What are Local SEO Services and How Do They Work?

Understanding local SEO

What is Local SEO?

Local SEO is a form of Search Engine Optimization that focuses on small businesses and the issues unique to their field. While this includes reputation management issues, key local search engine optimization work will be more closely related to local listings.

When you’re thinking about what makes your business stand out from others in your industry, local SEO is likely something you have considered. As one of the most critical parts of optimizing a website for both users and search engines, it should absolutely be at the top of your list.

To help you better understand how important local SEO actually is within a marketing campaign, here are some quick facts for you.

Key Local SEO Facts:

  • Respondents learn more about a local business online than anyplace else, according to 97 percent of people. (Source: SEO Tribunal)
  • 78 percent of mobile searches that are based on location result in a purchase made offline. (Source: SEO Tribunal)
  • “Near me” or “close by” type searches grew by more than 900% over two years. (Source: Chat Meter)

If you’re looking to obtain more clients or just want to understand better why your company has been struggling lately, local SEO services can be handy. By understanding how it works, what factors matter most when trying to increase your rankings, and how you can get started implementing your own campaign quickly (without too much initial overhead), you can improve your bottom line.

Local SEO vs. Traditional SEO

The primary difference between local search engine optimization and traditional SEO is the scope of focus.

While traditional SEO was meant to help a company rank for broader keywords (such as “best local SEO companies” or “local SEO marketing company”), local SEO tends to be more specific. It targets specific cities or areas within larger metropolitan regions to cover local searches.

For example, someone living in Chicago might search “affordable local SEO service provider” or “local SEO agency.” At the same time, another living nearby would look for something like a “local SEO specialist” or “local SEO company.” In both cases, information about these businesses should appear at the top of Google’s results page, offering an area that needs improvement from companies looking to attract new customers and more leads through their website.

Local Search Engine Optimization often works hand-in-hand with other forms of traditional SEO, as link-building techniques and website structure are still critical to obtaining high search engine and local rankings.

“Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” – Phil Frost, Main Street ROI

What changes with Local SEO is how you’ll focus on this work. Rather than creating a single page with your information that ranks for anything people looking for guidance on your industry might be searching for (general keywords), you’ll also need to create unique pages focusing exclusively on local areas.

In short, rather than trying to do everything at once, you should instead break up your campaign into smaller sections and work on each one separately.

Here’s how it works: Let’s say you’re running a small business called “Chicago Pasta Company.” As you’re looking to attract a local audience, one of the most important things you can do is ensure that your company’s name appears in search results when people are looking for restaurants serving pasta in the area.

Why does Local SEO matter?

Local SEO can help your business stand out from others in your industry, giving you an edge over the competition and helping you to attract new customers.

It is also one of the most critical parts of optimization a website for both users and search engines. It presents your company locally and establishes you as an authority in your industry to potential customers.

It’s no secret that the number of people utilizing Google+ for reviews has risen considerably, which means that if you can’t be found through those avenues, it’ll be much more difficult to get new clients.

This is where Google My Business comes in.

With this tool, you’ll be able to get your business set up and help you manage the information related to your company. Having a solid listing with up-to-date information will make it more likely that people looking for businesses like yours can find you on the search engine.

You can learn more about it later.

Benefits of Local SEO

Local SEO is a powerful online marketing strategy because it targets local consumers – people within your website’s area and/or city. People tend to search for such information on the internet, specifically Google since it is the world’s largest search engine. They look up services and products in their respective areas. So, if you rank high among these search results, you get more traffic to your website.

If a professional SEO company properly does the local SEO services of your business, then your ranking will improve over time. And more people will visit your site as well.

Local SEO benefits outweigh creating a standard website with general information that can attract local and global online clients.

Here are ways that local SEO services can help you reap the big benefits:

Targeting a specific online market

First of all, many people are looking for local businesses on the Internet through search engines like Google or Yahoo. They will only be interested in a local SEO website. Furthermore, when people visit your site, they may click on your website’s Google ads (if you have included paid links), and search engines will track the number of clicks that point to your site, which can be considered another factor for rankings.

