Key Points
- You don’t need a unicorn—just a provider that does the boring things brilliantly (profiles, reviews, content, tracking).
- “Proximity + relevance + prominence” drives local results; providers should be fluent in all three, not just link talk.
- Ask for a 90‑day plan with specific deliverables; avoid vague promises and guaranteed rankings (no one controls the algorithm).
- Measure outcomes (calls, bookings, direction requests), not just impressions or generic traffic. Let data lead decisions.
A quick story to set the mood
Saturday morning chaos: kid’s soccer at nine, a leaky kitchen tap, and my partner texting, “Can you book a haircut for 3?” (Sure—right after I invent time travel.) I pulled out my phone and did three “near me” searches: a plumber, a barbershop, and a bakery for post‑game treats. In less than ten minutes, I’d called the plumber, booked the haircut, and pre‑ordered croissants. What pushed me over the edge for each choice? Real photos, recent reviews that sounded like actual neighbors, accurate hours (including holiday notes), and websites that didn’t make me pinch‑zoom.
That’s the point. Local search isn’t abstract; it’s a hundred tiny signals nudging a busy person to choose you—right now. When folks ask how to select a local SEO company, I tell them to think like a customer first, then work backwards to the work.
What “local SEO” actually is (in human terms)
Local SEO tunes the signals that map and search systems use to pick winners in a specific geography. Three forces matter:
- Proximity: Are you physically near the searcher? You can’t outrank physics, but you can represent your service area clearly.
- Relevance: Do your categories, services, and content match the thing someone is asking for? (Yes, naming matters.)
- Prominence: Do people vouch for you? Reviews, citations, press mentions, and a site that looks alive.
Translate that into action and you get: a complete Google Business Profile (with correct categories, products/services, hours, and photos), consistent NAP across the web, useful location/service pages, a steady review habit, a few meaningful local links, and clean tracking to see what’s working. Nothing mystical—just good shopkeeping, online.
The green flags (signs you’ve found a trustworthy partner)
- They start with an audit. Categories, NAP inconsistencies, duplicate listings, on‑page gaps, review posture, Core Web Vitals. They show their homework.
- They speak “map pack.” They can explain how photos, primary category choice, and review velocity influence CTR and calls.
- They ship useful content. Not fluff. Location pages with local context, FAQs that reflect real calls, short case studies, and micro‑videos.
- They have a local link plan. Community sponsorships, partnerships, unlinked mention reclamation—not random DR 80 sites from nowhere.
- They measure outcomes. Calls, direction requests, messages/bookings. They set up UTM tags and call tracking (with dynamic numbers on the site only).
- They teach, not gatekeep. You’ll own your profiles, content, and data. No black boxes.
The red flags (learned the hard way)
- Guaranteed rankings. It’s a tell. Algorithms change; intent varies block by block. No one can promise a slot.
- 1,000 directory submissions by Tuesday. Quantity over quality is a time sink—and a clean‑up bill later.
- Private blog networks in disguise. “Partner sites” with thin content and identical templates? Hard pass.
- Vague monthly reports. Pretty charts, no actions. You want what was done, what moved, what’s next.
- One‑size‑fits‑all content. If their “city pages” are copy‑paste with {City} tokens, Google will yawn—and so will customers.
What a sane 90‑day plan looks like
Weeks 0–2: Foundations
- GBP overhaul: precise primary category, supporting categories, hours + holidays, products/services, messaging (if you’ll actually reply fast).
- Photo/video baseline (team, storefront, in‑progress work, before/after).
- NAP/citation cleanup: fix duplicates, old addresses, and key industry/local listings.
- Tracking setup: UTM tags, call tracking with dynamic number insertion on site; define conversions (calls over 30–60s, forms, bookings, directions).
Weeks 3–6: Useful assets
- Publish one standout location or service‑area page with local context, a map embed, and a short FAQ.
- Seed GBP posts weekly (offers, events, tips) and Q&A with real answers.
- Launch a simple review request flow (post‑purchase/job) and reply to all reviews—human, specific, brief.
Weeks 7–12: Authority & refinement
- Land 3–6 relevant local links via sponsorships, partnerships, or expert quotes.
- Publish two micro‑case studies (photos + outcomes + timeframes).
- Tighten internal linking, prune thin or duplicate pages, and iterate copy around rising queries in Search Console and GBP.
How to interview candidates (questions that reveal the truth)
- “Walk me through your first 60 days.” Listen for audits, GBP work, citations, content, review systems, and tracking. Beware generic “content + links.”
- “How will you measure success?” You want: leads and revenue, not just impressions. Bonus points if they segment calls, bookings, and directions.
- “Show me sample deliverables.” Reports, content examples, link logs (with context), review request templates.
- “What will we own?” The answer should be: everything. Profiles, content, data.
- “How do you build local links?” You’re looking for community‑first tactics, not mystery networks.
Pricing, scope, and realistic expectations
Budgets vary by competition and city density, but sensible packages often follow this shape:
- Setup month: audits, GBP overhaul, citation cleanup, tracking, one location page.
- Monthly: review requests + replies, GBP posts, one or two content pieces, 1–3 local link pitches, on‑page tweaks, and a report with actions.
Results? Quick wins can show in 2–4 weeks (CTR lifts from photos, better category choices, accurate hours). Bigger gains from reviews and links compound over 8–12 weeks. Remember, proximity affects everything—ranking grids shift block by block.
How to verify their work (so you’re not guessing)
- Analytics with UTM discipline. Separate “Organic” from “GBP clicks” using tagged links on your profile and posts.
- Call tracking that respects NAP. Dynamic numbers only on your site; keep your main number in directories.
- Conversion definitions. A call over 30–60s, a form submit, a booking, and “Get Directions.”
- GBP Insights + Search Console. Watch rising queries, photo views, and actions. If CTR tanks, your visuals or categories might be off.
- Map‑pack grids. Check visibility at a few points around town—not just your office ZIP.
Tiny real‑world examples (stealable)
- HVAC shop: Published a winter prep checklist and a 30‑second furnace filter video. Emergency calls got calmer; booked maintenance rose.
- Bakery: Added “half‑bake at home” as a profile product. Friday call volume spiked; the pickup line moved faster.
- Dental clinic: Replied to reviews with specific post‑visit care tips. Those replies rank for long‑tail queries and nudge anxious patients to book.
- Bike repair: Documented a same‑day tune‑up with before/after photos and a timestamp. Local groups shared it; weekday afternoons filled up.
The mindset that actually works
Local search rewards reliability over spectacle. Show real work, weekly. Keep your data tidy. Ask for honest reviews. Answer questions like a neighbor. Measure what matters and adjust slowly. Simple, not easy.
And yes—if you’re skimming this on a busy morning, here’s the short of it: the right local SEO company will make you look obviously helpful at the exact moment someone nearby needs help. That’s the whole game.
FAQ
Do I need separate pages for every city I serve? Only if each page has unique value—neighborhoods, photos, services, and FAQs. If it’s copy‑paste with a city token, consolidate.
How fast can results show up? Profile cleanups and better photos can lift CTR in a few weeks. Stronger moves—reviews and local links—compound over 2–3 months.
Are directories still worth the effort? The right ones are. Prioritize accuracy on major platforms plus industry and local listings people actually use.
What should I track first? Calls, bookings/messages, and direction requests, alongside page‑level conversions. Use UTM tags so you can attribute wins without guesswork.