When someone in your city searches "locksmith near me" or "emergency plumber," does your business show up? If not, you're losing customers to competitors who have mastered local SEO.
Local Search Engine Optimization (SEO) is how you get your service business to appear in search results when customers in your area need your services. Unlike general SEO, local SEO focuses specifically on geographic relevance.
This guide will show you exactly how to improve your local search visibility.
Understanding Local Search Results
When someone searches for a local service, Google typically shows:
- Paid Ads - Businesses paying for top placement
- Local Pack (Map Results) - Three businesses with a map
- Organic Results - Regular website listings
For service businesses, the Local Pack is gold. These three spots get the majority of clicks from people searching for services. Getting into the Local Pack requires a strong Google Business Profile and a website optimized for local search.
Google Business Profile Optimization
Your Google Business Profile (formerly Google My Business) is the single most important factor for local search visibility.
Claim and Verify Your Listing
If you haven't already:
- Go to business.google.com
- Search for your business or add it
- Complete the verification process (usually a postcard or phone call)
Complete Every Section
Google rewards complete profiles. Fill in:
Business Information
- Business name (exactly as it appears on your license and signage)
- Address (or service area if you don't have a storefront)
- Phone number
- Website URL
- Hours of operation (including holiday hours)
- Business category (choose the most specific option)
- Additional categories if applicable
Services List every service you offer with descriptions. Be thorough:
- Residential lockout service
- Commercial lock installation
- Emergency lock rekeying
- Master key systems
- And so on
Attributes Mark all applicable attributes:
- Women-owned
- Veteran-owned
- Languages spoken
- Payment methods accepted
- Service options (emergency services, same-day service)
Photos Add high-quality photos of:
- Your team in uniform
- Your service vehicles
- Your work (before/after when appropriate)
- Your office or storefront if you have one
- Your logo
Post Regular Updates
Use Google Posts to share:
- Special offers
- Seasonal reminders (winterization, spring maintenance)
- New services
- Industry tips
- Team updates
Posts show on your profile and can include calls-to-action.
Website Local SEO
Your website supports your Google Business Profile and can rank for searches the Local Pack doesn't dominate.
Location Keywords
Incorporate your service areas naturally into your content:
Page Titles "24/7 Emergency Locksmith in Seattle | [Business Name]"
Headings "Trusted Plumbing Services for Bellevue Homeowners"
Body Content "Our licensed electricians serve homeowners throughout King County, including Seattle, Bellevue, Kirkland, and Redmond."
Don't stuff keywords unnaturally. Write for humans first, then optimize.
Service Area Pages
Create individual pages for each major city or neighborhood you serve. Each page should include:
- Unique content about serving that area
- Specific services available there
- Local references (landmarks, neighborhoods)
- Testimonials from customers in that area
- Your phone number and contact information
For example, a locksmith might have:
- /locksmith-seattle
- /locksmith-bellevue
- /locksmith-tacoma
Each with unique, helpful content about locksmith services in that area.
NAP Consistency
NAP stands for Name, Address, Phone number. Your NAP must be identical everywhere it appears online:
- Your website
- Google Business Profile
- Social media profiles
- Business directories
- Association listings
Even small differences (Street vs St., Suite vs Ste.) can confuse search engines and hurt your rankings.
Schema Markup
Schema markup is code that helps search engines understand your business information. AstralDigital automatically adds LocalBusiness schema to your site, including:
- Business name
- Address
- Phone number
- Hours of operation
- Service area
- Reviews
Review Management
Reviews are a major ranking factor for local SEO and essential for converting visitors into customers.
Getting More Reviews
Ask at the Right Time Request reviews when customers are happiest: right after you've solved their problem.
Make It Easy Send a direct link to your Google review page via text or email. With AstralDigital, you can set up automated review request emails.
Ask Everyone Don't just ask customers you think will leave 5 stars. Authentic review patterns look more natural to Google.
Responding to Reviews
Respond to Every Review Thank positive reviewers and address concerns in negative reviews professionally. This shows you care about customer service.
Don't Get Defensive With negative reviews, apologize for their experience and offer to make it right offline. Never argue in public reviews.
Use Keywords Naturally "Thank you for choosing [Business Name] for your emergency locksmith needs in downtown Seattle. We appreciate your trust!"
Directory Listings
Beyond Google, ensure your business is listed correctly on:
General Directories
- Yelp
- Better Business Bureau
- Facebook Business
- Apple Maps
- Bing Places
Industry-Specific Directories
- Angi (formerly Angie's List)
- HomeAdvisor
- Thumbtack
- Trade-specific associations
Local Directories
- Chamber of Commerce
- Local business associations
- City business directories
Consistency is key. Use identical NAP information on every listing.
Mobile Optimization
90% of local searches happen on mobile devices. Ensure your website:
- Loads quickly (under 3 seconds)
- Has click-to-call buttons
- Is easy to navigate with one thumb
- Displays contact information prominently
- Has readable text without zooming
AstralDigital templates are mobile-optimized by default, so you're covered.
Tracking Your Results
Monitor your local SEO progress:
Google Business Profile Insights See how customers find you, what actions they take, and how you compare to competitors.
Google Search Console Track what keywords you rank for and how often you appear in searches.
Call Tracking AstralDigital's analytics show you how many calls your website generates.
Common Local SEO Mistakes
Fake Reviews Never buy reviews or have friends write fake ones. Google detects and penalizes this.
Keyword Stuffing "Seattle locksmith Seattle emergency Seattle 24 hour locksmith Seattle" sounds spammy and hurts rankings.
Ignoring Negative Reviews Unaddressed complaints look worse than the complaint itself.
Duplicate Content Don't copy the same content across service area pages. Each needs unique value.
Inconsistent Information Different addresses or phone numbers across the web confuse search engines.
Your Local SEO Action Plan
This Week
- Claim and complete your Google Business Profile
- Audit your website for NAP consistency
- Add location keywords to your page titles
This Month
- Create service area pages for your top 5 cities
- Claim listings on Yelp, Angi, and industry directories
- Set up a review request process
Ongoing
- Post weekly updates to Google Business Profile
- Respond to all new reviews within 24 hours
- Add new photos monthly
- Monitor rankings and adjust strategy
Local SEO isn't a one-time task. It's an ongoing process that compounds over time. The businesses that show up first in local search are the ones that consistently optimize their presence.
Start today, and you'll be ahead of competitors who haven't figured this out yet.