Your local business has a chance to stand out

It is easy to create an SEO-friendly website. But only with local SEO services by experts that truly understand the nuances of a local search engine who truly understand local search engines’ nuances can you truly stand out in this field. Local businesses should be present on Google and other search engines to get found, and local SEO services are a great way for them to get started.

Increased traffic

Many people might not realize that they are using local search engine queries. However, the fact remains that local businesses are competing for online traffic, and it is highly significant to do so. The more people that search for items around your area, the better chance you have of getting targeted traffic on your site.

Increased conversion rates

Your potential customers will be looking for information in relation to their physical location- which means that they want to find a local business. This will increase your conversion rates because people who visit your site can instantly know if you offer what they want or provide a way to find shops that sell it. Moreover, potential customers will not have far to get products, especially if you offer nearby delivery services.

SEO-friendly content

A local business’s website must have good, actionable, and data-driven content for it to be found on the Internet. If you want people to find your site through search engines by typing certain keywords or phrases, you should make sure that you include them in your website’s pages. Furthermore, backlinks from local online businesses that are related to yours can increase your online visibility.

Increase in sales

If you truly want more online customers, then you must consider investing in local SEO services for your business because they help you get online traffic and boost your sales numbers as well. Once people visit your site through search engines or social media, you will engage them more. This way, they are more likely to turn into online clients instead of simply leaving your site.

How A Digital Marketing Agency Can Help Your Business

Online marketing is a complicated business, especially when you are in the hands of someone who doesn’t have your best interests at heart. That is why you need to hire an SEO agency specializing in local search engine optimization to take care of this task instead.

Better ranking results

With above-average knowledge and experience, a local SEO company can create a good ranking strategy and then implement it effectively to get better results. They can help you understand what needs to be done to achieve your SEO goals.

Long-term solutions

Another advantage of hiring a local SEO company is that they have been in the business for a long time, so they know how things work and what to do to make sure that your website gets more traffic.

They will understand local search engines

Local SEO marketing companies know how local search engines work, and they can create strategies tailored for these platforms. That is why you must hire such professionals if you want a better online presence.

Local SEO Services – What More Does it do for Your Business?

By using SEO services, you can thrive in a competitive market. A local SEO company helps to bring in more customers from the local area of your business. And with the best local SEO services, you can target your customers. You can have a complete digital marketing plan in place too. A local SEO company also puts together an effective local SEO campaign that is based on your business’s needs.

When you hire the best SEO company, they will make sure that all of the information they need is on your website. This includes all contact information, address, hours of operation, any specialties you offer, and more. When a potential customer wants to find SEO services in your area, you want them to be able to get what they’re looking for right away.

When you use an SEO services provider, they can also add a Google My Business listing to your website. This is an important part of making sure that potential customers can find you online. They will also make sure your page has all of the right information on it.

How Local SEO Works


You have probably heard of keywords before. They are words about your website that you want to show up in search. Local SEO keywords or location keywords are words that have to do with your local business and what you offer, including the state/city name in which it is located.

For example, if I had a carwash business located in New York City, some of my keywords would include keywords like “carwash in New York,” “NYC auto detailing,” “NYC carwash services,” or even keywords like “waterless carwash.”

In online marketing, it is important to know what keywords will be used by potential customers trying to find your business to get help with a certain problem they have. Ideally, you can create keywords that relate directly to your business and keywords that are popular keywords that people would use to find you.

Creating Your Local SEO Strategy

To create a local SEO strategy, you need to understand the keywords you will be optimizing your website for. Having a strategy mapped out makes it easier to optimize individual pages with relevant and valuable keywords.


To rank in local search results, keywords must be included on your website with keywords that local customers value.

While keywords like “pizza” or “dentist” may be valuable keywords, keywords about the city or region your local business is in will produce better results because they are more relevant to your clients’ needs.

