How Local SEO Works for Small Businesses
By the GrowthBellows team · Published · 7 min read
Short answer
Google ranks local results mainly on three things: relevance (do you offer what was searched), distance (how close you are to the searcher), and prominence (how well known and trusted you appear). You can't move your shop, but you can improve relevance and prominence with a complete Google Business Profile, good service pages, consistent business details and steady reviews.
The three things Google looks at
Google says local results are based on relevance, distance and prominence.
Relevance
Does your profile and website clearly say you do the thing being searched? Categories, service lists and service pages matter here.
Distance
How far you are from the searcher. You can't change this, which is why a business may rank well in one part of town and not another.
Prominence
Reviews, mentions on other websites, links, and how established your business looks online.
Map results versus regular results
Local searches usually show a map with three businesses, then normal website results below. The map is driven mostly by your Google Business Profile. The results below are driven mostly by your website. Good local SEO works on both.
What you can actually control
- A complete, accurate Google Business Profile with the right primary category.
- A website page for each main service.
- Consistent name, address and phone number everywhere.
- A steady habit of asking customers for reviews.
- Fresh photos and posts on your profile.
How long it takes
Fixing profile basics can show changes within weeks. Ranking for competitive services in a bigger city usually takes months of steady work. Anyone promising guaranteed #1 rankings is guessing.
If you want help, our local SEO service is month to month. Businesses in Syracuse and Rochester can read our local pages.
Frequently asked questions
Do I need a website for local SEO?
You can appear on Maps with only a Google Business Profile, but a website with service pages makes you more relevant and helps you show in regular results too.
Can I do local SEO myself?
Yes. The basics in this article are free. What most owners lack is time to keep doing it every month.
About GrowthBellows: we build small business websites, improve local Google visibility, and automate repetitive work. Plain pricing, no long contracts. More about us.