How to do local SEO 2020

Local SEO in 2020 requires a foundation built on Google My Business optimization, consistent local citation management, and location-specific content strategy. Start by ensuring your Google My Business profile is completely filled out—this includes accurate business name, address, phone number, hours, categories, and high-quality photos. Google's algorithm heavily weights GMB completion and accuracy, so any inconsistencies across the web will hurt rankings. Post regularly to your GMB profile using the Posts feature to keep your listing fresh; Google appears to favor businesses that update this section weekly. Encourage clients to solicit reviews on Google specifically, as review count and recency directly influence local pack visibility. Respond to all reviews promptly, both positive and negative, since engagement signals matter to the algorithm.

Citation consistency became even more critical in 2020. Audit all mentions of your client's business name, address, and phone number across directories like Yelp, Yellow Pages, Apple Maps, and industry-specific platforms. These local citations serve as trust signals and help Google verify legitimate business information. Tools like Whitespark or BrightLocal can automate much of this work. Don't neglect schema markup—implement LocalBusiness schema on the website to help Google understand location details, and ensure NAP (name, address, phone) appears in the footer of every page. This consistency matters more than you might think.

Content strategy should address local search intent directly. Create location pages for each service area your client serves, but make sure these pages aren't thin or duplicated with only the city name swapped. Each location page needs unique value—local case studies, testimonials from that specific area, or details about serving that community. Optimize for local keywords naturally within your content, but also capture voice search queries that include "near me" variations. Backlinks remain important in local SEO, so build relationships with local business associations, chambers of commerce, and relevant local media outlets.

Finally, don't overlook Google Local Service Ads if your client's industry qualifies. This paid advertising product appears above the organic local pack and has become increasingly prominent. Combine all these elements—strong GMB presence, citation consistency, location-specific content, and schema markup—and you'll see measurable improvements in local rankings and qualified leads for your clients.