10 Local SEO Tactics That Actually Drive Customer Traffic

Local SEO helps businesses attract nearby customers by improving their online visibility for location-based searches like "coffee shops near me." Here’s a quick summary of the 10 tactics to boost local traffic:

• Optimize Your Google Business Profile: Ensure accurate details, add photos, and encourage reviews.
• Use Local Keywords: Combine terms like "best", "affordable", and specific locations for targeted searches.
• Create Location-Specific Pages: Tailor content for each business location with unique details and keywords.
• Encourage Customer Reviews: Collect and respond to reviews to build trust and improve rankings.
• List in Local Directories: Add your business to platforms like Yelp and local chambers of commerce.
• Write Local Content: Blog about community events, guides, and local news to engage your audience.
• Share Stories and Photos: Highlight customer experiences and upload real photos to connect locally.
• Get Local Backlinks: Partner with local organizations and participate in community events for backlinks.
• Leverage Social Media: Post location-focused content and engage with your community.
• Track Results: Use tools like Google Analytics and Search Console to measure traffic, visibility, and conversions.

Local SEO is about being visible where your customers are searching. Start with your Google Business Profile and build from there to turn online searches into foot traffic.

Local SEO Tips to Rank your Business First on Google

How Local SEO Brings in Customers

Local SEO helps your business stand out when people search for services nearby, targeting searches like "hardware store near me" or "best pizza in Chicago."

Here's how the local search journey typically unfolds:

• Discovery: Someone searches for a product or service in their area.
• Research: They check details like business hours, location, and reviews.
• Action: They visit your store or reach out to you.

Why does local SEO work so well?

• High purchase intent: Local searches often mean people are ready to buy.
• Mobile-driven: Most local searches happen on smartphones.
• Map Pack exposure: Those top local results drive clicks and foot traffic.

Next, we’ll explore ten tactics to make the most of these benefits.

1. Set Up Your Google Business Profile

Optimizing your Google Business Profile can increase website clicks by 35% and map requests by 42%.

Here’s how to create and fine-tune your profile:

1. Find or Create Your Profile

Search for your business on Google or Maps. If it doesn’t appear, you’ll need to create and verify it. Verification is typically done via postcard.

2. Provide Accurate Business Details

Ensure your information is precise and matches how it appears elsewhere. Include:

• Business name (exactly as it appears on your signage)
• Physical address
• Phone number
• Business hours
• Primary business category

3. Write a Strong Business Description

Describe what makes your business stand out. Include local keywords that reflect your area and services (e.g., "Chicago’s premier artisanal bakery").

4. Add High-Quality Photos

Upload clear photos of your location, interior, and products. Did you know 84% of Business Profile views come from discovery searches?

5. Engage with Customer Reviews

Encourage customers to leave reviews and respond to feedback promptly.

6. Use Extra Features

Take advantage of features like showcasing products, adding action buttons (e.g., "Book now"), and tracking performance through the Google Business Profile dashboard.

Once your profile is set up, the next step is identifying the local keywords your customers are searching for.

2. Find Local Search Terms

To attract local search traffic, combine modifiers, core terms, and locations effectively. Your Google Business Profile can provide valuable insights to guide this process.

Combine Modifiers + Terms + Locations

Local keywords are built by combining three key elements:

• Modifier: Words like "best", "affordable", or "top."
• Core term: The main service or product, such as "coffee shop", "dentist", or "plumber."
• Location: Specific areas like "Chicago", "Downtown Seattle", or "Brooklyn Heights."

For example, instead of just targeting "coffee shop", try phrases like "best coffee shop in Downtown Seattle" or "affordable dentist in Brooklyn Heights."

Use Research Tools

Leverage these tools to discover relevant local keywords:

• Google Ads Keyword Planner: Identify local keywords, analyze monthly search volume, and estimate bid costs.
• AnswerThePublic: Find real questions people in your area are asking about your core terms.
• Ubersuggest: Analyze competitors' top-performing local keywords and uncover content gaps.

Align with Search Intent

Make sure your keywords match what users are looking for:

• Navigational: For finding specific places (e.g., "Starbucks near Central Park").
• Informational: For learning more (e.g., "best time to visit Chicago restaurants").
• Commercial: For comparing options (e.g., "compare Chicago deep dish pizza prices").
• Transactional: For taking action (e.g., "book Chicago food tour").

