Is Local SEO A Good Idea? How Does It Work?

Is Local SEO A Good Idea? How Does It Work?

In 2021 to 2022, this is going to be the ultimate guide to local SEO.

In this updated guide, I’ll teach you how to:

  • How do you get to the top of the three-pack?
  • How do you create NAP citations?
  • How to make your GMB profile more effective
  • Much more

Let’s get this started.

Local SEO Basics

What is Local SEO, and how does it work?

Local SEO is the process of optimizing a website for local search in order to improve traffic, leads, and brand exposure.

Finding local keywords, enhancing a business’s Google My Business profile, and creating “NAP” citations are all common chores related with local SEO.

What Is the Importance of Local SEO?

I’m not going to bombard you with so many numbers.

However, I’d want to present you a few interesting data to demonstrate how important SEO is for small businesses.

Google searches with local intent account for 46% of all searches (Search Engine Roundtable).

According to Rank Ranger, local packs appear in 29% of all Google SERPs.

76% of shoppers who use their phone to look for something local go to a store the same day (Google).

As a result, it’s apparent that local searches account for a significant percentage of the SEO industry. And if you can bring your local business in front of these searchers, you can bet they’ll be knocking on your door in a few minutes.

How Does Local SEO Work?

Local SEO works similar to “normal” Google search on a high level.

When someone performs a search, Google searches its database to get the most relevant results.

Local SEO is distinct in that Google ranks local search results using a different set of ranking factors.

Local SEO, in reality, has its own set of ranking signals, including:

  • An individual’s location at the time of their search
  • NAP citations
  • The presence of Google Listing on My Business
  • Google’s keyword search terms My Business profile
  • Customer reviews
  • Keywords used in online reviews
  • Number of “check-ins” at that location
  • Shares on social media
  • Google Maps star rating for that business

Introducing the Map Pack

The Map Pack: An Overview

The Map Pack (sometimes referred to as “The Local Pack”) is a collection of three local business results… Google Maps was used to create a map of their locations.

When you search for “SEO Agency Ghana,” for example, Google displays a Map Pack at the top of the page.

SEO agency Ghana
SEO agency Ghana

Below are “normal” search results:

Ghana seo
Ghana seo

Later in this article, I’ll show you how Google ranks businesses in The Map Pack. For the time being, simply remember that The Map Pack has its own algorithm and set of rules.

Yes, some ranking elements (such as backlinks) can assist you in ranking higher in local and conventional organic results.

Others, though, such as NAPs, are primarily significant for ranking in The Map Pack.

One thing I’d want to mention:

For keywords that contain a specific city or state, Google does not exclusively provide local results. Google will offer you a set of local results if they believe your search requires them… even if the keyword isn’t immediately clear as being local.

For example, when I searched for “Dentist” in Ghana lately, Google provided me with a Map Pack.

Dentist in Ghana
Dentist in Ghana

This is important to remember while conducting keyword research for your local business. Yes, you should target “shop + city” keywords.

In many circumstances, the generic “store” term, which does not include a location, receives more search volume than the “store + city” version.

Now that we’ve cleared things up, let’s look at how to track your local SEO rankings.

How Do I Keep Track Of My Map Pack Rankings?

Benchmarking your current position is one of the first steps in any local SEO effort.

You want to see where you stand in The Map Pack, specifically. Also, keep an eye on your Map Pack rankings over time.

Map Pack tracking is available in almost every rank tracker on the planet.

The problem is that with local SEO, where you search from matters a lot. In fact, the Map Pack findings can change dramatically from mile to mile.

Let’s imagine someone is looking for a “coffee shop” on 72nd and 2nd Avenue in New York City.

Those outcomes will be extremely personalized to that person’s current situation.

In fact, a few streets away, the same search can provide a completely different set of Map Pack results (or the same results in a different order).

If you merely follow your local rankings from a single location (such as “New York”), you’ll only see a small portion of your overall position.

That’s why you’ll want to get as specific as possible with your local rankings. You’ll be able to check how you rank across your entire city or local area this way.

