The 4 Essential Components of Local SEO

Local SEO is the process of optimizing a business’s online presence to increase its visibility for geographically-related searches. This is especially important for small and medium businesses that rely on customers in their local area to drive revenue.

Why Does Local SEO Matter?

Local SEO is a way to ensure that when people in your local area search for products or services that you offer, your business shows up at the top of the search results.

Unlike traditional SEO, which focuses on optimizing a website to rank for broad, non-location-based keywords, local SEO focuses on optimizing a business’s online presence for searches that include a specific location. This includes things like “pizza delivery in [Boston]” or “best hair salon in [Brooklyn]”.

In this article, we will cover the four key components of local SEO: 

  • Google My Business (GMB) and Bing Places
  • Citations
  • Location pages 
  • Local content on your blog.

Google My Business (GMB) and Bing Places

Google My Business (GMB) is a free tool offered by Google that allows businesses to manage their online presence across Google, including Search and Maps.

By verifying and editing your business information, you can help customers find you, learn more about your business, and see what others are saying about you.

Bing Places is similar to GMB, but it is used to manage your business’s presence on Bing. It is also a free tool and it’s important to claim and verify your business on both platforms.


Citations are another important aspect of local SEO. A citation is any mention of your business’s name, address, and phone number (NAP) on the internet.

These citations can appear on directories, social media platforms, and other websites. They help search engines understand your business’s location and contact information, and they can also improve your visibility in local search results.

It’s important to make sure that your citations are accurate and consistent. Inconsistencies in your NAP can confuse search engines and hurt your visibility in local search results. To ensure that your citations are accurate and consistent, you can use a citation audit tool, like BrightLocal.

location search

Location Pages

Creating location pages on your website is an essential aspect of local SEO. Location pages are dedicated pages on your website that focus on a specific location or service area. These pages can provide valuable information to both search engines and users, helping to improve your visibility in local search results.

One of the main benefits of location pages is that they allow you to target specific keywords and phrases related to your business’s location. For example, if you’re a plumber in the downtown Houston area, you might create a location page for “downtown plumber” or “plumber in downtown Houston”. 

Location pages also help to improve the user experience on your website by providing relevant and useful information to users. For example, you might include information about your business’s hours of operation, contact information, and service offerings. You can also include images, videos, and customer reviews to enhance the user experience.

Use a consistent format and structure for your location pages. This will make it easier for search engines to understand the purpose of your pages and index them properly.

Creating Local Content for Your Blog

Creating local content on your blog is also an important aspect of local SEO. By creating content that is relevant to your local audience, you can attract more visitors to your website and improve your visibility in local search results.

Some examples of local content include:

  • Reviews of local businesses or events
  • Guides to local tourist attractions
  • Information about local news and events
  • Interviews with local experts or business owners

When creating local content, it’s important to include keywords that are relevant to your local audience. For example, if you’re a restaurant in the downtown area, you might include keywords like “best downtown restaurants” or “downtown dining options” in your blog post titles and throughout your content.

ScaledOn: Your Local SEO Solution!

In conclusion, local SEO is an important aspect of online marketing for small and medium businesses.

By managing your business’s presence on GMB and Bing Places, ensuring accurate and consistent citations, and creating local content on your blog, you can improve your visibility in local search results and attract more customers to your business.

Remember that the process of SEO is ongoing, and you should regularly monitor and update your online presence to stay ahead of the competition.

Need help managing local SEO for your business? At ScaledOn, we have helped dozens of businesses optimize their GMB listings, work on their citations and create great local content. Contact us today to learn more!