Include Voice Search Phrases

Voice searches are conversational, so include phrases like, "Where can I find the best Italian restaurant in Chicago's Loop?"

Quick Tips

• Check Google's "Related searches" for local keyword ideas.
• Use Google Autocomplete for suggestions.
• Brainstorm unique modifiers to stand out.
• Incorporate neighborhoods, landmarks, and abbreviations.
• Review insights from your Google Business Profile and competitor listings.
• Update your keyword list regularly - 20% of daily searches are completely new.

Once you've gathered your keywords, you can start building location-specific pages to drive more local traffic.

3. Build Pages for Each Location

Use your local keywords to create dedicated pages for each location. This strategy can help improve search rankings and guide local customers effectively.

Key Elements for Each Page

Contact Details

• Include the full name, address, phone number (NAP), business hours, and directions.
• Add an embedded Google Map to show the exact location.
• Provide parking information for convenience.

Content Tailored to the Location

• Use your selected local keywords naturally within the location description.
• Highlight staff bios, services, and any offers specific to that location.
• Share details about the location's history or involvement in the community.

Local SEO Optimization

Apply on-page SEO techniques to show relevance for each location:

• Create unique URLs that include the city or neighborhood name.
• Add location-specific keywords to title tags and meta descriptions.
• Use LocalBusiness schema markup for better search visibility.
• Optimize image alt text with details about the location and services offered.

Highlight Social Proof

Build trust by showcasing location-specific reviews, team photos, and testimonials from local customers.

Example in Action

Swish Dental's Bee Cave page is a great reference. It features full NAP details, hours, staff bios, parking information, an embedded map, and patient reviews.

Mistakes to Watch Out For

• Reusing the same content across multiple location pages.
• Relying on generic stock photos instead of real images.
• Leaving out or providing incomplete contact details.
• Ignoring neighborhood-specific details that add a personal touch.
• Failing to include reviews tied to each location.

FAQs to Address

• What services are available at this location?
• Where can I find parking?
• What payment methods are accepted?
• Are there any special promotions?

Use these tips to create pages that match local search intent and attract more foot traffic.

4. Get More Customer Reviews

Once your Google Business Profile is in good shape, the next step is to build trust through customer reviews. Reviews not only impact local visibility but also influence buying decisions. In fact, 99.9% of consumers check reviews before shopping online, and 91% are more likely to choose businesses with positive feedback.

Easy Ways to Collect Reviews

Make it simple for customers to leave reviews by using tools like:

• Personalized email links
• QR codes on in-store signage
• Review links printed on receipts
• Staff reminders to happy customers

According to research, 54% of customers prefer email requests, while 45% respond best to in-person reminders, and 29% like text messages.

Respond to Reviews Quickly

Replying to reviews - both good and bad - within two days is crucial. Data shows that 64% of people expect responses to negative feedback, and 40% want replies to positive comments.

Where to Focus Your Efforts

Some platforms matter more than others. Concentrate on these top review sites:

• Google: 66%
• Facebook: 42%
• Yelp: 36%
• NextDoor: 16%

Tips for Responding to Reviews

• Stay calm: Avoid arguing, as 46% of people will steer clear of businesses that do.
• Acknowledge issues: Apologizing matters - 47% of customers expect it.
• Fix problems: If complaints aren’t resolved, 54% of customers are likely to leave.

5. List Your Business in Local Directories

Adding your business to local directories is a smart way to increase your visibility and strengthen local search signals. Some key directories to focus on include:

• Google Business Profile and Bing Places
• Yelp and Nextdoor
• Facebook Business and LinkedIn Company Page
• Local chambers of commerce and relevant industry associations

Make sure your business's Name, Address, and Phone number (NAP) are consistent across all platforms. Stick to one format and use it everywhere.

To get the most out of these listings, keep them updated and optimized. Here are a few tips:

• Upload high-quality photos and videos
• Write detailed, keyword-focused descriptions
• Ensure your business hours are accurate
• Use tracking links and fix any broken URLs
• Conduct monthly audits to catch outdated information

These directories help potential customers find your business where they’re already searching. And with 31% of people preferring social media for search, keeping your social profiles active and engaging is equally important.

