12 Local On-Page SEO Tips to Rank Your Site (+ Checklist)
Reading Time: 8 minutes To show up in local search results, optimizing your website is as important as setting up your Google Business Profile. On-page SEO helps search engines understand your location, services, and relevance to nearby customers.
Why On-Page SEO Matters for Local Search: By implementing local SEO best practices directly on your site, you can improve your rankings, attract more local visitors, and convert them into customers.
This guide will walk you through the essential local on-page factors—from optimizing title tags and content to improving site structure and mobile experience.
6 Basic Local On-Page SEO Tips
While many of these tips are easily done by beginners, some are advanced and require advanced knowledge. These first six are basic tips, and the final six are more advanced.
Let’s get started with the key steps to make your website more visible in local searches.
1. Optimize Title Tags & Meta Descriptions
Your title tags (meta title) and meta descriptions should include location-specific keywords to help search engines and users identify your business.
The meta description should also provide a compelling reason to click, such as mentioning customer reviews, service speed, or special offers. Ensure each page has a unique title and description tailored to its content to improve click-through rates and local search visibility.
- Include City/Location Name: Example: “Best Coffee Shop in Sackville: Freshly Brewed Coffee & Pastries.”
- Title Tags Allow Up to 60 Characters: Create detailed titles using as many of the 60 characters as make sense. Titles longer than 60 characters will be truncated in search results.
- Write Compelling Meta Descriptions: Summarize your page with a call to action and location-based keywords.
A well-crafted title might read: “Best Roofing Services in Dartmouth: Free Estimates & Fast Service.”
Title tags allow for a maximum of 60 characters and meta descriptions up to 160 characters.
Should title tags be limited to just 60 characters? I don’t think so. In my tests, we’ve seen better ranking and click-through rates with longer titles. While search engines will truncate titles longer than 60 characters, they can still read the longer title. And site visitors can also see the longer titles on your site, helping convey the page contents.
Creating longer titles is not harmful, and they can be tested. We presently track thousands of pages with longer meta titles and see good results.
Here’s more on how to edit site content for SEO.
2. Use Local Keywords in Content
Integrating local keywords naturally throughout your content helps search engines understand your geographic relevance. Include city, neighborhood, and “near me” phrases in headings, body text, and image alt text.
Instead of overstuffing, write naturally.
- For example: “Our Bridgewater bakery specializes in fresh sourdough bread, made daily.”
- Use long-tail keywords like “best organic coffee shop in Wolfville” to capture specific searches.
- Create content that answers local customer questions, such as “What’s the best time to visit Intrinsic Salon & Spa?”
This approach makes your site more relevant for users and search engines.
- Naturally Integrate City and Neighborhood Names: Example: “Our bakery in Bridgewater specializes in fresh sourdough.”
- Target “Near Me” Search Phrases: Use variations like “best dentist near me” where relevant.
- Optimize for Long-Tail Keywords: Example: “Affordable home cleaning services in North Sydney.”
3. Add Location Pages (For Multi-Location Businesses)
If your business operates in multiple locations, create a unique page for each one with specific details like address, phone number, business hours, and customer testimonials.
Be careful to avoid duplicate content. Each page should highlight services, promotions, or features unique to that area.
Embedding Google Maps makes it easy for users to find you while adding schema markup improves search engine recognition.
Include locally relevant images and FAQs addressing area-specific concerns. If you serve a broader region, consider creating geo-targeted landing pages that mention nearby cities or neighborhoods to improve local search rankings.
- Create a Unique Page for Each Location: Include store hours, address, and services.
- Use Location-Specific Content: Mention landmarks, neighborhoods, driving directions, or local testimonials.
- Embed Google Maps: Show the exact location on your contact page.
Here is an example of a location service page that we created.
4. Optimize Headers & Content for Local Relevance
Your headings (H1, H2, H3) should include local keywords to reinforce geographic relevance.
For example, instead of “Plumbing Services You Can Trust,” use “Reliable Plumbing Services in Amherst: 24/7 Emergency Repairs.”
This improves both user engagement and SEO. Blog posts should address local topics, such as “How to Prepare Your Home for Winter Season in Nova Scotia.”
Answering local FAQs—like parking information or service area coverage—can improve search rankings and user experience. Creating locally relevant, helpful content builds trust with potential customers and signals to search engines that your site is a strong local authority.
- Use H1, H2, and H3 Tags with Local Keywords: For example, H1: “Expert Plumbing Services in Bedford.”
- Write City-Specific Blog Posts: For example, “5 Best Places to Visit in Antigonish (And Where to Stay).”
- Answer Local FAQs: Create an FAQ section addressing location-based questions.
5. Internal Linking for Local Pages
Strategic internal linking strengthens your site’s SEO by improving crawlability and distributing authority across pages.
Link relevant service pages to local landing pages using descriptive anchor text like “Explore our plumbing services in the Annapolis Valley.”
Create a logical structure where key pages are easily accessible. A well-connected website helps both users and search engines navigate your content, enhancing rankings and user engagement.
- Link to Relevant Location & Service Pages: Strengthen keyword signals.
- Use Descriptive Anchor Text: For example, “Check out our heat pump cleaning services in Yarmouth.”