This is why a keyword strategy for local search marketing focuses on keywords such as:

  • Restaurants in [insert city]
  • Pediatric Dentistry in [insert city]
  • How To Install [product name] Faucet In A Sink

When it comes to keywords, most businesses try to rank for the keywords they think their customers are searching for—which makes sense from a traditional keyword perspective. However, optimizing websites based on location-specific keywords can be difficult and time-consuming.

Keyword research for location-specific keywords is more difficult than keywords that anyone can use. You must research keywords based on factors like the city, neighborhood, or state your business is in.

Also, Google has geographic keywords it pays attention to when ranking local search results. These keywords are called geo-keywords— they include words such as “near,” “in,” and “around.”

When you optimize using these keywords, it is easier for Google to understand what you’re trying to rank for.

If you’re going to post content on your site anyway, you might as well take the time to make sure Google takes notice of your effort. – The Content Factory

How do I find the right keywords?

It’s important not to just guess at keywords for a local SEO strategy. When creating a keyword strategy around location-based keywords, use tools like Ahrefs.com to perform keyword research in a specific geographic area.

With Ahrefs, you can find keywords and their search volume for any keywords you specify— including keywords related to location-based keywords for local SEO solutions and purposes.

Keyphrase Ideas

  • Top Grocery Stores In [insert city]
  • Thrift Shop In [insert city]
When it comes time to fill out the keywords on your website, focus on geo keywords first when filling out major web page components like titles and meta descriptions. Having these keywords included will help your pages rank more easily in local search results.

After keywords are filled in, focus on other keywords related to the products or services you provide. For example: if you own a restaurant and want to optimize for keywords like “culinary school,” find ways to include this keyword as part of your website content.

Finally, make sure that your keywords work together by focusing on keywords phrases. It doesn’t do any good to just focus on one keyword—this is why it’s important to research location-based keywords to create a strategy that focuses on keywords phrases.

Key practices for successful local SEO

If you want to get targeted results when promoting a business in your locality, you need to follow some key practices focusing on specific keywords and phrases.

These keywords and phrases depend on the area you are trying to market. When you start placing your keywords in strategic places, it becomes easier for users to find your business area in Google searches.

Keywords are the most important part of any website. They are crucial too. Because if keywords are optimized correctly, then more traffic is generated toward that particular site.

However, if keywords are optimized incorrectly or used competitively by other sites, there is a high chance that search engines will ignore them altogether or rank them lower than others.

Tip: When you optimize keywords on your website, you mustn’t compete against yourself for keywords. When keywords are too competitive and no one uses them, optimizing keywords based on those becomes useless in building your website traffic.

Optimizing Keywords Phrases For Local Search Engines

To successfully rank locally in searches, you must use keywords naturally instead of making them look unnatural. Stuffing keywords in your content does not help the page rank higher than others.

But when keywords are used naturally, search engine spiders crawl keywords easier. It also manifests into better rankings for those keywords. 

To optimize keywords or key phrases, first, you analyze trends of your locality. 

See what keywords people search on Google for related to your business keywords. Once you have done that, then you can start optimizing keywords based on these trends and monitor their progress over time.

Search Engine Optimization

is about getting high ranks organically through relevant content that both users and search engines will like. Part of this process involves creating a diverse number of keywords that have sufficient relevance to each other. They should also represent how potential customers might be searching for information about specific keywords.

Getting to Know Google My Business

Google My Business (GMB) allows business owners to control their own local business listings rather than letting Google manage them. This has both direct and indirect effects on your local search rankings.

Google My Business also helps with local SEO campaigns. It can improve your presence in the digital marketing world as well. Google My Business is the one spot where all local businesses can manage their information across platforms like search, maps, video, advertising, and more.

The Basics

GMB requires that you choose a primary category for keywords that describe your company or what you do. You can then add more keywords/key phrases that relate to your business.

Using these keywords, users will be able to find your GMB listing when searching on Google. But if your keywords aren’t optimized, they won’t show up.

