Why Local SEO Is Important: 9 Benefits for Local Businesses

Tyler Goddard • March 18, 2025

Big-name brands and eCommerce giants often dominate broad organic searches, but local SEO offers a unique way to connect with customers who are right in your backyard.



This guide breaks down 9 key benefits of focusing on local search optimization from greater visibility in location-based searches to higher conversion rates and stronger community trust. By the end, you’ll see how a strategic local SEO plan can significantly boost both online and offline success.

A map with a red pin on it and a search bar.

Local SEO at a Glance: What Is It?

Local SEO (Search Engine Optimization) is the practice of optimizing your online presence so that search engines—and potential customers—know exactly where you operate and what you offer. Instead of casting a wide net across the entire internet, you zone in on users within your geographic region.


  • Example Search Phrases:
  • “Bakery near me”
  • “Best plumber in [Your City]”
  • “[Your Service] in [Your Neighbourhood]”



When done correctly, local SEO helps your business appear in the Local Pack (the map and 3 top listings in Google) and in relevant organic results specifically tailored to your area.

Benefit #1 - Improved Online Visibility

Optimize Your Google Business Profile (GBP)

Your Google Business Profile is often the first thing people see when searching for local services. Keeping your address, phone number, website URL, and operating hours up to date signals to Google—and customers—that your business is active, trustworthy, and relevant.


Citation Building and Consistency


Creating citations—online mentions of your business’s name, address, and phone number—on sites like Yelp, local directories, or niche platforms helps boost your legitimacy. The more consistent these details are, the more confident Google is in recommending you to nearby searchers.


Pro Tip: Maintain an identical NAP format across platforms to avoid confusing potential customers or search engines.

Benefit #2 - More In-Store Foot Traffic

Local SEO directly impacts your physical storefront by appearing for location-based queries. For example, if someone is in your neighbourhood and searches for “coffee shop near me,” an updated Google Business Profile showing your location on Maps, current reviews, and operating hours can quickly guide them through your doors.


Stat to Note: A significant portion of people who conduct “near me” searches visit a store within 24 hours, emphasizing the power of local SEO in driving foot traffic.

Benefit #3 - Tapping Into the Local Shopping Boom

Consumer preference for supporting local businesses has grown in recent years. People want unique products, personalized experiences, and the satisfaction of contributing to their local economy. By optimizing for local search, you:


  • Show Up in “Near Me” Searches: Give shoppers looking for local brands an immediate path to your store or website.
  • Highlight Your Local Values: Let customers know you’re part of their community, whether that’s sourcing local ingredients or participating in area events.

Benefit #4 - Targeted Web Traffic

When you optimize your site for local keywords (e.g., “bridal boutique in [Your City]”), you attract more qualified leads who are actively looking for your exact product or service. This reduces the time spent filtering out irrelevant traffic and increases the likelihood of converting a visitor into a paying customer.



Example:
A dentist in [Your City] focuses on “teeth cleaning in [Your City]” rather than competing for general terms like “dentist” on a national or global scale. This precision targets only those in or near [Your City] who are likely to book an appointment.

Benefit #5 - More Calls and Visits from Map Users

Optimizing your business listing (especially on Google Business Profile) not only helps with local organic results but also enhances your presence on Google Maps. This is crucial because:



  • Map Visibility = Phone Calls
    Many Map users simply tap the “Call” button when they see a listing that meets their needs.
  • Easy Directions
    Updated, accurate info on Maps makes it seamless for customers to navigate to your location.

Benefit #6 - Establishing Thought Leadership

Local SEO strategies often involve content creation focusing on community events, neighbourhood highlights, or region-specific tips. By regularly publishing valuable, localized content, you position yourself as a leading voice in your industry.


Leading To:


  • Boosted Credibility:
    Community-based content can earn you backlinks from local publications or organizations.
  • Stronger Customer Connections:
    Sharing insights about local happenings fosters a sense of belonging and brand loyalty among readers.

Benefit #7 - Higher Trust and Reputation

Online reviews are crucial to local SEO success and broader reputation management:



  • Positive Reviews = Higher Rankings:
    An influx of quality reviews signals user satisfaction, pushing you higher in the local pack.
  • Customer Confidence:
    Most users trust online reviews as much as personal recommendations, so good ratings can make or break a sale.


Pro Tip: Encourage happy customers to share their experiences and always respond to negative feedback politely to show you value all input.

