Numerous smaller websites and independent publishers have recently discovered that Google has implemented significant changes to its algorithm and search results. The tech giant is simultaneously tackling a surge in AI-generated content from website owners while aggressively integrating its AI into various search result types.

Across the internet, particularly on platforms like Reddit (a known favorite of Google), SEOs, affiliate marketers, and others discuss how SEO has transformed, become “dead,” or become considerably more challenging.

However, certain areas of SEO seem relatively untouched (at least for now). Local SEO is arguably the most prominent example.

This article will delve into why local SEO remains a crucial tactic for business and traffic growth despite recent Google updates, and how you can leverage it effectively (along with what to avoid!).

Contents

• Why local SEO is still achievable (these are the good ole days!)
• Local SEO best practices, repeated and scaled
• Local SEO pitfalls and risk elements for small businesses
• Simple fixes, quick results: A real-world example of local SEO success
• What it all means for small businesses

Why local SEO is still achievable (these are the good ole days!)

While many search results that were previously competitive but attainable for smaller sites and independent publishers now appear like this:

Seems like Weather.com has the best insights on portable AC units now, according to Google. Local search results often resemble this example for HVAC repairs in Dallas, TX:

As expected from a 2024 SERP, there’s a smattering of Reddit and Forbes. However, legitimate local businesses still hold their own, and the local pack is prominently displayed to searchers. I entered the SEO field over 15 years ago, enticed by several compelling factors:

• Searchers have exceptionally high (and often specific) intent–connecting with users actively seeking your specific product or service is straightforward.
• Achieving high rankings for targeted keywords and attracting traffic was incredibly cost-effective–while niche competitiveness varied, pockets of traffic were usually accessible even to new and smaller websites with the right approach.
• Despite inherent risks in search rankings and traffic, SEO investments often yielded substantial, compounding returns (particularly compared to paid channels), transforming websites into lucrative assets.

While these factors remain true to varying degrees across niches, local SEO SERPs seem to have reverted to their earlier state. This means optimizing your website and online presence for local SEO and avoiding SEO mistakes increases your likelihood of ranking well and attracting local customers. Want more traffic to your website? Free guide » 25 Ways to Increase Traffic to Your Website

Local SEO best practices, repeated and scaled

Local businesses are in luck: taking significant risks isn’t necessary. The current state of local SEO allows for substantial gains through straightforward strategies. Implementing these five relatively simple (though not always easy) tactics can yield significant SEO returns for small businesses.

1. Optimize your Google Business Profile

Optimize your Google Business Profile (GBP) through accurate category selection, obtaining key citations, ensuring consistent name, address, and phone number across data sources, encouraging reviews, and promptly addressing them. While operationalizing review generation can be challenging, the remaining tasks are relatively straightforward.

2. Audit links and on-page elements

Address any major technical SEO issues, and avoid overly aggressive keyword usage in linking text and headlines on your website. For example, instead of targeting “HVAC repair Dallas” with:

• professional HVAC services in Dallas
• top HVAC repair experts in Dallas
• trusted Dallas HVAC repair service
• affordable HVAC repair in Dallas
• best HVAC technicians in Dallas
• Dallas HVAC repair professionals
• reliable HVAC repair service Dallas
• quality HVAC repair in Dallas
• expert HVAC repair Dallas
• HVAC repair services near Dallas Use more natural language like:
• needing repairs for your HVAC in Dallas
• services to fix HVAC systems in Dallas
• looking for help with HVAC issues
• best solutions for HVAC problems in Dallas
• find reliable HVAC repair services
• professional help for HVAC breakdowns
• affordable fixes for HVAC units in Dallas
• quality service for HVAC maintenance
• expert technicians for HVAC repair
• trusted solutions for HVAC issues While local SEO may seem like a blast from the past, this aspect has evolved. If your website is outdated or you’ve employed inexpensive SEO services, refreshing on-page elements, external linking, and internal linking anchors may be necessary. Free guide » 10 Tangible & Free Ways to Get on the First Page of Google

3. Build and update location pages

Creating location pages targeting {town/city} + {service/business type} for areas you service (even without a physical presence) is highly valuable. Again, diversify your on-page text and link language. Analyze your competitors’ similar pages and strive to surpass their quality. This is often a low bar, but competitive markets may demand significant effort. In our Dallas HVAC example, Berkeys.com has created a comprehensive page:

Below the fold, it includes:

• Multiple videos
• Cost information
• Service type information
• Information about HVAC size and efficiency in different home areas
• Dallas license requirements
• Berkeys’ points of differentiation
• Map embed While their headlines are somewhat aggressive, this page provides a benchmark for your location pages if it’s the most comprehensive among your competitors on the first page of search results (even if it doesn’t rank first). Note: Don’t simply copy the first result, as it may be a website’s homepage or rank highly for reasons other than content comprehensiveness.

4. Create topically relevant informational content

Informational content, such as product reviews and roundups, glossary-style overviews, and how-to guides related to your services, can perform well for service-based websites. These assets can attract links, establish topical authority, and provide internal linking opportunities to your location pages.

5. Build links!

A relatively small number of high-quality links can significantly impact local SEO, as many ranking websites in various markets have limited link profiles. Traditional local link-building methods remain effective, including:

• Building local citations and claiming readily available profiles (e.g., Better Business Bureau, local chamber of commerce)
• Engaging in local press outreach
• Forming local partnerships with complementary businesses and vendors
• Pursuing guest posting opportunities on relevant, high-traffic, high-ranking websites (verifiable through third-party tools) These optimizations can not only significantly influence local SEO results but also yield rapid improvements, as demonstrated in the screenshot above.

Local SEO pitfalls and risk elements for small businesses

Small businesses relying on vendors for local SEO management should exercise caution. While the right vendor can add immense value, the wrong one can land your website in trouble with Google.

SEOs about to ruin it for ecom sites and local businesses.

— Nelly (@NellyDogman) April 4, 2024

Besides “finding a trustworthy vendor,” what specific areas can lead to website issues?

Link velocity and quality

An important consideration for small businesses is that Google has different rules for different sites. While large publishers like Forbes can withstand low-quality backlinks and aggressive anchor text due to their size and authority, small businesses with limited backlink profiles are more susceptible to penalties, including complete removal from search results. Protect your business by requesting a spreadsheet from your SEO vendor detailing:

• The specific URL of your placed backlink
• The corresponding URL on your website
• The used anchor text Look for:
• Legitimate referring websites (ideally blogs or resource sections on established businesses or reputable publications) with high-quality content
• Relevance to your business and website content
• Traffic and ranking performance for relevant keywords on the referring website’s homepage and key pages
• Varied anchor text across backlinks The positive news is that since your competitors are also small businesses with limited link profiles, a modest volume of high-quality links can often drive substantial traffic growth.

Content velocity and quality

Similar to link building, different rules apply to small businesses compared to large, authoritative sites. Offers like 20 blog posts for $300 are too good to be true, indicating low-quality content (whether AI-generated or human-written) that will likely result in poor user experience and engagement.

Anchor text (internal and external)

As mentioned earlier, while varying anchor text for external backlinks is crucial, internal linking within your website also requires diversification. For instance, instead of using “HVAC repair Dallas” for all 10 internal links to a page targeting that keyword, incorporate variations like:

• needing repairs for your HVAC in Dallas
• services to fix HVAC systems in Dallas
• looking for help with HVAC issues
• best solutions for HVAC problems in Dallas
• find reliable HVAC repair services
• professional help for HVAC breakdowns
• affordable fixes for HVAC units in Dallas
• quality service for HVAC maintenance
• expert technicians for HVAC repair
• trusted solutions for HVAC issues Employ natural-sounding anchor text instead of aggressive variations of your target keyword.

Aggressive Google Business Profile practices

While maximizing your Google Business Profile’s visibility is essential, avoid jeopardizing it. Faking multiple locations or reviews can lead to profile suspension or ban. Generally, safer alternatives exist, such as legitimate expansion to new locations, creating location pages for nearby areas, implementing organized review request systems for customers, and incentivizing staff to collect reviews.

Simple fixes, quick results: A real-world example of local SEO success

Here are real-world results for a local roofing company website we recently optimized:

Organic traffic more than doubled in just a few months, they achieved the #1 ranking for their primary {town name} roofing keyword, and experienced over 3X year-over-year growth in organic traffic and qualified leads. We initiated our efforts after the Helpful Content Update (HCU) and Google’s numerous recent core updates (approximately 9,7543*). The secret? Surprisingly simple and reminiscent of SEO deliverables from several years ago:

• Updated title tags and internal linking anchor text
• Built a small number of targeted backlinks monthly
• Published a few SEO-focused content assets per month Their already well-optimized Google Business Profile provided an additional growth lever. While further growth opportunities exist for this website, these basic clean-up and optimization efforts yielded significant business impact and immediate value. In contrast, while SEO tactics for B2B SaaS and publishing sites (which we also work with) involve similar deliverables (technical audits, link building, content creation, and promotion), applying the same efforts from the roofing company example wouldn’t have yielded such rapid or explosive results.

What it all means for small businesses

Many SEOs express regret for not acting faster and investing more before Google disrupted previously effective tactics. For small businesses and SEO, the “good old days” might be right now. Simple, actionable SEO strategies can outperform local competitors, attract high-intent, profitable traffic, and remain affordable.