Local seo optimization by step-by-step approach to analyzing your local SEO presence, including techniques for increasing authority, visibility, and conversions on Google, AI Mode, and map results.
Local SEO optimization consists of a number of specialized duties aimed at developing a business’s relevance and authority within a certain geographic area.
Search engines and large language models (LLMs) such as Google Gemini and ChatGPT use a variety of data points to determine how well Local SEO Optimization signals perform and who should appear in their respective result sets, which include AI Overviews and AI Mode in Google, featured snippets, local map packs, image or video carousels, and other emerging search formats.
So, how can you discover and prioritize Local SEO Optimization efforts that have the highest potential to drive converting traffic to your website or business door via traditional organic local SEO or AI search?
Below, we’ll go over each essential aspect of your Local SEO Optimization and local search presence and identify the best ways to boost your exposure in traditional organic and AI search.
Keyword Topic/AI Prompt Audit.
Although the arrival of AI in search has altered the keyword-first strategy, organic and AI search results are the appropriate starting point for a Local SEO Optimization audit. Begin by identifying the subject keywords, phrases, and AI prompts for which you want your business to be found as part of your Local SEO Optimization efforts, in order to determine your position in relation to your competitors and other websites or content.
This research can help you rapidly find areas where your Local SEO Optimization already has some authority/momentum to grow on, as well as themes where you should not waste time and effort.
SEO is a long-term plan, and Local SEO Optimization is no exception, thus no keyword or suggestion should be ignored. Even so, it’s generally advisable to focus on keyword themes for which you have a reasonable possibility of gaining visibility and driving traffic Although the arrival of AI in search has altered the keyword-first strategy, organic and AI search results are the appropriate starting point for a Local SEO Optimization audit. Begin by identifying the subject keywords, phrases, and AI prompts for which you want your business to be found as part of your Local SEO Optimization efforts, in order to determine your position in relation to your competitors and other websites or content.
This research can help you rapidly find areas where your Local SEO Optimization already has some authority/momentum to grow on, as well as themes where you should not waste time and effort.
SEO is a long-term plan, and Local SEO Optimization is no exception, thus no keyword or suggestion should be ignored. Even so, it’s generally advisable to focus on keyword themes for which you have a reasonable possibility of gaining visibility and driving traffic Although the arrival of AI in search has altered the keyword-first strategy, organic and AI search results are the appropriate starting point for a Local SEO Optimization audit. Begin by identifying the subject keywords, phrases, and AI prompts for which you want your business to be found as part of your Local SEO Optimization efforts, in order to determine your position in relation to your competitors and other websites or content.
This research can help you rapidly find areas where your Local SEO Optimization already has some authority/momentum to grow on, as well as themes where you should not waste time and effort.
SEO is a long-term plan, and Local SEO Optimization is no exception, thus no keyword or suggestion should be ignored. Even so, it’s generally advisable to focus on keyword themes for which you have a reasonable possibility of gaining visibility and driving traffic through Local SEO Optimization. Pay particular attention to the intent behind the keywords you select, and ideally choose those with commercial or transactional intent, as informational content search results are dominated by AI summaries.
AI Mode will increasingly rely on natural language processing, so you should consider optimizing for conversational search queries or prompts, as well as voice search.
Furthermore, some younger users have evolved unique browsing habits, using social media platforms such as Instagram and TikTok for local queries. Search optimization for these platforms is a separate discussion, but monitoring how your company and its products/services are discovered while searching here can provide insight into how searches are handled in more traditional and upcoming AI formats.
Different individuals search in different ways, therefore it’s vital not to limit your research to single keywords, but rather to consider the numerous ways and phrases your target audience may use to locate you or your goods, resulting in a topical approach. This is only accentuated in AI search, because each prompt is the start of a potentially lengthy conversation.
. Pay particular attention to the intent behind the keywords you select, and ideally choose those with commercial or transactional intent, as informational content search results are dominated by AI summaries.
AI Mode will increasingly rely on natural language processing, so you should consider optimizing for conversational search queries or prompts, as well as voice search.
Furthermore, some younger users have evolved unique browsing habits, using social media platforms such as Instagram and TikTok for local queries. Search optimization for these platforms is a separate discussion, but monitoring how your company and its products/services are discovered while searching here can provide insight into how searches are handled in more traditional and upcoming AI formats.
Different individuals search in different ways, therefore it’s vital not to limit your research to single keywords, but rather to consider the numerous ways and phrases your target audience may use to locate you or your goods, resulting in a topical approach. This is only accentuated in AI search, because each prompt is the start of a potentially lengthy conversation.
. Pay particular attention to the intent behind the keywords you select, and ideally choose those with commercial or transactional intent, as informational content search results are dominated by AI summaries.
AI Mode will increasingly rely on natural language processing, so you should consider optimizing for conversational search queries or prompts, as well as voice search.