6. Write Content About Local Topics

Once your listings and reviews are set, the next step is crafting content specifically for your local audience. This approach not only increases visibility but also strengthens your connection to the community. By weaving local keywords into your content, you can boost search rankings and build trust.

Types of Local Content That Work

Events and Local NewsWrite about concerts, festivals, new business openings, or community initiatives. This type of content keeps locals engaged and attracts event-related search traffic.

Local "Best Of" GuidesCreate guides that highlight the best attractions, restaurants, or services in your area. These are helpful for both residents and visitors and can drive traffic to your site.

Success Stories and Case StudiesShowcase local customer success stories or highlight projects you’ve completed in the area. This builds credibility and trust.

Tips for Optimizing Local Content

• Use location-specific keywords naturally in your text.
• Include original, high-quality images of local landmarks and events.
• Optimize meta tags and use LocalBusiness schema (see tactic 3) to reinforce your local focus.
• Address common local search queries in your content.

When done right, local content can deliver impressive results. For example, Exposure Ninja helped an accounting firm achieve a 900% increase in keyword visibility over two years by consistently publishing locally-focused blog posts.

Additionally, 75% of smart speaker owners search for local businesses weekly. Writing in a conversational tone that aligns with voice search patterns is key. Focus on answering common local questions and addressing community needs while keeping the language natural and user-friendly.

7. Share Customer Stories and Photos

Sharing customer experiences and photos can strengthen your connection with the local community and enhance your online presence.

Real-life customer content helps build trust, encourages loyalty, and improves local SEO by providing genuine social proof.

Use Customer Photos

Adding customer photos to your Google Business Profile or location pages can make your business feel more relatable and relevant to your community.

• Use high-quality photos of your staff interacting with customers.
• Include images of your location and services in action.
• Share before-and-after photos (with permission) to showcase results.
• Upload customer-submitted photos to your Google Business Profile.
• Highlight visuals that demonstrate your business’s personality and community involvement.

Pair these images with customer reviews to strengthen your credibility.

Share Stories & Encourage Contributions

Customer stories can highlight your exceptional service and dedication. For instance, a remodeler once turned leftover countertop scraps into a custom cheeseboard as a thoughtful gesture, creating a lasting impression.

Here’s how to make the most of customer stories:

• Get written consent and include local details and photos in each story.
• Feature stories from nearby customers or local businesses.
• Create memorable experiences during service that are worth sharing.
• Set up photo-friendly areas at your location to encourage pictures.
• Invite happy customers to share their experiences online.
• Interact with posts where customers tag your business.

8. Get Links from Local Websites

Earning links from local websites can improve your online visibility and help boost your local search rankings. These links show search engines that your business is trusted within the community, which can be just as important as overall domain authority. Building these connections goes hand-in-hand with directory listings and customer reviews, offering a well-rounded approach to local SEO.

Partner with Local Organizations

Many local organizations maintain directories or partner pages that can link to your business. For instance, the Fairmount Community Development Corporation (FairmountCDC.org) links to businesses like Ali's Wagon. Similarly, the King of Prussia Mall features tenant listings, providing backlinks to stores such as Gertrude Hawk Chocolates.

Support Community Causes

Getting involved in community events or causes can also generate backlinks. For example, sponsoring a local Extra Life gaming marathon for a children's hospital led to news coverage and valuable links.

Practical Ways to Build Local Links

• Write testimonials for local vendors and request a link in return.
• Participate in events at nearby colleges or universities and get featured on their event pages.
• Use artwork from local artists and ask for an attribution link in exchange.

These strategies help demonstrate that your business is supported by trusted members of the community.

Keep Track of Local Link Opportunities

Create a spreadsheet to organize potential link sources, such as community centers, charities, schools, and local associations. Focus on relevance to your area rather than just chasing high domain authority.

Next, we’ll look at how engaging on social media can complement these local link-building efforts.

9. Connect Through Social Media

Social media is a powerful way to boost your local reach and engage directly with your community. It can also help improve your local SEO by connecting you with nearby customers on platforms they already use - 79% of Americans are active on social media.

Focus on the Right Platforms

Stick to the platforms your audience prefers. For instance, 77% of B2C businesses have gained customers through Facebook. Instead of spreading yourself thin across too many platforms, ask your current customers which ones they use most.

