Local SEO is one of the most effective ways for small and mid-sized businesses to attract new customers, yet many business owners overlook critical strategies that could be costing them visibility, leads, and even revenue. If your business relies on foot traffic, local searches, or regional clientele, optimizing your local SEO strategies isn’t just an option — it’s a necessity.
While there’s no one-size-fits-all local SEO checklist that applies to every business equally, we’ve identified a few overlooked but important tactics (along with a bonus tip) that could give you an edge over the competition.
If you’re ready to put your business on the map in a meaningful way, contact Baal & Spots online or call us at (832) 662-7725 to take your local search to the next level.
What is local search SEO?
Local search engine optimization (SEO) is the process of optimizing your online presence to attract more business from local searches. When users search for services “near me” or for a specific city, search engines like Google prioritize businesses that have been optimized for local relevance.
Why should I care about local SEO?
According to Backlinko, 46% of all searches have local intent, meaning nearly half of users are looking for businesses or services in their area. On top of that, 78% of local mobile searches result in an offline purchase. If your business isn’t ranking well in local searches, you’re likely losing potential customers to competitors that are better optimized.
If you want to know how to dominate local search, you need to start with the basics. Here are five overlooked local SEO strategies that will take your local rankings to new heights on search engines.
1. Google My Business optimization
Google My Business (GMB), now known as Google Business Profile, is a cornerstone of local SEO and a crucial step to owning your digital presence. A well-optimized GMB listing can improve search rankings, boost credibility, and drive more traffic to your website and storefront. By keeping your GMB profile active and fully optimized, your business has a better chance of ranking in Google’s Local Pack — the top three map results shown in local searches.
How to optimize your Google Business Profile
Thankfully, you don’t need to be an SEO wizard to do your due diligence with local search. Wondering how to do local SEO for beginners? Start here:
- Claim and verify your profile through Google to ensure the listing people encounter online will connect them to your business.
- Provide up-to-date business details, including name, address, phone number (NAP), and hours of operation.
- Use relevant and local keywords and phrases in your business description and service lists.
- Upload high-quality images of your location, products, and team.
- Regularly post updates, promotions, and events to engage with potential customers.
- Engage with customer reviews and questions promptly (more on that later).
2. Index and directory citations
Directory citations are mentions of your business’s NAP information across the web. Consistent and accurate citations help search engines verify your legitimacy, ultimately improving your local search ranking.
Where to list your business:
- Google Business Profile
- Yelp
- Facebook Business
- Better Business Bureau (BBB)
- Industry-specific directories (e.g., Avvo for lawyers, or Healthgrades for medical professionals)
- Local Chamber of Commerce websites
As always, remember to keep your NAP information consistent across all platforms and regularly update your listings as business information changes. Some platforms allow businesses to categorize themselves (e.g., industry, parking, hours of operation,etc.), so be as specific as possible to improve your relevance and get your listing in front of the right people.
It’s also entirely possible to have existing citations you’re not aware of. Duplicate business listings on the same platform can confuse search engines, especially when they have conflicting information. Be thorough in your search, and delete duplicate listings should you come across them.
3. Verified customer reviews
Customer reviews play a crucial role in local SEO and consumer trust. A BrightLocal survey found that 98% of people read online reviews for local businesses, with 76% saying they trust online reviews as much as personal recommendations.
Why verified reviews matter
- Search engines prioritize businesses with frequent, authentic reviews.
- Fake or purchased reviews are bad SEO and can harm credibility and lead to penalties, including citation removal or site de-indexing.
- Google’s algorithm factors review sentiment and recency in local rankings.
This doesn’t necessarily mean that all your reviews need to be stellar, long-form five-star reviews. In fact, studies suggest that the presence of some negative reviews about your business can actually stimulate curiosity and even trust in potential customers — especially if you handle them correctly.
Best practices for customer review management
- Consistent and intuitive outreach: Encourage real customers to leave reviews by sending follow-up emails or offering incentives (without violating review platform policies). Be prompt but not pushy in your outreach efforts, and prioritize intuitive design; the more steps a customer has to take to post a review, the less likely they’ll leave one (or at least a positive one).
- Visibility: It’s one thing for your reviews to be visible to search engines, but that shouldn’t stop you from showing them off elsewhere. Consider publishing your reviews on your website and third-party platforms like Google, Yelp, and Facebook.
- Engagement: As mentioned above, how you handle negative reviews can go a long way toward establishing your credibility with your target audience. Respond to all reviews — both positive and negative — to show engagement and build trust. Be prompt and professional. AVOID using form letters or auto-generated responses. Customers are smart and will see right through them.
4. Hyperlocal content
Creating hyperlocal content helps businesses rank for location-specific searches and improves engagement with their immediate community. Google’s E-E-A-T model (Experience, Expertise, Authoritativeness, and Trustworthiness) emphasizes the need for valuable, localized content. By integrating hyperlocal keywords and topics into your content, you can enhance your visibility in local search results.
Hyperlow-hanging fruit for hyperlocal content
Not all of your site content needs to be dedicated to local search SEO; even local businesses can set their sights on a national or even global audience. That said, you don’t need to reinvent the wheel when it comes to writing hyperlocal content. As should be clear by now, the simpler the better:
- Blog about local events, community initiatives, etc., affecting your business or your customers.
- Publish location-based service pages. This can be a game-changer for businesses with multiple offices in the same general metro area.
- Highlight customer success stories from local clients.
- Mention any partnerships you have with other local businesses, and consider collaborating on events or content with them.
5. Backlinks from trusted sources
Backlinks — links from other reputable websites pointing to yours — are a key factor in search rankings. In local SEO, backlinks from trusted sources signal to Google that your business is legitimate and relevant to the community. Trusted sources could include local news/radio websites and other media outlets, local influencers or bloggers, guest blogs from other local businesses, or sponsorships with community organizations.
Note: Even in local search, link building for SEO is an important part of any long-term digital marketing strategy, and it can take time to translate to increased SEO performance. Building a quality backlink profile is really about establishing relationships — with journalists, with content creators, and ultimately with your community — and requires consistent effort. Consider the following approaches to help you get started:
- Engage with journalists and offer expert insights for local news
- Build relationships with bloggers and offer value-driven collaborations
- Get listed in “Best Of” or “Top Business” local roundups
Bonus tip: partner with local SEO experts like Baal & Spots
While these strategies can significantly boost your local search performance, how to rank high in local SEO requires time and expertise. Partnering with a professional agency like Baal & Spots ensures your business stays ahead of the competition with a results-focused approach.
Why work with us? Baal & Spots specializes in comprehensive digital marketing strategies that put your brand in front of the right people at the right time:
If your business isn’t ranking where it should be in local search results, you might be overlooking critical local SEO strategies. Baal & Spots is here to help! Contact us today to become a local (search SEO) hero.
More Helpful Articles by Baal & Spots: