15 of the top SMB local SEO questions—answered!

For small and medium-sized businesses (SMBs), it’s common to have a few local SEO questions. From Google Maps to SERPs, unraveling the mysteries of local SEO can transform SMBs—and we've got the answers! We’ve compiled some of the top SMB local SEO questions into one post so you can get to grips with the basics faster.

What is local SEO and why does it matter for small businesses?

Local SEO empowers small and medium-sized businesses to reach more potential customers in their area. It involves optimizing the business’s online presence so it appears higher in Google local search results pages. 

A Google Business Profile for a local restaurant

A good strategy includes managing local listings and reviews, optimizing Google Business Profiles (GBP), and publishing locally relevant content. Local SEO is a powerful strategy for small and medium-size businesses because it levels the playing field against larger competitors. Even if your business is smaller, it can still be the first choice for local customers searching for your products or services.

What’s the difference between local SEO and organic SEO?

The key difference lies in the intent. Local SEO targets users seeking services or products in their immediate area. Organic SEO aims to improve rankings in broader, non-localized search results. 

Another distinction is how results appear in search engines. Local SEO results display in Local Pack and Finder, Google Maps and local directory listings. These often provide immediate information like addresses, phone numbers, and reviews, making for quick user decisions. Organic SEO results, however, appear below the Local Pack, which Google ranks according to its algorithm.

Is local SEO the right strategy for my business?

If your business serves a specific area, local SEO can help you appear in search results and Google Maps. This can lead to an increase in foot traffic, calls, website clicks and local awareness. Local SEO also tends to deliver higher conversion rates as the traffic is more targeted. For businesses that do not have a business address but serve specific locations, local SEO still holds value.

A local business that lists its service area instead of an address

Instead of listing an office or storefront, service businesses like plumbers can simply publish the areas they cover.

How do I optimize for local search?

Consistency in your listings—including Google Business Profile—ensures search engines and customers find the right information. Accurate NAP (name, address, phone number) across all platforms is especially important.

On your website, crafting content, titles and meta descriptions that resonate with local searches can dramatically improve visibility. Use location-specific keywords and phrases that potential customers might use when searching for your products or services. For example, instead of using a generic title like "best Italian restaurant," use "best Italian restaurant in [city name]." This not only improves your chances of ranking in local search results but also makes your listing more relevant to users.

Another critical element is acquiring and managing reviews on your Google Business Profile and other relevant platforms. Encourage satisfied customers to leave positive reviews and respond to  all reviews, positive or negative, in a professional manner. This demonstrates your commitment to customer satisfaction and signals to search engines that your business is reputable. Include local structured data markup on your website and build links from local businesses, newspapers, blogs, and directories.

Is local SEO hard to learn?

While it has its complexities, with the right resources and tools, local SEO is quite accessible to beginners. Start with a course like How to Outrank Your Competition in Local Search and follow local SEO blogs for actionable tips.

A feature image for a local SEO course from Semrush Academy

The journey to mastering local SEO involves a combination of education, practical application, and patience. Given the dynamic nature of local search algorithms, staying informed about the latest trends and updates is crucial.

How does Google decide where to rank businesses?

Google uses several factors to determine local rankings. According to Google’s official answer, the three main local ranking factors are:

• Relevance: refers to how well a local listing matches a search query
• Distance: measures how far each search result is from the user or location term used
• Prominence: is about how well-known a business is, including listings and reviews

Google’s algorithm also factors content quality, links, and GBP optimization. User engagement and behavioral signals, such as click-through rates and mobile clicks to call, influence rankings too. Another factor that has gained notable prominence since the end of 2023 is the business’s “openness”; in other words, if a business is open when the search is made, it becomes more visible in many local search results. 

How do I check my local SEO rankings?

To monitor local SEO rankings, you need a tracking tool you can trust. Simply Googling your keywords and seeing where you appear isn’t accurate enough to make important marketing decisions, as the positioning is determined by where a searcher is actually located, so search results for the same keyword from two different streets won’t be the same. To get a 360-degree view of your business rankings in both search results (including if you rank in the Local Pack) and Google Maps, you need a combination of tools. For SERP and Local Pack, you can use a position tracking tool, and configure monitoring on a ZIP code level and in local packs. To see how you perform in Google Maps results, pair traditional position tracking with a map rankings tracker. Semrush's Map Rank Tracker shows how your business appears in Google Maps, offering a granular view of your visibility. 

