6 Steps to Get AI to Recommend Your Brand

Local SEO is the most effective way to generate consistent leads for your business.

Think like a customer for a moment:

When you’re searching for a local solution, your need is specific, and your urgency is high.

• You have a rat problem in your home, and need a reliable pest inspector
• You want to eat the best pizza in town after checking into your hotel
• You’re looking for the most reputable hairdresser after some failed attempts

If your business doesn’t show up in Google’s map pack or “near me” searches, you’ve failed to capitalize on the constant flow of qualified leads — ready to act.

In this guide, you’ll learn how to rank at the top of Google.

What Is Local SEO?

Local SEO helps you appear in search results when someone nearby searches for what you offer.

For example, when someone searches for “barber Boston,” here’s what they see:

This kind of exposure isn’t random.

A strong local SEO strategy attracts high-intent local leads, drives foot traffic and phone calls, and builds brand visibility in the communities you serve.

It’s all about showing up where — and when — it matters most.

What’s the Difference Between Local SEO and Standard SEO?

Local SEO hones in on a specific region, while standard SEO targets a broad, geographically diverse audience.

For example, consider the search term “massaman curry.”

This query shows recipe results regardless of location. (Since people worldwide might want to cook this dish.)

Now, adjust the search term to “massaman curry near me.”

The search results focus on local restaurants, showing only businesses within the searcher’s area.

To rank for local searches like this, you need to:

• Find popular keywords among local searchers
• Optimize your Google Business Profile (GBP)
• Create consistent name, address, phone number (NAP) citations

How Does Local SEO Work?

At a high level, local SEO works a lot like “standard” SEO.

When someone does a search, Google scans through its index to provide the best results for that person’s keyword.

But here’s what makes local SEO unique:

When Google detects that a search has local intent, it uses a different set of signals to choose and rank results.

The Map Pack

When someone searches for a local business or service, Google often shows a map with three business listings at the top of the results.

This is the “map pack” or “local pack.”

And ranking here is a big deal.

These listings dominate visibility and get a large share of clicks — especially on mobile.

Three main factors determine your map pack rankings:

• Relevance: How well your business matches what someone is searching for
• Distance: How far your business is from the location the search took place (or the location included in the search)
• Prominence: How well-known and well-liked your business is

Local Organic Results

Just below the map pack, you’ll usually find the local organic results — the traditional “blue link” listings that lead to websites.

To rank here, you’ll need all the essentials of strong SEO:

• Location-based keywords
• Well-structured landing pages
• On-page optimization
• Backlinks that reinforce authority and relevance

1. Find Local Keywords That Bring You Customers

If you want to rank for local searches, you need terms that people in your area actually use.

Scan the SERPs

You don’t need a fancy tool to start finding valuable local keywords.

Just head to Google and search for your service plus location — like “Chicago plumber” or “dentist in Philadelphia.”

Then, look closely at what shows up in the [search engine result pages (SERPs)](/content/hub/seo/serps "What Are SERPs & Why Are They Important for SEO?"/index.html):

Map pack listings: GBP descriptions often include target keywords like “24-hour plumber” or “emergency dentistry”
“ [People also ask](/content/tools/people-also-ask "FREE "/index.html)” boxes: These reveal real questions tied to your service — and can double as long-tail keyword ideas.

Use Local Keyword Tools

Once you’ve pulled some ideas from Google, you can use a platform like Semrush to validate those keywords.
Start with Semrush’s Organic Research tool.

Pay special attention to value-driven terms too, like “affordable,” “open late,” or other service-specific phrases.

2. Optimize Your Google Business Profile

Your Google Business Profile is your single most important asset when it comes to local SEO optimization.

What to Include in Your GBP

These are the essentials that help your profile show up. And convert.

• Write a clear business description: Summarize what your business offers, who you serve, and where you’re located. Include your relevant local keywords from Step 1 naturally, but avoid [keyword stuffing](/content/keyword-stuffing "What is Keyword Stuffing? How to Avoid Doing SEO Like It's 2005"/index.html).
• Keep your NAP consistent: Your name, address, and phone number should match exactly across your GBP, website, and third-party listings
• Link to the right page: If you have multiple locations, link each profile to its dedicated location page — not your homepage
• Choose the right categories: Pick the most accurate primary business category and add relevant secondary ones to expand keyword coverage
• Add products and services: Use these sections to describe exactly what you offer — in your own words
• Upload high-quality photos: Showcase your team, space, and offerings to help users choose you over competitors
• Update hours and info regularly: Make sure hours, holiday closures, and other key info are always accurate to avoid confusion and negative reviews

Get Reviews to Boost Your Rankings

Reviews don’t just build trust. They directly influence your local [SEO performance](/content/hub/seo/seo-results "How to Measure SEO Performance & Results"/index.html).

Strong reviews come from a consistent, intentional process — and they start with how, when, and where you ask.

• Ask consistently: Make review requests part of your post-purchase or follow-up process
• Time it right: Ask right after a positive experience, when the customer is most satisfied

Respond to Every Review (Especially the Bad Ones)

Responding to reviews isn’t just good customer service — it’s a local [SEO signal](/content/google-ranking-factors "Google’s 200 Ranking Factors: The Complete List"/index.html).

3. Improve Your Website’s Local SEO

Your website still plays a big role in local SEO, especially when it comes to ranking in the organic results below the map pack.

Add Location-Based Keywords to Key Pages

Use keywords that combine what you do with where you do it.
Include them naturally in your title tags, meta descriptions, URLs, headers, and throughout your page copy.

Create Location-Specific Landing Pages

If your business serves multiple areas, you need dedicated landing pages for each one — even if you don’t have a physical office there.

Add Structured Data

Structured data is a type of code you add to your website to help search engines understand your content. It can be especially helpful for SEO for a local business.

4. Build Consistent NAP Citations

Google wants to be confident that your business is real. And, it’s where you say it is.

Run an NAP Audit

You want your NAP data to be 100% consistent everywhere.

Fix Incorrect NAPs

Now that you have a list of your NAP citations, you want to ID the ones that aren’t correct.

Find New Citation Opportunities

Local citations are super relevant. And they can give your map pack rankings a real boost.

5. Earn Local Backlinks

Effective SEO for local businesses goes beyond rankings.

Connect with Other Local Businesses

You probably already work with other businesses in your area — suppliers, distributors, contractors, neighboring stores.

Get Listed on Your Local Chamber of Commerce Site

A Chamber of Commerce link is one of the easiest and most valuable local backlinks you can earn.

Sponsor Local Events

Most local events need sponsors.

Leverage Local PR

Local news sites are often looking for feel-good stories or timely community updates.

6. Monitor Your Progress and Rankings

You can’t improve what you don’t measure.

Track Your Map Pack Rankings

Once your local SEO strategy is in motion, you’ll want to keep tabs on how your business ranks — especially in the map pack.

Check Your Organic Local Rankings

Not every local customer clicks the map pack.

Analyze Your Reviews and Ratings

Reviews aren’t just about quantity.

Look for AI Visibility

AI Overviews are already changing how local results appear — especially for queries like “best [service] near me.”

You’ve Got the Playbook. Now Use It.

With your GBP dialed in, NAP citations cleaned up, and reviews rolling in, you’ve got everything you need to show up where it matters most.

But local SEO isn’t just one-and-done.

The businesses that win in the map pack are the ones that stay active.