- Create a Logical Site Structure: Improve crawlability and user experience.
6. Ensure NAP Consistency on Your Website
Your business Name, Address, and Phone Number (NAP) must be consistent across your website, Google Business Profile, and local directories.
Display your NAP details in the footer and on the contact page. Use the same format everywhere; avoid variations like “St.” vs. “Street.” For added local SEO benefits, include a clickable phone number for mobile users and structured data markup.
Inconsistent NAP details can confuse search engines and customers, leading to lower rankings and lost leads. To maintain accuracy, regularly audit and update your business information across all platforms.
- Place the Business Name, Address, and Phone Number in the Footer.
- Match NAP Information Exactly to Google Business Profile & Directories.
- Use Clickable Phone Numbers for Mobile Users.
Six Advanced Local On-Page SEO Tips
The following tips are important factors in ranking your local business website.
Caution: Be careful with these steps. While they are important, they can also significantly harm your site if done incorrectly. If you change current settings, URL structure, image names, and schema, you will harm your site. Unless you’re using a professional SEO, we recommend implementing these changes on new pages and images.
7. Improve URL Structure
Clean, keyword-rich URLs improve user experience and search rankings. URLs should be descriptive and include location-based keywords where relevant. Avoid long, complex URLs with unnecessary parameters.
- Instead of generic URLs like “yourwebsite.ca/page123/”, use “yourwebsite.ca/halifax-roofing-services/.“
- For multi-location businesses, structure URLs to reflect each location, such as “yourwebsite.ca/new-brunswick/moncton/.”
A clear URL structure makes it easier for search engines to crawl and index your site while helping users understand the page’s content at a glance.
- Include Location in URLs: For example, yourwebsite.ca/truro-massage-services/.
- Use Clean, Readable URLs: Avoid long, confusing parameters.
8. Add Local Business Schema Markup
Schema markup helps search engines better understand your business details, improving how your website appears in search results. Implement LocalBusiness schema to include essential information like name, address, phone number, hours, and customer reviews.
JSON-LD is the preferred format for structured data.
You can generate schema using Google’s Structured Data Markup Helper and validate it with the Rich Results Test. When properly applied, schema markup can enhance search result listings with rich snippets, such as star ratings or opening hours, increasing click-through rates and visibility in local searches.
- Use JSON-LD Markup for Local SEO: Help search engines understand your business details.
- Include Business Name, Address, Phone Number (NAP), Hours, and Reviews.
- Validate Schema with Google’s Rich Results Test or Schema.org
For help with schema, we recommend using an SEO plugin. We currently use RankMath on all client and portfolio sites. It comes in free and premium options. Here are all of the tools we recommend.
9. Optimize Images for Local SEO
Images can enhance local SEO when optimized correctly.
- Rename image files with descriptive, keyword-rich file names like “berwick-coffee-shop-interior.jpg” instead of “IMG1234.jpg.”
- Use alt text to describe the image while incorporating local keywords, such as “inside view of our lahave bakery featuring fresh pastries.”
Compress images to improve page load speed and ensure they display well on mobile devices. If showcasing locations, include geo-tagged images with EXIF data where applicable.
High-quality, relevant images improve user experience while helping search engines understand the context of your business.
- Use Descriptive File Names: Example: toronto-coffee-shop-interior.jpg.
- Write Location-Specific Alt Text: For example, “interior of cozy cafe in new minas.”
- Compress Images for Faster Load Times.
10. Improve Mobile-Friendliness & Page Speed
Since most local searches happen on mobile, having a fast, mobile-friendly site is crucial. Use a responsive design that adjusts to different screen sizes.
Compress images, enable browser caching, and use a content delivery network (CDN) to speed up load times.
Google’s PageSpeed Insights can help identify performance issues. Additionally, include click-to-call buttons and Google Maps integration for easy navigation. A fast, user-friendly experience increases engagement, reduces bounce rates, and improves local rankings.
- Use a Responsive Design: Ensure seamless experience on all devices. Need help?
- Optimize for Fast Load Times: Compress images, enable caching, and use a CDN.
- Implement Click-to-Call & Click-for-Directions Buttons.
11. Order a Custom Site Audit
Curious how your local SEO can improve? We offer a free local SEO audit. This will give you a report of your current performance in 6 key areas.
Once the audit is complete, we’ll schedule a call to review the details. The audit and the call are free. This local SEO audit is part of our 7-Step Local SEO System.
12. Leverage User-Generated Content
User-generated content, such as customer reviews and testimonials, enhances credibility and boosts local search rankings.
Encourage satisfied customers to leave reviews on your website and feature them prominently on location pages. Adding real customer photos or case studies creates trust and engagement.
You can also embed social media feeds showcasing local interactions. Authentic, locally relevant content signals to search engines that your business is active and valued by customers.
- Embed Social Media Feeds: Display relevant local engagement from platforms like Instagram or Facebook.
- Encourage Customer Reviews and Testimonials: Feature them prominently on location pages. We created a custom app to generate more reviews.
- Showcase Local Case Studies: Highlight real examples of your work in the community.
Here are 8 ways to build website authority.
Next Step
Here are some additional guides that will help.
