Local SEO in 2025 – Guide for Home Service Business Owners

If you run a home services business — whether you’re a plumber in Boise or an electrician in Tampa — you’ve probably heard about local SEO. But what exactly does that mean, and why should you care? In this guide, we’ll break down what local SEO is, if it's right for your business, why it matters for businesses like yours, and how it works. We’ll also dive into the latest best practices (as of 2025 and beyond) to help you improve your local search rankings. By the end, you’ll know how to optimize your website, make the most of internal linking with smart anchor text, and take practical steps to start attracting more local customers through search.

What to expect: We’ll cover everything from setting up your Google Business Profile to using internal links on your site effectively. The tips and examples are tailored for home service business owners, so you can directly apply them — whether you’re a plumber, electrician, landscaper, HVAC technician, or any service provider that serves a local area. Let’s get started!

What Is Local SEO?

Local SEO (Local Search Engine Optimization) is the process of optimizing your online presence to increase your visibility in local search results. These are the search results that show up for queries with local intent — in other words, when someone is looking for services or businesses near a specific location. Local search results can appear on platforms like Google Search (the regular search results), Google Maps, and other search engines or map services.

When you search for something like “plumber near me” or “electrician in [Your City]”, the results that pop up (often with a map and business listings) are influenced by local SEO. If your business is well-optimized for local search, you have a better chance of appearing in those results. This includes the Google “Local Pack” (the map and 3-pack of business listings that often appears at the top of the page for local searches) as well as the localized organic results (the regular blue link results that are relevant to the location).

In simpler terms, local SEO helps your business get found online by people in your area who are looking for the services you offer. It’s like updating the digital signposts so that local customers can find your shop or services.

How is local SEO different from regular SEO? The fundamentals of SEO (like good content, fast website, quality links) still apply, but local SEO adds an extra layer that focuses on location. Google uses specific factors like the user’s location or specified city, your business’s location info, local reviews, and directory listings to determine who appears in local results. So while regular SEO might get your website ranking globally or nationally for certain keywords, local SEO targets searches in your immediate service area or community.

Why Local SEO Matters for Home Service Businesses

If you operate a home service business, local customers are your bread and butter. When someone has a leaky faucet or a tripped circuit breaker, they’re not looking for a plumber or electrician across the country — they need someone nearby, and fast. This is where local SEO comes in.

• Visibility to Nearby Customers: Local SEO increases the chances that people in your city or neighborhood will find your business when they search for services you offer. For example, if someone in Phoenix searches for “AC repair near me,” a company that has optimized its local SEO is more likely to appear in that search. This can directly lead to more calls, appointments, and customers.
• High Intent Leads: Searches with local intent (like “roof repair in Denver” or “emergency plumber near me”) often come from people ready to take action. These searchers usually have a specific need and are looking for a business to fulfill it. Showing up prominently means you’re capturing highly motivated potential customers at the exact moment they need your service.
• Mobile and “Near Me” Searches: With the rise of smartphones, more people are searching on the go. They might be out and need a quick solution (e.g., “locksmith near me” if they’re locked out). Google and other search engines heavily prioritize local results for these queries. A strong local SEO presence ensures your business is on the map (literally) for these mobile users.
• Competitive Advantage: You’re likely not the only home service provider in your area. If a competitor has invested in local SEO and you have not, they’re going to show up in searches that you’re missing out on. Local SEO is your chance to stand out in your community. For example, if there are ten plumbers in Boise but only three show up in the local pack, those three are going to get the majority of calls. You want to be in that group.
• Trust and Credibility: Appearing in local search results (especially in Google’s Local Pack or on Google Maps) can lend credibility to your business. Customers often trust Google’s suggestions. Strong local SEO typically goes hand-in-hand with good reviews and a solid online presence, which further convinces people to choose your business. It’s not just about visibility, but also about building trust through prominence.

