When someone searches for a service online, they often add two little words: “near me.” Whether they’re looking for a plumber, hair salon, or restaurant, customers want results that are close and convenient. If your business isn’t optimized for local search, you could be invisible to the very people most likely to hire you.
The good news? Local SEO (search engine optimization for your area) doesn’t require massive budgets or complicated strategies. With a few key steps, you can make sure your business shows up when customers in your city are looking for what you offer.
Why Local Search Matters for Small Businesses
Local intent is powerful. Studies show that:
- Nearly half of all Google searches are for local information.
- 76% of people who search for something nearby on their smartphone visit a business within a day.
- “Near me” searches have grown more than 500% in the last few years.
That means if someone in your area searches “septic pumping near me” or “web designer in Midland”, you want your business front and center. If you’re not, you’re losing leads to competitors who are.
How to Optimize Your Website for Local Search
Include Your City and Service Area on Your Website
Don’t just say “we provide quality services” — tell people where. Add your city, county, or region in your homepage text, service descriptions, and page titles.
- Example: Instead of “Residential Painting Services”, write “Residential Painting Services in Midland and Bay County.”
Create a Google Business Profile (GBP)
Your Google Business Profile is often the first thing people see when they search. It shows your hours, phone number, reviews, and location on the map.
- Make sure your profile is claimed, verified, and up to date.
- Add photos, respond to reviews, and post updates regularly.
Keep Your Name, Address, and Phone Number (NAP) Consistent
Google values consistency. If your phone number or business name is slightly different across your website, Facebook, Yelp, and Chamber of Commerce directory, it can hurt your visibility. Always use the exact same information everywhere.
Create Location-Specific Content
If you serve multiple cities, consider creating a page or section for each one. For example:
- “Septic Services in Midland”
- “Septic Services in Bay City”
This helps you show up for searches in all your service areas.
Encourage Reviews from Local Customers
Reviews not only build trust with potential customers but also help you rank higher in local search results. A steady flow of reviews signals to Google that your business is active and trusted in your community.
Action You Can Take Today
- Google your service with the words “near me” and your city name. Do you see your business in the map results? If not, it’s time to optimize.
- Check your Google Business Profile to make sure your hours, phone number, and website link are accurate.
- Add your city name to your homepage headline or service page titles. Small changes can have a big impact.
The Bottom Line
Local customers are searching for you — the question is whether they’ll find you or your competitor. By optimizing your website with your city name and service areas, maintaining a strong Google Business Profile, and keeping your business information consistent across platforms, you can take control of your local presence.
If you’re not sure how your business looks in local search, I can help. A quick local SEO checkup will show you exactly where you stand and what small changes can bring you more visibility (and more customers) in your own city.