Online marketers optimize websites for different audience segments. But in an attempt to target everyone, some end up speaking to no one. If you want your target customers to find your business easily, you should embrace local SEO.

Local SEO is the perfect solution if you’re testing the waters. It increases your online presence, which leads to more traffic. Going local means defining your target audience not only according to their needs, but their location as well. If you have a brick and mortar store, an enhanced local SEO strategy influences customers’ decision to visit you.

The importance of Local SEO has never been more emphasized with Google’s Pigeon update. This is the algorithm that optimizes the search engine to provide more relevant local search results.

How to Up Your Local SEO Game

It’s fairly simple. All you need is better SEO services and some common sense. Many marketers tend to overlook the necessary details because they’re too absorbed with the bigger picture.

First off, you need to optimize your Contact Us page. Your NAP (business name, address and phone number) should be consistent across all web pages or online platform, especially social media. Why is this important? Let’s use restaurants as an example.

Think of customers looking for a pizza delivery service – what’s the first thing they’ll look for online? The delivery number of a pizza place. If the information is not consistent, customers may feel frustrated and no longer refer to the site in the future. This is why optimizing NAP should be part of a local SEO strategy for restaurants.

Other than using Facebook and Twitter, Google+ also increases your chances of being found online. Google+ pages and posts usually appear in organic results. You should also use the social platform that most of your local audiences use. If they use Pinterest, you should use it, too. Don’t leave out the ratings and citations. Many businesses in the hospitality industry consider customer ratings one of the essentials for their digital marketing strategies—take SEO for hotels as an example.

This is how you can explain local SEO to your clients. It’s the baby steps if you want to concentrate on a defined group of customers.