Share Location-Focused Content

Bring a local flavor to your social profiles by showcasing your area and community. Here are some ideas:

• Add photos of local landmarks to your headers
• Mention partnerships or affiliations in your bio
• Use your city and state in location fields
• Include local hashtags in your posts
• Post pictures from community events

This approach aligns with the strategy of creating location-specific pages (tactic #3), helping you connect with your audience on a more personal level.

Use Check-Ins and Local Targeting

Encourage customers to check in at your business by offering perks. For example, Yo Yogurt in Marlboro, NJ, ran a campaign called "Let's YO! Name Fame" on Facebook, giving featured customers a 50% discount. It’s a simple way to boost engagement and visibility.

Run Local Contests

Contests are a fun way to grow your local social following. Create promotions that encourage people to participate while also highlighting your connection to the community.

Keep Tabs on Local Conversations

Use social media monitoring tools to track mentions, follow local hashtags, and engage in community discussions. Responding to feedback and being part of the conversation strengthens your local presence.

Finally, aim for a balanced content mix. A good rule of thumb: for every promotional post, share four pieces of content that inform or entertain your audience.

The next section will dive into tracking and measuring your local search efforts to ensure these strategies are paying off.

10. Track Local Search Results

After connecting with customers on social media, it's time to measure the impact. Focus on tracking metrics that show how your efforts are driving traffic and refine your strategies based on the data.

Key Areas to Monitor

• Visibility: Keep an eye on search impressions, discovery searches, and local keyword rankings.
• Engagement: Measure local traffic, click-through rates (CTR), Google Business Profile (GBP) views, direction requests, and calls or chats.
• Conversions: Look at form submissions, calls from listings, bookings, and revenue generated from local efforts.

Tools for Tracking

• Google Business Profile Insights: Track customer actions like calls, direction requests, and website clicks directly from your GBP.
• Google Analytics 4 (GA4): Measure local organic traffic, conversion rates by location, and UTM-tagged traffic originating from your GBP.
• Google Search Console: Dive into click-through rates for local keywords, compare branded vs. non-branded search terms, and assess search impressions and performance across devices.

Tracking Tips to Improve Results

Get your tracking systems in place right away:

• Set up GA4 events for all lead sources and use UTM tags to track GBP traffic more accurately.
• Implement call tracking and collect baseline data for year-over-year comparisons.

Also, keep an eye on your rankings whenever your Business Profile is marked as open - this can influence visibility. Compare your metrics against competitors to find quick opportunities for improvement.

SEO Tactics Comparison

With these ten tactics in mind, you can evaluate their timelines and costs to decide where to focus your efforts.

Quick Wins vs. Long-Term Strategies

Tactic Effectiveness by Business Type

• Service-Area Businesses: Prioritize "near me" searches, customer reviews, and ensuring NAP (Name, Address, Phone) consistency across directories.
• Brick-and-Mortar Retailers: Focus on keeping your Google Business Profile updated (hours, contact info, photos) and creating location-specific content.
• Professional Services: Concentrate on managing reviews, producing authoritative local content, and listing in industry-specific directories.

Budget-Based Priorities

Implementation Roadmap

• Month 1: Claim and optimize your Google Business Profile, audit NAP consistency, and gather initial customer reviews.
• Months 2–3: Build essential citations, create location pages, and add schema markup to your website.
• Month 4 and Beyond: Publish ongoing local content, earn backlinks, and expand your presence in directories.

This timeline offers a flexible framework - adjust it based on your results and available resources.

Conclusion

Being close to the searcher is the most important factor for local rankings. Successful local SEO combines immediate actions - like updating your Google Business Profile - with steady application of proven strategies to achieve long-term results.

Simple steps, such as refining your Google Business Profile, can create quick results, while sticking to all ten strategies ensures ongoing growth. Keeping your profiles, content, and directories updated helps businesses stay visible locally and attract the right customers.

Start by checking your Google Business Profile and evaluating your keyword rankings. Take a closer look at your local SEO today - claim your profiles, create location-specific content, and monitor your progress. With consistent effort, you can turn online searches into actual customer visits.

Related posts

• How to Optimize Google Business Profile for Better Rankings
• Why Is My Website Not Ranking? Common SEO Problems Solved