Semrush Local: All-in-one local SEO for small business

The basics of local SEO for small businesses

Small businesses need to do everything they can to stand out from the competition and keep new customers coming through the doors. While paid advertising can be a valuable route to getting more eyes on your small business, appearing in Google’s local pack (or three-pack) when people in your area conduct a search could be your golden ticket to cheaper client acquisition and higher revenues.

Google’s local pack results for a restaurant search

Appearing in the local pack is crucial because most users rarely scroll past the top three options. In fact, 76% of local mobile searches lead to an offline purchase within 24 hours​. So, ranking outside the top three in a local search can significantly reduce your visibility. By focusing on optimizing your Google Business Profile (GBP), managing your online listings, and building your local content, small business owners like you can steadily improve their local rankings and potentially reach the number one spot.

Bonus tip: Semrush Local Listing Management simplifies things by distributing your listings, managing reviews, and tracking local rankings—all key elements for boosting local SEO​. 

Why invest in small business local SEO?

Google's Vicinity update in December 2021 leveled the playing field for small businesses by giving them a fighting chance against larger businesses with bigger SEO budgets. 
The algorithm change meant that the user’s distance from the business location was given more weight in local ranking factors. 
This was good news for small businesses, who realised they could outrank a big competitor based on proximity, even if they had fewer reviews (assuming they’d covered the local small business SEO basics). 
Local SEO isn’t just about spamming out review requests and huge content budgets. Quality matters, and while it can be a time-intensive process, great local SEO for small businesses can be done well for absolutely nothing. 
So don’t count your small business out just yet! Pro advice: While SEO for small local businesses can be done using little more than an internet connection and some elbow grease, it’s well worth getting at least one powerful local SEO tool on your side to streamline things and make sure all your hard work isn't in vain.

Pro advice: Use the Semrush Local Map Rank Tracker to get a detailed view of how your business ranks across different areas within your local region. By identifying weak spots in your local coverage, you can tailor your SEO efforts to target specific neighborhoods or regions, helping you rise to the top in those areas and capture more local customers.

Where to start with local SEO for small businesses

Unlike a lot of marketing channels, local SEO is actually pretty simple to get started with. 

1. Start by ensuring your business is listed across major directories like Google, Yelp, and Bing. These not only give your business more visibility but also help Google verify your information (known as citations) to determine your local rankings.
2. At a minimum, make sure your Name, Address, and Phone number (NAP) is accurate across all platforms. This consistency is critical for local SEO success. Inconsistent information can hurt your rankings.
3. Enhance your listing with additional details like a logo, business hours, and photos of your business and staff. Include categories, products, services, and any other relevant information to build trust with potential customers. A complete listing helps establish credibility and makes your business more attractive to users.
4. Focus on your GBP: This listing appears when users search for your business name on Google and Google Maps, making it prime real estate for driving traffic. Keep it updated with all relevant details to improve your chances of ranking in Google’s local pack.
5. Roll out your listings across other directories: Extend your presence to other important directories like Apple Maps, Facebook, and TripAdvisor. While time-consuming, it's essential for visibility. You can use tools like Semrush’s Listing Management to streamline the process and ensure accuracy across 70+ directories.

The Google Business Profile of a dry cleaning business in Florida, a key listing for local SEO for small businesses

Review generation for small business local SEO

Google prioritizes businesses with numerous 4 or 5-star reviews when determining local rankings. A strong review profile not only boosts credibility but can significantly enhance your business’s visibility in local search results. Create a simple outreach plan to encourage happy customers to leave reviews on your GBP and other platforms like Yelp and Facebook. This can be as easy as sending a follow-up email or SMS with a direct link to your review page to make it seamless for customers to provide feedback.

GBP reviews for a hairdresser in London

Streamline the review process by sharing direct links to your GBP review page via text messages or emails. The easier it is for customers to leave a review, the more likely they are to do it. You can even include the link on receipts, business cards, or a thank-you email post-purchase. Replying to reviews is also key as it shows potential customers that you care about their feedback and are engaged with your audience. Google favors businesses that are responsive to reviews, as it demonstrates a commitment to customer service. Responding also boosts trust with your existing customers.

Pro tip: Take advantage of Semrush’s Review Management tool that includes AI-powered auto-replies. By using AI to respond to reviews quickly, you maintain an active online presence and improve customer engagement, which Google rewards in local SEO rankings. 

Content is king for local SEO for small businesses

Well-optimized website content is the path to top organic positions, but it can also help boost your local pack rankings if you get your keyword research right. Localized content and location-specific landing pages (with an embedded Google Map) make it clear you’re based in that geographical area and not, for example, simply trying to game the GBP platform as a national or global business.

Bonus tip: Semrush Local's Listing Management tool makes local SEO for small businesses a breeze, with its simple listings distribution, review management and local rankings tracker.

A location-specific landing page for a skip hire business in England

You’ll also want to make sure your website itself is in tip-top SEO health, with no broken links, and a nice user-friendly site structure. Aim to build a few local links from other local websites that are happy to give you a recommendation, or offer to write some content for them in exchange for a backlink to your site. On top of your website and blog content, make a plan to regularly upload fresh content to your GBP, such as photos, videos and posts about what’s going on in your business.