What exactly is SEO and why do businesses need it?

What is SEO?

SEO (search engine optimization) is the process of building "website authority" which essentially shows search engines whose websites are better for a specific topic or search phrase. There are countless variables that go into this, especially ranging from niche to niche, but the most important variables for local based businesses tend to stay the same. Create content, gain backlinks, and get positive Google reviews.

The main goal of SEO for local based businesses is to increase rankings for all relevant keywords to at least the top 3 search engine positions. 95% of all local based service purchases are done specifically from the top 3 search results on Google, meaning if your business doesn't rank at least in the top 3, you're missing out on a large amount of sales.

SEO - Content Creation

Content creation is the foundation of any SEO strategy. Search engines prioritize websites that provide valuable, relevant, and fresh content that answers users' questions. For local businesses, this means creating service pages, blog posts, FAQs, and even location-specific content to help potential customers find exactly what they need. Well-optimized content helps establish authority, keeps visitors engaged, and signals to Google that your site is a credible source for relevant searches. Without strong content, ranking for competitive local keywords becomes much more difficult.

SEO - Backlinks

Backlinks are one of the strongest ranking factors in SEO, acting as "votes of confidence" from other websites. When high-quality, authoritative sites link to your business, search engines see it as a sign that your content is valuable and trustworthy. For local businesses, getting backlinks from local directories, news sites, and industry-related blogs helps improve rankings and builds credibility. However, not all backlinks are created equal—spammy or low-quality links can do more harm than good. A strong backlink profile tells Google that your business is relevant and respected in its industry and location.

SEO - Google Reviews

Google Reviews play a critical role in local SEO rankings and customer trust. A steady flow of positive reviews signals to search engines that your business is reputable and provides good service. Reviews also impact click-through rates as potential customers are far more likely to choose a business with high ratings and strong customer feedback. Google prioritizes businesses with a high number of positive reviews in local search results, especially in the coveted "Map Pack."

Why do local businesses need SEO?

Local businesses need SEO to stay visible, attract more customers, and compete effectively in their market. When people search for services or products nearby, they typically rely on search engines like Google to find the best options. If your business isn't ranking in the top results, you're losing potential customers to competitors who are.

SEO helps local businesses by improving their online presence, ensuring they appear in relevant searches, especially in the Google Map Pack and organic search results. With the right SEO strategy—optimized content, strong backlinks, and positive Google reviews—businesses can increase their rankings, build credibility, and drive more website traffic, phone calls, and in-store visits.

In short, SEO is essential because it puts your business in front of customers exactly when they need your services. Without it, even the best businesses can go unnoticed online.