Search Engine Optimization (SEO) might sound like a buzzword for marketers or tech experts, but the truth is: if you run a local business, SEO should be your best friend.
You’ve got the skills. You’ve got the service. Maybe you’ve even got a great new website. But if no one sees it, none of it matters. That’s where local SEO comes in.
This guide is designed to give you the basics of local SEO, show you what you can do yourself (even with limited time and tech knowledge), and help you understand when it’s time to bring in expert help.
Back to top
First Things First: What Is SEO?
Don't be embarrassed - we get this question way more often thank you might think. SEO stands for Search Engine Optimization. In plain terms, it’s everything you do to make sure your website shows up prominently when people search for businesses like yours on Google or Bing.
Your goal should always be to show up on the first page of results when someone searches for the service or product you provide. Because how often do you click through to the second or third page of results before deciding on which link to click?
In other words, SEO is how you tell search engines:
Who you are
What you do
Where you do it
Why you’re the best fit for what the user needs
Local SEO adds one more layer: your location. It helps you rank in search results like:
“bakery near me”
“Boston yoga studio”
“best auto body shop in Dorchester”
According to a recent Google search study, 46% of all Google searches are looking for local info and 76% of people who search for something nearby visit a business within 24 hours.
Another thing to consider is that local results show up above regular results, which means even small businesses can outrank bigger players (if your local SEO is solid).
Back to top
DIY Local SEO: What You Can Do Yourself
Even if you're not particularly tech-savvy, there’s a lot you can do on your own to help your business show up in local search results. Start here:
1. Claim and Optimize Your Google Business Profile
Go to Google Business Profile and either claim or create your business listing.
Fill out everything: business hours, photos, services, phone number, and website link.
Make sure your business name, address, and phone number (NAP) are exactly the same across the internet.
Pro tip: Ask your happy customers to leave reviews. This boosts your visibility and builds trust.
2. Use Location-Based Keywords on Your Website
When writing copy to put on your website, think about all the ways you can include some information about where you're located and what specific cities or neighborhoods you want to serve.
For example, instead of just saying on your home page:
“We’re a full-service hair salon.”
Instead you could say:
“We’re a full-service hair salon located in South Boston, serving the Southie, Dorchester, and Seaport neighborhoods.”
When you add more location detail like this, you’re helping Google understand where to rank your site and helping customers find you faster.
3. Make Your Website Mobile-Friendly and Fast
It should come as no surprise that more than half of all local searches happen on a phone, or tablet. If your site loads slowly or doesn’t look right on mobile, users (and search engines) will give up on your website pretty quickly.
Pro-tip: Use a mobile site tester to check how your site performs. Or just ask your friends to visit your site on their phones and give you some (honest) feedback.
4. Get Listed on Local Directories
The more trustworthy websites that mention your business, the more credibility you build in Google's eyes. And more trustworthiness = higher search engine ratings.
Start with:
Yelp
Apple Maps
Bing Places
Facebook Business Page
Local chamber of commerce or city directories
Again, it's important to be consistent with your NAP (name, address, phone)! Make sure all info you provide to each site is accurate and up-to-date.
5. Create Content That Locals Care About
There's a reason it seems like every great business has a blog on their website. The more content you produce that includes relevant local information and keywords, the higher Google is likely to rank your site for those terms. You're basically telling Google that you are an expert on that topic by blogging about it. If a blog is more than you have bandwidth for, even adding a few key landing pages can help boost your visibility.
Some examples of Local SEO optimized blog titles:
“Top 5 Things to Do in Downtown Framingham”
“How to Pick the Right HVAC System in Boston’s Winter Weather”
“Why [Your Business Name] Loves Serving the Roslindale Community”
It doesn't have to be long, just helpful and relevant.
Back to top
When to Bring In a Freelancer or SEO Agency
Some parts of SEO are tough to handle without technical knowledge or access to the right tools. Here’s when it makes sense to get help:
- Your Website Needs a Technical Audit
Broken links, slow load times, messy code, and poor mobile responsiveness can hurt your rankings—but you probably won’t spot these without SEO tools or developer access.
2. You Want to Compete in a Crowded Market
If you’re in a high-competition area (like real estate in Boston or food service in NYC), you’ll need a long-term SEO strategy that includes competitor research, backlink building, and ongoing optimization.
3. You’re Too Busy to Stay on Top of It
SEO isn’t a one-and-done deal. It takes time, updates, and analysis. If you're already managing 10 other things, hiring a pro can save you hours and get better results, faster.
| You Can DIY | Call in the Pros |
|---|---|
| Google Business Profile | Technical site audits |
| Local directory listings | Competitor keyword research |
| Adding keywords to your content | Link-building strategies |
| Asking for reviews | On-page SEO and meta data |
| Creating basic blog posts | Full SEO content strategy |
Final Thought: SEO Doesn’t Have to Be Scary
If you’re feeling behind, don’t worry. The fact that you’re reading this means you’re already ahead of the curve. Start with the basics. Focus on local keywords. And don’t be afraid to ask for help when you’re ready to level up.
Back to top
