How Local SEO Works

By Jorge Melo

Local SEO: What Is It & How to Do It

If you own a local business — whether you cut hair, fix roofs, or run a cozy coffee shop — you need to show up when people nearby search for what you offer. That’s where Local SEO comes in.

In this guide, I’ll break down exactly how local SEO works, why it’s important, and how you can use it to get more customers.

What Is Local SEO?

Local SEO means optimizing your online presence so your business shows up in local searches — especially on Google Maps and the local “map pack” (the three local businesses at the top of search results).

It helps you get found by people in your area who are ready to buy.

Why Is Local SEO Important?

• More than half of “near me” searches lead to a store visit the same day.

• 92% of searchers pick a business from the first page of results.

• Showing up in local search can literally put more money in your pocket.

How Did Search Engines Evolve?

In the old days, search engines just matched keywords. Google changed the game by ranking pages based on trust and links. Now, Google uses hundreds of factors — including your Google Business Profile, customer reviews, and how close you are to the searcher — to pick the best local results.

How Google Ranks Local Search Results

Google looks at three main things:

Relevance — Does your business match what the person wants?Distance — How close is your business to the person?Prominence — How popular and trusted is your business? (Reviews, links, and local citations help.)

How Local SEO Works

Here’s a step-by-step of what makes Local SEO tick.

Do Local Keyword Research

You need to know what your local customers are searching for.

Research Your Competitors

Use tools like Semrush to see what keywords they rank for.

Use Google Autocomplete

Start typing your service and city — Google will suggest what people search.

Leverage Google Keyword Planner

Plug in competitor websites or your main services to find search volume and ideas.

Optimize Your Google Business Profile

Your Google Business Profile (GBP) is your online storefront.

• Claim it, verify it, and make sure your info (name, address, phone) matches your website.

• Add hours, photos, services, and attributes.

• Pick the right categories (and add secondary ones too).

Keep Your Business Profile Active

• Post updates, events, and offers.

• Ask for reviews and respond to every one.

Get and Monitor Local Citations

Citations are mentions of your business name, address, and phone on other sites (Yelp, local directories, Facebook).

• Run a citation audit (Semrush or Whitespark can help).

• Fix wrong info — consistency is key.

• Find new local sites to list your business.

Encourage and Respond to Online Reviews

Good reviews boost trust and rankings.

• Ask happy customers to leave reviews.

• Make it easy (send a link!).

• Always reply — even to the bad ones.

Refine Your On-Page SEO

• Add local keywords in titles, headings, and your homepage.

• Create unique pages for each location you serve.

• Use Schema markup for your business info.

• Try writing meta descriptions that actually get clicks.

Build Backlinks

Backlinks help you rank higher. For local businesses:

• Partner with other local businesses.

• Join your Chamber of Commerce.

• Sponsor local events.

• Pitch stories to local news.

Local SEO Tools

Semrush’s Listing Management

Find, fix, and manage your citations.

Semrush’s Position Tracking

Track your rankings by city, ZIP code, or map pack.

Google Search Console

Monitor your site’s health and search performance.

How to Monitor Your Local SEO Results

Track Your Rankings in Google Maps

Use a tool like Local Falcon or Semrush’s Map Rank Tracker to see where you rank on the map.

Track Your Local Rankings in Google Search

Check how you rank for “service + city” and “near me” searches. Watch for trends and adjust.

Advanced Local SEO Tips & Strategies

• Embed a Google Map on your contact page.

• Use local keywords above the fold.

• Double-dip your homepage title tag with multiple keywords.

• Use cliffhanger-style titles to boost clicks.

For Your Industry

No matter your field — from salons to law firms — local SEO can help you get found by people ready to buy.

Professional Services

Local SEO works wonders for:

• Realtors

• Accountants

• Plumbers

• Contractors

• Tutors

If people need you locally, you need Local SEO.

Integrations

Connect your local SEO with tools you already use: Shopify, WooCommerce, Canva, Zapier, Square, Wix, Squarespace, Stripe, Salesforce, LinkedIn, WordPress.

Most Popular

Some of the best tools to level up your local SEO are: Shopify, WooCommerce, Canva, Zapier, Square, Wix, Squarespace, Stripe, Salesforce, LinkedIn, WordPress.

FAQ: Local SEO

What is local SEO in digital marketing? It’s the process of optimizing your website and online presence to rank higher for local searches.

How does local SEO increase profits? More local visibility means more visits, calls, and customers — which means more sales.

How to do local SEO? Claim and optimize your Google Business Profile, fix your citations, get reviews, do local keyword research, and build local links.

What is local SEO and why is it important? Local SEO helps people nearby find and choose your business. It’s crucial for driving foot traffic and calls.

FAQ: About J Melo Media

Who is J Melo Media? We’re a local marketing agency helping businesses grow with smart SEO, ads, and creative design.

What services do you offer? Local SEO, Google Ads, Meta Ads, web design, print materials, and more.

How can I work with you? Just reach out at www.jmelomedia.com — let’s grow your business together!

Start Harnessing SEO

Now that you know how Local SEO works, it’s time to put it to work for you. Start small: claim your Google Business Profile, fix your listings, and ask for reviews. From there, build your content and links — and watch your local traffic grow.

Find Out What's Stopping You From Ranking Higher

Want help? Contact J Melo Media today and let’s get your local SEO working overtime.