A quick fact to illustrate importance: nearly half of all Google searches have local intent (people seeking local information or businesses). That means there’s a huge volume of potential customers searching for services like yours in your area. Additionally, a high percentage of those local searches lead to action — for instance, many people who search for a local service end up calling or visiting a business within a day. In short, local SEO can directly drive foot traffic, phone calls, and leads to your home service business in a way that broad, non-local SEO might not.

Ensure NAP Consistency and Local Citations

“NAP” stands for Name, Address, Phone number. Ensuring NAP consistency means that your business name, address, and phone are listed the exact same way across all online platforms and directories. This consistency helps search engines trust that all these listings refer to the same, legitimate business. Inconsistent info (like one site having your old address or a different phone number) can create confusion and undermine your local SEO efforts.

Local citations are online mentions of your business information. They often appear in business directories, local chamber of commerce websites, Yelp, Yellow Pages, Angi (formerly Angie’s List, for home services), HomeAdvisor, Facebook, Apple Maps, and many more. Each of these listings is a citation. The more quality citations you have — with consistent NAP info — the better for your local SEO prominence.

Here’s how to tackle citations and NAP consistency:

• Audit Your Existing Listings: Start by searching your business name and phone number. See which directories or sites come up. Check if those listings have the correct name, current address, and correct phone. Make a list of any incorrect or outdated listings you find. Common ones to check: Yelp, Bing Places, Facebook Page, Apple Maps, Yahoo Local, Angi, HomeAdvisor, BBB, local business directories for your city, etc.
• Fix Inconsistencies: If you find old addresses or wrong phone numbers, claim those listings (if you haven’t) and update them. It can be a bit tedious, but it’s worth the effort. If you moved locations or changed your number at some point, hunting down the old info and correcting it will pay off in ensuring Google has a clear picture.
• Build New Citations: Identify popular directories or platforms relevant to your industry or area that you aren’t listed on yet. For home services, being on sites like Angi, HomeAdvisor, Thumbtack, or Nextdoor can be useful. General business directories include Yelp, Foursquare, MapQuest, SuperPages, etc. Many of these are free to create a listing. When you create profiles on them, always use the same formatting for your business name, address, and phone as you did on your Google Business Profile.
  • Tip: If your business has a suite number or a specific formatting (Street vs. St. etc.), try to keep it consistent. Minor differences won’t kill your SEO, but consistency is the goal.
• Include Your Website Link: Most citation sites allow you to add your website URL. Make sure to include it. Not only can this drive referral traffic, but a backlink from a reputable directory might help your SEO a bit too. (Though these are often “no-follow” links, they still have value for trust and discovery.)
• Monitor and Maintain: Over time, you might change hours, add a location, or even move. Keep a record of the major listings you have so that if something changes, you can update all of them. Also, occasionally, data aggregators might create duplicate listings or others might add your business info somewhere. It’s a good idea every few months to search for your business name and see if any weird or duplicate listings pop up, then address them.

Having consistent citations across the web reinforces to Google that you are a real business serving a specific area, and it strengthens the association between your business name, your location, and your category. For example, if Bob’s Plumbing Co. consistently appears in 20-30 reputable directories with the same name, address, and phone (and perhaps dozens of varying smaller mentions across local blogs or news sites), Google gains confidence that Bob’s Plumbing Co. in Boise is a prominent plumbing service in that area.

Quality vs. Quantity: It’s not just about blasting your info everywhere. Focus on reputable, relevant listings. A handful of strong, well-maintained citations (plus your Google Business Profile) will do more than hundreds of spammy, low-quality ones. Avoid any service that promises “hundreds of directory submissions” unless you know they’re focusing on quality; sometimes those can do more harm than good if they create listings on shady sites.

Encourage and Manage Customer Reviews

Online reviews are the lifeblood of a local business’s reputation. For home service businesses especially, where trust and quality of work are paramount, many potential customers will read reviews before deciding whom to call. Reviews also play into local SEO prominence – a business with many positive reviews is likely to rank better (and definitely looks more appealing) than one with none or a bunch of negatives.