For this type of thorough Map tracking, I recommend using Local Falcon.

However, there are others, such as Local Viking, that perform much the same thing.


The first step is to select a name for your business (Note: this feed is directly from Google Maps. So, in order to use this feature, you must already have a Google My Business profile set up).

Then, select a keyword for which you wish to check your ranks.

Finally, decide if you want your rank tracking to be specific or general.

Here’s an example of a 5-mile (8-kilometer) rank tracking radius.

It’s laid out in a 7 x 7 grid, which provides you a good picture of where your company sits across the board.

(If you really want to examine the margins of where you might rank, you can make this grid as large as 15 x 15.)

Then it’s time to look at the rankings.

After the program has finished its work, you will be presented with a visual interface that displays your ranks for each geographical position:

As you can see, you receive a lovely interactive map that indicates where you rank in various parts of the city.

As can be seen, rankings are highest near the outskirts of the city… and worsen as you travel downtown.

This isn’t always a problem. It’s possible that a competitor has a more centrally situated location than your hotel. As a result, Google deems the competition to be a better fit for someone conducting a mobile search from that area.

That being said, you should use the tool to identify areas where you “should” rank well… but you don’t.

For example, you can see that this local paving company ranks first in the city’s far north… except for one area.

In that situation, you should click on the result to check who is ranked higher than you:

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In this instance, a competitor is ranked first.

If you’re not happy with the #2 position, look at the competitor’s location in their listing. You can then cross-reference where they are physically located on this map.

When you plot the competitor’s location on the rankings map, you can see why you’re struggling to reach the top spot.

The short answer is that this search location is MUCH closer to the competitor. So it’s understandable that Google would want to make this competition the top result.

Organic Local Rankings

The Map Pack is the place to be if you’re a local business.

Having stated that:

You don’t want to dismiss the typical local results entirely.

Yes, the local organic results are typically displayed BELOW the local pack.

But don’t be misled into thinking that it’s “Map Pack or nothing.” Because most local searches have a ton of commercial intent, ranking in the local SERPs is also a good idea.

And, unlike Map Pack results, local results for any Google SERP are essentially the same.

So, in order to optimize your site for local organic results, you should include your keyword in your title tag, URL, and so on… With all the usual on-page SEO stuff.

Backlinks are also beneficial. 🥰

The only thing that distinguishes local organic rankings is how they’re measured. Keep in mind that “store + city” searches account for only a small percentage of all local queries.

You should monitor your results for keywords such as “barber” and “barber near me” in addition to “Boston barber.”

For instance, if you wanted to track rankings for “barber near me” for users searching in Boston, all you had to do was select the area in your preferred rank tracking tool:

You may also follow your rankings for the same keyword across other locations if you want to get a better understanding of where you rank across town.

Local SEO Keyword Research

Suggestions from Yelp

This is similar to Google Suggest.

Enter a search term that someone in your area may use to find your company…

…and check out the suggested results.

What’s interesting about Yelp is that it will occasionally display you terms that aren’t related to the search you entered in.

When you search for “Japanese,” for example, they also propose “Asian Fusion Food.”

Very cool.

Suggestions from Google

Local searches can also benefit from Google Suggest.

The main thing to remember is that the local search must be something that potential local customers will look up.

If you key in “HVAC,” for example, you’ll get the following list of results:

Local SEO

These keywords, with the exception of “near me,” aren’t a good fit for local SEO.

However, when you add a local term, such as “HVAC B,” you’ll see a relevant keywords that you can employ.

Local SEO

Voice searches in the local area

Voice searches now account for 20% of all Google smartphone searches, according to Google.

Local SEO


The most significant distinction between voice and keyword searches is that voice searches are typically lengthier and use natural language.

Consider a local keyword such as “gluten free pizza Brooklyn.”

Local SEO

That similar search done by voice would presumably be more along the lines of: “gluten free pizza in Brooklyn that is open right now.”

Local SEO

As far as I’m aware, there are no tools available to assist you in finding voice search terms. But it’s something to bear in mind as you work your way through this.