How to create a Google listing (Based on Hubspot)

  • Step 1: Log in to the Google Account you want to be associated with your business (or create a Google Account if you don’t already have one).
  • Step 2: Go to Google.com/business and select “Start now” in the top right-hand corner.
  • Step 3: Enter your business name.
  • Step 4: Enter your business address.
  • Step 5: Check the box “I provide goods and services to my customers” if you go to your clients’ locations rather than having them come to you. If you work from home or another location that you don’t want to be made public, select “Hide my address (it’s not a store).” Only the region will be displayed.” Finally, choose a delivery place.
  • Step 6: Select a business category. Choose the most precise category you can since you’re basically reminding Google which customers should see your company listing.
  • Step 7: Add your business phone number or website.
  • Step 8:Select a verification method. Click “Try a different method -> Later” if you’re not ready to validate your business yet.

How Can GMB Help Your Business?

Here’s how: A search result for “best local SEO services” returns a listing showing a map with pin markers indicating the location of various local SEO companies. Google selects local SEO agencies based on their listing’s information: phone number, address, business hours, and website in this case.

It also ranks SEO company websites according to keywords presented within each site’s content (like “SEO services, “local SEO company,” “best local SEO services, “local SEO campaigns,” etc.) and the importance of the keywords within each website’s body, headline tags, title, image alt tags, and meta description.

Google My Business works wonders for your local SEO campaign by helping:

 Qualify potential leads by making them aware of your business before they become customers, so you don’t have to spend as much time and money on traditional lead generation strategies (like PPC, direct mail, etc.)

 Help customers easily find you in Google’s local search results. This streamlines how people seek out businesses in your area, which leads to quicker customer acquisition.

  Improve your organic search engine ranking by optimizing the content on your website. This allows Google and other major search engines to easily index (read: crawl/archive) all of their pages much faster than if you had fewer pages or less optimized content.

 Give customers an incentive to visit your website. Since people arrive at your site through a listing in the Google search results, you don’t have to worry about losing customers if they can’t find what they’re looking for on your website (which is especially helpful if you run an e-commerce site).

If you’re wondering how local SEO services can help your business, then consider Google My Business. Then, think about how your business could benefit from having more leads and customers through improved local SEO campaigns and rankings on Google.

How to Improve Your Local SEO Campaign with Google My Business

Improving a local SEO campaign is simple. Start by signing in to Google My Business and adding as many details as possible about your company as you can. Google My Business lets you add the following details:

  A detailed description of your company’s products and services. Include keywords relevant to your business to increase the likelihood that Google displays your listing in search results for those keywords.

  A precise address, phone number, operating hours, website URL, and photos of your business location. After searching for local SEO companies, people who visit your website will be able to visit your site more easily if they can view an image of the physical location you claim to operate at.

  A link to a page on Google+ that contains updates about your company, new services, and upcoming events. This generates awareness about your business on Google’s social. This will add another line of communication between you and potential customers, which can help boost your company’s reputation online.

 A link to a page about your business on Google Maps. This can create a new way for customers in your area to find information about your products and services.

Once you’ve added all the necessary details to your listing, then you can start optimizing Google My Business for your local SEO campaigns.

Strategies for Local SEO

6 Local SEO hacks

Local SEO hacks are the best way to rank your business on Google. They indeed take time and effort, but in the end, it is worth it because you will be able to get more customers.

Here are six local SEO hacks that you should employ to kick your local SEO marketing campaign into high gear.

Hack 1: Simulate local search results for multiple locations

Google can determine the location of a searcher by using their IP address or GPS coordinates. This technology allows them to guess your exact location based on what they know about where you are physically located when searching for something online, which can be very helpful if you’re trying to find a store that sells specific products near you.

You may not know that Google uses location tracking technology to determine the location of a searcher. With this data, they can estimate your exact whereabouts based on which IP address or GPS coordinate you’re using.

Meaning if I search for an “electrician near me” from my office computer, I’ll get different results than when conducting it at home located miles away.