Here’s how to handle reviews as part of your local SEO strategy:

• Encourage Satisfied Customers to Leave Reviews: Often, happy customers won’t think to leave a review on their own, while unhappy ones might do so immediately. To balance this, gently ask your satisfied clients to share their feedback online. You can do this in person after a job (“It’d mean a lot to us if you could leave a quick review of our service on Google/Facebook/Yelp”), or in a follow-up email or text receipt. Some businesses hand out a small card with the review links or a QR code that takes customers to the review page.
• Focus on Google Reviews First: If you have to prioritize, direct customers to review your business on Google (i.e., your Google Business Profile reviews). These are the ones that show up prominently in search results and Google Maps. Having a good number of stars next to your name in the local pack can significantly increase click-throughs to your listing. For example, “Jane’s Cleaning Service – ★★★★☆ (25 reviews)” is more enticing to a searcher than a competitor with “(5 reviews)” or no reviews at all.
• Don’t Neglect Other Platforms: Facebook recommendations, Yelp, and industry-specific sites (like Angi or HomeAdvisor for contractors) also matter. Some customers prefer those platforms. At the very least, make sure you’re aware of where people are reviewing you and the general sentiment there.
• Respond to Reviews: Take the time to reply to reviews, especially on Google and Facebook. Thank people for positive feedback – it shows that you’re engaged and appreciate your customers. For negative reviews, respond professionally and helpfully. Apologize if appropriate and offer to make it right or continue the conversation offline. A thoughtful response to a bad review can actually impress potential customers by showing you care and try to fix issues. Plus, Google has mentioned that managing and responding to reviews is a part of good local SEO practice.
• Don’t Fake It: It should go without saying, but don’t be tempted to buy reviews or create fake positive reviews. Not only is it against most platform policies (Google will penalize you if they catch you), but savvy consumers can often sniff out a bunch of obviously fake reviews. It’s better to have slightly fewer, honest reviews than a pile of suspiciously glowing ones. Also, never offer incentives for reviews (like discounts or gifts in exchange for a review); this is against Google’s terms and many other platforms’ rules.
• Use Reviews in Your Marketing: This is a bit beyond SEO, but worth noting. Highlight great testimonials on your website. It can help conversions for people who land on your site. For instance, if you have a review that says “Best electrician in Tampa – fixed our wiring issue in one visit!”, consider featuring that on your homepage or testimonials page (with permission if needed). It reinforces to both search engines and users that you have a good reputation.
• Quantity and Recency: Try to get reviews on an ongoing basis. A business with 100 reviews from three years ago and nothing recent might look like it’s no longer active, whereas a steady trickle of new reviews indicates you’re actively serving customers. Recency can matter to users and possibly to algorithms that notice fresh activity.

By cultivating strong reviews, you’ll not only improve your local SEO standing but also convert more of the people who find you. Imagine someone searches for a “roofing contractor in Dallas” and sees two options: one with a 4.7-star rating from 50 reviews, and another with a 3.9-star rating from 10 reviews. The choice of whom to even call first becomes clear for most people. Good reviews are like word-of-mouth recommendations at scale.

Optimize Your Website for Local SEO

Your website is the foundation of all your online marketing, including local SEO. Even though local SEO often emphasizes things like Google Business Profile and citations, your website plays a critical role in capturing traffic from search engines and converting visitors into customers. Here are key ways to optimize your site for local SEO success:

1. Include Local Keywords in Key Places:
Make sure your website content reflects your location and services. This doesn’t mean stuffing city names everywhere, but be intentional:

• Title Tags and Meta Descriptions: Each page of your site has a title tag (the clickable headline in search results) and a meta description (the snippet below it). For your homepage and important service pages, include your city or service area in the title tag. For example: “Plumbing Services in Boise, ID | Bob’s Plumbing Co.” as a title tag. The meta description can also mention “serving Boise and surrounding areas” to reinforce local relevance.
• Headers and Page Content: If you’re writing the homepage or a service page, naturally mention the areas you serve in the text. For instance, “We provide reliable plumbing repairs throughout Boise and Meridian” or “Our team of licensed electricians serves homeowners in Tampa, St. Petersburg, and nearby communities.”
• Image Alt Text: Even image descriptions (alt text) can have local keywords if appropriate. If you have a photo of your storefront or a team truck, an alt text could be “Joe's Plumbing service van in Phoenix” (just an example). It’s a minor signal, but every bit helps and it’s good for accessibility too.

