Local SEO for Small Business
TL;DR: Win local by dialing in your Google Business Profile, publishing trust-packed location/service pages, earning a few credible local links, and driving consistent, specific reviews. Track everything monthly in GSC/GA4/GBP and iterate. Schema can help eligibility/clarity, but it isn’t a big ranking lever.
What “local SEO” really means (and what actually moves the needle)
Local SEO is about showing up in the Map Pack and the organic results under it for searches in your area. The biggest drivers center on relevance, proximity, and prominence—things like categories, reviews, content quality, and local links. For a data-backed rundown of what matters most, see Whitespark’s Local Search Ranking Factors.
Small-business formula (simple but rigorous)
- Lock in your Google Business Profile (GBP).
- Build location/service pages with real proof (photos, jobs, FAQs, reviews).
- Earn local links (partners, chamber, community).
- Drive consistent reviews with specifics (service + city + outcome).
- Measure and refresh monthly based on what’s working.
Step 1 — Nail your Google Business Profile (GBP)
Checklist: categories (primary/secondary), services/products with short blurbs, description, hours, service areas, attributes, messaging, booking (if applicable), fresh photos, weekly posts, Q&A seeding/answers, UTM tags, and a review request system.
Copy kit:
- GBP description template: “{Business} provides {primary service} in {City/Area}. We specialize in {A, B, C} with fast scheduling, transparent pricing, and 5-star service. View photos, read reviews, and request a free estimate.”
- Review request (SMS/email): “Thanks for choosing {Business}! Would you share a quick review about your {service} in {City}? It really helps neighbors find us.”
Pro tip for “near me” terms: Focus on proximity, robust GBP, and proof—don’t stuff “near me” into titles. For a practical breakdown, read Joy Hawkins’ team’s case study: What Gets You Ranking for “Near Me” (2025).
Step 2 — Build pages that convert (and rank)
Location pages (one per city/area):
- H1: Service + City (benefit-led)
- 50–100 word intro: why you, here
- Services offered in that city (bulleted)
- Proof: photos, job map/pins, 2–3 short local reviews
- Pricing guidance or “what affects cost”
- City-specific FAQs (permits, timelines, seasonality)
- Strong CTA (call, form, optional SMS)
Service pages (your money pages):
- Outcome-focused headline + benefit subhead
- Process (3–5 steps), before/after, warranty/guarantees
- Comparison blocks (“DIY vs Pro,” “Option A vs B”)
- FAQ + CTA
About schema (keep expectations realistic):
Schema (e.g., LocalBusiness, FAQPage, Product) can improve eligibility for rich results and clarify entities. It doesn’t hurt, but it’s not a major ranking signal by itself. Use it for clarity; win rankings with GBP, content, links, and reviews.
Step 3 — Citations, local links, and partnerships
Citations: Claim the majors (Google, Apple, Bing, Yelp), relevant industry directories, and your local chamber/neighborhood listings. Keep NAP identical everywhere.
Local links (no spam): suppliers/partners, community sponsorships (youth sports/events), local PR (before/after stories, seasonal tips), and customer stories hosted on their blogs linking to your case study.
Step 4 — Reviews that drive clicks and rankings
- Ask within 24–48 hours post-job.
- Make it effortless (direct link/QR).
- Coach for specifics: service + city + outcome.
- Reply to all reviews (human-first, keyword-natural).
- Never gate or incentivize against platform rules.
Reply template:
“Thanks, {Name}! We’re thrilled the {service} at your {home/business} in {City} turned out just right. If you need {related service} next, we’re here.”
Step 5 — Measure, improve, repeat (monthly cadence)
Track:
- GBP Insights: calls, messages, direction requests, query list
- GSC: queries → pages per city/service
- GA4: calls (events), form submits, booked jobs/revenue where possible
- Ranks (optional): a neutral snapshot by city/device; trends > day-to-day
30/60/90 plan
- Days 1–30: GBP overhaul; publish/upgrade your top service page + one city page; request 10 reviews.
- Days 31–60: Publish two more city pages; add internal links; secure 3–5 citations + 2 partner links.
- Days 61–90: Refresh pages based on GSC data; add one case study; push another 10 reviews; pitch a local PR angle.
Common pitfalls (skip these)
- Copy-pasted city pages (only the name swapped)
- Keyword stuffing in GBP name/description
- Buying low-quality links or large-scale link swaps
- Ignoring reviews/photos for months
- Chasing vanity “#1” instead of tracking leads/revenue
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