Imagine searching “best pizza near me” and finding a restaurant located hundreds of miles away. Frustrating, right?
What’s even more frustrating is having people who live near your restaurant search for pizza and end up going to your competition because your website didn’t show up in the top results. This is what happens when small businesses fail to use local SEO—potential customers never discover them.
Local SEO involves a lot more than just adding your city’s name to your website. It’s a complex strategy that helps connect local businesses with the communities they serve. With careful keyword research and smart SEO tools, you can rise above the competition and attract more local customers. Here’s how local SEO works.
How Local SEO Works
The goal of search engine optimization is to improve visibility by targeting high-volume keywords and appealing to a wide audience. Local SEO, however, zeroes in on geographic intent, helping brick-and-mortar businesses show up when people search for those services nearby.
Local SEO also relies on external signals that tie a business to its community. For example, your Google Business Profile, customer reviews, and listings in local directories, and customer reviews work together to build credibility, improve search rankings, and drive real results like foot traffic, calls, and leads.
How to Do Local Keyword Research
Step 1: Identify your core services or products: Start with the simple phrases customers would type into Google if they are looking for a business like yours.
Step 2: Add local modifiers: Pair those search terms with city names, neighborhoods, or regions.
Step 3: Analyze search intent: Focus on transactional searches that signal readiness to buy.
Step 4: Research your competitors: Look at which keywords local competitors rank for to uncover gaps and opportunities.
Step 5: Use smart keyword tools: Check search volume and competitiveness with Google Keyword Planner, SEMrush, or Ahrefs.
Step 6: Target long-tail keywords: Specific terms like “24/7 HVAC repair in Dallas” may have lower volume, but it will be more likely to bring in high-quality leads.
Combine Local SEO with Industry-Specific Keywords
Most businesses get the best results from using keywords that combine services and location. Instead of focusing on broad terms like “custom signs,” using specific keywords like “custom sign printing in Tempe” will attract prospects who are actively looking for local services.
Industry-specific keywords are extremely valuable. For example, a dental practice can target terms related to their specialties, such as “same day crowns in Houston” or “professional teeth whitening in River Oaks.”
Use Keyword Tools to Enhance Your Local SEO
The right tools make keyword research more accurate and more efficient. Google Keyword Planner remains a staple for ideas, search volume, and competition data, especially when filtered by location. Google Trends adds insight into how searches change over time or across regions.
For more advanced research, SEMrush and Ahrefs provide local filters, competitor analysis, and backlink data. Moz Local helps businesses maintain consistent citations across directories, while budget-friendly tools like Ubersuggest and AnswerThePublic generate long-tail and question-based keyword ideas. Together, these tools provide a strong foundation for building an effective local SEO strategy.
Common Mistakes to Avoid
Even with a solid plan, it’s easy to fall into traps that hurt results. Watch out for these common mistakes:
- Relying only on “near me” searches: Broader modifiers like city or neighborhood will expand your reach.
- Ignoring mobile optimization: Sites that are slow to load or poorly designed can drive away the majority of searchers.
- Forgetting about your Google Business Profile: An incomplete or outdated profile severely limits your visibility in map results and local packs.
- Inconsistent citations: Mismatched names, addresses, or phone numbers across directories will confuse both users and search engines.
- Stuffing keywords: Forced repetition makes your content hard to read, and it can even hurt your rankings.
- Neglecting reviews: Customer reviews influence both visibility and trust, so encourage feedback and respond promptly.
Build a Custom Local SEO Strategy with New Wine Digital
Understanding how local SEO works is one of the most effective ways for small businesses to connect with customers who are ready to buy. If you’re ready to attract more local customers and grow your business, don’t leave your success to chance.
Contact us today to learn how our digital marketing services can help you dominate local search results and stand out in your community.
Images used under creative commons license – commercial use (09/17/2025) Photo by Tim Mossholder on Unsplash