2. Create Location-Specific Pages (if needed):
If your business serves multiple distinct areas or has multiple locations, consider creating dedicated pages for each city or location. For example, a pest control company covering three counties might have one page for “Pest Control in [City A]” and another for “[City B] Pest Exterminators”. These pages should have unique, useful content — maybe details about services in that area, local customer testimonials, etc. Avoid making them thin or duplicate just swapping city names (Google’s getting smarter at catching that and might not rank them). Instead, personalize them with what you know about the area. If you’re a landscaper and one page is for a coastal town, talk about coastal soil or salt-tolerant landscaping; for an inland town, maybe mention drought-resistant landscaping if relevant. This shows you genuinely cater to that locale.

3. Embed a Google Map and NAP Info on Your Site:
On your Contact Us page (or the footer of your site), include your business name, address, and phone number (NAP) in text form. Many businesses put this in the footer so it’s on every page, which is great. Additionally, embedding a Google Map of your business location on your contact page can be beneficial. It not only helps users find you, but also reinforces to Google your location. (Use the embed code from Google Maps for your address.) If you have multiple locations, have a Locations page listing each address with its own map embed.

4. Make Sure Your Site is Mobile-Friendly:
Local searches are frequently done on mobile devices. Google predominantly uses mobile versions of sites for indexing now (mobile-first index). So your website needs to work well on phones and tablets. Check that:

• The site loads quickly on mobile (compress images, use fast hosting, etc.).
• Text is readable without zooming, buttons/links are tappable.
• Important info like your phone number or request service button is front and center on a mobile screen.

A fast, mobile-optimized site not only pleases users but is also favored by search engines.

5. Improve Site Speed and Technical Health:
Beyond mobile, general good website practices help SEO. Run speed tests (like Google PageSpeed Insights) and fix what you can (optimize images, leverage browser caching, etc.). Ensure your site has an SSL certificate (HTTPS:// – most are standard now, but just in case). Technical SEO issues (broken links, missing meta tags, etc.) should be fixed. While these are not strictly “local” SEO, they contribute to your site’s overall performance in search. Google won’t rank a slow, error-riddled site well even if you have great local signals elsewhere.

6. Use Schema Markup (Structured Data):
For local businesses, adding LocalBusiness schema markup to your site can give search engines clearer information about your company. This is code (in JSON-LD format, usually) that you add to your website’s HTML. It might include your business name, address, phone, business hours, coordinates, etc. It’s not visible to users, but search engines read it. While schema markup for local business doesn’t guarantee higher rankings, it can enhance how your listing appears. For example, it can help ensure that Google shows correct info on the sidebar or maybe include extra details. If you’re using a website platform or SEO plugin (like Yoast for WordPress), there are often easy ways to implement this without coding it from scratch.

7. Content that Answers Local Questions:
Consider having a blog or FAQ section where you occasionally post articles related to your services and location. For instance, a garage door repair company might have a blog post on “Preparing Your Garage Door for Hurricane Season in Tampa” or an HVAC company in Phoenix might write “How to Stay Cool During Phoenix Summers – Top AC Maintenance Tips.” These pieces of content can attract local readers (and maybe earn local backlinks if shared by a local news site or community page). More importantly, they signal that you’re knowledgeable about local issues and can improve your organic reach beyond just your service pages.

8. Clear Calls to Action and Contact Info:
This is more about conversion, but it’s worth noting: once people land on your site from a local search, make it easy for them to take the next step. Prominently display your phone number (click-to-call on mobile), a contact form, or a “Schedule Service” button. If you offer 24/7 emergency service, make that very visible. Good local SEO not only brings traffic but also helps you convert that traffic into leads/clients.

