Local SEO
Local SEO Basics: How Small Businesses Get Found in Their Own Town
By the Coast Creative team7 min read
Local SEO isn't a dark art. It's a short list of unglamorous things, done properly and kept current, that decide whether your business shows up when someone nearby searches for what you do. Here's the list, in order of impact.
1. Google Business Profile — the highest-leverage hour in marketing
The map results above the regular listings come from Google Business Profile, not your website. Claim it, fill in every field (categories, services, hours, photos), and keep it alive with occasional posts. An hour of setup and ten minutes a month — nothing else in local marketing pays better.
2. Reviews, and replies to reviews
Volume, recency, and your responses all matter. Build one habit: after every happy job, send a text with a direct review link. Steady beats bursts. And reply to every review — including the bad ones, calmly — because future customers read the replies as closely as the reviews.
3. A page for every service, in customer language
One page listing 'our services' ranks for nothing. A page per service — named the way customers actually search ('drain cleaning,' not 'hydro-jetting solutions') — gives Google and AI assistants something specific to recommend. This is the biggest on-site local win.
4. Service-area pages, done honestly
If you work across several towns, real pages with real content about your work in each area help you appear there. Duplicating one page fifteen times with the town name swapped doesn't — search engines got wise to that years ago, and it can hurt.
5. Consistent name, address, phone — everywhere
Google cross-references your business info across the web. If your listings disagree — old address on Yelp, different phone on a directory — confidence drops and rankings follow. Audit your listings once, fix the drift, and use exactly one canonical format everywhere.
6. Local schema markup
Structured data on your site tells machines exactly what you are: business type, address, hours, service area, reviews. It's invisible to visitors and load-bearing for search engines and AI assistants. Professional builds include it; if yours didn't, it's retrofittable.
The one-two punch
Every item on this list compounds with the others: the profile feeds the map results, reviews feed the profile, service pages catch the searches, and consistency makes it all credible. None of it is glamorous. All of it works, and most of your local competitors are skipping at least half of it.