business owners underestimate the power of local SEO, but that's a big mistake.
1. Online visibility and foot traffic
When optimized for local search, your business appears higher in search engine results, both in Google Maps and the organic search listings. This improved visibility helps local customers discover your business, increasing foot traffic to your physical location or visits to your website.
A restaurant in Texas that appears in the top three results for “best BBQ near me” is far more likely to get dine-in customers than one buried on page two of Google.
2. Connect with customers
People searching locally often have high purchase intent. According to studies, 46% of all Google searches have local intent, and these users are actively looking for a local business, service, or product nearby. By optimizing your Google Business Profile and website for local search engine optimization, you connect with potential customers at the exact moment they need your product or service.
3. Boosts credibility
A strong local SEO strategy incorporates positive reviews on Google and other business listings. Customer reviews are a key ranking factor for search engines and influence whether new customers trust your business. High ratings and frequent reviews can also improve your click-through rate in search engine results, leading to higher conversion rates.
4. Cost-effective advertising
Compared to other online advertising, like Google or Meta ads, or traditional advertising, like print or radio, local SEO offers a more cost-effective way to reach your target audience.
By appearing in local search results, you’re reaching people who are actively looking for services like yours, making your marketing spend more efficient. The best news is, you don't have to pay a cent to be there.
Key parts of local SEO
Optimizing your local SEO involves multiple elements, from your website to your Google Business Profile. Some of the more important elements are covered below:
1. Google Business Profile
Formerly known as "Google My Business", your Google Business Profile is probably the most important part of improving your local SEO visibility.
What to do:
Ensure your business name, address, and phone number are accurate.
Add business hours, photos, and a description that includes local keywords. You could also add menus, pricing, offers, and special events.
Encourage positive reviews and respond promptly to customer feedback, good or bad.
Why it matters:
Google uses this profile to display your business in local search results and on Google Maps.
A well-optimized profile can dramatically increase online visibility and attract local customers.
2. Local keywords and content
Using relevant keywords that include your city, neighborhood, or region is key for local search engine optimization. This applies to your website, social media, and Google Business Profile.
What to do:
Conduct local keyword research to identify what your target audience is searching for.
Optimize your website pages, meta titles, meta descriptions, and blog content with local keywords.
Include phrases like “near me” or your city name naturally in your content. Emphasis on naturally. Google doesn't like keyword stuffing and will actively penalise you for this, so make sure you use keywords in small doses.
Why it matters:
Using local keywords helps your business rank higher in local search results and improves online visibility for local customers.
Business listings and citations
Your business should be listed consistently across all online directories, including Yelp, Bing Places, and social media platforms.
What to do:
Keep business name, address, phone number, and website consistent across all platforms.
Regularly update your listings to reflect business hours, photos, and services.
Why it matters:
Inconsistent information can confuse search engines and customers, lowering your search rankings and online credibility.
4. Reviews and reputation
Customer reviews are incredibly important when it comes to SEO.
Firstly, they influence search engine rankings. If your business is consistently getting 5* reviews, search engines are going to rank you higher.
Secondly, they're great social proof. Searching for a business online is always risky, you might be worried about what service you are going to get, what prices to expect, etc. Reviews help battle that. Potential customers can read about real customers' past experience, which can push them to getting in touch/making a booking.
What to do:
Encourage satisfied customers to leave reviews on Google, Yelp, and industry-specific platforms.
Respond to both positive and negative reviews professionally.
Why it matters:
Reviews increase trust and engagement, improve conversion rates, and show search engines that your business is active and reputable.
5. Website optimization
Your website should support your local SEO efforts. Whilst not intrinsically linked to local SEO itself, general SEO best practices like responsive design, fast loading times and clear CTAs will help your overall efforts.
What to do:
Ensure you site loading time is SEO-friendly (you can use Google's Page Speed Insights tool to check this).
Include your address, phone number, and local keywords on relevant pages.
Add location pages for multi-location businesses.
Use schema markup to help search engines understand your business information.
Why it matters:
A fast, mobile-friendly website improves user experience, reduces bounce rate, and makes it easier for local customers to find you.
6. Local content
Creating website content relevant to your local community can improve organic traffic and strengthen your local SEO strategy.
What to do:
Write blog posts about local events, news, or guides.
Highlight partnerships with local organizations or community initiatives.
Why it matters:
Helps you rank for local search queries and positions your business as a trusted community resource.
7. Social media
Social media profiles can support local SEO by increasing brand awareness and engagement with local audiences.
What to do:
Share local events, promotions, and customer stories on platforms like Facebook, Instagram, and LinkedIn.
Include links to your website and Business Profile where appropriate.
Why it matters:
Social engagement can drive traffic, increase visibility, and indirectly improve your search engine rankings.
Local SEO checklist
Here’s a practical checklist for business owners to implement local SEO:
Claim and optimize your Google Business Profile, and ensure you're listed in other local directories.
Ensure name, address, and number, consistency across all platforms.
Collect and respond to customer reviews regularly.
Perform keyword research and optimize website pages and meta tags.
Create a local, content marketing strategy that appeals to your community.
Work on local link building but only from reputable sources, so you don't damage your online reputation.
Maintain and update business listings on directories and social media.
Track local search rankings, website traffic, and conversions.
Optimize website for mobile users and fast loading speeds.
Engage with your local audience through social media and community events.
Extra help with local SEO
Software systems like BrightLocal help your business get found by customers in your local area. They offer small business solutions that take all the local SEO heavy lifting off your hands, leaving you more time to run your business.
So, why is local SEO so important?
The answer is simple: it helps businesses of all sizes connect with potential customers, improve local visibility, and drive more foot traffic to physical locations.
Effective local SEO efforts are crucial for any marketing strategy aimed at attracting local customers, increasing conversion rates, and establishing a strong local presence in your community.
By combining Google Business Profile optimization, local keyword usage, consistent business listings, positive online reviews, and locally relevant content, your business can dominate local search results and outperform the competition. Many testing tools and platforms offer a free plan, so even small businesses can start optimizing without large investments.
Local SEO isn’t just about climbing search rankings, it’s about building an online presence that drives real customers through your door. By using this local SEO checklist, business owners can put an effective strategy in place, attract more customers, and strengthen their position in the local market.
