What Is Local SEO & How Can It Help Me Attract New Customers?

Are you wondering what Local SEO is and how it can help your business? We have put together a group of experts that will share with you their best strategies for using Local SEO that will help you take your business to the next level.

Dave Davies

While there are a variety of answer that could apply to what local marketing is, in the context of organic search I think of local marketing as taking advantage of specific ranking signals that are stronger in local, considering specific SERP layouts (and the absence of layouts) that are prevalent in it and taking advantage of them all. It’s of crucial importance to those who rely on local business.

When I’m talking about local signals I’m referring to things like:

  • Physical location
  • Google My Business listing
  • Citations / NAP consistency
  • Relevant schema
  • Etc…

And when I’m talking about SERP layouts I’m referring to things like: Map packs
The prevalence of additional filters and data points for certain types of listings/businesses such as hotels

The use of “near me” in queries as opposed to specific locations
The growth of voice search and possible lack of visible output

This is not even close to a complete list of all the areas of local search that need to be considered though they vary a lot from business to business. There’s a fairly good checklist of the basics at https://localseochecklist.org/ for those interested but people need to keep in mind anything that gives them an advantage over their competitors from unique Google My Business featured like “veteran led” to ensuring the image that appears for branded queries is appropriate and draws the eye.


Most people look at local SEO as the strategy to getting a business’s website to rank at the top of Google’s search engine for that businesses targeted keywords in their locality. For example, a dentist in Charlotte, would want to rank at the top of Google for “dentist charlotte nc” because their customers are searching for those types of keywords on a monthly basis to find a dentist in the Charlotte area.

I believe local SEO is more than that. The first step is to make sure the website is mobile-friendly and performs at optimal speeds. Google is now putting more emphasis on mobile rankings hence the mobile-first index. In addition, managing your reputation in terms of getting positive online reviews and engaging with your customers on social media are all ranking factors when it comes to local SEO performance.

Google Ads are now playing a major role in the local SEO landscape as Google Ads can take up the top 3 positions in local search and the #1 spot in the local 3-pack. Besides the typical local SEO strategies, such as; keyword optimization, citation building and consistency, local backlinks, and Google My Business engagement, the strategies mentioned above are also VERY important.


Because as local SEO becomes more competitive, your brand will need to be more dominate. You just can’t show up at the top for your organic based keywords, you need to show up at the top of Google with Ads as well, engage on social media platforms, and have a positive reputation. This will result in people searching for your brand because they always see you. What follows that is more branded keyword searches for your business that includes your business’s name. These types of searches from a local SEO standpoint are the highest converting and will generate a ton of new customers for a business.

I work as the in-house SEO for an SEO agency based in the US. I created my own site “Structured SEO” to give me a place to test SEO tactics to see what works and doesn’t without risking negatively affecting a clients site.

Search Engine Optimization (SEO) has been the most effective way for me to drive traffic for my niche. I have tried Youtube, FB, Adwords, etc but when it comes to return-on-investment ROI nothing has ever come close to SEO.

SEO encompasses a lot of different tactics/strategies and what is effective really comes down to what type of site you are trying to rank. For my site, I have found 2 tactics work best for me.

The first tactic is creating long-form “How To” content. This helps my site rank for different keywords, keeps people engaged on my site and has generated many links naturally.

The second tactic is guest posting as a link building strategy. I have tried many different strategies to build links but guest posting has been the most effective. It can be time-consuming but I have found that by using this strategy I can target exceptional links from very high authority.

None of these tactics are new. What I have found interesting is mixing long-form content and a few high authority links have boosted my traffic and generated links naturally that I might not otherwise have been able to get. This has really helped improve my rankings for very high-value commercial keywords.

Martin Beneš
Martin Beneš


Local SEO helps businesses connect with their potential customers within in a specific location. It’s a great way how to promote a service or a product to users who have been searching with the relevant user-intent and are ready to interact within that region. Such interest can be shown by typing queries like “restaurants near me”, “best restaurants in London” or even just searching for “best restaurants” from the London based IP address. All those factors are indicating a geographical interest and will impact the site’s rankings.

A few basic things the business can do to leverage local SEO are:

  • Claim Google My Business Listing – The easiest way how to start is setting up the GMB with all the relevant data, such as the opening hours, physical address and contact details.
  • Set up geo information in Google Search Console – Adding geo-targeting information into GSC will Google help better understand the prioritized location.
  • Correctly implement the hreflang tags – This line of code doesn’t only specify a country but also a targeted language. Therefore, implementing this will indicate even higher relevancy.
  • Presence on local citation sites and business directories – Choosing the local high quality directories and creating profiles with up-to-date information is the next step.
  • Ask for reviews and ratings – Having real reviews and best possible ratings will show trustworthiness to the users and reliability of the local business.
  • Geo-targeted linkbuilding – Continuously building relevant links e.g. from local newspapers or being featured in top local influencers’ content may significantly boost all the previously implemented SEO efforts.

You can drive highly relevant and converting traffic to your website with local SEO, since the users are showing interested in your location and are ready to try your service or buy your products.

Especially, the “near me” searches volume has been significantly increasing, so there is clearly a huge opportunity in local targeting. And since the geographically related factors (e.g. IP address of the conducted search, location keywords in anchor texts or geo keyword relevance) are very important ranking signals for local SEO, it’s recommended to start implementing the relevant steps mentioned above in your SEO strategy.

We work with many local businesses all across Australia. One of our main marketing strategies that we consistently stress the importance of is, local SEO.

Local SEO marketing is a marketing channel that allows businesses to gain exposure and further connect with local customers. Local SEO is particularly important to businesses that service specific regions and suburbs as most customers will be looking for localised service providers.

What does this mean? It means that your business is getting directly in front of local customers that are looking to purchase your service or product.