By optimizing your website with these local SEO best practices, you’re ensuring that when people click through to your site (whether from your Google Business Profile or directly from search results), they find relevant, location-specific information and a smooth user experience. This builds trust with users and also with Google. Remember, your website and your Google Business Profile often work hand-in-hand: someone might find your Google listing, then click to your website to learn more. Make sure that the experience is consistent (they see the same branding, same phone number, etc.) and compelling.

Internal Linking and Anchor Text for Local SEO

You might be wondering, what does internal linking have to do with local SEO? Internal links are the links between pages on your own website. Effective internal linking helps search engines understand the structure of your site and the relationship between your pages. It also can distribute “link equity” throughout your site, helping important pages get more visibility. For local SEO, internal links can highlight your most important local content and use location/service keywords in the anchor text to reinforce relevance.

Let’s break down best practices for internal linking, especially with a local SEO lens:

• Use Descriptive Anchor Text: The anchor text is the clickable text of a link. Instead of something generic like “click here” or “learn more,” use keywords that describe the page you’re linking to. For example, if you have a page for “Water Heater Installation in Boise,” linking to it from another page with the text “water heater installation in Boise” is more informative to Google (and users) than a “read more” link. It tells Google, “the page I’m linking to is about water heater installation in Boise.” Over time, this can help that page rank for those terms.
• Link to Your Important Local Pages from Your Homepage and Navigation: Generally, your homepage is the page with the most authority on your site (since other sites may link to your homepage, etc.). Make sure your homepage links out to your key service pages or location pages. For instance, on the homepage of a home services site, you might have a section like “Our Services” with links like “Plumbing Repair in Phoenix”, “Phoenix AC Installation”, etc., if those are separate pages. Also, use your site’s top navigation menu wisely. If you serve multiple cities, under a “Areas We Serve” menu you might list each city (linking to the city page). Or under “Services,” list each major service (possibly with city if localized). This not only helps users find stuff, but also signals to search engines which pages are topically important.
• Create Contextual Links Within Content: When writing content on one page, see if it makes sense to reference and link to another page on your site. For example, if you’re writing a blog post about “DIY Drain Cleaning Tips” and you mention water jetting service, you could link those words to your plumbing service page that talks about professional water jetting. Or on a page about “About Our Team,” if you mention “electrical repair services,” link it to your electrical services page. These contextual links act like pointers or recommendations: “if you want to know more about this topic, go here.” For local SEO context, if you mention a neighborhood or nearby town where you’ve done projects, and you have a page for that area, link it.
• Balance Anchor Text Variety with Relevance: While descriptive anchor text is good, avoid over-optimizing by using the exact same phrase every single time you link to a page. It can look spammy if, say, 100% of links to your Dallas Roofing page all say “best Dallas roofing contractor.” Instead, use natural variations that still get the point across. Some could say “Dallas roofing services,” some “roof repair in Dallas,” some just “roofing contractor” if the context is already clearly Dallas. The idea is to remain natural. Think about how you’d refer someone to that page in conversation, and use that as anchor text.
• Don't Overdo It: Every page doesn't need to be stuffed with internal links. Link where it makes sense for a reader. Too many links can be distracting and may dilute the value of each. A good rule of thumb: if a link would genuinely help someone navigate your site or learn more about a term, include it. If it feels forced just for SEO, reconsider.
• Use Footer Links Carefully: Many sites list important pages in the footer (like contact info, services, etc.), which is fine. Just don’t rely solely on tiny footer links to do the job of internal linking. They carry some weight but a contextual link in the main body text likely carries more. However, for local SEO specifically, having your main locations or main services in the footer is not a bad idea for visibility. For example, “Proudly serving: Boise | Meridian | Nampa” each linking to those pages.
• Silo Your Content (If Helpful): Some SEO strategies involve “siloing” content into themes. For example, you might have a section of your site all about HVAC, and another all about Plumbing, if you offer both. Within the HVAC section (perhaps a main HVAC page, then sub-pages like AC Repair, Furnace Installation, etc.), link those pages together where relevant. It creates a cluster of interrelated content. For local silos, if you have a page for “Plumbing in CityA” and “Plumbing in CityB,” they might both link up to a general “Plumbing Services” page or a “Locations” overview page. This way, each city page supports the overall plumbing topic and the site architecture is clear.
• Internal Links for New Content: Whenever you add a new page or blog post, make a habit of linking to it from some existing page (and vice versa, link back to relevant existing pages from the new page). This ensures Google finds the new page faster and understands where it fits. For example, if you publish a case study of a kitchen remodel you did in Mesa, AZ, link to that from your “Remodeling Services” page or your “Gallery/Projects” page with anchor text like “kitchen remodel in Mesa project spotlight.”