Benefit #8 - More Sales and Higher Conversion Rates

By targeting the right audience, individuals who are both geographically close and genuinely interested in your offerings, you will naturally see higher conversion rates. Local SEO improvements also often include:


  1. Faster Website Load Times
    Which reduces bounce rates and increases user satisfaction.
  2. Better Mobile Responsiveness
    Crucial for capturing on-the-go searchers who want immediate information.
  3. Social Proof
    Reviews, testimonials, and local accolades boost confidence at the point of purchase.

Benefit #9 - Gaining a Competitive Edge

By keeping tabs on your local competitors by analyzing their content, reviews, or strategies you can refine your approach to outperform them in targeted searches. Local SEO also levels the playing field:


  • Niche Specialization
    Local SEO lets you highlight what’s unique about your business, which larger competitors may overlook.
  • Community Ties
    Engage with local charities, sports teams, or community groups; these affiliations often earn you mentions or backlinks, strengthening your SEO profile.

Stand Out Where It Matters

Local SEO is the best way to stand out where it truly matters within your neighbourhood, community, or city. By focusing on local search visibility, you’re connecting with nearby customers who are ready to take action, whether that means visiting your store, booking a service, or placing an order.


Key Takeaways:

  • Optimize your Google Business Profile to appear front and center in map-based searches.
  • Consistent Citations build trust and reinforce your local presence.
  • Leverage Customer Reviews to boost both rankings and credibility.
  • Stay Competitive by honing in on your unique strengths and community involvement.


Implementing a well-rounded local SEO strategy ensures you’re not missing out on these opportunities. With more consumers embracing “shop local” mindsets, it’s never been more crucial to carve out your online space at the local level and reap the many   benefits of local SEO.


Need Tailored Help?

If you have any questions or need tailored advice for your local SEO strategy, feel free to book a complimentary account review!

Book Your Account Review

Written by: Tyler Goddard, a Search Specialist at Conscious Commerce Corporation.

A man and a woman are shaking hands while sitting at a table with a laptop.

Top 5 Mistakes People in Calgary Make When Hiring a Digital Marketing Agency

By Tyler Goddard • July 30, 2025
Avoid these 5 common mistakes Calgary businesses make when hiring a digital marketing agency. Learn how to choose wisely and maximize your marketing investment.

Google Business Profile Guides - Manage Your Settings

By Conscious Commerce • July 29, 2025
Table of Contents Notifications | Data Sharing | Advanced Settings

Google Business Profile Guides - Verification

By Conscious Commerce • July 29, 2025
Once you have created your Google Business Profile, you will need to complete the verification process before it can be shown publicly. Verification methods are automatically determined by Google, are based on your business type, public information, region, or business hours, and can’t be changed. In some cases, you may need to verify your business with more than one method. Methods include: Video Recording Record a 30+ second, unedited video proving you are the owner of the business and it is located at the address indicated in the profile. Phone or Text When you select this method, you will get a call or text with a code Email This method will have you receive an email with verification steps Live Video Call Similar to the video recording, you will join a live video call and show the support representative key details proving your business ownership and locations Mail A postcard will be sent to the address associated with your profile within approximately 14 days. On the postcard will be a secure verification code. What's Next After you complete the verification steps, Google reviews the info you provided. To help maintain the integrity of your Business Profile, verification review can take up to 5 business days. Once the review process is complete, you will receive a notification email. If your verification was approved, your profile will be visible to the public. If your verification was not approved, you will have one of these three options to proceed: Re-Verification When the “Get verified” button appears on your Business Profile again, it means Google couldn’t completely verify your business. To fix this issue, try to re-verify your business. Review Issues When you verify through a video recording and get a “Review issues” notification, it means your video wasn’t accepted. To fix this issue: Select Review issues . Follow the on-screen instructions. Give Additional Information If you’re asked to provide additional info to re-verify your profile, it’s likely because some of your business details were recently updated.
A man is taking a video with a camera.

