Optimizing Your Website for Local Google Searchers

Are your customers local? Is the majority of your audience within a certain driving distance of your place(s) of business? Locally-focused businesses have never had more leverage in search engines like Google.

Author: Jeremy Harrison

Updated: August 13, 2012

Are your customers local? Is the majority of your audience within a certain driving distance of your place(s) of business? And if so, you may ask, “is it worth the effort to optimize my site to show up in search engines?”


As top search engines compete against one another for search supremacy, they are doing everything they can to make their search results more locally-relevant. As a result, locally-focused businesses have never had more leverage in search engines like Google. 

Here’s an example. Five years ago, a search for “florist” might yield search results for the big name, national florist sites, coupled with generic articles about the florist profession, and sites with directories of florists. The only way a local business could compete was to buy paid search ads.

Today, Google has figured out that if you search “florist” you’re probably looking for one nearby. So when I search for “florist” locally, this is what I see:

Google SERP for Local Florists - Proof that Local SEO matters

The irony is that while local businesses used to have to buy the advertising, now the national sites (in this example, FTD, Teleflora, 1800Flowers) are buying the advertising.  The top organic (non-paid) spots on the page are filled by local mom & pop shops florists in my local area. This is a great example of how the tables have turned to benefit local bricks and mortar businesses.

Type the generic words for YOUR product or service, and you may or may not see local search results like my florist example. This literally varies on a keyword-by-keyword basis. But if your business is local, you can benefit from local search engine optimization efforts if you know what you’re doing.

We’ve talked about SEO many times before. I’ve taught day-long seminars just on SEO.  Getting results for Local SEO is very similar — there’s a lot of overlap with traditional SEO — but there are some other important things to think about too.

Later, I will post a follow-up to this article, showing you several action steps you can do to get better results on Google in your local area.

Part Two is now online!  
5 Relatively Simple Ways To Improve Local Search Results

years in business

customers served

our leaders' avg years at Spire

Successful Projects

“I have been working with Spire for many years now. The company, their representatives, and their services are all outstanding. My project manager is very responsive to our requests and answers all of our questions with patience and professionalism. All of our projects with Spire have met or exceeded our expectations. We are grateful to have such an excellent partner to help us drive our business forward.”
Jamie Weston-Cook, Danbury Senior Living

Have a Question?

North Central Ohio HQ

Serving Ashland, Wooster, Mansfield Ohio area

1171 E. Main St, Ashland, OH 44805
(419) 496-4212 | Contact | Directions

Northwest Ohio Growth Center

Serving Tiffin, Fremont, Findlay Ohio area

19 W. Market St, Ste E, Tiffin, OH 44883
(419) 443-8358 | Contact | Directions

Northeast Ohio Growth Center

Serving Medina, Brunswick, Akron Ohio area

107 N. Court St, Ste 7, Medina, OH 44256
(330) 769-8421 | Contact | Directions

© 2022 Spire. All rights reserved.

Schedule a Call

Please answer a few quick questions and we will get you connected with a Spire Account Manager.