If you run a local business, like a coffee shop, law firm, HVAC company, or dental office—your customers are probably finding you (or your competitors) through Google.
But just having a website or a listing isn’t enough anymore.
If you don’t show up near the top of Google Search or Maps, you’re basically invisible.
That’s where Local SEO comes in.
What is Local SEO?
Local SEO (Search Engine Optimization) is the process of improving your business’s visibility in local search results.
When someone searches for a service “near me” or includes a location—like “plumber in Waco”—Google shows a set of results tailored to their area.
Local SEO helps your business show up in those results.
It’s different from general SEO because it focuses on local intent—searches where people are trying to find something nearby, not just online.
What Local SEO matters?
Because most people don’t scroll. They search, scan the top 2–3 results, and click. If your business isn’t there, you’re missing out—on calls, visits, and revenue.
Studies show that the top 3 local results (often called the “map pack”) get the majority of clicks. Businesses ranked lower may not even be seen.
How Local SEO works: Key ranking factors
Google uses a few key factors to decide who shows up in local results:
- Relevance – How well your profile or site matches the search intent (e.g., you’re listed as a plumber if someone searches “plumber near me”)
- Proximity – How close your business is to the person doing the search
- Prominence – How well-known and trusted your business appears online (through reviews, links, mentions, etc.)
Local SEO works by improving each of these signals.
What goes into Local SEO?
It’s not just one thing—it’s a group of activities that work together:
- Google Business Profile (GBP) optimization – Making sure your listing is fully filled out, accurate, and up to date
- Consistent NAP info (Name, Address, Phone) – Making sure your business info is the same everywhere online
- Reviews – Getting positive reviews (and responding to them) builds trust and improves rankings
- Local content – Posting updates, promotions, or answers to common questions keeps your listing active
- Citations – Making sure your business is listed correctly on other trusted sites (Yelp, BBB, Apple Maps, etc.)
Does Local SEO really work?
Yes—and the results can be game-changing.
With strong Local SEO, your business doesn’t just show up. It shows up for the right searches, in front of the right people, at the right time.
More visibility = more clicks. More clicks = more calls and customers.
And unlike paid ads, Local SEO doesn’t stop working when your budget runs out.
Last word
If your business survives on local customers, Local SEO isn’t optional—it’s how you compete in a crowded market.
It’s what helps you rank higher, stay visible, and stay in front of people actively searching for what you do.
Want help getting your business to the top of Google? Start with a FREE local SEO audit.