Google search results are today’s “Main Street.” Just like a well-placed sign or eye-catching storefront, your digital presence needs to grab attention — fast.
But competition is fierce. 87% of consumers use Google to evaluate local businesses. If you’re not showing up in searches, your competitors are.
That’s where local SEO (search engine optimization) comes in. At Zoe Marketing & Communications, we’ve helped businesses strengthen their local visibility since 2020. Below are 10 top strategies to improve rankings and turn web searchers into customers.
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The best 10 ways to improve your website’s local SEO
1. Optimize your Google Business Profile
Your Google Business Profile is often the first thing people see. Keep it updated with:
- Correct contact info, business hours and categories
- Fresh photos, social posts and event details
- Timely responses to reviews — both good and bad
This direct line to customers boosts visibility and credibility.
2. Use local keywords strategically
Use location-specific keywords that match search behavior.
Instead of “best coffee shop,” try “best coffee shop in downtown Ann Arbor.” Tools like Google’s Keyword Planner help identify high-traffic local terms.
3. Make your site mobile-friendly
60% of Google searches happen on mobile. A slow or clunky site loses visitors fast.
- Use responsive design so your site adapts to any device.
- Keep fonts readable and buttons easy to tap.
- Optimize images and minimize pop-ups.
4. Focus on quality content with a local angle
Content that answers real customer questions boosts your SEO. Consider:
- Local guides (eg., “best hiking trails near Kalamazoo”)
- Customer spotlights and success stories
- FAQs addressing common concerns in your area
5. Get listed in local directories
Ensure your business name, address and phone (NAP) is consistent across:
- Your Google Business Profile
- Local chambers of commerce
- Industry directories like Yelp and BBB
These citations help search engines trust your business.
6. Earn backlinks from local sources
Backlinks from credible, local websites improve rankings. Seek out:
- Mentions in local media or blogs
- Sponsorships for community events
- Partnerships with neighboring businesses
7. Optimize for voice search
More people speak their searches. Adjust your content for natural phrasing:
- Instead of “best dentist Detroit”, try “Where can I find a good dentist in Detroit?”
- Answer common spoken queries in blog posts and FAQs.
8. Improve user experience (UX)
Google rewards fast, user-friendly sites. Key improvements include:
- Easy navigation and clear contact info
- Faster page loads (check with Google PageSpeed Insights)
- Clear calls to action that guide visitors
9. Track your local SEO performance
Use Google Analytics to monitor:
- Which keywords drive traffic
- Where visitors are coming from
- How long people stay on your site
Refine your strategy based on what’s working.
10. Use geotargeting for ads and email
Targeted Google and social ads put your business in front of the right audience. For instance, a music school could target parents of kids ages 7-12 within a 10-mile radius using:
This ensures you’re reaching engaged, local prospects.
Next steps to improve your local SEO
Local SEO makes your business more discoverable and builds trust with potential customers. These 10 strategies — from Google Business Profile updates to geotargeted ads — help drive real results.
Need expert guidance? Talk to us. Zoe Marketing & Communications creates custom SEO solutions for businesses like yours.
Want to fine-tune your strategy? These articles will help:
Kim Kovelle
As Zoe Marketing & Communications’ content manager, Kim Kovelle brings over 20 years of writing and editing experience in metro Detroit. She has strong roots in community journalism and a knack for making complicated topics make more sense.
