Local SEO Strategies to Grow Your Service-Based or Home Services Business

Marketing Empire Group
May 23
8 min read

Updated: Jun 9

If you run a service based business, you probably already know just how important it is to show up when people nearby are searching for what you offer. But here’s the thing, it’s not just about having a website or a listing. It’s about making sure you show up right where your customers are looking: local search results.

That’s where local SEO comes in. It’s the strategy that helps your business get seen on Google Maps, in that coveted local pack on the first page of Google search results, and across other local search platforms. If you want to attract more customers, drive traffic to your website or store, and ultimately grow your sales, mastering local SEO is a must.

Let’s break down what local SEO really means and how you can take control of it, step by step.

What Is Local SEO and Why Does It Matter?

At its core, local SEO is about optimizing your online presence so your business appears in searches that have local intent. Think about it: when someone looks for “coffee shop near me” or “best plumbing service in [your city],” Google wants to serve results that are geographically relevant.

That’s why local SEO focuses on boosting your visibility in the local pack — those little map results you see at the top of Google, plus the first page of local search results. It’s not just good for driving website visits but also foot traffic, phone calls, and inquiries.

Here’s a reality check for you: over 90% of people use the internet to find local businesses. And Google Business Profiles alone get millions of views daily. If you’re not optimizing for local SEO, you’re missing out on a huge chunk of potential customers right in your neighborhood.

Optimizing Your Google Business Profile (GBP) — Your Foundation

Your Google Business Profile (formerly Google My Business) is the single most important tool for local SEO. It’s free, easy to set up, and acts as a dynamic snapshot of your business — showing your hours, contact info, photos, services, reviews, and more — all right in Google’s search results.

Here’s how to make sure your GBP is working for you:

Claim Your Business Profile If you haven’t already, find your business on Google and claim it. This gives you control over what shows up.
Fill Out Every Section Completely Don’t leave anything blank. Start with the essentials: business name, address, phone, website, and hours. Then dive into categories, services, attributes (like “wheelchair accessible” or “free Wi-Fi”), and your business description.
Be Meticulous About NAP Consistency Your Name, Address, and Phone (NAP) should be exactly the same everywhere — online, on your signage, in directories. Consistency builds trust with Google and customers.
Choose the Right Categories Select the most specific primary category for your business and relevant secondary ones. This helps Google match your profile with the right searches.
Write a Strong “From the Business” Description You get 750 characters to tell your story. Lead with the most important info in the first 250 characters. Use natural keywords but don’t repeat what’s already obvious.
Publish Google Posts Regularly These are short updates, offers, or news you can post weekly. They keep your profile fresh and encourage engagement. Google explains how to do it here.
Upload Photos Weekly Businesses with more photos get more clicks. Before uploading, rename images with descriptive keywords — like “Downtown_La_Pizza_Shop.jpg.”
Manage Questions & Answers Monitor and answer questions people ask on your profile. You can even seed FAQs to help guide potential customers.
Collect and Respond to Reviews Reviews don’t just influence customers — they’re a top ranking factor. Encourage happy customers to leave reviews and respond to all feedback professionally.
Add Products and Services Make your offerings crystal clear. Include names, descriptions, and prices if possible.
Enable Messaging Let customers text you directly from your Business Profile for quick questions or bookings.
Keep Your Profile Fresh Local SEO isn’t a one-time setup. Regularly update your info, add posts and photos, and respond to new reviews.

Understanding and Researching Local Keywords

Keywords are the words and phrases your potential customers type into Google. When it comes to local SEO, keyword research is your roadmap.

Local keywords typically include location markers like city names, neighborhoods, ZIP codes, or terms like “near me.” But sometimes local intent is implied without a location, like someone just searching “pizza delivery” while their phone knows they’re nearby.

Here’s how to research local keywords effectively:

Start with a Spreadsheet Organize keywords, search volume, competition, and relevance.

Brainstorm Seed Keywords These are short, generic terms related to your business — “window repair,” “dog groomer,” etc.

Add Location Modifiers Combine seed keywords with places you serve — “window repair in Murrieta,” “dog groomer near Old Town.”

Use Keyword Tools Google Keyword Planner, Semrush, Moz, and even autocomplete suggestions on Google or Yelp help generate ideas.

Filter for Local Intent Look for keywords explicitly including locations, and for implicit local intent, check the SERP for local pack results.
Prioritize Wisely Focus on keywords that have decent search volume but aren’t too competitive. Early on, it’s better to target easier wins.
Think About Voice Search Voice queries tend to be longer and more conversational, “Where can I find gluten-free pizza open now in Brooklyn?” Optimize for natural, question-based long-tail keywords.

Building and Maintaining Local Citations (NAP Consistency)

A local citation is any mention of your business’s Name, Address, and Phone number (NAP) on the web — directories, social platforms, review sites, and more.