Furthermore, some younger users have evolved unique browsing habits, using social media platforms such as Instagram and TikTok for local queries. Search optimization for these platforms is a separate discussion, but monitoring how your company and its products/services are discovered while searching here can provide insight into how searches are handled in more traditional and upcoming AI formats.
Different individuals search in different ways, therefore it’s vital not to limit your research to single keywords, but rather to consider the numerous ways and phrases your target audience may use to locate you or your goods, resulting in a topical approach. This is only accentuated in AI search, because each prompt is the start of a potentially lengthy conversation.
Website Audit
You may now undertake comprehensive content and technical website audits to ensure that your site is optimized for maximum crawlability, indexability, and visibility by search engine and LLM crawlers. A standard audit examines the underlying structure, content, and overall user experience.
Again, many site auditing tools exist to crawl a website, discover faults, and prioritize actions to be made in accordance with SEO best practices.
A website audit and optimization can be divided into several buckets:
Page optimization
Webpage optimization is all about making sure pages are well-structured, focused on selected topical keywords, and give a good user experience.
When a search engine crawls a website, it looks for signals that indicate what the page is about and what questions it can answer. These crawlers examine the entire site to establish its topic, although they concentrate on page titles and headings as major descriptors. A well-structured page with a hierarchical heading structure is essential for site visitors, search engine and LLM bots to skim and ingest your material.
Internal Link Audit.
A link audit will assist you in swiftly identifying any potential misdirected or broken links, which can degrade your site’s user experience and confuse search engine and LLM bots.
Links are other signals that search engines employ to judge a website’s structure and capacity to direct searchers to relevant, authoritative answers to their questions.
Schema Review
Schema or structured data can help search engines and LLMs better comprehend your company and its products, resulting in increased visibility. An efficient local SEO audit should include identifying content on a website for which schema can be used.
Mobile Audit
Because most people search on their mobile devices, particularly for local services, it is critical for local businesses to deliver a good mobile web experience. Websites must load quickly, be easy to navigate, and support seamless user interaction.
Duplicate content.
High-quality, authoritative information is inherently unique.
As a result, it’s critical to notify Google if your website has any content/pages that you did not produce by using a canonical tag in the HTML header of the page. Most pages that are unique to themselves will include a self-referencing canonical.
Not doing so can have a negative impact on your authority and, as a result, your ability to rank. Most site auditing tools will identify content that is missing or has improper canonical tags.
Google Business Profile Audit.
A Google Business Profile (GBP) essentially serves as a “secondary” website and a highly visible point of presence for most local firms. This “secondary” website is increasingly serving as the primary point of contact for consumers.
An accurate, thorough GBP is essential for achieving visibility in organic and increasingly AI search results.
Propellic conducted a recent behavioral research of travel booking in AI Mode and discovered that GBP was among the most widely presented and engaged material for searchers buying local accommodations and experiences.
A Google Business Profile audit should focus on the accuracy and completeness of the profile’s many components, including:
- Business information and location details.
- Correct principal business category.
- Operating hours.
- The correct pin location in Google Maps.
- Proper classification of a physical location or service area business.
- Products and services.
- Appointment link(s), if any.
- Photos or videos.
- Social profiles.
- Offers.
- Regular updates.
- Events.
- Informational content.
Review Monitoring and Management
Another critical component of a GBP is reviews.
Local business customers can submit reviews, which are shown on the GBP for other consumers to see and play an important role in deciding visibility in the local map pack. They are undoubtedly a determining factor in Google AI Overviews.
Google will alert business owners when reviews are submitted, and they should respond as soon as possible. This applies equally to both favorable and negative reviews. Include an analysis of your evaluations to ensure that none have slipped through the cracks. This will also help assess whether there are any reoccurring customer service and satisfaction concerns or themes that need to be addressed. A thorough examination of reviews can be a valuable source of content ideas geared at addressing consumers’ most pressing questions or concerns.
Local Business Listing/Citation Audit
Local business listings and citations help search engines and LLM bots determine whether a business is both local and reputable within a certain geographic location. Recent research has demonstrated that unlinked brand mentions and citations have a major impact on AI visibility.
To demonstrate your “localness,” you should be listed in credible local directories, review sites, business directories (such as Chambers of Commerce), or local partner sites.
Depending on the size and scope of your local business, your listings and citations can be audited either automatically or manually.
Business listings and citation management tools can be used to locate, monitor, and update all primary citations with your correct Name, Address, Phone Number (NAP), as well as other relevant business facts discovered in larger listings (for example, website address, business description).
If you operate a small number of locations and have the time, one fast way to find where your current listings may be found is to just search for your company name. The first three to four pages of search results should have the same information.
It’s also critical to identify and address any duplicate listings to avoid confusing customers and search engines with old, inaccurate information.
Backlink Audit
Backlinks, also known as inbound links, are similar to citations but refer to any links to your website’s pages from other third-party websites.
