Local SEO Strategies: The How and Why

Jun 16, 2025 | Uncategorized

Search engine optimization (SEO) is a crucial strategy for small business owners — which the Small Business Administration (SBA) generally defines as companies earning between $1 million and $40 million annually. There are technical aspects as well as community based best practices which are guided by Google’s acronym E.E.A.T. We have heard horror stories from multiple clients and prospects regarding how people are sold SEO strategies. We’re here to clear up some of the confusion.

 

What is local SEO, how do you use it, and does it make a difference? 

 

Local SEO

Local SEO is about optimizing your online presence to attract customers from relevant local searches. For example, “gluten-free bakery near me” is a search term someone might use when trying to find a bakery within a drivable distance that caters to their dietary needs. Even if there are two gluten-free bakeries nearby, odds are the one that has better incorporated local SEO strategies will be the top result and end up winning the customer. Yes, it’s that important!

 

Local SEO includes things such as:

  • Claiming your Google My Business listing
  • Building local citations
  • Doing local keyword research
  • Optimizing your website for mobile
  • Creating location/region-specific content
  • Cross-promotion with other local businesses

 

All of this will heighten your visibility in local search results and bring in more customers. After all, who is going to become your regular customer, someone three towns away or someone who lives three minutes away? Local searches are often done by people who are intentional about wanting products and services that are reliable and convenient, meaning they have a higher intent to purchase.

 

How to Incorporate Local SEO

Here are some simple strategies for incorporating local SEO into your business’ online marketing.

 

Claim your Google My Business

  • Claim and verify your business on Google My Business.
  • Confirm your business name, address, and phone number are correctly listed.
  • Add photos (choose quality ones), your business hours, and an intriguing and accurate business description.

 

Build up local citations

  • Make sure your business is listed in local directories like Yelp, Yellow Pages, and the local Chamber of Commerce site.
  • Double-check your information is listed consistently across all platforms: number, website, address, and hours. This is a ranking factor called NAP consistency or name, address & phone consistency.

 

Do local keyword research

  • Look up relevant local keywords for your business and area. You can use an AI search to help you with this. For example, you might request AI to, “generate a list of local keywords and search terms for customers looking for gluten-free bakeries in Lincoln, Illinois.” 
  • Once you have a list of keywords, incorporate them naturally into your website content. This can be in your web pages, headings, and blog posts.

 

Optimize for mobile

  • Make sure your website is mobile-friendly (many people will search for your business using their phones). 
  • Improve your website speed and usability on mobile devices. For every second of load time, you lose over 10% of visitor traffic. Think about how you act when you see the load screen circling…

 

Create local content

  • Write blog posts about local events, history, news, activities, or ways your business interacts with the community.
  • Create location-specific landing pages (perhaps highlighting a unique feature about your location or the history of your area). 
  • Create many opportunities for customers to leave testimonials and reviews on your website and social media pages.
  • Engage customers with promotions and social media campaigns that feature your business. For example, “Post a selfie in front of our sign and tag our coffee shop for a half-price coffee this Monday, from 8 am – 1 pm!” 

 

Cross-promote with other local businesses

  • Partner with other businesses in your community for events, marketing campaigns, and holidays.
  • Get backlinks from local news websites, blogs, online influencers, and community websites.
  • Tag other businesses in your social media posts and request the same from them.

 

 

Incorporating local SEO strategies into your business is a part of savvy digital marketing, regardless of your industry. Don’t worry, it doesn’t have to be long or complicated. Just start somewhere and grow over time. If you are interested in a Free SEO Audit, contact us directly.

JRS Mar/Com is a leading marketing and communications agency dedicated to delivering innovative solutions that drive business growth. With a commitment to excellence and a focus on emerging technologies, JRS Mar/Com empowers businesses to achieve their marketing goals in a rapidly evolving digital landscape.