Google Business Profile Guides - Video Verification Requirements

By Conscious Commerce • July 29, 2025
The most commonly used verification method for Google Business Profiles as of 2025 is video verification. This process involves uploading a video that captures key details about your business and helps Google confirm that you represent the business. Before you start Take the time to plan your video. You can’t record a video offline and then upload the file for verification later. Your video will need to be at least 30 seconds long and unedited. Your video recording should not include: Any sensitive information like bank account, tax, or identification numbers. Any other private information about yourself or others. Other people’s faces. Video Requirements For Storefronts Important: If your business doesn’t have permanent on-site signage, it's not eligible as a storefront and should be listed as a service-area business. Videos must show: The location of your business: Capture the official street and number signs, nearby businesses, recognizable landmarks, or the area around your business that shows your business is at the correct Google Maps location. Evidence that your business exists: Capture the storefront, showroom, or business signage. Show your business name printed on permanent fixtures, such as a signboard, wall, or window. The business name shown in the video must match the name of your Business Profile. Demonstrate proof of management: You can show that you’re authorized to represent your business by recording employee-only items or areas. Record yourself opening a cash register, accessing a point-of-sale system, unlocking the store, staff room, kitchen, or storage room. Video Requirements For Service-Area Businesses Videos must show: The location where you offer your services: Good examples include signs in your service area that advertise your business or street signs and landmarks next to your business. A bad example is land that can be present anywhere or unmarked land. Show evidence that your business exists: Capture branded work equipment, marketing materials, services or products for sale, or tools you use to serve your customers. Good examples include recording yourself unlocking a van with your business name on it or branded t-shirts for employees or customers. Demonstrate proof of management: You can record yourself providing the service or showing business documents. For example, business registration, invoices, or utility bills that match the name on your Business Profile. 

Google Business Profile Guides - Request Ownership

By Conscious Commerce • July 29, 2025
If you’re a business owner but a verified Business Profile for your business on Google Search or Maps is owned by someone else, you can request ownership from the current profile owner.

Google Business Profile Guides - Manage Users

By Conscious Commerce • July 29, 2025
As an owner of your business's Google Business Profile (GBP), you can add users to the profile. Each user will get their own access and you won't need to share login information.

Google Business Profile Guides - Add or claim your Business Profile

By Conscious Commerce • July 29, 2025
When you add and verify your Business Profile, customers can find your business on Search and Maps. To make sure your business is eligible to show up on Google, verify your Business Profile . After you successfully add or claim your profile, you can control how your business information shows up on Google.  You can add or claim your business at no charge. If you have questions about profile verification, check the Business Profile community .

Google Business Profile Guides - Appealing Suspended or Disabled Profiles

By Conscious Commerce • July 29, 2025
Your Google Business Profile may be suspended or disabled for "not following Google's guidelines ". If you believe that it should be reinstated or that you have updated it to conform to the guidelines, you may submit an appeal. Submitting an Appeal Step 1: Prepare Your Evidence Once you begin your appeal process and open the evidence form, you will have 60 minutes to submit the form, or it will not be attached to your appeal. Evidence that you may be requested to attach includes things like your official business registration, a business license, and tax certificates. These documents must match the business name and address that you have listed on the Google Business Profile. Step 2: Submit Your Appeal Open the Google Business Profile appeals tool . If you’re signed in to the Google account related to the profile you want to appeal, select Confirm. To select a different account, select Switch account. Select the Business Profile that you want to appeal > Continue. The Google Business Profile appeals tool shows: The restricted profile The reason for the moderation action A link to the violated policy At the bottom right, select Submit Appeal. Optional: A prompt to submit evidence may appear. To strengthen your appeal, we highly recommend submitting evidence. To open the evidence form, after you submit your appeal, select Add evidence. Select Submit. Google will review your appeal and send you an email with a decision. Step 3: Check the Status of Your Appeal After you submit your appeal, you can stay aware of the status by doing the following: Open the Google Business Profile appeals tool . Make sure you’re signed in to the Google Account related to your Business Profile. Select the Business Profile for the appeal that you submitted. On the right, you’ll find the status of the appeal: Submitted Approved Not Approved Can't be appealed Eligible for appeal Optional Step 4: Request an Additional Review If your reinstatement request is denied, you may be able to request an additional review to prove your eligibility. In this review, you can submit more evidence that was not added to your original appeal. 

Google Business Profile Guides - Removing Duplicate Profiles

By Conscious Commerce • July 29, 2025
You can have only one Business Profile for each business. Multiple profiles for the same business may mislead your customers and are against Google's policies. If a profile is considered a duplicate, it won’t show on Google Search or Maps. Understand Why Profiles are Marked as Duplicates There are several reasons why a profile may be considered a duplicate: Existing verified profile: A verified profile already exists for the same business on Google. Same address: Multiple profiles have the same address. Different services: Multiple profiles exist for the same business that offer different services. You can refer to the following guidance to resolve situations with duplicate profiles.

Google Business Profile Guides - Managing Your Business Information

By Conscious Commerce • July 29, 2025
Your Google Business Profile houses a lot of important information about your company. Keeping this information up to date will help to ensure your clients can confidently make informed buying decisions. The areas we will go into in this guide are : Address Hours Service areas Description Social media links Attributes Categories