“Begin with a Website,” GKP (Google Keyword Planner)

Google Keyword Planner provides data on search volume for certain geographical locations.

Local SEO

This feature is useful if you already have a list of keywords and want to pick the best of them.

However, I recommend using their “Start With a Website” feature if you’re looking for new keywords.

Simply type in the following URL for one of your competitors’ homepages:

Local SEO

And Google will suggest a bunch of keywords based on the terms that show up on that page.

Local SEO Ranking Factors

Your Website > Google My Business Profile

Moz conducted its annual “Local Search Ranking Factors Study” a few years ago.

And they discovered that your Google My Business Profile was the most important element in ranking in the map pack.

Your local company’s website is still crucial. Your Map Pack rankings are influenced by the content on your website and the links leading to it.

However, in order for your business to rank first in The Map Pack, your Google My Business page must be up to date.

(Which is why I devoted an entire chapter to boosting your GMB profile in this guide, Chapter 5.)

NAPs are massive.

Citations for NAP (Name, Address, and Phone number) are another important local SEO ranking signal.

Name, address, and phone number (NAP) citations are sites where your name, address, and phone number are all listed.

What is the significance of this?

NAPs, on the other hand, are used by Google to verify that all of your company’s information is correct.

And the more NAP citations people see for your company, the more sure they are that your address is where you claim it is and your phone number is correct.

This is why you should try to get NAP citations on as many reliable websites as possible.

Reviews on the internet

According to Moz’s local ranking factors analysis, “Review Signals” played a significant effect.

They specifically say that unfavorable evaluations on your GMB profile might be detrimental to your business. Also, Google is likely to use reviews from third-party sites (such as Yelp).

So, earning favorable ratings can help you (as long as you don’t pay people to submit reviews or beg for them in quantity). Negative evaluations, on the other hand, might be detrimental to your business.

“Reviews (combined with an owner’s response) show that people trust a firm, and trust is a core aspect in ranking,” said one of the study’s panelists.

This means that responding to reviews, even if they are unfavorable, can aid your local SEO efforts.

“Traditional” SEO Techniques Still Work

With all that said:

Traditional Google ranking variables still apply to local searches in their entirety.

Google even stated that your organic SERP rankings have an impact on your local rankings:

“Your position in web results is also a factor, so SEO best practices also apply to local search optimization.”

This means that the higher you appear in the organic results, the higher you will appear in The Map Pack.

This is why, for local SEO rankings, producing content, optimizing pages, and establishing backlinks are still critical. Particularly for industries that are competitive (legal, dentistry, etc.).

Google My Business

Maintain a 1000 % consistency in all you do.💪

Consistency is crucial when it comes to GMB.

Everything you put into the GMB should not only match your website, but it should also reflect your NAP citations all over the internet.

When Google notices that your business information is consistent across your GMB, your website, and third-party sites such as Yelp, it says, “OK, this business is legit.” And their local information is all correct.”

However, if your local business has one location listed in their GMB and another on their website, Google will see this as a significant red flag:

If your company’s name, physical address, or phone number changes, it’s critical that the new information is updated as soon as possible. Citations in local business directories are included in this.

I also recommend double-checking that your company’s address is written exactly the same on your GMB profile as it is anywhere else.

When one address uses “Avenue” and another uses “Ave,” Google gets irritated.

This will not prevent your Amazon package from being delivered by the mailman. However, it’s a perplexing signal for Google.

Fill in as many data points as possible.

Google assigns a score to your profile based on how complete it is.

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However, in my opinion, this grade is extremely generous. Simply covering the fundamentals can earn you a high score.

As a result, I’d consider their score as a starting point. However, if you want to rank for competitive keywords, you’ll almost certainly have to go above and above.

The most common omission I observe is category selection.

Google will compel you to select a top-level category that accurately reflects your company.

And the category you choose must correspond to one of their existing categories (you cannot create your own).

However, many people neglect to include secondary categories. These secondary categories have a direct impact on the keywords and searches for which your company can rank.

While you’re in there, I also recommend filling in the “Services” and “Products” tabs:

This information tells Google what your company is actually selling. As a result, it’s critical to complete this section.

