Here's a guide on Local SEO - if you're a business with a physical location (i.e. restaurant, body shop, gym, salon, etc.) or you service multiple locations (i.e. electrician, lawyer, pest control, etc.), then you need Local SEO.
If your business has a physical location or serves a specific geographic area, Local SEO (Search Engine Optimization) helps you show up in the places your customers are searching—like Google Maps, local business listings, and “near me” results.
When someone nearby searches for “coffee shop,” “roof repair,” or “family lawyer,” Google prioritizes businesses that are well-optimized locally—not just websites with good SEO.
Who is Local SEO for?
Local SEO is essential for:
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Brick-and-mortar stores like boutiques, salons, or bakeries
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Service-based businesses like HVAC companies, lawyers, dentists, or photographers
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Restaurants and cafes
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Medical and wellness offices
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Real estate agents
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Any business that wants to attract customers from a specific city, neighborhood, or region
Even if you travel to your customers or operate by appointment only, Local SEO can help people in your area discover you.
What does Local SEO include?
Local SEO focuses on helping your business appear in local search results. This includes:
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Optimizing your Google Business Profile with correct hours, location, services, and images
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Using location-based keywords like “wedding planner in Atlanta” or “Seattle dog grooming”
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Listing your business in key directories (citations) like Yelp, Apple Maps, Bing, and more
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Getting and responding to reviews on Google and other platforms
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Consistent business details (NAP) across the web—your Name, Address, and Phone number
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Building local backlinks from relevant websites in your city or industry
How often should I use my city in my content?
You don’t want to overdo it, but you do want to include your city or region naturally in your:
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Homepage title and meta description
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Main service or product pages
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Google Business Profile
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Image alt tags (if relevant)
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A few times in your blog or page content when it fits naturally
This helps search engines understand where your business operates and match you with local searches.
What if I have multiple locations?
If you serve more than one city or have more than one office or storefront, create a dedicated location page for each one. A good location page includes:
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The city or neighborhood in the URL and page title
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Store or office address, contact info, and hours
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A short description of services specific to that location
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Photos, reviews, or a Google Map embed (if applicable)
Avoid copy/pasting the same text across every page. Rewrite each one to reflect what’s unique about that location.
Need help getting started?
That’s where LocalBoost comes in.
LocalBoost is a monthly add-on available to Pro members that helps your business stand out in local search results like Google Maps. We:
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Submit your business to 25–50 high-quality local directories
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Keep your listings up to date with photos, videos, and the latest hours
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Help boost your local rankings with consistent info across the web
It’s a simple way to boost local traffic and visibility—perfect for any local or service-based business.
LocalBoost is available for Pro members only, but if you’re not Pro yet, you can get a discount on upgrading when you add LocalBoost to your plan.
Want to dive deeper?
Check out our guide on local SEO keyword research to learn how to find the best local terms for your site.