How Local SEO Helps Grow Your Business

May 3, 2025 by David Taylor

If you own a small business—like a plumbing company—you might wonder how to attract more local customers without overspending on ads. The answer is local SEO. Below, you’ll find a clear breakdown of what local SEO is, why it matters, and how it can help your business grow, all formatted for easy reading. We will use a plumbing business as an example but this applies to all businesses

What Is Local SEO?

Local SEO is the process of optimizing your online presence so people in your area can easily find your business when searching for services you offer. For example, if someone searches “plumber near me” or “emergency plumber in Dallas,” local SEO helps your business appear at the top of Google’s results, often with a map, phone number, hours, and reviews.

Vector drawing showing a photo of a confused old man using the yellow pages. Shows that yellow pages is outdate

Think of it as a digital phone book-only smarter and more visible.

Why Your Business Needs Local SEO

Most People Start Their Search Online

Nearly everyone looks for services on Google or their phone.
78% of people who search for a nearby business on their phone visit or call within a day–if your business isn’t showing up, you’re missing out.

It’s Cost-Effective

Local SEO brings you customers who are actively looking for your services, without expensive ads.
It works like an always-on digital agent, connecting you with people who need you right now.

You Compete Fairly with Bigger Companies

Local SEO levels the playing field, letting you compete with larger businesses based on relevance and proximity-not just ad spend.

How Local SEO Helps Your Business Grow

a money tree growing and getting bigger in stages

1. Optimize Your Google Business Profile

Create or claim your profile on Google Business Profile (formerly Google My Business).
Ensure your name, address, and phone number are accurate.
List your services and business hours, and add photos of your staff, vehicles, or completed jobs.
Encourage and respond to customer reviews.
A complete profile can double your chances of getting calls for directions.

2. Make Your Website Mobile-Friendly

Most searches happen on phones, so your site must load quickly and be easy to use on small screens.
Add a prominent “Call Now” button to make it easy for customers to reach you.

3. Ask for Customer Reviews

Positive reviews build trust and influence new customers.
Ask satisfied clients to leave a review on Google after each job.

4. Use Local Keywords on Your Website

Include phrases like “plumber in [your city]” or “emergency plumbing near me” in your website content.
This helps Google connect your business with local searches.

Easy Ways to Keep Your Local SEO Strong

Keep your business information consistent everywhere online—on your website, on Google, and at review sites like Yelp and Angie’s List.
Post updates, news, or special offers on your Google Business Profile to stay active and visible.
Respond quickly to questions and reviews on your profile to show you’re engaged.
Write helpful blog posts (like “How to Prevent Frozen Pipes in Winter”) to demonstrate expertise and attract local readers.

What to Expect

You’ll get more calls from people in your area who need your services.
Your website and Google profile will see more visitors.
You’ll have a better chance of appearing in searches for local plumbers.
Customer reviews will boost your reputation and trustworthiness.

Final Thoughts

Local SEO is a simple but powerful way to grow your plumbing business. By making it easy for local customers to find you online, you can win more business without spending heavily on ads. Start by setting up and optimizing your Google Business Profile, ensuring your information is accurate, gathering reviews, and making your website mobile-friendly.

With a little effort, local SEO can make your business the go-to choice for people in your area-like having a digital sign on the busiest street in town.