One important thing to note is that Google map pack results are not the only ones affected by this new change. Locational searches such as a city, postcode, or near me will also be impacted in result rankings from now on. Even if you use a tracking tool, it is difficult to check your business ranks for your target keywords in different locations when you do research using one computer. However! An easy hack helps check out how well-ranked they are across specific cities without spending money and time on costly software tools.

1. Open a new incognito tab on Google. Conducting your inquiry in an incognito tab prevents Google from displaying results based on your prior searches, ensuring a completely clean result.

2. Look for a term that you want to target for your business in the address bar. I will use the example of one of my clients’ websites who is an electrician and wants to rank for the term “emergency plumber” in multiple local areas near where his business is based.

3. Press return. In the address bar, remove everything after the keyword parameter and add the following command &near=city. Replace the parameter city with the location area you want to see the results for.

This trick is great because it helps you quickly identify where your business doesn’t rank. All you have to do is create or improve existing content for these places and then watch as more people come in.

Hack 2: Find keywords your competitors are ranking for

Search engines are a gold mine. It doesn’t matter if you’re an established business or just starting. Your rankings will make all the difference between success and failure when it comes to marketing on Google keywords.

If you want to know how search engine optimization actually works, then you don’t need to look any further than this: understanding what people are searching for is at the core of SEO.

That means doing some keyword research before creating content for your site. Unfortunately, this can be tedious without guidance from local SEO experts or a local SEO consultant.

Here’s a hack that will speed up your keyword research process and give you the ammunition to generate traffic.

Head over to: https://www.semrush.com/

Ubersuggest is an awesome tool for anyone wanting to improve their organic traffic and perfect for those of you on a very tight budget because it’s totally free.

Ok, so let’s imagine I run a dental practice in London, and these guys are one of my competitors “https://www.bowlanedental.com/”.

1. Just copy their website address and paste it into the Semrus search box. Select the appropriate country and click the search button.

2. Semrush will display a statistical overview of the performance of this particular website which includes: the number of organic keywords it ranks for, the estimated monthly traffic they receive, the strength of the site (Hover on each point), and the number of links pointing to the site.
3. You can scroll down for more data but what we want are the keywords these guys rank for.

4. Simply tap on the “organic keywords” button to see all of the keywords that generate traffic to this website. The outcomes are arranged by volume, which is the number of times keywords are searched for every month. Position, which is where this business ranks in Google for this keyword, the estimated number of visitors they get for that keyword, the web page on their site that ranks for that keyword, and finally, the SEO difficulty which is how competitive this keyword is.

5. Click on the export button at the bottom of the page to download the full list of keywords in CSV format, which you can import either in an excel spreadsheet or a Google sheet where you can filter through the data easily (show excel with filtering options), so it’s faster to identify the best opportunities.
6. What you are looking for are keywords with low difficulty and high volume for which you are not ranking for. Repeat this process with all your competitors’ sites and create content on your own website to target all the keywords you have identified as opportunities. This should yield a lot of traffic.

Hack 3: Find links that are pointing to your competitor’s website but not yours

The link is the most important signal Google uses to rank websites. If your competitors have better links pointing to their site than you, they are more likely to outrank yours. To beat them and get a higher ranking, you need quality links pointing back at your own website.

And where should you start? By looking at your competitors’ links like we did with their keywords.

  1. Go to Ubbersuggest and enter one of your competitor’s web addresses (let’s stick with our dental example) in the search bar, then click search.
2. On the left-hand side menu, select the option “backlinks” (As you can see, this is a new feature). This will show all the links pointing to this site.
In this example, this website has 3,571 links coming from 1,996 domains or if you prefer websites. This means that some websites have included more than one link on their pages to this dentist site.

3.To reduce your workload, you just want to identify only the websites pointing to our competitors. We don’t need to see all the links.

To do this, make sure the “one link per domain” option is selected. The other thing we want to do is to select the “Follow” option. The difference between a “followed” and a “no Follow” link is that Google doesn’t give any value to a “no follow” link. Therefore, they don’t interest us.