Maintain Up-to-Date Business Data

Check that your business’s operating hours, holidays, and other essential information are correct and up to date.

This may or may not have an impact on rankings.

However, if a customer arrives at your restaurant only to find a “Closed” sign, you might expect a negative review from a hungry customer.

So you want it to be second nature that if your business’s hours change, the change is reflected in Google My Business as well.

More Testimonials (and Reply to Any That Come In)

As I indicated in Chapter 4, one of Google’s top local ranking indications is reviews.

Naturally, you want as many positive evaluations as possible.

As a result:

I HIGHLY recommend responding to every single review, whether it’s favorable, negative, or in the middle.

This demonstrates to potential clients (as well as Google) that you are concerned.

Take a look at the difference this response makes:

If you’re thinking about going to India House, the response softens the blow of the poor review.

You can also respond to GMB reviews from the Google My Business dashboard.

There are two things to bear in mind when it comes to receiving reviews:

  • You need to ask consumers to submit reviews (most pleased customers won’t without a little prodding),
  • You need to make it SUPER easy for them to do so. And one of the greatest ways to do this is to use social media.

Customers should receive an email with a link to a review form.

A review link can be generated in two ways:

Method #1: Go to this page and type in your company name.

This will provide you with your company’s “Place ID.”

Then, to this URL:, add your place ID.

In the case of the previous example, the URL would be: Q8d544kRkvCvAv2dNqY

When the user clicks on the link, it is asked to submit a review.

Method #2: Go to your Google My Business account and click on the “Get more reviews” card.

Finally, create a short URL to share with consumers.

This is really cool.

On-Site SEO For Local Businesses

Each location should have its own content

You probably already know that each page on your site should have % unique content.

If your company serves both Boston and Brookline, you’ll want the content on each page to be unique.

However, you may not be aware that, as long as duplicate information is avoided, you can establish these kind of landing pages for cities where you are not physically located.

Obviously, this will not help you rank higher in the Map Pack.

(To do so, you’ll need a GMB profile for that location.)

However, you can rank in the local organic results for a variety of local keywords. And the traffic will convert nicely as long as you service people in that location.

This roofing company, for example, has sites optimized for “Brockton” and “Natick.”

The best part? They’re not located in Natick OR Brockton.

Regardless, they rank for both of their target keywords in the local SERPs.

What Is Schema And How Does It Help With Local SEO?

Schema markup is more of a “nice to have” when it comes to local SEO.

However, there is a whole category of Schema markup dedicated to local companies.

You can use this Schema to annotate your address and phone number, for example.

I don’t believe Google’s Map Pack rankings are heavily influenced by Schema (after all, they have all of this data already in your GMB). There’s nothing wrong with using “LocalBusiness” markup on your site if you’re convinced you can apply it effectively.

As a result:

Review markup is one sort of Schema that can be really beneficial.

Review stars, like any other SERP element, can transform a mundane result into an eye-catching Rich Snippet.

(Note: For the schema types “LocalBusiness” and “Organization,” Google no longer supports review snippets.) However, you can still use review schema on your local company website for articles, resources, recipes, and other stuff.)

Cliffhangers should be used in title tags.

Nicholas Kusmich, a Facebook Ads master, taught me this strategy.

And I’ve discovered that it works exceptionally well for local company websites.

The goal is to begin your title tag with a powerful, benefit-driven phrase.

Then double-check that the statement exceeds Google’s title tag limit (currently 500-600 pixels or 50 characters).

This cutoff produces an open loop, which may result in more clicks.

Andrew Holland, a Mxblog24 reader, employed this strategy on his local agency’s website a time back.

And he told me that he saw a huge improvement in his organic CTR and ranks as a result of this strategy.

NAP Citations

Conduct a NAP Audit

You want your NAP data to be consistent across the board.

You have a website.

On your GMB profile, for example.

On the internet business directories.

On local classifieds websites.

Basically, every web location that references your company.

There are many of citation tools and services available. WhiteSpark and Loganix are two companies that I personally suggest. But, as I already stated, there are other possibilities to pick from.

