Why Local SEO Is Different
When someone searches "plumber near me" or "best coffee shop in Topeka," Google shows completely different results than generic searches. Local SEO is about winning these local-intent searches—and for small businesses, it's often the most valuable traffic you can get.
Here's a powerful statistic: 76% of people who perform a local search on their smartphone visit a business within 24 hours, and 28% of those searches result in a purchase.
The Three Pillars of Local SEO
Google determines local rankings based on three factors:
1. Relevance
How well does your business match what the searcher is looking for?
2. Distance
How close is your business to the searcher's location?
3. Prominence
How well-known and trusted is your business online?
You can't control distance, but you CAN control relevance and prominence.
Essential Local SEO Strategies
Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. Here's how to maximize it:
Complete every section:
- Business name, address, phone (NAP)
- Hours of operation (including special hours)
- Business description (use keywords naturally)
- Categories (choose the most specific ones)
- Services and products
Add visual content:
- Profiles with 100+ photos get 520% more calls and 1,065% more website clicks
- Add new photos regularly—Google notices activity
Post updates weekly:
- Share news, offers, and events
- Posts stay visible for 6 months
- Active profiles rank higher
Build Local Citations
Citations are mentions of your business name, address, and phone number on other websites. Key places to be listed:
Priority directories:
- Google Business Profile
- Bing Places
- Apple Maps
- Yelp
Industry-specific directories:
- HomeAdvisor (contractors)
- Healthgrades (healthcare)
- TripAdvisor (hospitality)
- Lawyers.com (legal)
Critical rule: Your NAP must be EXACTLY consistent across all platforms. "123 Main Street" vs "123 Main St." can hurt your rankings.
Get More Reviews
We covered this in depth in our reviews article, but the key points:
- More reviews = higher local rankings
- Respond to every review (positive and negative)
- Recent reviews matter more than old ones
Create Local Content
Your website should clearly signal your local relevance:
Location pages:
- If you serve multiple areas, create a page for each
- Include local landmarks, neighborhoods, directions
Local blog content:
- Write about local events, news, or community involvement
- Mention Topeka, Kansas, and surrounding areas naturally
Schema markup:
- Add LocalBusiness schema to your website
- Helps Google understand your business details
Optimize for Mobile
72.6% of internet users will access the web exclusively via smartphone in 2025. Your site must:
- Load in under 3 seconds on mobile
- Have click-to-call phone numbers
- Display properly on all screen sizes
- Be easy to navigate with thumbs
Build Local Backlinks
Links from other local businesses and organizations boost your local authority:
- Sponsor local events
- Join the Chamber of Commerce
- Partner with complementary businesses
- Get featured in local news
Local Keywords That Convert
Instead of targeting broad terms, focus on local keywords:
General: "plumber" → Local: "emergency plumber in Topeka"
Add modifiers:
- "near me" alternatives: "in Topeka," "Topeka area," "near downtown Topeka"
- Buying signals: "best," "affordable," "top-rated," "24/7"
Target voice search:
People speak differently than they type. Optimize for conversational queries like "Where's the best pizza place near me?"
Track Your Progress
Monitor these metrics monthly:
- Google Business Profile views and actions
- Local pack rankings for key terms
- Website traffic from local searches
- Phone calls and direction requests
- Review count and average rating
Quick Wins to Start Today
- Claim and complete your Google Business Profile
- Ensure NAP consistency across top 10 directories
- Add 10+ high-quality photos to your profile
- Ask your next 5 satisfied customers for reviews
- Create a location page on your website
Ready to dominate local search? Contact us for a free local SEO audit.