What Is Local SEO Strategy 2018 and Why Does It Matter

Local SEO strategy in 2018 focused on helping businesses rank in geographic-specific search results—the searches where location matters most. When someone searches "plumbers near me" or "coffee shops in Denver," local SEO determines which businesses appear in the map pack, local listings, and organic results. For agencies and web designers, this represented a significant opportunity because most small businesses were still neglecting their local presence online, even as Google pushed local results higher in SERPs and mobile searches became dominant. The core elements included optimizing Google My Business listings, building location-specific citations, earning local backlinks, and creating location-based content. Unlike traditional SEO that targets broad keywords nationally, local SEO tied businesses to their geographic service areas, which meant more qualified leads coming through the door with genuine intent to visit or hire locally.

Why this mattered for your agency's bottom line came down to client demand and recurring revenue. Local SEO work was sticky—once you helped a plumber, dentist, or law firm rank locally, they needed ongoing optimization because competitors were doing the same thing. You weren't just ranking a website once; you were managing their Google My Business presence, monitoring reviews, updating NAP (name, address, phone) information across directories, and responding to local feedback. This created monthly retainer relationships rather than one-time projects. Web designers could also bundle local SEO into their packages, adding genuine value beyond just building a nice-looking site. A beautifully designed website meant nothing if nobody could find it locally, so positioning yourself as someone who builds websites that rank locally became a real differentiator.

The practical execution in 2018 involved several concrete activities you could bill for. First, claim and optimize the Google My Business listing—this was non-negotiable and surprisingly underutilized despite being free. You'd ensure complete information, upload photos, add service areas, and set up posts. Second, build out local citations in relevant directories like Yelp, Apple Maps, Facebook, and industry-specific directories. The consistency of information across these platforms directly affected rankings. Third, target local keywords in on-page content and blog posts. Instead of just "web design," you'd optimize for "web design in Denver" or "Denver digital marketing agency." Fourth, develop a review strategy—you'd educate clients on how to ask for Google reviews and monitor review sites because review volume and ratings influenced local pack rankings significantly. Finally, build local backlinks by sponsoring community events, partnering with local organizations, or getting mentioned in local news.

For agencies specifically, packaging local SEO services became increasingly profitable because you could apply the same framework across multiple local clients in different industries. You didn't need to reinvent strategy for each client; you systematized the process.