Local SEO is similar to traditional SEO

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Keyword research: Identify keywords related to your services/products, location, and competition that your potential customers will search for.
Website Optimization: Create a mobile-friendly, responsive, and location-aware website. Optimize the page title, headings, internal/external links, meta descriptions, and content with relevant keywords.
Local listings: Create a detailed and active Google My Business profile and ensure consistency of information (name, address, phone) across online directories.
Reviews: Positive, authentic customer reviews, especially on your Google My Business profile that you respond to quickly, are key to gaining local dominance.
Backlinks: Get links from relevant local and facebook data industry sources to increase authority.
Content Marketing: Regularly share quality, location-focused content that answers your audience's questions and delivers value.
Advantages

Cost-effective: While SEO requires time and effort to research, identify opportunities, implement practices, and track results, the costs tend to be lower than paid search.
Trustworthiness: Organic search results are generally perceived by users as more trustworthy.
Long-term benefits: A well-optimized web presence can consistently attract organic traffic.
Disadvantages

Delayed results: Building authority and trust is a long-term process; significant results from SEO activities may take several months to show.
Dependence on algorithms and AI: Search engine algorithms, and now also LLM feeding AI-generated results, are constantly evolving, requiring ongoing optimization.
Competition: It can be difficult to gain authority and visibility for popular keywords, especially for local businesses in highly populated areas.