May 1, 2025
In a world where customers search for products and services online before making a purchase, local SEO has become a game-changer for small businesses. Whether you’re a café owner, a local service provider, or a boutique shop, showing up in local search results means more foot traffic, more calls, and more sales. This guide breaks down everything you need to know from what local SEO is, why it matters, and how to build a strategy that puts your business on the map (literally). Let’s dive into the steps you can take to boost your visibility and grow your local presence, one search at a time.
What is local SEO?
Local SEO, or Local Search Engine Optimization, refers to the practice of optimizing a business’s online presence to increase visibility in geographically relevant search results. These are the types of searches that include specific locations or phrases like “best accountant in Deventer” or “plumber near me.” The goal is to ensure that your business appears prominently when local customers are actively searching for the products or services you offer.
You’ve likely encountered Local SEO in action through the local pack (the group of three map-based listings that appear at the top of Google’s search results) or through Google Maps, Apple Maps, and online directories. Appearing in these spaces can significantly increase a business’s visibility, credibility, and likelihood of being chosen by nearby customers.
Who is it typically for?
Traditionally, Local SEO has been especially valuable for businesses with a physical location or those that offer in-person services. This includes:
- Restaurants and cafés
- Medical and dental practices
- Hair salons, spas, and barbershops
- Real estate agents and agencies
- Auto repair services
- Local gyms, studios, and fitness centers
These businesses benefit directly from foot traffic or localized service areas, making visibility in local search results a critical factor for growth.
However, the digital landscape is evolving, and so is the scope of Local SEO. It is no longer limited to brick-and-mortar establishments. Many digitally driven businesses are now leveraging Local SEO with a goal to reach regional markets, establish local credibility, and improve discoverability, even without a traditional storefront.
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Can a fully digital business rank locally?
The short answer is YES, and increasingly, more digital-first businesses are doing just that.
Google’s understanding of local intent has significantly evolved over the years. While Local SEO was once reserved for businesses with physical storefronts, today, that’s no longer a requirement. In fact, many fully remote or digitally operated businesses are successfully using Local SEO strategies to establish a strong presence in specific geographic areas.
One example is service-area businesses (SABs). These are companies that serve clients in a particular region but do not operate from a walk-in location. Think of mobile dog groomers, on-site photographers, freelance designers, or in-home consultants. These businesses can still appear in local search results by specifying the city or service area they cover when setting up their Google Business Profile. In most cases, they can also choose to hide their exact address while still maintaining visibility within a geographic radius.
But this concept extends even further. If your business operates entirely online but has a clear geographic focus, for instance, if you're a life coach primarily working with clients in Chicago or a web developer targeting tech startups in Berlin, then Local SEO can play a key role in helping your business become discoverable to that specific audience.
Here are a few more examples of digital businesses that focues on local SEO:
Virtual therapist in New York
A virtual therapist may want to establish credibility and visibility among clients in New York. By optimizing for location-specific keywords like “anxiety therapist NYC”, setting up local directory listings, and earning regionally relevant backlinks, they increase their chances of appearing in searches made by people in that area, even if sessions are held entirely over Zoom.
E-commerce store in Seattle
An e-commerce store selling eco-friendly candles might focus its brand narrative around Seattle and target local sustainability blogs, events, and media coverage. This type of localized content and backlink strategy helps the business resonate with Seattle-based audiences and show up in searches like “eco-friendly candles Seattle.”
Remote consultant in the Netherlands
A remote SEO consultant based in the Netherlands may choose to brand themselves as “the go-to SEO expert in Amsterdam.” By creating locally focused content, earning links from Dutch publications, and optimizing their website for relevant local terms, they build authority within that market without needing a physical office.
Why invest in local SEO?
Even if your business operates entirely online, there are still strategic advantages to investing in Local SEO, especially if you want to build stronger regional visibility or connect more deeply with specific communities. Below are several compelling reasons why Local SEO may be worth your attention, even without a traditional storefront:
Claim local authority
Establishing a strong presence in one or more cities can position your brand as a go-to solution in that area, even if you deliver services digitally. For example, a remote branding consultant might focus their efforts on becoming the top expert in “creative branding for startups in Zwolle.” By targeting a specific city through website content, keyword optimization, local partnerships, and Google Business Profile listings, you gain a local identity that sets you apart from generic, non-location-based competitors.
Convert more local leads
People tend to trust businesses they perceive as local or familiar. When you position yourself as a local expert, for example, “Copywriter for Toronto Entrepreneurs” — you immediately create relevance and a sense of connection. That local association often leads to higher-quality leads and stronger conversion rates, because potential clients feel you understand their culture, market, or regional challenges.