Google uses consistent citations as a trust signal. If your business info is scattered or inconsistent, search engines get confused, and so do customers.

Take these steps:

Audit Your Current Listings Use tools like Moz Local, Yext, or WhiteSpark to find inconsistent or duplicate listings.

Fix Incorrect Info Manually Update any wrong or outdated details to match your current NAP exactly.

Build New Citations List your business on relevant local directories and industry-specific sites.

Monitor Regularly Businesses move or change phone numbers. Keep your listings updated to avoid SEO drops.

Look for Citation & Backlink Opportunities Many citation sites also provide backlinks, which boost your overall SEO.

Leveraging the Power of Online Reviews

Reviews matter both for customers deciding where to spend their money and for Google’s local rankings.

Tips and tricks for using online reviews to improve SEO, including sharing, asking, responding and leveraging keywords.

Here’s how to make reviews work for you:

Ask Customers for Reviews Timing is key: right after a purchase or service. Start with your most loyal customers.

Make It Easy Share direct review links via email, text, social media, or even in person.

Never Offer Incentives Discounts or gifts for reviews are against Google’s rules and can backfire.

Respond to Every Review Thank customers for positive feedback and professionally address negative ones. This shows you care and builds trust.

Use Reviews on Your Website and Social Showcase customer feedback to build social proof.

Leverage Keywords in Reviews Customers naturally mention services or locations, this helps your SEO too.

On Page SEO for Local Businesses

Your website is the home base for your local SEO efforts. Here’s how to optimize it:

Website optimization tips for SEO and also local visibility

Include Your NAP Make your business name, address, and phone number easy to find — usually in the footer and contact page.

Optimize Title Tags and Headers Use unique, descriptive titles for each page including your main keywords and location, but keep it natural and concise.

Use Header Tags (H1, H2, etc.) They help organize content for readers and search engines.

Add Descriptive ALT Text to Images This helps visually impaired users and SEO.

Create Internal Links Link related pages on your site to help visitors and search engines navigate.

Implement Schema Markup Structured data like LocalBusiness schema helps Google understand your business details.

Make Your Site Mobile-Friendly Most local searches happen on phones. Fast load times and easy navigation are essential.

Create Location-Specific Pages If you serve multiple areas, have pages tailored to each location with unique content.

Embed Google Maps A map on your site shows your location clearly to visitors and search engines.

Write Quality, Local Content Blog posts, guides, or FAQs mentioning local events or topics resonate with your audience and boost SEO.

Local Link Building

Backlinks remain a strong ranking factor. For local SEO, focus on building relationships within your community.

Try these:

Partner with Other Local Businesses Exchange guest posts, sponsor local events, or collaborate on promotions.

Support Local Charities or Events These often get mentions and backlinks on community websites.

Work with Local Bloggers and Influencers They can help spread the word and link to your site.

Get Featured in Local Media Reach out to reporters with interesting stories about your business.

The more you engage locally, the more natural backlink opportunities will come your way.

Tracking and Maintaining Your Local SEO Efforts

Local SEO isn’t a “set it and forget it” deal. It needs regular attention.

Keep an eye on:

Google Analytics and Search Console Track how much local traffic you get and which keywords bring people to your site.

Google Business Profile Insights See how people find and interact with your listing.

Review Volume and Quality Make sure new reviews keep coming in, and respond quickly.

Listings and Citations Regularly check for accuracy and updates.

New Features and Algorithm Changes Google rolls out updates all the time. Stay informed so you can adapt.

In short, keep your info fresh, your content relevant, and your engagement consistent.

Ready to Grow Your Local Business with SEO?

Local SEO can feel overwhelming, but it’s really about breaking down the big picture into manageable steps:

Optimize your Google Business Profile — it’s your local SEO foundation.

Do solid local keyword research so you know exactly what your customers are searching for.

Build and maintain consistent local citations to build trust and authority.

Collect and engage with online reviews to build social proof and boost rankings.

Optimize your website with local SEO best practices to serve visitors and search engines alike.

Build local backlinks by getting involved in your community.

Track your efforts and keep things updated to stay ahead.

You don’t have to do this all at once. Start by brainstorming some seed keywords or claiming your Google Business Profile, then build from there. Plenty of tools out there can help — Google’s own tools, Moz, Semrush, Yext, WhiteSpark — pick what fits your needs.

Mastering local SEO is one of the most effective ways to get found by customers right in your backyard. When done right, it creates a steady stream of new leads and sales that keep your business thriving.

Is your Google Business Profile doing enough for you?

Most businesses claim their profile and call it a day — but that’s just the beginning. An optimized GBP can drive calls, clicks, and foot traffic every single day… if it’s set up right. At Marketing Empire Group, we specialize in turning underperforming profiles into lead-generating machines.

Not sure where yours stands? Let’s take a look.

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