When your target customer searches “plumber near me” or “best dentist in East Lansing,” they’re usually ready to take action. The question is: does your business show up where they’re looking, or does a competitor get the call instead? That’s where local SEO comes in.

Step 1: Think Like a Local Customer

Before worrying about algorithms, imagine how your ideal customer actually searches. They’re on their phone, they type in their problem plus “near me” or “East Lansing,” and they pick from the top few results. If you’re not there, you’re almost invisible.

What Is Local SEO (In Plain English)?

Local SEO is the process of making sure your business shows up when people nearby search for what you do. It focuses on your city, your service area, and your specific services instead of trying to reach the entire internet.

What it usually involves:

• Optimizing your Google Business Profile

• Using local keywords like “East Lansing” and nearby cities on your site

• Getting reviews from real customers

• Making sure your name, address, and phone number are consistent everywhere

Your Google Business Profile: The New “Front Door”

For a lot of people, your Google Business Profile is the first (and sometimes only) thing they see before contacting you. It’s that box on Google Maps and in the “3-pack” of local results.

How to make it work for you:

• Claim and verify your profile if you haven’t already

• Add accurate categories, hours, phone number, and website

• Upload real photos of your work, team, or location

• Post updates or offers occasionally to keep it active

Reviews: The Trust Shortcut

People trust other people. A strong set of reviews can be the difference between someone calling you or scrolling past to a competitor with a higher rating.

Simple review strategy:

• Ask happy customers directly—right after a job or service

• Make it easy by sending them a direct link to leave a review

• Reply to every review (good or bad) with a calm, professional response

• Avoid fake or incentivized reviews; they usually backfire

Your Website: Built for Local Searches

Even if you rank on Google Maps, customers often click through to your website before they decide. Your site should confirm that you’re local, credible, and easy to work with.

Local SEO basics on your website:

• Mention “East Lansing” or wherever your business is located and nearby areas naturally in your headings and copy

• Create a clear “Service Areas” or “Areas We Serve” section

• Make your phone number and contact button easy to find on every page

• Include testimonials or reviews on key pages to back up your claims

Turning Searches Into Real Customers

Local SEO isn’t just about showing up—it’s about making it easy to choose you once people find you.

Focus on converting visitors:

• Use clear calls to action like “Call Now,” “Get a Free Quote,” or “Book Today”

• Offer something specific (free estimate, same-day service, etc.)

• Keep forms short so people can contact you quickly on mobile

• Track calls and form fills so you can see what’s working

Take your time improving these pieces as it can be daunting and work step by step—Google Business Profile, reviews, local content on your site, and clear calls to action. Done right, local SEO becomes one of the most reliable ways for service businesses to turn everyday searches into steady, real-world customers. The good news is Mountain Marketing makes all of this simple, so go and book a free consultation today!