In essence, think of internal links as roads within your website connecting one page to another. You want to build clear highways to your most important pages (so search engines can easily travel there and see their importance). The anchor text are the signposts along those roads, telling travelers (Google and users) what they’ll find when they take that road.

Proper internal linking with relevant anchor text can boost your local SEO by emphasizing your location-based pages and ensuring no important content is orphaned or hidden. It’s an often overlooked part of SEO, but at Soderman SEO we’ve observed that even small tweaks in internal linking structure can lead to noticeable improvements in rankings for target keywords over time.

Build Local Backlinks and Community Presence

Beyond your own site and the standard directory citations, a big factor in SEO (local and organic) is the quality and quantity of backlinks pointing to your website. A backlink is simply a link from another website to yours. When reputable, relevant sites link to you, it’s like a vote of confidence in Google’s eyes. For local SEO, links from other local or industry-related sites can significantly boost your credibility and visibility.

Here’s how you can approach building local backlinks and leveraging your community presence:

• Join Local Business Associations: Many cities or regions have a Chamber of Commerce or business association. By joining, you often get a listing on their website with a link to your site. These .org or .gov links (if it’s a municipal site) can be valuable. Plus, it’s good networking! Similarly, participating in local trade organizations or chapters (like a contractors’ guild or Realtor association if you do e.g. home inspections) can lead to a link on their site.
• Sponsor Local Events or Teams: Consider sponsoring a local charity event, a little league team, a school fundraiser, etc. Often, the organization will thank sponsors on their website with a link to your business. It not only earns you goodwill and possibly some local press, but also a local backlink. For example, a local 5K run might list all sponsors on its page. If “Tampa Electric Co.” sponsors and gets a link, that’s a relevant local citation/backlink combo.
• Get Featured in Local News or Blogs: Local newspapers (even their online sites) and community blogs are always looking for stories. If you have an interesting angle – perhaps you’re a solar panel installer who just finished a project for a historic building, or you’re a moving company doing a charity initiative – reach out to local reporters or bloggers. A mention in a news article about local businesses or a profile can come with a link. Even a story like “How businesses are coping with the heat wave” where you give a quote as an HVAC expert can lead to a mention and link. The key is to build relationships and pitch stories that have a community interest.
• Write Guest Posts or Articles: If there are local blogs or industry websites that accept guest contributions, offer to write an article. For example, a lawn care specialist might write a piece on “Top 5 Summer Lawn Care Tips for [Your City]” for a local home & garden blog. In your author bio or within the content, you typically can get a link back to your site. Make sure any content you contribute is genuinely useful and not overly self-promotional.
• Engage in Online Communities: Check if your town has active online forums, subreddits, or Facebook Groups (many cities have a “Residents of [City]” group). Participate as a community member, not just a business. If someone asks “Can anyone recommend a plumber?”, you or a happy customer can mention your business (though be mindful of group rules on self-promotion). While a Facebook group mention isn’t a traditional backlink, it’s word-of-mouth that can drive referrals. Some community sites (like Nextdoor or certain Q&A sites) might indirectly lead people to your site as well.
• Local Directories Beyond Basics: Aside from big directories, look for niche local opportunities. Is there a “Best of [City]” directory or award site? Winning or even getting listed can earn a link. Is there a local tourism site or relocation guide that lists local services? Try to get included. These might not drive tons of traffic, but each link is a signal.
• Testimonials and Partnerships: If you partner with any other local businesses or refer work to each other, consider cross-linking. For instance, if you’re a general contractor, you might have a preferred electrician (and vice versa). Perhaps you can mention each other on your websites (like “Our preferred electrical partner is Joe’s Electric [link]”). Or if you’ve worked with a vendor and love their product, giving them a testimonial can sometimes get you a link on their site (“Thanks to [Your Business Name] for the feedback!”). Just ensure any link exchanges make sense and add value, because Google can frown on unnatural link schemes. One or two natural cross-links are fine; 50 looks spammy.

