Local SEO - Local Promotion - Google Maps, Reviews & Services
Local SEO: A Guide to Optimizing Your Business for Local Search
What is Local SEO?
Local SEO (Search Engine Optimization) is a strategy that helps businesses promote their products and services to local customers at the exact moment they are looking for them. It involves optimizing your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines, often by people seeking local businesses, services, or products.
Why Local SEO Matters
Local SEO is critical for small and medium-sized businesses, as it helps them compete with larger enterprises by targeting a specific geographic area. With the increasing use of mobile devices, many people are searching for local businesses on the go. By optimizing your business for local search, you increase the likelihood of being found by potential customers who are close to your business and ready to make a purchase.
How Local SEO Differs from Traditional SEO
While Sixmile offers traditional SEO Services, local focuses on improving your website’s visibility on a national or global scale, Local SEO zeroes in on improving your search visibility in local areas. This includes optimizing for location-based keywords, getting positive reviews, and ensuring your business information is accurate and up to date across various platforms.
Local SEO and traditional SEO share the goal of improving visibility in search engine results, but they focus on different aspects of a business’s online presence. Traditional SEO aims to increase visibility across a broader audience without regard to a specific geographical area, using keywords, link-building, and content optimization to improve a site’s rank on general search terms. The process involves creating high-quality content, obtaining backlinks, and using technical SEO strategies to boost a website’s authority and appeal to a global or national audience.
Local SEO for Local Search
In contrast, local SEO is specifically designed to attract customers within a certain geographic area. It emphasizes signals such as location-specific keywords, Google Business Profile optimization, and consistent local listings to rank higher in “near me” or location-specific searches. For example, businesses optimize for queries like “plumber near me” or “best pizza in Cork.”
Other local SEO strategies include collecting positive local reviews, managing online directories, and leveraging local link-building opportunities. This targeted approach helps businesses appear in local search results, especially on Google Maps, where they can directly compete for visibility among users searching for services nearby.
Google Business Profile: A Key to Local SEO Success
One of the most important steps in Local SEO is setting up and optimizing your Google Business Profile (formerly known as Google My Business). This free tool allows you to manage how your business appears on Google Search and Maps. Here’s a step-by-step guide to setting it up:

Claim Your Business
Visit the Google Business Profile website and sign in with your Google account. Search for your business and claim it if it already exists, or create a new listing if it doesn’t.

Fill Out All Information
Provide complete and accurate information, including your business name, address, phone number, website and business hours including holiday business hours.

Add Photos & Descriptions
Upload high-quality images and photographs of your business, products or services daily or weekly. Write a compelling business description including keywords.

Verify Your Listing
Google will require verification of your business, usually by sending a postcard with a verification code to your business address. Follow the instructions to complete the verification process.
Optimizing Your Google Business Profile

Use Keywords
Using relevant keywords in your Google Business Profile enhances local SEO by helping your business appear in location-based searches. Include keywords naturally (don’t spam your company content) in your business description, services, and posts to improve visibility and attract more local customers.

Encourage Reviews
Encouraging customer reviews on your Google Business Profile boosts credibility and helps local SEO. Positive reviews improve your business’s online reputation and ranking in search results. Politely request feedback from satisfied customers to build trust and attract more local clients. Never buy reviews.

Update Regularly
Regularly updating your Google Business Profile (and website content) keeps information accurate and signals activity to Google, which can improve rankings. Update hours, services, and photos frequently, and post relevant content to engage potential customers and enhance your visibility in local searches.
Appearing on Google Maps
Appearing on Google Maps is essential for local businesses, as it makes it easier for customers to find your location. When your Google Business Profile is optimized, it significantly increases your chances of appearing in the Local Pack – the set of businesses that appear at the top of local search results on Google Maps.
To enhance your visibility on Google Maps, ensure that your address is accurate, and your business falls under the correct category. Additionally, obtaining a steady stream of reviews from satisfied customers can improve your ranking on Google Maps.
The Benefits of Local SEO and Google Business Profile
Increased Visibility and Traffic
One of the most significant benefits of Local SEO and an optimized Google Business Profile is increased visibility. When your business appears in local search results or on Google Maps, it is more likely to attract clicks from people who are actively looking for the products or services you offer. This visibility leads to increased traffic to your website and physical location.
Targeted Customer Base
Local SEO ensures that your business is reaching the right audience—those who are in your geographic area and are looking for what you offer. By focusing on local keywords and optimizing your Google Business Profile, you target potential customers who are more likely to convert into paying clients.
Build Trust with Reviews
An essential component of Local SEO is generating positive reviews. Google Business Profile allows customers to leave reviews that are publicly visible. Positive reviews not only help build trust and credibility but also improve your ranking in local search results. Responding to reviews, both positive and negative, also shows that you are engaged with your customers, further enhancing your reputation.
Cost Effective Local Marketing & Search
Cost-Effective Marketing
Unlike traditional advertising, which can be expensive and not always targeted, Local SEO is a cost-effective marketing strategy. Setting up a Google Business Profile is free, and many of the techniques involved in Local SEO, such as optimizing your website or gathering reviews, do not require significant financial investment. This makes it an ideal marketing approach for small businesses with limited budgets.
Local SEO and Mobile Search
With the rise of mobile usage, local searches have become more prevalent. People use their smartphones to find nearby businesses, and an optimized Google Business Profile increases your chances of appearing in those searches. Google often prioritizes businesses with complete profiles and positive reviews in mobile search results, making it crucial to optimize for mobile users.
Local SEO Conclusion
Local SEO, when combined with a well-optimized Google Business Profile, can help your business gain more visibility, attract more customers, and compete effectively within your local market.
By setting up your profile, encouraging reviews, and ensuring that your business information is accurate, you’ll be well on your way to dominating local search results and benefiting from the growing trend of mobile and local searches.

Local SEO Conclusion
Local SEO, when combined with a well-optimized Google Business Profile, can help your business gain more visibility, attract more customers, and compete effectively within your local market.
By setting up your profile, encouraging reviews, and ensuring that your business information is accurate, you’ll be well on your way to dominating local search results and benefiting from the growing trend of mobile and local searches.
