Why Location-Based SEO Matters (More Than You Think)
If you’re a small business owner trying to get found in Google, one of the best places to start is with your homepage SEO.
Your homepage is often the first impression a potential client gets—not just visually, but in search rankings too. And if you’re a local business, using the right homepage keywords (especially location-based ones) can make a huge difference in whether or not you show up in search results.
The good news? Most local businesses aren’t doing this well. Which means you have a major opportunity to stand out by making just a few strategic updates to your homepage.
In this post, I’m walking you through three simple ways to add location keywords to your homepage that can help improve your rankings in local search—without needing a ton of content or a full website overhaul.
Before I touch a single section of a client’s website, I start by opening an incognito window and Googling their service + location. Something like:
“Wedding photographer Portland Maine”
“Gluten free bakery in Seattle, WA”
“Event Planner in Beverly, MA”
This gives me a super clear picture of what we’re working with.
Are the top-ranking sites super polished? Are they outdated? Do they have 100+ blog posts, or just a couple of core pages?
It tells me:
- How competitive the local search results are
- What kind of content is ranking
- Where we need to level up to get noticed
And spoiler: most local business websites are super outdated (which means there’s room for you to stand out with just a few intentional updates).
So let’s talk about the three places you need to be using location keywords on your homepage if you want to improve your local SEO.
Want to See All of This in Action?
I break all of this down step-by-step in my new YouTube video:
Or, if you’d rather skip the DIY route and have someone help you optimize your site, you can always book an SEO Power Hour with me or reach out about a full website overhaul with SEO built right in from the start.
Either way—I hope this gave you a few easy wins to tackle this week.
1. Use Location Keywords in Your Headings + Body Content
This might sound obvious, but stay with me—there’s more to it than just tossing “Boston” into your hero section and calling it a day.
Here’s how I recommend breaking it down:
H1 Tag (Your Main Heading)
Your homepage should have one H1, and it should clearly state:
- What you do
- Where you do it
Example:
“Interior Design Studio Serving Burlington, Vermont and Beyond”
“Custom Cakes in Portland, Maine for Weddings, Birthdays + More”
If I have to scroll to figure out where you’re located? Red flag—for me and for Google.
Mention Secondary Locations
In the intro paragraph or a line under your heading, consider adding surrounding areas too.
“Serving Boston, Cambridge, Somerville, and the greater North Shore area.”
This helps you show up for more than just one city and gives search engines more context.
Weave It Into Your About Section
Instead of making your About section generic, ground it in your local story. Mention the neighborhoods you’ve lived in, your favorite local spots, or what you love about your community. This can help you naturally work in additional location keywords without sounding robotic.
2. Add Location Keywords to Your Page Title + Meta Description
These two fields don’t show up directly on your website, but they’re super important for how your site appears in Google search results.
You can usually edit them in your website builder’s SEO settings.
Page Title
This should be short, specific, and include your:
- Primary location
- Primary service
“Best Dog Walker in Boston, MA”
If your website is newer and your industry is super competitive you may want to go more specific with your location…
“Best Dog Walker in Somerville, MA”
Meta Description
Think of this as your first impression in Google. Make it clear and compelling, and include a few secondary locations if you have space.
“Need a Boston-based dog walker? Our business works with dog owners across the Somerville, Cambridge, the North End, and Southie.”
Hot tip: This is what shows up under your site title on Google, so make it count!
3. Don’t Sleep on Image Filenames + Alt Text
This one’s overlooked constantly, but it’s such an easy win.
Image Filenames
Before uploading images to your site, rename them with relevant keywords.
Example: burlington-vermont-brand-photography.jpg instead of IMG_3922.jpg
Alt Text
This is your chance to describe the image clearly (and accessibly). Bonus points if you can naturally include location keywords when relevant.
“Bride getting ready at a summer wedding in Burlington, Vermont.”
You don’t need to stuff location keywords into every image, but if it makes sense? Use it.
Pro tip: Compress and optimize your images before uploading (I use ImageOptim on my Mac). Google loves fast-loading sites, and image size is a big factor in that.
The Bottom Line?
If you’re a local business owner, your website should clearly say what you do and where you do it. Not once, not just in the footer—throughout your homepage (and the rest of your website).
It doesn’t have to be complicated. But it does need to be intentional.