Remember, the goal is not to trick search engines with fake links, but to genuinely increase your online prominence in your local community and industry (see EEAT for more). Each real connection you build in the community often has an online counterpart (a mention, a link, a social media shout-out). Over time, these backlinks and mentions form a web of trust around your site.

Also, while working on backlinks, keep producing good content on your own site. High-quality pages on your site (like helpful how-to guides, informative service pages, before-and-after project showcases) are more likely to naturally attract links from others. For example, a local DIY blog might link to your “Roof Maintenance Checklist for Homeowners” article if it’s the best resource they find.

In summary, building local backlinks is about being an active, contributing member of your local community (online and offline). It complements everything else you’re doing for local SEO by boosting your site’s authority and showcasing that others vouch for you.

Start Implementing Your Local SEO Strategy (Get to it!)

Local SEO might feel overwhelming at first, but the good news is that every step you take can make a noticeable difference. You don’t have to be an SEO guru to implement the basics and see improvements. Here’s a quick recap and some practical advice to get started:

• Get the Essentials Right First: Make sure you’ve claimed your Google Business Profile and filled it out completely. This is often the highest impact, low-effort task. Next, ensure your website clearly lists your contact info and services, and that it loads well on mobile. These form the foundation of your local online presence.
• One Step at a Time: You don’t need to do everything in one day. Maybe this week you focus on updating your website’s title tags and content to include local keywords. Next week, you work on building or fixing citations on a few directories. The following week, you reach out to a few happy customers for Google reviews. Each small action contributes to the bigger picture.
• Consistency and Patience: Local SEO is an ongoing process. Algorithms change, competitors come and go, and your business might evolve too. Set aside some time each month (even just a couple of hours) to monitor and improve your local SEO — whether that’s adding a new testimonial to your site, responding to reviews, or posting an update on your Google Business Profile. Don’t be discouraged if you don’t shoot to the top immediately; SEO improvements can take a little time to fully kick in. Consistency is key.
• Leverage Tools and Experts if Needed: While you can do a lot on your own, there are tools that can help (for keyword research, citation management, etc.) and professionals who specialize in local SEO. If you find it too time-consuming or confusing, it might be worth investing in some help. Even a one-time consultation with an SEO expert could give you a personalized game plan. (Remember, Soderman SEO is always here to share expertise — we’ve worked with many home service businesses to boost their local presence.) But even without that, the steps outlined in this guide are absolutely doable on your own.
• Keep the Customer in Mind: At the end of the day, local SEO is about connecting you with people in your area who need your services. So as you optimize, always think about the user experience. Is your info accurate and helpful? Can someone find what they need quickly? Do you come across as trustworthy and skilled? When you align good SEO practices with genuinely serving your customers well, you’ll win on both fronts.

Now that you’re equipped with the knowledge of what local SEO is and how to use it, it’s time to take action. Pick a few of the tactics above and put them into practice. Maybe claim your Google profile and request a couple of reviews this week. Maybe add a city-specific service page to your website. Each action is a step toward greater visibility.

Home service business owners who embrace local SEO often see more calls, more website inquiries, and ultimately more jobs. So jump in and get started on your local SEO journey today. Your next customer is probably searching for a service right now – let’s make sure they find your business!