Local SEO: What You Can Do Now Without Hiring an Agency
Small business owners keep asking me what they can do about local SEO before they have the budget for an agency. This is the short list I give them.
I’ve been asked by a few small businesses what they can do now to improve their local SEO without hiring an agency. I get it; sometimes you don’t have the extra capital just yet, but you still want to get something going to attract more leads and eventually hire an agency to improve your SEO.
Below are a few steps you can take to help improve your local SEO. I’m focusing on Google, as it is the major player in local SEO. When someone nearby searches for something like “plumber near me,” the map results they see come from Google Business Profiles, so that’s where you want to start. Just keep in mind that this is just to get you started, and with any SEO plan, it will take time before you start to see any results.
Create/Update Your Google Business Profile
If you haven’t already, set up your Google Business Profile account. You can follow Google’s guide on adding or claiming a business profile to set up your account. Make sure you follow Google’s address guidelines, as they have been cracking down on service-area businesses, and the last thing you want is to have your business account banned before you get started.
If you already have an account, before you make any updates, make sure you are in compliance with Google’s address guidelines. If you are a service-area business and don’t have a storefront but added an address to your profile, you will need to move to a service-area business profile before making any changes. If you skip this step, Google will likely ask you to verify your business address, and unless you meet the requirements, you risk losing your business profile. You will find a lot of Reddit posts from business owners running into this. If you serve customers at your location and also travel to them, you’re a hybrid business and can list both your address and a service area. Not sure which one you are? Google’s rule of thumb is that if you don’t have permanent signage at your location, you should be listed as a service-area business.
Whether you’re setting up a new account or editing an existing account, you want to make sure all the information is up to date. Don’t just fill out information to try to stuff keywords; Google will catch that, and it will hurt your profile. That goes double for your business name. Use your real-world name exactly as it appears on your signage and website. Adding keywords to it is against Google’s guidelines and can get your profile suspended. Then pick the primary category that best describes what you do, since Google uses it to match you to relevant searches. Focus on quality and not quantity.
Once your information is in, verify your profile. Google says verified businesses are more likely to appear in search results, and some features remain locked until you do. Verification is often done by video and can take a few days, so start early.
Ask For Reviews
This is one of the most important things you can do as a business owner. Ask for those reviews, not just any review, but honest ones. Don’t try to artificially inflate your rating. The more genuine the reviews appear to Google, the better.
Asking for reviews should be part of your workflow. Whether you ask in person or in an email, you should have a way for the client to quickly go to your Google Business Profile. The less you make the client do, the better. Provide a QR code to scan that takes the client directly to the Google Business Profile page for in-person asks, or provide the link in an automated email after the invoice has been paid. You can generate the QR code and link via the “Get more reviews” feature on your Google Business Profile. You’ll find it under Read reviews. Also, the QR code can only be generated from a computer browser, not your phone.
One rule to keep in mind: never offer a discount, a freebie, or anything else in exchange for a review. Google considers that fake engagement and prohibits it, even if the reviews themselves are honest.
Also, reply to your reviews, good and bad. Google recommends it because it shows you value feedback, and a calm, helpful reply to a negative review tells future customers a lot about how you run your business.
Post Updates and Photos Regularly
Make sure you upload photos and/or add posts to help keep your profile current. Regular updates, once a week or so, show customers your business is active and give them a reason to choose you. Google lists adding photos as a way to improve your local ranking, but it hasn’t said the same about posts, so think of posts as a way to win over the people who already found you.
The profile photos are long-lasting, support branding, and help customers understand what services your business provides. Make sure the photos are high-quality, well-lit, and are not AI-generated or misrepresent your business or services.
The profile posts, on the other hand, are temporary updates that are archived after 6 months unless you set a date range, and are designed to drive immediate action. They should be used for general news, behind-the-scenes content, discount offers or limited-time details, and events. Make sure the photos for the posts have a 4:3 aspect ratio so they display properly on both mobile and desktop. Also, try to use authentic photos rather than stock or AI-generated images to help drive engagement. And leave your phone number out of the post text. Google may reject posts that include one, and your number is already on your profile.
Keep Your Business Info Consistent Everywhere
Google also looks at what the rest of the web says about your business. Make sure your business name, address, and phone number match exactly on your website, Bing Places, Apple Business Connect, Yelp, and any industry directories you’re listed in. Google says prominence is partly based on how many websites link to your business, so these listings help, and they also put you in front of people who don’t search on Google.
If you have a website, link to it from your profile and make sure it shows the same name, address, and phone number. Inconsistent information confuses customers and makes it harder for Google to confirm your details.
Final Thoughts
Getting started with local SEO doesn’t require a marketing team or much of a commitment on your part. Setup should take only an hour or so, something you can accomplish over a weekend, though Google’s verification step can take a few days to complete. Remember to ask for reviews after every project and reply to the ones you get. Finally, schedule an hour a week to post weekly updates. While you’re in there, check the Performance section of your profile to see how many people found you, called, or asked for directions, so you know it’s working.
The key is to keep your business information up to date and provide regular updates, so Google knows your business profile is relevant. It will take some time before you see improvements, but if you keep up with it, it will make a difference and get your profile ready for a marketing team to make a real impact once you’re ready.
