What is Local Search Marketing & How to Do It Right

Local search marketing refers to the process of enhancing a local business’ online presence to increase its visibility in region-specific searches. Whether it’s someone typing “coffee shop near me” or “emergency plumber in Toronto,” businesses that show up in these searches have likely invested in local search engine marketing.

This strategy blends both local SEO and paid search ads to ensure that your business appears where it matters most—right in front of local consumers. From optimizing your Google Business Page (GBP) to running Google Local Services Ads, every component plays a crucial role in making your brand discoverable.

Why Is Local Search Marketing Important?

In a digital-first world, location still matters—especially when it comes to connecting with nearby customers. Local search engine marketing ensures that your brand surfaces when potential customers search for services in their area. Whether they’re looking for a dry cleaner, a pet groomer, or a lawyer, your visibility in Local Organic search results can heavily influence their choice.

Moreover, studies show that users who conduct local searches often intend to make a purchase within hours. A well-optimized local business’ online presence can turn searches into store visits or service calls, boosting your bottom line in real time.

Local Search Marketing Tips to Boost Your Business’s Visibility

Claim and Optimize Your Google Business Profile

Your Google Business Page (GBP) is more than just a directory listing—it’s a powerful asset for visibility across Search and Maps. By claiming and updating your GBP, you give customers immediate access to essential information like your hours, location, photos, and reviews.

Here’s what a fully optimized GBP includes:

• Accurate business name, address, and phone number
• Up-to-date operating hours
• Service descriptions rich in local SEO keywords
• High-quality photos of your space or services
• Prompt responses to reviews

Search engines rely heavily on this data to serve your business in Local Organic search packs, especially when paired with positive ratings.

Target Local Keywords Relevant to Your Business

One of the pillars of local SEO is using the right keywords. Local keywords combine a product or service with a location, such as “landscaper in Calgary” or “dentist near me.”

Use keyword research tools to uncover popular local phrases. Then, strategically place them in:

• Website copy
• Blog posts
• Meta titles and descriptions
• GBP descriptions

This signals relevance to search engines and can significantly improve your standing in Local Organic search results.

Get More Google Reviews and Engage with Them

Online reviews are more than social proof—they’re a ranking factor. Google takes into account the volume and quality of reviews on your Google Business Page (GBP) when displaying local listings.

Encourage reviews by:

• Sending follow-up emails with a review link
• Adding a QR code to receipts or packaging
• Creating a “Leave a Review” button on your site

Remember to respond to all feedback. A thoughtful reply to both praise and criticism shows that you value your community and builds trust with new customers.

Publish High-Quality Localized Content

Localized content speaks directly to your community. It reflects regional interests, addresses local issues, and resonates with the audience on a deeper level.

Consider publishing:

• Neighborhood guides
• Recaps of local events
• Customer spotlights
• Seasonal promotions

This approach not only boosts engagement but also reinforces your authority within your area. When search engines detect this local relevance, it can improve your performance in local search engine marketing campaigns.

Check the Accuracy and Consistency of Your NAP Citations

NAP stands for Name, Address, and Phone number—core elements of your local business’ online presence. Inconsistent listings across directories can confuse search engines and hurt your rankings.

Audit your citations on platforms like Yelp, Yellow Pages, Apple Maps, and Bing. Make sure every entry mirrors the details listed on your Google Business Page (GBP).

If managing multiple listings feels overwhelming, consider tools that automate this process and flag discrepancies. Consistency strengthens your credibility in both the eyes of users and search engines.

Run Location-Specific Paid Search Ads

To boost visibility beyond organic methods, invest in paid search ads that target local audiences. Google Ads allows you to pinpoint regions, postal codes, or radius zones around your business.

There are two effective types of campaigns:

1. Geographically targeted PPC ads – These show when users in a defined area search for your chosen keywords.
2. Google Local Services Ads – Ideal for service-based businesses, these appear at the top of search results and let users contact you directly from the ad.

Both ad types support your local search engine marketing strategy by delivering timely, high-intent traffic to your doorstep.

Build Backlinks from Relevant Local Business Sites

Backlinks, or inbound links from other websites, signal to Google that your site is trustworthy and relevant. When you engage in local link building strategies, you amplify this effect by connecting with locally respected sources.

Try these local link building strategies:

• List your business in reputable directories
• Collaborate with local bloggers or news outlets
• Sponsor local events or charities for recognition on their websites
• Write guest posts for community sites or niche forums

These links enhance your authority and can significantly improve your rankings in Local Organic search results.

Get Started with Local Search Marketing

Improving your local business’ online presence doesn’t require an enormous budget—just a smart approach. By combining local SEO best practices with tactical use of paid search ads and Google Local Services Ads, you position your brand right where customers are looking.

From maintaining your Google Business Page (GBP) to exploring local link building strategies, every step you take strengthens your brand’s visibility. As a result, you’ll earn more clicks, more visits, and ultimately, more loyal customers.

Engage Coders makes it easier for local customers to find your business. From setting up your Google Business Page to running local ads and improving your online presence, we handle it all.