 Rankings as shown in Semrush’s Map Rank Tracker

Understanding your Google Maps rankings helps gauge the effectiveness of your GBP optimizations and other local SEO efforts.
 

How do I rank higher in Google’s Local Pack?

First, ensure your Google Business Profile—formerly Google My Business (GMB listing)—is fully optimized. Complete every section, including writing a keyword-optimized description and choosing the most appropriate categories (one primary and up to nine secondary categories).

Google Local Pack results for local brunch spots 

Set up systems for generating reviews, maintaining accurate NAP across the web, and producing local content. Building strong local citations and earning backlinks from reputable local websites can also enhance your visibility.

How do I get customers to leave reviews on my Google Business Profile?

Encourage customers to leave reviews by making the process as easy as possible. Provide direct links to your review page and consider sending follow-up emails after a purchase or service. Creating in-store signage that prompts customers to leave reviews can also be effective.

Google’s policy strictly prohibits soliciting reviews in exchange for money, products, or services. This means that while you can encourage reviews, there should be no implication of a reward. Violating this policy can result in the removal of reviews or even suspension of your Google Business Profile.

Is Google the only search engine that matters?

While Google dominates the search engine market, other search engines like Bing and Yahoo still hold a significant share. Bing powers a number of other search experiences, including digital assistants like Microsoft's Cortana and Amazon's Alexa. Optimizing your profile on Bing Places for Business expands your potential reach to all these platforms.
 

Bing results for local brunch spots

However, Google SEO strategies often translate well to other search engines because of similarities in their ranking factors. These include high-quality content, robust backlink profiles, and positive reviews. So, while you should prioritize Google, the work you do will also benefit your visibility across other search platforms.

Do I need to publish listings in every directory?

No, you don’t need to be in every directory. Prioritize high-authority directories and those most relevant to your industry and physical location. For example, restaurants benefit most from directories like Yelp or TripAdvisor, which people trust to recommend quality dining options. A targeted approach to directories, focusing on quality and relevance, will make a bigger impact on your local SEO. 

How do content and links play into local SEO?

A content marketing strategy that speaks directly to your local audience can significantly enhance engagement and visibility. Local content might include blog posts, guides, or advice columns that address the specific needs of your customers. Start with local keyword research, then optimize each piece of content with these keywords in a natural and helpful way.

Local link building strengthens your SEO efforts and embeds your business within the local fabric. These links serve as endorsements, signaling to search engines that your business is a trusted local resource.

Does social media impact local SEO results?

Social media doesn't directly impact local SEO, but it can play a role in improving your local presence. Active social media profiles can drive more traffic to your website. Increased traffic is a signal to search engines that your site is valuable, potentially improving your search rankings.

Social media can be a source of backlinks to your website. While social media links are nofollow, they can lead to more natural backlinks from other sources. For instance, a popular post can attract the attention of local news sites, leading to dofollow links back to your website.

How much does local SEO cost?

The cost of local SEO depends on your industry, competition, and whether you do it yourself or hire professionals. Agency local SEO services can range from a few hundred to several thousand dollars per month. For SMBs in moderately competitive markets, monthly costs should fall in the lower end of this range.

In addition to ongoing services, many SEO agencies and consultants offer one-time optimization packages. These can include an initial audit and setup of your Google Business Profile, website optimization, and initial content creation. Prices for these packages also vary, but they provide a solid foundation for businesses looking to kickstart their local SEO.

Do I need paid tools to do well at local SEO?

While managing local SEO on your own is possible, leveraging the right tools can significantly streamline the process. Managing listings across multiple directories and tracking local search rankings can quickly become overwhelming for SMBs. Paid tools save time and enhance the effectiveness of your SEO strategy. Investing in tools like Semrush Local can transform this complexity into a manageable and more straightforward process.

Paid local SEO tools also provide analytics that are not available through free tools or manual methods. Understanding your business’s local search performance is crucial for refining your strategy. While there is a cost associated with premium local SEO tools, the potential return on investment can be significant.