Why Local SEO is Different from National SEO
Local SEO isn't "regular SEO for local businesses." It's a completely different game with different ranking factors, search features, and user behavior. Here's what makes it unique:
Google Business Profile is #1
Your GBP (formerly Google My Business) is the single most important ranking factor. Optimization, posts, reviews, photos, Q&A—it all matters more than your website.
The Local Pack (Map Pack)
The top 3 local results with map pins get 40%+ of clicks. If you're not in the local pack for your key searches, you're invisible to most customers.
Reviews Are Ranking Factors
Google heavily weights review quantity, recency, ratings, and keyword-rich review content. You need a systematic review generation and response strategy.
NAP Consistency Matters
Name, Address, Phone consistency across directories, citations, and your website signals trustworthiness to Google. Inconsistencies hurt rankings.
Local Citations & Directories
Listings on Yelp, YellowPages, industry directories, and local chambers build authority. Quality and consistency of citations directly impact local rankings.
Proximity to Searcher
Physical distance from the searcher is a major ranking factor. You can't optimize your way around geography—you need location-based strategies.
The Bottom Line:
Local SEO should drive phone calls, foot traffic, and form submissions from nearby customers. If an agency doesn't understand GBP optimization and local pack factors, they're not local SEO specialists.
What Good Local SEO Agencies Master
Google Business Profile Mastery
Complete GBP optimization: categories, attributes, business description, services, photos (interior, exterior, team, products), posts (weekly updates), Q&A seeding, booking buttons, and messaging setup.
Key tactics: Weekly posts with local keywords, 10+ high-quality photos, seeding Q&A with common questions, utilizing all relevant attributes.
Local Pack Optimization Strategy
Techniques to rank in the coveted top 3 local pack results: proximity optimization, category optimization, review velocity management, and local link building from authoritative local sources.
Example: Targeting "emergency plumber [city]" requires different tactics than "plumber near me" due to intent and competition differences.
Review Generation & Management Systems
Automated review request workflows, multi-platform review monitoring (Google, Yelp, Facebook, industry-specific), review response templates, and negative review mitigation strategies.
Best practice: Aim for 4+ new Google reviews per month with 4.5+ star average. Respond to ALL reviews within 24-48 hours.
Citation Building & NAP Cleanup
Building consistent citations on high-authority directories (Yelp, YellowPages, Bing Places, Apple Maps, industry directories), cleaning up inconsistent NAP data, and claiming unclaimed listings.
Target: 50-100 high-quality citations for competitive markets. Focus on industry-specific directories relevant to your business.
Multi-Location SEO for Franchises & Chains
Managing dozens or hundreds of locations: location-specific landing pages, individual GBP optimization, franchise vs corporate listing strategies, avoiding duplicate content, and centralized review management.
Challenge: Balancing brand consistency with location-specific optimization. Each location needs unique content and local signals.
Local Link Building
Acquiring links from local news sites, chambers of commerce, local business associations, sponsorships, community events, and partnerships with complementary businesses in your market.
High-value sources: Local .gov links (city websites, permits), local news coverage, chamber of commerce, Better Business Bureau.
Location-Specific Content & Landing Pages
Creating geo-targeted service pages that rank for "[service] + [city/neighborhood]" searches. Not thin duplicate content—genuinely useful pages with local context, testimonials, and area-specific information.
Example: "Plumbing Services in [Neighborhood]" with local landmarks, service area maps, neighborhood-specific testimonials, and local schema markup.
Track Call Tracking & Conversion Metrics
Call tracking numbers to attribute phone calls to organic search, form submission tracking, "Get Directions" clicks from GBP, appointment booking tracking, and revenue attribution from local search.
Must-track metrics: Phone calls from organic, GBP direction requests, form submissions, and appointment bookings attributed to local search.