As a result:

The most crucial items you’ll need before you start, regardless of which tool or service you choose, are:

  • The company’s current and up-to-date NAP.
  • Any NAP data from the past? (that way, you can find and update outdated citations).

The tool you’re using will utilize this information to search the internet for NAPs. You’ll also get a report that looks like this:

Correct and Fix Incorrect NAP

You wish to find NAP citations that aren’t correct or consistent now that you have a list of citations.

(You should expect a LOT of violations that need to be fixed or updated for older firms that haven’t done an audit before.)

After you’ve compiled a list of NAP citations that need to be updated, the following step is to rectify as many as possible.

In my experience, faulty NAPs can be divided into two groups:

  • You have the ability to alter citations (for example, your NAP on Yelp).
  • Citations that must be changed by someone else (for example, a mention on a local resource page).

Updating these one by one in the first category is a huge pain. It’s for this reason that companies like Yext and Bright Local exist.

If you require someone else to make a manual change to a citation, you’ll need to contact them one by one using focused, pleasant outreach emails.

With Link Intersect, you can find citation (and link) opportunities.

What happens when you’ve built citations on Yelp, FourSquare, Angie’s List, and the rest of the typical suspects?

Local sites, in my experience, provide the best citation prospects. Local citations are highly relevant citations that can significantly improve your Map Pack rankings.

Because you’re reaching out to people in your immediate region, your outreach conversion rate will almost always be extremely high.

The question is this:

What’s the best way to locate these local citations?

In Ahrefs, I recommend using the Link Intersect option.

This feature is intended for link construction, as the name implies. However, as you’ll see in a moment, it also works for citations.

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In some cases, you can “double-dip” and acquire a link and reference from the same source.

With that out of the way, here’s how to do it step by step:

To begin, gather a group of 2-3 contestants and enter them into the tool:

📢 Pro Tip: You don’t have to utilize direct competitors all of the time. Any local business could work. They’re also accumulating citations from local business directories, after all.

After that, you’ll obtain a report with a list of all the websites that have connected to the competitors you used in step 1.

Finally, sift through the results to find citation opportunities.

Link opportunities:

Or both:

I wouldn’t worry too much about nofollow links in this case. Keep in mind that the key goal is to get your NAP on the page. It’s a bonus if you obtain a link (even if it’s a nofollow link).

Competitor NAPs should be reverse engineered.

The same technologies you use for NAP audits can be used to spy on your rivals.

You’ll get a thorough list of all the locations they’ve been mentioned online if you just provide their NAP details.

This method, in my opinion, is superior to Link Intersect. The results of a citation tool don’t have to include a link to your competitor’s website in order to appear.

These tools will display NAP listings in their entirety, such as this:

Local Link Building

Other Local Companies

The majority of local firms have connections with other businesses in the area.

Despite the fact that you’ll almost certainly need to use cold email outreach at some time, I recommend starting with links from individuals you already know.

As a result, I recommend making a list of everything:

  • Distributors
  • Supplier
  • Wholesaler
  • Contractor
  • Neighboring business

With whom you have any kind of relationship.

Then, on their site, look for a specific page where a connection to you might make sense.

(This is the step that many people skip.)

This paving contractor, for example, provides a page with connections to some of their favorite distributors.

The Chamber of Commerce in Your Community
One of the simplest connections you’ll ever make is with your local Chamber of Commerce.

A Chamber of Commerce backlink looks like this:

How you get listed depends on the Chamber. Some require an annual fee. Others make you keep up your membership every year.

Either way, because these links are super relevant, they’re usually worth whatever hoops you need to jump through.

Plus, you almost always get a NAP with your link.

📢 Pro Tip: Consider giving a talk to the local Chamber of Commerce if you want a contextual Chamber of Commerce link. If you’ve made it this far, you’ve already learned more about local SEO than 90% of local businesses. So you could give a talk on local SEO… or anything else that local businesses might be interested in learning more about.

Here’s an illustration:

Sponsor Local Events

It’s a proven fact:

Sponsors are required for the majority of local events.

