Local SEO Through the Lens of 9 Brains Philosophy

At 9 Brains Marketing, we approach Local SEO with the same natural wisdom that guides our "3 Hearts, 6 Legs, and 9 Brains" model—a strategy rooted in balance, movement, and purpose. Local SEO is not just a technical task; it’s a multifaceted approach requiring precision, emotional resonance, creativity, and strategic alignment. Our guide will help you navigate Local SEO using our Six Streams of Movement, ensuring your business thrives in local search.

What is Local SEO?

Local SEO optimizes your business's online presence to attract local customers through search engines, primarily Google. The goal is to improve visibility for location-based searches, enhance user trust, and drive more local traffic to your business.

The Role of Google Business Profile (GBP)

Google Business Profile (formerly Google My Business) is your business’s gateway to local search success. A well-optimized GBP is like the octopus's central brain—it coordinates visibility across search results, maps, and customer engagement tools. Key elements include:

  • Accurate business name, address, and phone number (NAP).

  • Strategic category selection.

  • Optimized business descriptions.

  • High-quality images and videos.

  • Consistent updates with posts, offers, and events.

  • Timely responses to reviews.

Service-Area Business (SAB)

For businesses without a physical storefront, such as contractors, cleaning services, or locksmiths, SAB settings on GBP allow you to define your service areas. This is vital for connecting with customers searching for services in specific locations.

Joseph Savard

Managing Director Joseph is the founder of
9 Brains
and has worked in AI for 10 years and applying AI to SEO Solutions

The Importance of Localization Pages

Localization pages act as the tentacles reaching your target audience. Each page should be highly specific to the location, combining:

  • Unique Content: Avoid duplicate content. Tailor each page to highlight services relevant to the specific area.

  • Local Keywords: Include phrases locals use, such as neighborhoods, landmarks, or regional slang.

  • Customer Stories: Showcase testimonials and case studies from clients in the area.

  • Structured Data Markup: Use schema.org to enhance search engine understanding.

Why Localization Pages Matter

Just as each leg of an octopus performs a unique function, each localization page strengthens your presence in a specific geographic area. When these pages are linked strategically, they form a robust network that improves your overall domain authority.

Optimizing Your Google Business Profile (GBP)

Step-by-Step GBP Optimization

  • Claim and Verify Your GBP:

    If not already done, claim your profile and complete verification. Use your legal business name and accurate details.

  • Fill Out Every Section: Fully complete all profile sections, including operating hours, business categories, and special attributes.

  • Add Service Areas: Define service areas for SABs, covering all target locations.

  • Post Regularly: Use GBP posts to share updates, offers, and news.

  • Encourage Reviews: Politely ask customers for reviews and respond promptly to all feedback.

  • Monitor Insights: Use GBP’s analytics to track views, search queries, and customer interactions.

Bonus Tip

Add UTM parameters to GBP links for detailed tracking in Google Analytics.

The Six Legs of Local SEO

Our Six Legs of Traction guide our Local SEO strategies:

  1. Objective Stream (Data-Driven Decisions): Use tools like Google Analytics, Search Console, and keyword planners to identify what works.

  2. Emotional Stream (Customer Connection): Optimize GBP with customer-friendly descriptions and stories that build trust.

  3. Critical Stream (Risk Assessment): Ensure all NAP details are consistent across platforms to avoid ranking penalties.

  4. Optimistic Stream (Fostering Growth): Explore opportunities like "near me" searches to reach new audiences.

  5. Creative Stream (Innovative Content): Develop engaging localization pages and GBP posts.

  6. Strategic Stream (Vision Alignment): Ensure Local SEO aligns with your broader business goals.

Advanced Local SEO Techniques

Leverage Backlinks

Partner with local businesses and directories to earn high-quality, locally relevant backlinks.

Engage on Social Media

Link social profiles to GBP and share location-specific content to enhance visibility.


Implement Geotagging

Optimize images with geotags to improve local search relevance.

By applying the principles of 9 Brains Marketing to Local SEO, you’re not just optimizing for search engines—you’re crafting an experience that resonates with your community. Embrace the complexity, align your strategy, and let every challenge become an opportunity to rise above. Together, we’ll navigate the waves of Local SEO success.

Ready to Make Your Brand Matter?

With 9 Brains Marketing, every service is designed to help your brand transition seamlessly from local communities to national conversations, creating lasting connections through thoughtful strategy and innovative thinking. Contact us today to learn more about our approach and discover how we can help you achieve both local and national success.

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