5 Things Every Small Business Needs to Get Found by Locals

You’re busy. Probably running a business, maybe wearing ten hats a day. One minute you’re replying to emails, the next you’re fixing something that broke, and somewhere in between, you’re trying to grow. It’s a lot.

So when someone tosses out the phrase “local SEO,” it might feel like one more confusing, techy thing you just don’t have time for.

Here’s the good news: local SEO doesn’t have to be overwhelming. And no, you don’t need to be a marketing pro or spend thousands of dollars to make it work.

What you do need is to show up online the same way you show up in your community—with honesty, helpfulness, and consistency.

Learn the five practical things that help real people find your business when they’re nearby and need what you offer.

1. Google Business Profile Optimization

You know when you search for a place and a box pops up on the side of the screen with photos, hours, directions, and reviews? That’s a Google Business Profile.

And when it’s filled out properly, it works like a digital handshake—it tells people you’re legit, open for business, and ready to help.

But if it’s empty, outdated, or doesn’t even exist? That’s like having a “Closed” sign hanging online 24/7.

Here's what you can do today:

Claim your profile. If you haven’t done this yet, go claim it. Google needs to know it’s really you.
Fill in every detail. Hours, services, location, phone number, website—all of it. The more complete, the better.
Use real photos. Not stock photos. Show your storefront, your team, a few happy customers, or your workspace. It doesn’t need to be professional—just real.
Choose the right category. Be specific. A “restaurant” is fine, but “vegan bakery” or “Mexican food truck” is better.
Write a short, honest description. Think: “Family-owned gym in Medford focused on strength training and recovery.” No fluff.
Post regular updates. New hours? Holiday schedule? Weekend sale? Post it. It shows you’re active.
Turn on messaging if you can manage it. Some people prefer texting. Being reachable builds trust.
Answer questions. There's a Q&A section where people might ask things like “Is there parking?” You can answer those—or even post FAQs yourself.

Tip: Set a monthly calendar reminder to update your profile. Swap in new photos, check your hours, and refresh your posts. It’s like tidying up your shop window.

2. Local Citations

Ever get different answers when Googling a business? One site says they’re on Main Street. Another says Maple Avenue. Or you call a number and it’s out of service?

Yeah, that’s frustrating. And Google doesn’t like it either.

Your NAP—Name, Address, and Phone number—needs to be the same wherever it appears online. If it’s not, it can actually hurt your chances of showing up in local search results.

How to fix it:

Start with the big ones. Google, Yelp, Facebook, Apple Maps, Bing, and Yellow Pages.
Use the same format every time. Choose “123 Maple St.” or “123 Maple Street”—just be consistent.
Track down old listings. If you moved or changed your number, some sites might still show outdated info. Tools like BrightLocal can help, or you can just search your business name and scroll through results.
Claim your listings. That way, nobody else can mess with them, and you can fix mistakes easily.
Add niche directories. Contractors? Check HomeAdvisor. Salon owner? Look at StyleSeat. Local business directory in your town? Get on that too.

Pro move: Keep a simple spreadsheet with your official name, address, and phone number. Refer back to it every time you create or update a profile.

3. On-Page SEO

Your website doesn’t need to win design awards. It just needs to help people quickly figure out:

1) What you do,
2) Where you are,
3) Why they should choose you.

That’s it.

Think of your site like your actual storefront. Is it inviting? Clear? Easy to find what you need? If not, people are going to click away—fast.

Make your site work for you:

Use local words, naturally. Say “custom decks in Portland” instead of just “custom decks.” It helps Google and makes it clearer for people browsing.
Put your contact info in the footer. Every page. Always. It helps build trust and reinforces your location.
Your homepage should say it all. Don’t make people dig. Say what you do and where you’re based right up front.
Create pages for each service area if needed. Serve multiple towns or neighborhoods? Give each its own page with helpful info. Don’t just copy and paste the same thing.
Write page titles and descriptions with care. These are what show up on Google. Be real and local: “Tina’s Pet Grooming | Gentle Dog Care in Portland.”
Make it fast and phone-friendly. If your site takes forever to load or doesn’t work on mobile, people will bounce before they even see your content.
Use your real voice. Don’t keyword-stuff. Talk like a human. Be clear and kind—Google notices, and people appreciate it.

Quick test: Ask someone who’s never seen your site to look at your homepage for 10 seconds. Then ask them what your business does and where it’s located. If they’re unsure—time to simplify.

4. Reviews & Ratings

You could spend a small fortune on ads—or you could let happy customers do the talking for you.

A glowing 5-star review from someone in your neighborhood carries so much more weight than anything you could write about yourself. People trust real people.

Plus, Google looks at reviews when deciding who to show in local results.

Get more reviews without feeling pushy:

Ask after a great experience. When someone compliments your work or says “thank you,” that’s your moment.
Make it easy. Text or email a direct link. Don’t say “Could you leave us a review on Google?” and expect them to find it.
Use signs or cards. “Loved your service? Leave us a quick review!” with a QR code at checkout or in their thank-you email.
Respond to all reviews. A simple “Thank you so much!” goes a long way. If you get a bad one—stay calm, listen, and show you care.
Show off your best reviews. Post them on your site. Share them on social. Put one in your email signature. If someone says something great—use it!

Heads-up: Don’t offer rewards for reviews. It might seem harmless, but it’s against Google’s policies and could backfire.

5. Link Building

Local SEO isn’t just about websites and profiles. It’s also about being connected to your community.

When other trusted local sites link to your business—maybe a nonprofit, a school, or a neighborhood blog—Google sees that as a sign that you’re real and respected.

These links, called backlinks, are one of the biggest boosts for your local rankings.

Here’s how to earn them naturally:

Sponsor something local. A youth sports team, a local fundraiser, a community clean-up. You usually get a thank-you link on their website.
Team up with other businesses. Co-host an event, run a joint giveaway, or write a guest blog for each other’s sites.
Get featured in local media. Reach out to a neighborhood paper or blog if you’re launching something new or celebrating a milestone.
Write helpful blog posts. Think: “Top 5 Hiking Trails Near Asheville” or “How to Prepare Your Home for Snow Season.” Locals might share it—and so might local sites.
Help out and get noticed. Offer a prize for a school raffle. Donate your time to a local cause. It’s good for the soul and good for SEO.
Look for broken links. If you find a local site with a dead link, offer a relevant page from your site as a replacement.

Think like a neighbor. The more you show up in your local world—online and offline—the more Google wants to show you to other locals.

Show Up Where It Matters

Local SEO isn’t a one-time thing. It’s a little here, a little there—small steps that add up over time.

You don’t need to master all five pillars overnight. Just pick one thing to focus on this week. Maybe it’s updating your Google listing. Maybe it’s finally asking for that review. Maybe it’s fixing an old phone number on a directory site.

Start where you are. Do what you can. And know this: showing up online, clearly and consistently, makes it way easier for the people who already need you to find you.

The 5 Essentials:

Google Business Profile: Claim it. Fill it out. Keep it fresh.
Consistent Info (NAP): Use the same name, address, and phone everywhere.
Website Clarity: Make it clear what you do, where you are, and how to reach you.
Reviews: Ask for them. Respond to them. Let them shine.
Local Links: Build relationships, show up in your community, and let the backlinks follow.

Want a step-by-step list?

Download Breakthrough Local’s free Local SEO Checklist—it breaks everything down into bite-sized tasks so you can chip away at your online visibility, one step at a time.