Local SEO Strategies: Boosting Your Visibility in Local Searches

When someone nearby searches for “best electrician near me” or “family dentist in Fairfax,” are they finding your business? Or do they see your competitors? The answer to this question indicates whether or not local SEO is working for (or against) you. 

Local search engine optimization (local SEO) helps businesses show up when potential customers look for nearby services. Whether you’re running a brick-and-mortar shop, offering in-home services, or managing a business with more than one location, ranking well in local searches is the primary way customers find you, trust you, and choose you.

Still, many business owners don’t realize their current online presence might be holding them back. If your phone isn’t ringing as much as it used to, your Google Business Profile is collecting dust, or your competitors keep outranking you for local terms, it may be time to rethink your strategy.

Thankfully, there are a lot of things you can do to bolster your local SEO. With the right steps and a little consistency you can absolutely climb the rankings and get found by more of the right people.

In this article, we’ll walk through practical, proven local SEO tips you can start using right away. 

Let’s get started. 

1. Claim and Optimize Your Google Business Profile

If you do only one thing to improve your local SEO, make it this: claim and fully optimize your Google Business Profile (GBP).

This free tool from Google is what powers those local map results and business listings you see when you search for services near you. But simply having a profile isn’t enough. You need to complete it, verify it, and make it sound and look good, too.

A complete and accurate GBP increases your chances of showing up in the top three business results under the map, and it builds trust with customers and gives Google all the information it needs to rank your business for local searches. That means more phone calls and more visits to your website.

At a minimum, make sure your profile includes:

• A real business name (no extra keywords stuffed in)
• Accurate business hours, phone number, and address
• A compelling business description that includes relevant keywords
• High-quality photos of your team, space, services, or work
• The right categories for what you do
• Answers to frequently asked questions
• Regular posts and review responses

Take a look at Johnny Flash Productions’ Google Business Profile for an example of a profile that’s not just claimed, but actively maintained. That kind of activity signals to Google and to potential customers that your business is active, reputable, and ready to work.

2. Use Consistent NAP Across All Listings

NAP, which stands for Name, Address, Phone number, should be exactly the same everywhere your business appears online. That includes your website, Google Business Profile, Yelp, Facebook, and any local directories.

Why? Because Google uses NAP consistency to confirm your business is real and trustworthy. Even small differences (like “St.” vs. “Street”) can hurt your visibility.

To stay consistent:

• Pick a standard format and stick to it
• Use tools like Moz Local or BrightLocal to check for errors
• Keep niche and older listings updated

It’s a simple step, but it builds trust and rankings over time.

3. Target Local Keywords on Your Website

To show up in local searches, your website needs to clearly tell Google where you operate. That’s why local keywords matter so much. Phrases like “plumber in Reston” or “Fairfax VA wedding photographer” pack more punch than “plumber” or “wedding photographer” alone.

To find the right terms:

• Type your service + city into Google and see what it suggests
• Check “People also ask” and related searches
• Use tools like Google Keyword Planner or Ubersuggest
• Look at the keywords your competitors use

Once you’ve got your list, weave those keywords naturally into page titles, headers, service descriptions, and even image alt text. A simple tweak like saying “roofing in Arlington and Alexandria” instead of just “roofing services” can make a big difference.

4. Create Location-Specific Landing Pages

If you serve multiple cities or neighborhoods, build a separate page for each one. Google favors specific, locally relevant content, and so do your customers.

Instead of a broad service area page, create focused pages like “Kitchen Remodeling in Vienna, VA.” These tend to rank better and convert more visitors.

Each page should include:

• A short service overview for that location
• Local testimonials and project photos
• A Google map or directions
• City-specific keywords

Even a few hundred words specific to each area can go a long way.

To see this in action, check out Oak Hill Building’s service area pages. 

Each one is designed to convert in that specific location.

5. Encourage and Manage Online Reviews

Reviews do more than build trust. They also directly impact your local rankings. Google favors businesses with frequent, high-quality reviews, and customers do too.

