How Local SEO Helps Small Businesses Stand Out: Part 3
Why Local SEO Matters: Get Found by Customers Searching Nearby
New to local SEO? Start with Part 1 to build a strong foundation.
Make sure you understand the key elements of local SEO (Part 2) before implementing advanced strategies.
If you run a small business, you’ve probably wondered how to get more customers to find you online. Maybe you’ve got a great product or service, but when people search for what you offer, your business doesn’t show up. That’s where local SEO comes in.
Think about it. When someone types “best bakery near me” into Google, they’re not looking for a bakery across the country. They want one nearby. If your business isn’t optimized for local searches, you’re missing out on potential customers who are actively looking for what you sell.
In fact, 46% of all Google searches are looking for local information, and 78% of mobile local searches result in an offline purchase within a day. If your business isn’t showing up, those customers are choosing someone else.
To understand the full scope of local SEO, explore our Comprehensive Guide to Local SEO.
So, how does local SEO work, and why should you focus on it?
Local SEO vs. Global SEO
SEO, or search engine optimization, is what helps businesses show up in search results. But there’s a big difference between local SEO and global SEO.
Local SEO helps people in your area find your business when they need it. If someone searches for “electrician in [city]”, a well-optimized business in that location is more likely to show up.
Global SEO is broader. If someone searches for “best running shoes,” they’ll see results from national brands or online retailers. Competing on that level is tough, especially for small businesses. But if they search for “running shoes in [city],” they’ll get local store listings. Local optimization helps your business show up when customers are looking for options nearby.
For a local business, ranking in your city or neighborhood makes a lot more sense than trying to compete with companies nationwide. There’s less competition. The customers are closer and they’re more likely to take action, whether that’s visiting your store, booking an appointment, or calling for a quote.
1. Get Found by Customers Nearby
Without a strong local search presence, those customers could walk past your storefront or scroll past your listing without ever knowing you exist.
Search rankings matter. The businesses at the top of the search results get the most clicks, calls, and visits. If your competitors show up before you, they’re getting the customers you could have had.
2. Build Trust and Credibility
People trust businesses that appear at the top of search results, especially if they show up in Google’s Local Pack, that map section with the top three businesses listed.
Want to build trust and credibility? Here’s how:
Get more customer reviews on Google, Yelp, and other review sites.
Keep your business information consistent everywhere online. Your name, address, and phone number should match on Google, your website, and social media.
Respond to all customer reviews, good and bad. People notice when businesses engage with their customers.
Studies show that 88% of consumers trust online reviews as much as personal recommendations. Responding to reviews, good and bad, demonstrates that you value customer feedback and are engaged with your audience.
A business that looks active, professional, and well-reviewed is one that people feel confident choosing.
Ranking well in local search doesn’t just build trust, it also saves money compared to traditional advertising.
3. Spend Less, Get More Results
Unlike paid ads, which stop working as soon as you stop paying, local optimization keeps working over time.
Think of it like word-of-mouth, but online. The more you optimize your online presence by improving your website, updating your Google Business Profile, and getting reviews, the more customers will find you naturally.
It takes some effort upfront, but once you’re ranking well in local searches, you’ll get a steady flow of potential customers without having to pay for every click.
Small businesses can compete online without breaking the bank.
4. Stand Out from Competitors
A lot of small businesses don’t put effort into local SEO, which means if you do, you have an edge. By showing up in local searches before your competitors, you’re grabbing customers they might have gotten instead.
Here are a few ways to stay ahead:
Keep your Google Business Profile updated with fresh photos, promotions, and posts.
Add locally relevant content to your website, like blog posts about events or guides for your city.
Engage with your community on social media and local directories.
Small efforts like these help your business stay visible and relevant in your area.
A Real Example: How One Business Turned Things Around
A family-owned café was struggling to bring in new customers. They weren’t showing up in searches for things like “best coffee shop in [city]”, so they made a few key changes:
They updated their Google Business Profile with better photos and descriptions.
They added location-based keywords to their website.
They encouraged happy customers to leave reviews online.
Within a few months, they were ranking at the top for local searches, and their daily sales doubled.
This is the power of local SEO. Small adjustments can lead to big results.
Final Thoughts
If you want more people to find your business, trust it, and choose you over competitors, local SEO is the way to go. The good news is, you don’t need a massive budget or expert-level skills to get started.
By making small improvements, like updating your business listings, getting customer reviews, and adding local keywords to your site, you can improve your visibility and bring in more customers.