If You’re Not Using Local SEO, You’re Losing Business—Here’s Why

Portland, United States - August 22, 2025 / Breakthrough Local /

Why Local SEO Might Be the Most Important Thing You're Not Doing (Yet)

In today’s digital world, where anyone can search for anything with a quick tap on their phone, standing out has never been more important. If someone needs a plumber, landscaper, or HVAC tech, they’re not flipping through the Yellow Pages. They’re pulling out their phone, typing in something like “best patio cover contractor near me”, and picking one of the top results — often without scrolling too far.

And here's the thing: if your business isn’t showing up in those top results, it might as well not exist — at least to the people who are actively looking for what you do.

That’s what makes Local SEO so powerful. It’s not just a marketing tactic. It’s how modern businesses — especially home-service companies — stay visible, trusted, and booked solid in their own backyard.

This guide is for business owners, managers, or even part-time marketers wearing 12 hats at once. Learn what Local SEO actually is in normal terms, why it matters more than you might think, and what simple actions you can take to start showing up where it counts.

So… What Is Local SEO?

In the simplest terms: Local SEO (Search Engine Optimization) is what helps your business show up when someone nearby searches for a service you offer.

It’s how you get found when a mom in your area searches “emergency electrician,” or when someone’s pipe bursts and they type “24/7 plumber near me.”

Local SEO is different from traditional SEO because it’s all about location. Instead of competing with businesses across the country, you’re focusing on people right in your neighborhood. The folks who actually need your help — and are ready to hire you.

It’s also what gets your business into that highly coveted Google Map 3-Pack — that little map with 3 businesses listed under it when you search for something local. Showing up there is gold. It boosts visibility, clicks, and calls like crazy.

Why Local SEO Should Be a Top Priority — Especially for Home-Service Businesses

You’ve got enough on your plate — so why should Local SEO be near the top of your to-do list?

Here’s why:

1. It connects you with people who are ready to hire — not just browse.

People searching local terms like “fence repair in Portland” or “pest control near me” usually aren’t just curious. They need help, and they need it soon. Local SEO puts your business in front of them exactly when they’re ready to call, click, or book.

2. It builds trust before you even say hello.

People trust what shows up on Google. A well-maintained Google Business Profile, packed with great reviews and recent photos, gives potential customers a solid first impression — before they ever speak to you.

3. It’s cost-effective.

Compared to traditional ads or billboards, Local SEO can give you way more bang for your buck. Instead of casting a wide net and hoping for leads, you’re focusing on your ideal customer: someone nearby who actually needs your service.

4. Your competitors might be sleeping on it.

A lot of local businesses still haven’t nailed their Local SEO. That’s a huge opportunity. Getting your profile in shape now can help you jump ahead of competitors who are still stuck on outdated marketing methods.

5. It brings in more phone calls, form submissions, and foot traffic.

Whether you’re a mobile-only business or have a storefront, Local SEO brings real-world results. It’s how customers find you. It’s how they choose you.

Local SEO vs. National SEO: What’s the Difference?

SEO isn’t one-size-fits-all. Knowing the difference between Local SEO and National SEO can save you time, money, and frustration.

National SEO:

Targets customers across a wide area — sometimes countrywide.
Focuses on broad keywords like “best HVAC systems.”
High competition (you’re going up against big brands).
Ideal for e-commerce or large online services.

Local SEO:

Focuses on nearby customers (your actual service area).
Prioritizes searches like “HVAC repair Boise” or “HVAC near me.”
More manageable competition — and faster wins.
Ideal for home-service pros, trades, and small businesses tied to a local market.

If you’re running a local plumbing company, landscaping crew, roofing business, or cleaning service, there’s no reason to try ranking for national terms. You don’t need millions of clicks. You need the right clicks — from people just down the road.

Your Google Business Profile: The MVP of Local SEO

If there’s one place to start your Local SEO efforts, it’s with your Google Business Profile (GBP) — formerly Google My Business.

This is the box that shows up when someone searches for your business name, or for something you offer. It’s got your hours, reviews, phone number, photos, a map — everything someone needs to decide whether or not to contact you.

And yes — people absolutely use it to make that decision.

Here’s how to optimize your profile (and avoid common mistakes):

1. Claim and verify it.

If you haven’t claimed your GBP, do it now. Google will send you a postcard with a code to verify you actually run the business.

2. Keep your info consistent and accurate.

Your name, address, and phone number (NAP) should match exactly across your website, listings, and social profiles.

3. Choose the right categories.

Select a primary category that best describes your main service (like “pest control service” or “gutter cleaning”). You can also add a few secondary categories — just make sure they’re relevant.

4. Write a real, honest business description.

This isn’t the place for fluff. Say who you are, what you do, and where you work. Mention your services and service area in a natural way.

5. Add great photos (and lots of them).

Photos of your crew, trucks, before-and-after shots — these all build trust. A profile with solid visuals gets way more engagement than one with just a logo.

6. Ask for reviews — and respond to them.

Happy customers? Ask them to leave a review. Then respond to everyone — even the bad ones. A calm, professional reply shows you care.

7. Use Google Posts to share updates.

You can post news, offers, photos, or reminders directly on your profile. It shows Google (and your customers) that you’re active.

8. Monitor the Q&A section.

People can ask public questions on your profile — and anyone can answer. Stay on top of these and answer them yourself to avoid confusion or misinformation.

9. Fill out your services in detail.

Don’t just list “plumbing.” Break it down: water heater installs, drain cleaning, leak detection, etc. This helps your listing match more search terms.

Your Website Still Matters (A Lot)

Your Google profile gets attention, but most people will still click through to your website before they call or fill out a form. So your site needs to:

Load fast and look good on mobile.
Match your business info exactly.
Clearly list your services and service areas.
Have strong local keywords in headlines and page titles.
Make it easy to contact you (click-to-call buttons are a must!).

Bonus tip: embed your Google Map on your site. It reinforces your location and helps Google understand where you operate.

Don’t Have Time for All This? That’s Where Breakthrough Local Comes In

If you're already juggling jobs, estimates, payroll, and everything else that comes with running a business — trying to learn SEO on top of that can feel impossible.

That’s where Breakthrough Local, a Local SEO Company, comes in.

This isn’t a one-size-fits-all approach. It’s about understanding your business, your market, and what you need to actually grow. From tightening up your Google profile to building out your website to show up in more local searches, the team here knows how to get you from buried in page four to front and center where the action is.