If you can support a local event, you’ll almost always get a lovely link on the website of the event.

This local non-profit circus, for example, has a page dedicated to its supporters:

And your contribution does not have to be monetary. Do you own a pizza parlor? Consider contributing a giant pepperoni pizza stack. Do you work for a printing company? You may offer to print flyers for them. You get the picture.

Local PR

Local newspapers and news websites are in desperate need of stories.

And if you do anything even exciting (like a birthday celebration or a “grand re-opening”), you’ll almost certainly have a beat reporter covering it.

The only catch is that you must notify the news sites at least a few days ahead of time so that they can prepare. You can also assist them in writing the story by providing background information before the incident occurs.


You can also be a source for local tales if you don’t want to go through the inconvenience of an event.

What is the most effective method for locating these opportunities?


The following are the two search strings that have yielded the best results for me:

  • “Looking to speak to” + “city”
  • #journorequest + “area

When you search for “Looking to talk to” + “Boston,” for example, you’ll find a plethora of amazing PR chances.

Now it’s time for the final chapter…

Advanced Local SEO Tips and Strategies

Thumbtack Suggest

This is yet another method of locating local keywords for optimization.

For example, if you key in “cleaners,” it will recommend the following:

Including a bunch of super-specific terms PERFECT to create landing pages around:

Embed a Google Map into your contact us Page

This is a wonderful approach to make it clear to Google that you’re in a specific location.

All you have to do is look up your company on Google Maps.

Then, in the top left corner of the screen, press the small dropdown menu. Then select “Share or embed map.”

This will generate an embed code for you.

Finally, include the map on the contact or directions page of your website.

Above The Fold, Use Your Location-Focused Keyword

This single tip, in my experience, can HELP a lot with local organic rankings.

All you have to do is make sure your local-focused keyword appears in a headline at the very top of your page.

Something along these lines:

I also propose using an H1 tag for that title.

As a result:

This is mainly for user experience indications than for on-page SEO.


Within 2 seconds of landing on your page, a local searcher needs to know that you service their area.

And if they see a headline like this, they’ll most likely return to the search results to locate a company that is solely focused on their city.

A headline like this, on the other hand, makes someone say, “Wow. They are based in Boston. I know I’m in the correct place.”

Double Dip in the Title Tag

This is a tried-and-true SEO strategy that still works wonders for small businesses.

All you have to do is focus on 2-3 keywords in your homepage title tag.

This local company’s homepage, for example, is optimized for “kitchen renovation san diego” and “bathroom remodeling san diego.”

And they rank in the top 3 for both:

This works well in the local market since most local enterprises have very few internal ties.

I’ve seen that 90%+ of a local site’s backlinks tend to point to their homepage after studying link profiles of the local sites I’ve worked with.

This means you should squeeze as much value as possible from your homepage. One of the most effective methods to achieve this is to optimize it around a variety of related keywords.

Meta descriptions should be optimized for local searchers.

It’s no secret that improving your organic CTR with your description is a great strategy to do so.

Unfortunately, I see a lot of local businesses with descriptions that are keyword-stuffed, like this:


Instead, I recommend going with this formula:

📢 Pro Tip: To find interesting description copy, use Google Ads. After all, this copy has been shown to increase click-through rates (otherwise, they wouldn’t use it in their advertising). So you can’t go wrong by incorporating part of their copy into your own.

When I search for “hotel new york,” for example, I observe that Google advertising include terms like “save,” “free upgrade,” and “price guarantee.”

These terms would be PERFECT to use in your page’s description.

Now It’s Your Turn

I’d want to hand it up to you now:

Which of the techniques in this article would you like to try first?

Are you planning to use Thumbtack’s suggestions to find keywords?

Perhaps you’d like to improve your local description.

In any case, please let me know right now by posting a comment below.

Images and article source

(Dean, Local SEO: The Definitive Guide (2021)

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I am an African from Ghana who loves to read and code. As a result of being on the internet, my life has changed and this blog is about my experience building an online business with free offers and motivating and inspiring others to pursue their dreams.


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