How Local SEO Helps Small Businesses & Nonprofits Get Found Online.
What is Local SEO & Why Does It Matter?
Imagine you’re a plumber, local bakery owner, or nonprofit providing community services—when someone searches "Plumber near me" or "Food pantry in [city]", does your business show up? If not, you could be missing out on potential customers or donors.
Local SEO ensures your business appears in search results when people are looking for services nearby. If you have a brick-and-mortar location or offer local services, optimizing for Local SEO is crucial for attracting the right audience.
In this post, I’ll break down 3 simple and effective Local SEO strategies that you can start using today to help more people find and connect with your business. Local SEO includes a lot of moving parts: keywords, competitor research, rankings, and more. While all of these are important, I want to keep this guide simple and actionable so you can start improving your local visibility right away.
If you’re interested in diving deeper into advanced Local SEO strategies, I’ve included some resources at the end of this article to help you explore topics like keyword optimization, competitor analysis, and ranking improvements. But for now, let’s focus on the essentials that will make the biggest impact for your business!
Optimizing Your Google Business Profile
If you own a business—whether it’s a brick-and-mortar location or an online service-based business—setting up and optimizing your Google Business Profile (GBP) is a must. Having a complete and well-optimized profile increases your chances of appearing in local search results when potential customers search for your products or services.
Here’s how to make the most of your Google Business Profile:
Craft a Clear & Engaging Business Description
Your profile should include a short but detailed introduction that clearly explains what your business does and who it serves.
To keep this on-brand and SEO-friendly, I like to plug my own information (or my clients' details) into AI tools and refine it based on the business’s tone and target audience. This small step can go a long way in improving how your business appears in search results.
Add High-Quality Photos & Your Logo
Businesses with physical locations should include interior and exterior photos to make it easier for customers to recognize the space.
Online businesses can upload images showcasing their services, branding, or team to make the profile feel more personal and engaging.
Choose the Right Business Categories
Adding accurate categories helps Google understand what your business offers, increasing your chances of appearing in relevant search results. Select as many categories as possible that accurately represent your business. If applicable, enable profile attributes such as "Women-Owned" or "LGBTQ-Friendly" for added visibility.
Include Website & Social Media Links
Make it easy for potential customers to connect with your business by including links to your:
Website
Social media profiles (LinkedIn, Facebook, Instagram, etc.)
Contact information
A fully optimized Google Business Profile helps your business stand out in local searches, making it easier for potential customers to find and engage with you. Take a few minutes to review and update your profile—it’s a simple step that can have a big impact!
Keeping Your Business Info Accurate & Building Local SEO with Backlinks
Why NAP Consistency Matters for Local SEO
Ever searched for a business online, only to find different addresses or phone numbers on different sites? That’s frustrating for customers, and bad for your Local SEO. NAP (Name, Address, Phone Number) is how your business is listed across Google, Yelp, social media, and local directories.
Keeping this info consistent everywhere helps:
Improve search rankings (Google trusts accurate businesses)
Make it easier for customers to find you
Avoid lost leads from outdated contact details
How to Check & Fix Your Business Listings:
Run a Quick Audit
Use tools like to discover what platforms may need to be updated:
Update These Key Platforms
Fix Inconsistent Listings
If you have access, update your business info directly.
If you don’t, email the platform with your correct details and request an update.
Pro Tip: Make sure your business hours, website link, and social media profiles are also up to date—it helps with trust and engagement!
Why Backlinks Matter for Local SEO
Think of backlinks as word-of-mouth recommendations for your website. The more trusted sites link to you, the more Google sees your business as legit. That means higher search rankings and more local visibility.
For example, I work with different businesses and nonprofits, and we all link to each other’s websites. I even created a Clients & Partners page on my site to make cross-promotion easy.
How to Get Local Backlinks
Partner with Local Businesses & Organizations
Ask trusted business partners to link to your site and do the same for them.
Example: A coffee shop links to a local bakery, and vice versa.
Get Featured in Local Blogs or News
Offer guest posts to local business blogs.
Reach out to local news sites for coverage.
List Your Business in Local Directories
Join Chamber of Commerce websites and community business listings.
Bottom Line? Keeping your business details consistent and building backlinks from trusted local sources will boost your SEO and help more people find you.
The Impact of Reviews on Local SEO
Online reviews build trust and improve your search ranking. Businesses with consistent, positive reviews are more likely to appear in Google’s Local Pack (the top three results in Google Maps). A strong review profile not only makes your business look more credible but also helps attract new customers who rely on feedback before making a decision.
How to Get More Reviews
Many business owners hesitate to ask for reviews—I get it, I’ve felt the same way. However, asking for feedback doesn’t have to be uncomfortable. I’ve found that the best time to request a review is at the completion of a project when the experience is still fresh. Making this a standard part of your process ensures it feels natural and seamless. Here are some simple ways to encourage customers to leave reviews while keeping it natural.
Ask at the Right Time
The best time to request a review is right after a successful interaction when the experience is still fresh in your customer’s mind.
After completing a service, send a friendly follow-up email or text thanking them for their business and inviting them to leave a review.
Example: "Thanks for choosing ABC Plumbing! Your feedback helps us grow—would you mind leaving us a quick review?"
Offer a Small Incentive (Without Breaking the Rules)
While fake reviews are never a good idea, offering a small thank-you gesture for honest feedback can encourage participation.
Example: "Leave a review and get 10% off your next visit!"
Use QR Codes to Make It Effortless
If customers have to hunt for your review page, they probably won’t leave a review. Make it easy by:
Printing a QR code on receipts, business cards, or signage that links directly to your Google review page.
Create a “Leave Us a Review” Page
Create a dedicated page on your website with direct links to Google, Yelp, and Facebook reviews makes the process seamless. You can also include examples of past reviews to encourage more feedback.
How to Respond to Reviews (Good & Bad)
Engaging with your reviews shows customers you care and signals to search engines that you actively manage your business reputation.
Responding to Positive Reviews
Take the time to thank your customers and personalize your response.
Example: "Thanks, Sarah! We’re so glad you loved your wedding cake—it was a joy to create it for you!"
A good response reinforces the positive experience and encourages future engagement.
Handling Negative Reviews Professionally
Negative reviews can be tough, but how you respond matters more than the complaint itself.
Acknowledge the issue, stay professional, and offer a solution.
Example: "We’re sorry your experience wasn’t great. We’d love to make it right—please contact us so we can fix this for you!"
Avoid getting defensive—your response is not just for the reviewer but for potential customers reading the review later.
Consistently responding to all reviews, good or bad, shows customers that their opinions matter. It also demonstrates credibility to Google, which helps your Local SEO rankings. Regular engagement with your reviews can strengthen trust, build relationships, and attract more business over time.
Final Thoughts
Local SEO helps the right people find your business when they need it. Optimizing your Google Business Profile, reviews, NAP consistency, and backlinks can boost visibility and engagement.
Start with one or two strategies today—small changes can lead to more customers, stronger trust, and a bigger local presence over time.
If you’re looking for more ways to improve your Local SEO, check out the resources below. I’d also love to hear from you. What Local SEO strategies have worked for your business? Drop a comment and share your insights!
If you have a project and need help optimizing your website, improving your Google Business Profile, or creating a Local SEO strategy, schedule a Free Discovery Call so we can discuss your goals and I can learn more about your business. Let’s work together to get your business in front of the right audience!
Resources:
Backlinko: Local SEO: The Definitive Guide
How to improve your local ranking on Google
Local SEO: What Is It & How to Do It