Gain local PR and backlinks
Local SEO doesn’t just help with rankings, it also supports your broader marketing and PR efforts. When you optimize for specific cities or regions, you increase the likelihood of being discovered by local journalists, bloggers, podcasts, or business directories that regularly feature area-based entrepreneurs and brands. For example, a remote wellness coaching business might get included in “Top 10 Manchester Wellness Brands” roundup articles, or invited to speak on a local business podcast.
Amplify community involvement
If your business is active in local conversations, attending events, or even just supporting causes in your city, Local SEO can help amplify those efforts. For instance, if you’re a graphic designer who frequently collaborates with businesses in Portland, optimizing your site and listings for “graphic designer Portland” helps align your digital presence with your real-world connections.
Support local campaigns
There are also times when even fully digital businesses run campaigns with a regional focus such as a webinar targeted at London-based freelancers, a product launch exclusive to Dutch customers, or a special discount for clients in California. In these situations, Local SEO helps support those efforts by boosting your visibility before the campaign launches.
When local SEO might not be the right fit
While Local SEO offers distinct advantages for many businesses including fully digital ones, it's not a one-size-fits-all solution. In certain cases, investing time and resources into local optimization may offer limited returns or even conflict with your broader marketing strategy.
Here are a few scenarios where Local SEO may not be the best use of your efforts:
Your audience is global
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If your business is designed to serve a national or international market without any geographic preference, Local SEO might not align with your goals. When your ideal clients could be located anywhere, optimizing for a specific location like “copywriting coach in Melbourne” could unintentionally limit your reach. Associating your brand too closely with a particular city or region may dilute your messaging and reduce appeal to a broader audience.
In these cases, a more general SEO strategy focused on non-geographic keywords is typically more effective for maintaining global visibility and attracting the right traffic.
You lack local signals
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Local SEO relies on more than just geographic keywords, it requires supporting signals that establish your relevance within a specific area. These include local customer reviews, regionally focused content, partnerships with community organizations, and backlinks from area-specific websites. If your business has little or no presence in a particular city or region, your chances of ranking in local search results will be limited.
Without local engagement indicators, search engines are unlikely to prioritize your business for regional queries, making it difficult to gain traction through a local SEO approach.
Your broader SEO is already working
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If your current SEO strategy is performing well on a national or international level, there may be little need to pivot toward Local SEO. Businesses that already rank highly for competitive, non-location-based terms may gain little additional value from targeting city-specific keywords.
For instance, a SaaS company that dominates search results for phrases like “remote project management tools” might find that investing in local visibility offers minimal return. In such scenarios, it’s often more strategic to focus on scaling what’s already working: expanding reach, improving user experience, or deepening authority in your existing keyword space.
Local SEO strategy for digital businesses
Just because your business is fully online doesn’t mean you have to ignore local SEO. In fact, blending it into your broader digital strategy can open new doors — especially if you’re trying to build trust in specific regions, attract high-converting leads, or establish yourself as a local authority (without renting office space).
Here’s how to make it work:
- Create location-specific landing pages → Even as a digital business, having targeted pages (like “Virtual Fitness Coach in Austin”) can help you rank for local search terms.
- Optimize your Google Business Profile → Even if you don’t show a physical address, service-area businesses can still appear in map results and gain visibility.
- Build local backlinks and partnership → Collaborate with local blogs, podcasts, or online events that align with your niche and target area.
- Get listed in regional directories → From chamber of commerce listings to city-based business roundups, these links build authority and local relevance.
- Showcase geo-tagged reviews and testimonials → If you’ve worked with clients in specific cities or countries, highlight their locations in quotes or case studies.
At the end of the day, it’s not about being hyperlocal — it’s about being smart and intentional. If you’re focusing on growing your presence in a region, serving niche audiences, or layering trust signals into your brand, local SEO can be a powerful tool in your digital playbook.
Ready to strengthen your local visibility?
Our team specializes in tailored optimization solutions — from enhancing your Google Business Profile to implementing structured data and localized content strategies. If you're ready to unlock the full potential of your online presence through smart, search-driven tactics, we’re here to help.
Contact us today to discover how local SEO and intelligent optimization can elevate your visibility and drive real business results.
Content marketing intern
David Awatara is a Content Marketing Intern at Seeders Zwolle. With a passion for storytelling and a keen interest in digital marketing, David is focused on creating engaging and impactful content. Eager to learn and grow in the evolving world of online marketing, David contributes to developing strategies that enhance brand visibility and strengthen online presence. With a creative and detail-oriented approach, David is dedicated to delivering high-quality content that supports the company's marketing goals.