Industry-Specific Local SEO Strategies
Different industries require different local SEO approaches. Make sure your agency understands your vertical:
Home Services
Plumbers, electricians, HVAC, locksmiths, roofers
Focus: Emergency keywords ("24/7"), service area pages, fast response times in GBP, photo evidence of completed jobs, same-day review requests.
Healthcare
Dentists, doctors, urgent care, medical practices
Focus: HIPAA-compliant review requests, insurance accepted, appointment booking integration, provider credentials in GBP, patient education content.
Legal
Law firms, attorneys, legal services
Focus: Practice area pages for "[legal issue] lawyer near me", attorney profiles with credentials, case results (where allowed), free consultation CTAs.
Restaurants & Retail
Restaurants, cafes, retail stores, boutiques
Focus: Menu/product photos, hours updates, holiday hours, posts about specials/events, table reservations, local food blogger outreach.
Professional Services
Accountants, real estate agents, consultants
Focus: Professional credentials, free consultation offers, client testimonials, expertise content (guides, calculators), local market knowledge.
Multi-Location Businesses
Franchises, chain stores, multi-location services
Focus: Location-specific landing pages, centralized review management, franchise vs corporate GBP structure, location finder tools, consistent branding with local differentiation.
Local SEO Pricing: What to Expect
- GBP optimization & management
- Citation building (25-50 citations)
- Review generation & monitoring
- Basic website optimization
- Monthly ranking & call tracking reports
Best for: Single location businesses, local stores, independent practitioners
- GBP management for all locations
- Location-specific landing pages
- Comprehensive citation management
- Centralized review management
- Local link building per location
- Location-level performance reporting
Best for: Growing chains, regional businesses, small franchises
- Enterprise GBP management at scale
- Programmatic landing page generation
- National citation & NAP cleanup
- Enterprise review platform integration
- Dedicated account team
- Executive dashboards with location-level data
Best for: National franchises, multi-location enterprises, large regional chains
Red Flags: Avoid These "Local SEO" Agencies
🚩 Don't Prioritize GBP
They focus on your website first instead of Google Business Profile. GBP is THE most important local ranking factor—it should be priority #1.
🚩 Promise Fake Reviews
"We'll get you 50 5-star reviews this month." Fake reviews violate Google's TOS and will get your GBP suspended. Run away fast.
🚩 No Review Strategy
They don't have a systematic approach to generating authentic reviews. Review velocity and recency are major local ranking factors.
🚩 Ignore Citation Consistency
They don't audit or fix NAP inconsistencies across directories. Inconsistent business information confuses Google and hurts rankings.
🚩 Generic Local Landing Pages
Thin, duplicate content on location pages like "We serve [City]!" Google penalizes these. Each location needs unique, valuable content.
🚩 No Call Tracking
They can't prove SEO drives phone calls. For service businesses, calls are the primary conversion—you must track them.
Questions to Ask Before Hiring
1. "How do you handle Google Business Profile optimization and ongoing management?"
What to look for: Weekly posts, photo optimization, Q&A seeding, attribute optimization, messaging setup, and performance monitoring.
2. "What's your strategy for generating authentic reviews?"
What to look for: Automated email/SMS campaigns, multi-platform strategy (Google + Yelp + industry sites), timing optimization, and NO mention of buying reviews.
3. "How many citations will you build, and which directories?"
What to look for: Specific numbers (50-100 for competitive markets), focus on high-authority and industry-specific directories, citation cleanup process.
4. "Can you show me a local business you've ranked in the local pack?"
What to look for: Before/after rankings for competitive keywords, preferably in your industry and geographic market, with proof of increased calls/traffic.
5. "How do you track and attribute phone calls to SEO?"
What to look for: Call tracking implementation, source attribution (organic vs GBP vs other channels), call recording/analysis capabilities.
6. "If I have multiple locations, how do you avoid duplicate content issues?"
What to look for: Unique content strategy for each location, local context and differentiation, schema markup per location, internal linking strategy.