Start by making it easy. Create a direct review link like H&H Paving did, shown below: 

Then, share that link with happy customers via email or text after a job is done. Don’t offer incentives. Just be authentic. A quick “We’d really appreciate your honest feedback on Google” goes a long way.

When you do get reviews (good or bad), respond promptly and professionally. Thank people for positive feedback, and for negative reviews, acknowledge the issue and explain how you’re resolving it. Your responses show that you’re engaged and care about the customer experience.

6. Get Listed in Online Business Directories

Your business needs to show up in more places than just Google. Listings on sites like Yelp, Apple Maps, Bing Places, Better Business Bureau, and Facebook help confirm your legitimacy and improve your local SEO.

These listings, often referred to as citations, should all include the same name, address, and phone number (NAP). Managing all those listings manually can be a pain. Again, tools like Moz Local, BrightLocal, and Yext help you find, fix, and update citations across dozens of sites at once.

It’s not flashy, but accurate directory listings build authority and help local customers find you faster.

7. Add Local Schema Markup to Your Website

Schema markup helps search engines understand your business better. Specifically, it helps search engines learn things like your name, location, hours, and services.

Adding localBusiness schema can improve how your site appears in search results, with extras like star ratings or your address right in the listing. These rich results make your business more visible and clickable.

Use a plugin like Rank Math or Yoast SEO (with local SEO features) to add schema easily. Or, generate it with Google’s Structured Data Markup Helper and paste it into your site’s code.

It’s a small technical step that can make a big impact.

8. Optimize for Mobile Search and Voice Search

Most local searches happen on phones, and many are voice-based. If your site isn’t mobile-friendly, fast, and easy to navigate, you’re likely losing leads.

Start by running Lighthouse in Google Chrome to catch issues like slow load times or tiny text.

For voice search, focus on natural, conversational content. Use FAQs to answer common questions like “What are your weekend hours?” and clearly format details like your address and phone number so Google can easily read and display them.

Mobile and voice optimization help you reach people the moment they’re ready to act.

9. Build Local Backlinks

Backlinks, which are links from other websites to yours, are still one of the strongest signals Google uses to judge your site’s authority. And when those links come from other businesses or organizations in your area, they send a clear message: you’re a trusted part of the local community.

You don’t need a fancy PR campaign to earn quality local backlinks. Instead, think relationship-first.

Here are a few ways to build local links:

• Sponsor a local event or charity and ask for a link on their website
• Partner with neighboring businesses for cross-promotion or shared content
• Join your local Chamber of Commerce or business association with a member profile
• Get featured in local news, blogs, or podcasts by pitching stories about your work or community involvement

10. Post Regularly to Your Google Business Profile

Your Google Business Profile isn’t just a static listing. It’s something you need to tend to as a part of your online presence. Posting updates regularly helps keep your profile fresh, signals activity to Google, and gives potential customers timely reasons to choose you.

Google posts appear right on your business listing, making them a great place to share things like:

• Seasonal promotions or limited-time offers
• Service updates or new product announcements
• Event info, blog highlights, or helpful tips
• Holiday hours or weather-related closures
• Customer spotlights or behind-the-scenes photos

To see this strategy in action, take a look at Care With Love’s Google Business Profile at the Fairfax, VA location. 

11. Monitor Performance and Adjust Your Strategy

Local SEO isn’t a one-and-done effort. It’s something you have to refine over time based on what’s working.

Use tools like Google Search Console, Google Analytics, and Google Business Profile Insights to track your performance. Look at metrics like:

• The search terms people use to find your business
• Where your traffic is coming from (organic, local, and referral)
• Which pages or posts get the most clicks
• How often your profile appears in searches
• Calls, direction requests, and website visits from your GBP

If a strategy isn’t driving results, tweak it. Then, update underperforming content, refresh keywords, and double down on what’s working.

Make the Most of Your Local SEO Strategies

Local SEO helps your business show up and stand out when nearby customers search for what you offer. From optimizing your Google Business Profile to earning local backlinks, each step you take increases your visibility, trust, and leads.

Need help putting it all into action? Johnny Flash Productions can help implement a winning local SEO strategy that gets you found by the right audience. Let’s get your business found by the people looking for you now!