Online Discovery for Local Businesses

Let’s be honest—most of us “Google it” before we go anywhere. In fact, more than three-quarters of people check out a business online before they ever step inside. ¹ That means your digital presence isn’t some nice-to-have—it’s the front door customers see first.

Whether you’re running a small-town bakery, a busy dental office, or a little boutique tucked away on Main Street, people are looking for you every single day. The real question? Are you showing up where they’re looking?

This isn’t about fancy marketing speak or buying huge ads. It’s about making sure your business is easy to find and looks good when people do find it.

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1. Take Control of Your Google Business Profile

If there’s one thing you should do today, it’s claim your Google Business Profile. It’s free, it’s simple, and it’s often the first thing someone sees when they search for what you do.

Complete profiles—ones with photos, up-to-date hours, and detailed info—are far more likely to win clicks.²

Here’s the quick checklist:

• Claim your listing at google.com/business.

• Fill in everything: address, hours, phone, website, services, and photos.

• Add a short, clear description that includes your city or neighborhood.

• Post updates now and then. Think of it as your digital bulletin board.

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2. Make Sure Your Website Pulls Its Weight

Your website should be more than a digital business card—it should answer questions and invite people in. If it’s slow, clunky, or impossible to read on a phone, you’re probably losing customers before they even get started.

Most local searches happen on mobile, so speed and design matter.³

A few quick wins:

• Make sure it looks good on a phone and tablet.

• Keep contact info in plain sight.

• Use keywords that fit how people talk about your services locally.

• Shrink big image files so your site loads faster.

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3. Keep Your Details Consistent Everywhere

Imagine someone finds your address on Yelp, then it’s different on Google, and different again on Facebook. Confusing, right? Search engines hate that inconsistency too.

Keeping your name, address, and phone number (NAP) the same everywhere—right down to abbreviations—can help you show up more in search results. ⁴

Start by checking:

• Google, Bing, and Apple Maps

• Yelp, TripAdvisor, Facebook

• Local Chamber of Commerce or industry-specific listings

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4. Ask for Reviews—and Reply to Them

People trust other people’s opinions—sometimes more than your own advertising. Reviews are modern-day word-of-mouth, and they carry serious weight.

Almost 9 out of 10 people say they trust online reviews as much as personal recommendations.⁵

To make reviews work for you:

• Ask for them when customers are happiest—right after a sale or service.

• Make it easy: send a direct link to your review page.

• Respond to every review, good or bad. It shows you’re listening.

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5. Share Things That Matter Locally

Posting content isn’t about filling space—it’s about helping people. If your content answers questions or solves problems, people remember you when it’s time to buy.

And it doesn’t have to be fancy. A short article or a quick how-to video can be enough. ⁶

Ideas that work:

• A florist sharing “Five Easy Ways to Keep Flowers Fresh”

• A home repair service posting “How to Spot a Roof Leak Before It’s a Problem”

• A bakery sharing seasonal recipes for local ingredients

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6. Pick One or Two Social Platforms—and Stick With Them

You don’t need to be everywhere. Trying to post daily on five different platforms usually means you’ll burn out or post low-effort content. Instead, pick one or two where your audience already hangs out.

Social media works best when you use it to connect, not just promote. ⁷

Examples:

• Facebook for local event updates and special offers

• Instagram for photos, before-and-after shots, and behind-the-scenes moments

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7. Keep an Eye on the Numbers

Even simple tracking can help you figure out what’s worth your time. If something’s working, you double down. If it’s not, you adjust.

Free tools like Google Analytics, Google Search Console, and Google Business Profile Insights can show you how people find you and what they do next. ⁷

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Wrapping It Up

Getting found online isn’t about chasing every new trend—it’s about showing up where it counts and keeping your information fresh. Do that consistently, and over time you’ll notice more calls, more visits, and more customers.

Think of it like tending a garden—you plant the seeds, take care of them, and let the results grow.