How to Handle Local SEO Without a Physical Address

Local businesses can significantly boost their online visibility by tapping into local search demand. 

This is because as much as 46% of all Google searches have local intent.

But some people assume that the benefits of local SEO are only available for brick-and-mortar businesses.

In reality, service businesses without a storefront can also capitalize on location-based queries with the right SEO strategy.

In this post, we’ll explain how to maximize your company’s visibility for local searches even if you don’t have a physical business location.

First, let’s quickly recap why local SEO is so vital.

Why Your Business Should Care About Local SEO (Even Without a Physical Address)

Optimizing for local search visibility should be a no brainer for any business that operates within a specific geographic area.

Here are some of the main reasons why.

Increased Visibility

Local SEO significantly boosts your visibility in search results for users looking for services in their local area. 

With so many Google searches being location-based, appearing in the search results for relevant local queries allows you to attract more customers to your business.

The fact is that consumers constantly use search engines to find nearby stores and service providers.

For example, in 2023, 21% of U.S. consumers used the internet to find a local business each day, while 32% did so multiple times a week.

Higher Conversion Rates

Location-based search queries are typically used by people with a strong intention to buy a product or service.   

Optimizing your online presence for local searches means you can tap into the demand of these ready-to-buy users.

For example, according to Google, 60% of mobile users contact businesses directly from the search results (such as using the “click to call” option).

Enhanced Trust and Credibility

A robust local SEO strategy can strengthen your brand’s reputation, attracting more customers and encouraging repeat business.

For example, customers are 2.7 times more likely to view a business as credible if it has a fully filled-out Google Business Profile with accurate details, photos, and regular updates (more on that later). 

This credibility is crucial for service-based businesses that rely on customer trust to secure jobs and contracts.

Maximize Local SEO Even Without a Physical Address

Struggling with local SEO because you don’t have a physical location? Our experts can help you optimize your online presence and connect with local customers. Request a tailored proposal today and start seeing results.

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5 Ways to Improve Local SEO Without a Physical Address 

Now let’s take a look at the steps you should take to handle your company’s local SEO despite not having a physical storefront.

1. Create and Optimize Your Google Business Profile

The single most impactful tactic for boosting your local search visibility is completing your Google Business Profile (GBP).

Google Business Profile (formerly known as Google My Business) is a free tool that lets you create and manage a listing for your business across Google Search and Maps. It’s designed to give search users a quick overview of your business, including details like opening times, customer reviews, and contact info.

For example, here’s what the Business Profile listing looks like for Katz’s Deli in NYC.

The good news is your business does not need a physical storefront to claim a Business Profile.

Here’s what Google says about the types of businesses that are eligible.

“You can have a profile if your business doesn’t have a physical address as long as you make in-person contact with customers. You can also have a profile if you’re a hybrid business that serves customers at your business address and visits or delivers directly to customers. You may also have a profile if you’re a service-area business that visits or delivers to customers directly, but doesn’t serve customers at its business address, like a plumber or cleaning service.”

When creating your Business Profile, it’s essential to fill it out with complete information about your business.

According to Google, customers are 70% more likely to visit and 50% more likely to consider buying from a business with a completed profile.

This means you should meticulously fill out every section of your profile, ensuring that all information is accurate, up-to-date, and reflective of what your business offers.

Here are a few key areas to focus on:

• Contact information: Include all relevant contact details such as your phone number, email address, and website URL so that potential customers can reach you easily.
• Business hours: Clearly state your operating hours. If your hours change seasonally or during holidays, make sure to update them accordingly to manage customer expectations.
• Services: Describe the services you offer in detail. This not only helps Google match your business with relevant searches but also informs customers about what you provide.
• Photos and videos: Upload high-quality images and videos of your business, products, or services. Visual content provides users with a richer understanding of what your business offers.
• Customer reviews: Urge customers to leave reviews and respond promptly to all comments. Keep in mind that around 96% of consumers read reviews for local businesses.

2. Develop Locally Relevant Content

Creating content that resonates with local audiences is essential for enhancing local SEO efforts. 

By focusing on topics that are relevant to the community you serve, you can attract more targeted traffic, engage nearby potential customers, and establish your business as a local authority.

Here are some strategies to consider:

• Local news and events: Share insights or commentary on local news, events, or issues. This can help your content appear in searches related to what’s going on in the local area. 
• Local guides and tips: Publish guides or articles that cater specifically to local interests or needs to encourage local engagement. For example, “Best Places to Eat Near [Location]” or “Tips for Homeowners in [City].” 
• Community involvement: Write about your business’s involvement in any community events, sponsorships, or charities. This not only boosts your local presence but also builds goodwill and trust among your audience.
• Customer stories and testimonials: Showcase stories or testimonials from local customers. This personal touch makes your brand more relatable to potential customers in the area.

Remember to incorporate local keywords throughout your location-based content. This could include mentions of city and neighborhood names, as well as local landmarks, events, and colloquialisms.

3. Create Landing Pages for Different Service Areas

Developing dedicated landing pages for the areas you serve is another way to increase your local search visibility.

These pages are a great place to house your location-based content and offers, and should include locally relevant contact information and calls-to-action (CTAs). 

It’s also a good idea to embed Google Maps on each of your local landing pages. Doing so allows users to see exactly where your business is located without having to leave your site to search for the address separately. It also signals to search engines that your business is genuinely located where your content claims it is.

When creating dedicated pages for different locations, make sure that each page is genuinely unique. Repeating the same page several times with only minor differences could lead to harmful duplicate content issues.

4. Ensure Your Site Is Optimized for Mobile

According to Google, at least 30% of mobile searches are related to location.

For this reason, it’s vital that your website is fully optimized for mobile devices. Mobile optimization involves designing your site so that it’s as easy to use on a smartphone or tablet as it is on a desktop computer.

Key ingredients of a mobile-friendly site include the following: 

• Responsive design: Your site should automatically adjust its layout, content, and functionalities to fit the user’s screen and device.
• Fast loading times: Your pages should load as quickly as possible. Users are 32% more likely to abandon your site if it takes three seconds to load versus one second.
• Accessible navigation: Mobile screens offer limited space, so you should ensure that menus are easy to access and navigate with a finger and that buttons and links are adequately spaced to prevent mis-taps.
• Prioritize local information: Placing essential information in a prominent position will make it easier for mobile users to quickly find what they need, such as your business address, contact number, and operating hours. Also, consider using click-to-call functionality for phone numbers to enhance user convenience.

5. Implement Structured Data 

Structured data (schema markup) can enhance your site’s visibility by giving search engines explicit clues about the meaning and context of your pages. 

Adding structured data to your local business website increases the chances of it appearing as a rich result in Google. Rich results are more visually appealing than standard search results and are designed to show key information at a glance. For example, a rich result might include reviews, ratings, or prices.

Like this:

Local businesses can especially benefit from using the ‘LocalBusiness’ schema. This allows you to present crucial details about your business in the search results, such as location, contact information, and business hours. However, whether or not your listings are presented as rich results is ultimately up to Google.

Maximize Local SEO Even Without a Physical Address

Struggling with local SEO because you don’t have a physical location? Our experts can help you optimize your online presence and connect with local customers. Request a tailored proposal today and start seeing results.

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Final Thoughts

The fact you operate a local business without a physical storefront shouldn’t deter you from making the most of local SEO.

Implementing the tactics mentioned above will help ensure our business remains visible in your local market.
Of course, if you’d like to outsource the responsibility of local SEO to a team of dedicated search professionals, don’t hesitate to reach out to us at HigherVisibility.