Links remain an important aspect in establishing a website’s authority since they provide legitimacy if they come from relevant, credible sources.
As with other aspects of an audit, there are various useful free and paid backlink tools available, including a link tracking service in Google Search Console that is an excellent place to begin.
An effective backlink audit serves the twin aim of detecting and building links from potentially useful backlink sources, which can improve your ranking and exposure.
Local Content Audit
People seek for different forms of information based on where they are in their purchasing process. A well-structured local web presence will include information that is personalized and delivered for consumption at each point of the journey, hence increasing exposure and awareness.
You want to be visible throughout your customer’s search experience. A content audit can assist you ensure that you have useful material for each of the journey buckets that your audience members may be in.
Informational content can be delivered through social media or other external channels, as well as published on your website, to help educate your customers on the products, services, and differentiators you provide at the start of their purchasing journey.
As AI consumes and repurposes much of this informational content, it is critical that your informational content incorporates your unique perspective based on your experience and knowledge. This content should ideally address your prospects’ why, how, and what types of queries.
Transactional content is intended for consumers who already know what they want but are deciding where or who to buy from. This form of content can contain reviews, testimonials, and competitive comparisons.
When visitors click over from Google after searching for your brand name or a variation of it, they are directed to a page or information that validates your position as a leader in your industry. This page should also feature a clear call-to-action, assuming they’ve come with a specific purpose in mind.
Commercial content targets people who have expressed a strong desire to buy. Local company websites and social media pages must provide offers, coupons, discounts, and easy paths to purchase.
Optimizing Content for AI
In terms of AI search and visibility, keep in mind that the great majority of AI results are responses to long-form customer questions/prompts. As a result, some of your content should be in the form of straight questions and answers.
Creating a FAQ section on product or service pages is a quick and successful technique. However, avoid oversimplifying FAQs by offering general queries and answers. FAQs should be specific to the pages they appear on.
Content Variety and Distribution
Quality content is what your target audience wants to consume, like, and share. For many firms, this entails thinking and experimenting with content beyond words and graphics.
Video material published on sites such as YouTube, Instagram, Facebook, TikTok, and others is more accessible and engaging.
Google Search Console review
Google Search Console is a valuable free resource for information on keyword and content performance, indexing, schema/rich results validation, mobile/desktop experience monitoring, and security/manual actions.
A thorough local SEO audit must include an examination and analysis of this data to identify and respond to the strengths, weaknesses, opportunities, and threats described in each section.
Analytics Review
Whether you use Google Analytics or another site/visitor tracking system, the data offered here can be used during an audit to validate top and low-performing content, traffic sources, audience profiles, and paths to purchase.
Your content audit will rely heavily on analytics findings.
Use Google Analytics (or another tool of your choosing) to obtain answers to these questions, allowing you to focus and prioritize your content and keyword optimization efforts.
Competitor Analysis
A complete local SEO audit should discover and assess your competitors’ strengths and weaknesses.
You may already have a decent understanding of who your competitors are, but it’s always a good idea to double-check who appears in organic search and AI results when you input your target keywords. There may be distinct competitors in these two formats, which constitute both a threat and an opportunity.
These businesses/domains are your genuine online competition, and you can learn the most from them. If any of your online competitors’ sites and/or pages are ranking higher than yours, you should investigate how they achieved this advantage.
You can use the same checklist of procedures as you would for your own audit to determine how they are optimizing their keywords, content, Google Business Profile, reviews, local business listings, or backlinks.
In general, the greatest method to outperform your competitors is to give a superior overall experience, both online and offline, which includes creating more relevant, distinctive, and high-quality material to better address the questions your mutual customers have.
AI Search For Local Businesses
AI searches for local businesses.
Google’s AI description and AI Modes are steadily overtaking traditional results from organic searches, as the search engine seeks to deliver answers to requests right within its SERPs. The search giant has also demonstrated its dedication to AI Mode by recently incorporating it into the Browser address bar.
While AI search optimizing requires some fresh considerations, a firm basis in traditional SEO will go a long way toward increasing visibility in AI search results; at locally, the most important of these is a perfectly optimized Google Business Account, which appears heavily for local searches with business-related intent as outlined above.
Prioritizing your Action Items
A thorough local SEO audit will generate a considerable list of action items.
Many of the keyword, site, content, and backlink auditing tools are adept at prioritizing chores; yet, the list can still be overwhelming.
One of the greatest areas to begin an audit action plan is with the keywords, AI prompts, and content for which you already have some, but not enough, authority.
Determine how to best fix any inadequacies or chances for optimization in this material before moving on to more competitive keywords or those with little or no visibility. Establishing authority and trust is a long-term game.
These audit criteria should be revisited every six to twelve months, depending on the size and scope of your web presence, to maximise your chances of being discovered by your local target audience.
