SEO for Local Business: A Beginner’s Guide

Local SEO Edmonton: what influences local results?

Google says its local results are mainly based on relevance, distance and prominence (opens in a new tab). These factors describe local results, including business listings on Maps; improving your website is another part of your SEO work. Read Google’s explanation of local ranking. (opens in a new tab)

1. Relevance: How well your business matches the search

Think of it like a quick game of matching:

• If someone searches for "coffee shop open early," Google checks your profile details to see if you sell coffee and what your store hours are.
• Accurate details, such as your business category, hours and attributes, help Google understand whether your business matches what someone needs.

Complete business information helps Google understand what you offer and helps customers decide whether to visit.

2. Distance: How far your business is from the person searching

Google uses the location information available to it, alongside relevance and prominence, when choosing local results. If someone hasn’t shared their location, Google estimates it using the information it has.

Being nearby can matter, but distance alone doesn’t determine which business appears first.

3. Prominence: How well-known your business is

Prominence reflects how well-known a business is. Google considers signals such as customer reviews and links from other websites.

• Reviews and ratings: (opens in a new tab) More reviews and positive ratings can help your local ranking. Ask customers for honest feedback, and reply thoughtfully to show you value their experience.
• Links from other websites: (opens in a new tab) Relevant links can come from genuine connections, such as a local business association or a community event you’re involved in.

These are useful areas to work on over time, rather than a guarantee of a particular position in search results.

How to get started with SEO for local businesses

You can start with several useful local SEO tasks yourself, using free tools. More technical problems may need professional help.

Here is a practical starting checklist for local SEO for small business:

1. Manage Your Google Business Profile

• Verify Business Ownership: (opens in a new tab) Complete Google's verification step so the system confirms you are authorized to represent the business.
• Provide Complete Details: (opens in a new tab) Keep your business category, hours and relevant amenities accurate. Show your address if customers visit your premises. If you travel to customers and don’t receive them at your business address, hide the address and set your service area (opens in a new tab). Follow Google’s business guidelines. (opens in a new tab)
• Collect & Respond to Reviews: (opens in a new tab) Encourage customer feedback and reply to reviews, which shows you value customer input and helps your business stand out.
• Upload Media & Products: (opens in a new tab) Add clear photos and videos of your business. Eligible retail businesses can also list in-store products (opens in a new tab) to help shoppers see what’s available.

2. Improve Your Website

• Write People-First Content: (opens in a new tab) Create unique, easy-to-read, and up-to-date text that directly helps your visitors, rather than trying to write for search engine algorithms.
• Use Clear Page Titles & URLs: (opens in a new tab) Use simple, descriptive words in your web page URLs (opens in a new tab), and include important details—such as your business name and physical location—in your page title links.
• Add Alt Text to Images: (opens in a new tab) Upload sharp photos near relevant text, and include short descriptive "alt text" explaining what each image shows.
• Use Search Console: (opens in a new tab) Register for a free Google Search Console account to monitor your site's performance and see how Google views your pages.

3. Promote Your Business

• Promote Offline: (opens in a new tab) Include your website URL on physical materials such as business cards, posters, store signs, and letterhead.
• Promote Online: (opens in a new tab) Engage with your local community online, post updates on social media, and build natural word-of-mouth interest.

Understand what your customers search for

Before you write a page or an article, think about what someone would type into Google when they need your help. The words and phrases they use are called keywords (opens in a new tab).

Start with the way your customers talk. A florist might describe a service as “bespoke floral arrangements,” while a customer might search for “birthday flower delivery in Edmonton.” Both describe flowers, but the second gives you a clearer idea of what that person needs.

Start with three questions about SEO for local businesses

• What do you sell or do? (opens in a new tab) Write down your main products and services, such as flower delivery, wedding flowers or website design.
• Where do you offer it? (opens in a new tab) Add the city or area you actually serve, such as Edmonton.
• What do customers ask before buying? (opens in a new tab) Think about questions from calls, emails and consultations, such as delivery times, prices or what’s included.

For a florist, a starting list might include “flower delivery Edmonton,” “wedding florist Edmonton” and “how far in advance should I order wedding flowers?” The same idea applies to other services: a business owner looking for SEO help in the city might search for “SEO Edmonton.” Use these as starting ideas, then check which searches fit the products, services and areas your business actually covers.

Think about what the person wants to do

Different searches call for different kinds of pages. For example, someone searching for “SEO Edmonton” might be comparing local providers, while someone asking how local search works might want a beginner’s guide.

Someone searching for “flower delivery Edmonton” (opens in a new tab) may be ready to order. A delivery page could explain the areas served, ordering deadlines, prices and available arrangements.

Someone searching for “how far in advance should I order wedding flowers?” (opens in a new tab) is looking for advice. An article could explain the planning timeline, what to prepare and when to contact a florist.

Use this as a starting point, then look at the results for the phrase to see whether Google is showing service pages, shops or guides. That can help you choose the most useful format for SEO for local businesses.

Check what is already bringing people to your website

If your website has Google Search Console set up and has collected data, open the Performance (opens in a new tab) report and look at Queries (opens in a new tab). You can see search terms associated with your site appearing in Google, along with impressions and clicks (opens in a new tab). Impressions mean your site appeared in search results; clicks mean someone clicked through.

This helps you learn what your site is already showing up for. It doesn’t show every search your potential customers make. Learn about Search Console’s Performance report. (opens in a new tab)

Choose a useful topic and answer it clearly

For local SEO for small business, pick a customer need you can answer well. Use the relevant phrase naturally in a descriptive title, headings and copy, while giving the reader the details they came for.

You don’t need to repeat a keyword in every sentence. Aim to make the page useful and easy to understand. Google’s SEO Starter Guide (opens in a new tab) explains more about writing helpful content and considering the words your readers use.

Try this: (opens in a new tab) Write down five questions customers asked you this month. Choose one you can answer thoroughly, and use it as the starting point for your next article.

Your local SEO starting checklist

Choose one useful task to start with. Check it off after you have done it.

• Review how relevance, distance and prominence apply.Read steps ↑
• Verify and complete your Google Business Profile.Read steps ↑
• Ask for honest reviews and respond to feedback.Read steps ↑
• Improve page titles, helpful content and image alt text.Read steps ↑
• Write down five real customer questions.Read steps ↑
• Choose a useful page format for one customer need.Read steps ↑
• Review your Search Console queries, if data is available.Read steps ↑