Things you can to boost your local SEO include:
Claim your Google My Business listing – GMB is one of the most fundamental ways to gain additional local search exposure through Google. Your listing will appear in Google Maps as well as your business name. Customers will be able to find crucial details such as your trading hours, phone number, store address and more.

Register on popular local directories – Some customers are still flocking to directories to find reputable local service providers. In Australia, Yellow Pages and True Local are popular picks. Make sure that your business is listed on as many popular local directories as possible in order to boost your local search exposure.

NAP consistency – Make sure that your business name, address and phone number is consistent across all platforms. This allows for major search engines to verify the legitimacy of your business whilst also providing customers with accurate business details.

Local link building – Acquiring high quality backlinks from relevant websites in your local area will help to further boost your local SEO keywords. If you’re trying to rank for localised keywords, geo-relevant backlinks will contribute immensely to further boosting your chosen keyword rankings.

Helvis Smoteks
Helvis Smoteks

I look at Local SEO as an ultimate lead generation machine for local businesses.

If your business is location specific and can serve clients in around a specific range then local SEO is your answer. This is how you can compete and win your competitors that have been in the business for years.

And the best part is, it won’t take weeks of your time – all you have to do is, these 4 things:

  1. Signup to Google My Business – you will receive a letter with a code from Google in about 7 days to your business’ location. Add the code it to your Google My Business account and you are set.
  2. Get some reviews from friends and family.
  3. Add your business to the local directories.
  4. Last but not least, add on your website the location of your business.

When this is done – your business will show up on a Google Map when people will be searching for keywords related to your business – for example, a Dentist in New York, or Car Repair service in London, etc.

What, are you waiting for? Local SEO awaits.

Syed Balkhi

Local SEO is the ability for potential customers to find your business when they type “restaurants near me.” Many times these customers will be on mobile devices or they could also be using voice search.

In order to pop up in the listing, you need to claim and optimize your Google My Business. Make sure that you fill out all the information asked such as address, phone number, accurate hours of operation, and website.

Local SEO is all about creating strategies to rank your content higher for local searches and audiences. As you can see, the purpose of local SEO is to increase the footfall to your physical store or office by creating a substantial local online presence. If you don’t do local SEO, your competitors will do it, taking away all your hard-earned customers.

Local SEO involves claiming your Google My Business listing, getting placed in local SERPs, getting local citations, and backlinks. So, how does it all help you acquire new customers? Simply put, local SEO works like a guide that helps people find your business.

People no longer ask for directions, they use mobile phones. Similarly, they use phones to locate nearby businesses. If your business pops up in the top local searches with maximum positive reviews, they will come to you. People trust online business reviews as much as personal recommendations from their friends and peers. Local SEO is highly targeted and timely as people are looking for specific solutions. This is why they also have the highest conversion levels compared to all local advertising platforms. It is like the digital word-of-mouth publicity for your business.

So, get cracking and start planning your local SEO strategy now!

Rajiv Rana

If you are looking for a new way for marketing, then local SEO is the best way to go about it. You should, however, know what is it and how it can help you when it comes to attracting new customers to your business.

What is Local SEO and What Can it Do? Local SEO is a marketing tool that helps you to come up on the searches when they are searching for businesses that are close to them. This can be done using the keywords that have the city names as well as the services that you provide. There are plenty of things that it can do for your business, including:

  • Showing up on various searches for all locations
  • Showing up when searched for near me by viewers
  • Shows up your business in local directories
  • Shows up on Google maps

You should ensure that you not only know what this type of marketing is, but also how it can help you.

As per my Digital industry expereince, if you are trying to bring in more customers, then using local SEO is a great idea. You can use the keywords that would show up in the searches as well as showing up Google maps and even in the local directories. This will surely help you to attract more customers.

I would define Local SEO Marketing as the process of increasing your businesses’ visibility in search engines in your target service areas.

As search becomes more localized, sending clear signals that you are relevant to your service area is crucial for visibility. The more visibility you have for searches related to your business, the more potential leads and sales you stand to receive.

The path-to-purchase is rarely linear, making most effective local search campaigns multi-channel. The channels your business will need to be active on will depend on your market and industry/niche, but could include Google Ads, Google’s Local Pack, a strong organic presence in traditional results (your home page and landing pages that are optimized for the areas you service), and visibility on 3rd party platforms like Yelp, etc.

In additional to identifying and developing a multi-channel strategy, a local business will also need to identify the 2-4 platforms where they’d like to receive online feedback. Recent studies have shown that majority of consumers are reading online reviews before making a purchase, and that a high percentage trust online reviews as much as a personal recommendation – that’s powerful. Today’s consumers are savvy and doing their research which makes having a scalable review strategy in place very important to succeed in local search.


Dario Zadro

Marketing on local channels can have tremendous benefits for your business, especially if you have a brick and mortar store. With mobile taking over desktop search, it’s no secret we all use our phones to look up directions, hours of operation, websites, and business phone numbers. Even if you don’t have a local store, setting up a proper local profile will help for brand searches. Google has also recently mentioned that 46% of all searches have local intent. That’s huge, and you need local marketing to be found.

So, what is local SEO marketing? It’s really simple; local SEO is the process of making sure your business is found for geo-targeted search. One popular local search is “service near me”, where “service” can be anything your business provides. Another popular search is “service city name”. To optimize your site for local searches, you most definitely want to make sure your website has good structured data, consistency of NAP (name, address, phone) across all local profiles, and reviews. One trick that most people don’t do is geo-targeting their images to local profiles – this can give your profiles an edge.

Once you have your local profiles setup properly, you will get more people through your doors, visiting your website, and calling your phone. The major benefit in local SEO marketing is obvious…more business!



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