We now have a list of valuable links from unique websites pointing to our competitors’ site.
4. All you now need to do is go through each link by clicking on the “open window icon” and checking if you can replicate what your competitor has done.
5. Repeat this process with all of your competitor’s sites and export all the links in Excel or Google Sheets to make things easier to manage.

Hack 4: Identify citations inconsistency

You may have heard of citations before, but what are they? A citation is basically any mention of your business on the web that includes its name, address and phone number, or NAP.

It is a good idea to get your business listed on as many directories and search engines as possible. The more local citations you have, the more likely it will be that people find your website with ease when looking for services in or around this area.

Every day new businesses open up all over the world. If you want your company name seen by potential clients from both near and far away places (such as Yelp), submit yours today.

The only thing is, if your business citations are not 100% identical across all directories, it will negatively affect the rankings and traffic of your site.

You can verify the consistency of your citations manually if you want to, but there’s no guarantee that it will be 100% accurate.

Fortunately, you can automate the process of finding a good parking spot by using an app called Bright Local. You get two free weeks without having to enter your credit card, which is more than enough for what you need to do.

1. Create an account. Once you’ve created and verified your account, just click on the add location button on the top right-hand side. You can add your business details using either Your Google my business details or fetch your location manually.
2. Go through the location process,, fill in all the details,, and let the tool pull out the data for your business. This should take a bit of time, so be patient.

3.Once finished, go to the main dashboard and select the citations options. There, you should see where your business is mentioned across the web and if there are any errors. They will be highlighted in red.

All you need to do now is correct the errors. In addition, Bright Local will also list directories where your business is not listed, which are the perfect opportunity for you to add more citations.

Hack 5: Increase your number of Google reviews with a custom build link

Reviews are the 3rd most impactful indicator that Google looks at to rank businesses in their map pack. If you want your business to rank higher, you need to get more positive reviews from happy customers.

However, it can be difficult to collect reviews. Many clients are not able or willing to search for your services online. Even your online presence. Others also don’t try to find the link that allows them to leave a review and give you feedback on their experience.

So to make this process as easy as possible, send an email after finishing up business with them. Then politely ask if they can leave some feedback.

Here’s a hack:
1. Add a link in the email that will open the Google review box for your business directly on your client’s computer when clicked on. All they need to do is write the review in the box.

2. But how do you create the link? It couldn’t be any simpler. Bright local has just launched a nifty little tool, completely free, that allows you to do this in seconds.

3. Head over to https://www.brightlocal.com/free-local-seo-tools/google-id-and-review-link-generator/. Search for your business in the search box and click on the fetch links and ID button. This will return three results.

4. Click on the icon next to the review link to copy the link and add it to your email.

5. This will make the process so easy you should see the number of reviews increase significantly along with your rankings and obviously the traffic to your site.

Hack 6: Check your local positions in Google Map

This hack is a little like the first one but only targeting ranking positions in Google maps.

1. Go to pleper.com and choose the tools option from the main menu. From the drop-down, select Local rank tracker. Scroll down and start searching for your business. Add a keyword you want to check rankings for.

2. Choose the distance between the pins that will get displayed on the map and the grid size. You should start seeing where your business ranks on Google maps for the keyword you’ve selected.

Map pack optimization is a great way to get in the number one spot on search engine rankings. You can easily identify where you might be just outside of this map by looking at positions n#4 or 5, for example, and through some optimizing work, eventually climb your way up into that top three results, driving more traffic back to your site!


Local SEO is a great way to position your business as an authority in your local area. A strategy that combines both on and off-page optimization techniques will help you rank higher for keywords related to the products or services you offer, which can lead to increased organic traffic. It also has the power to make it easier for people looking in your immediate area to find what they need. There are even some hacks out there that could give you a boost with local SEO tools. 

If local SEO services sound like something worth exploring, schedule a call with our team today! We’ll walk through how we’ll make your website achieve higher rankings on Google Maps or other localized directories. You can talk to us about local SEO packages as well.

Let’s get your successful local SEO campaign running!