Local SEO Isn’t Rocket Science—Here’s the Real Playbook

Out of nowhere, it suddenly occurred to me that most small businesses don’t actually need a full-service SEO agency.

And I say that after working in SEO for over 10 years—more than 7 of which were at large, reputable agencies. Agencies can be valuable partners, especially for companies with complex needs, national reach, or large digital footprints. But for many local business owners, there’s often a better, more efficient option.

Here’s why: agencies typically operate within a fixed scope of work. That helps them stay organized and deliver consistent results—but it also means there’s less flexibility for custom needs. And sometimes, that can make it tough to get smaller, high-impact tasks done quickly, especially if they fall outside the initial agreement.

From my experience, the clients who saw the best results were the ones who gave us flexible hours to use strategically each month. That level of trust and adaptability led to stronger outcomes because we could focus on what mattered most at any given time.

So if you’re a small business owner wondering what to do next, here’s my honest recommendation:

You don’t necessarily need an agency. You need a consultant.

Someone local (or easy to reach), who gets to know your business and can work with you for 5–10 hours a month on a retainer. That person becomes your SEO strategist, website troubleshooter, content planner, and performance guide—all rolled into one.

If that sounds like a better fit, here’s what a simple but powerful local SEO strategy could look like:

(I'm using a Law Firm as an example, but this can be adapted to any small business)

1. Build a Lean, Focused Website

All you need is a professional site with a few key pages:

• Home
• About the Attorney
• Practice Areas (each with its page)
• Testimonials
• Contact Form or Scheduling Link

Keep it focused on your local area—mention your city, neighborhood, and service region. Any platform where you can build a simple site (WordPress, Wix, Squarespace, etc.) is fine. Nowadays creating a site is easier than it seems.

2. Set Up Google Business Profile + Legal Directories

Your Google Business Profile (GMB) is essential for local search visibility.

Next, get listed on key legal and local directories:

• Avvo
• Justia
• FindLaw
• Yelp
• Any reputable regional legal platforms

Make sure your Name, Address, and Phone (NAP) are consistent everywhere. Start collecting reviews regularly—it builds trust and boosts visibility across all platforms.

3. Add Helpful FAQ Content

Once your site and listings are in place and you’ve got a system for collecting reviews, start creating FAQ pages for each practice area.

Examples:

• /family-law-faq
• /immigration-faq

Think about the most common questions potential clients ask—or use tools like ChatGPT to brainstorm ideas. This kind of content helps with organic visibility and improves user experience.

That’s the core of it.

Seriously, that’s your local SEO foundation. From there, you can expand into other channels—social media, content marketing, etc. But if you’re starting fresh or cleaning up a current setup, this is a strong, strategic place to begin.

One bonus tip: consider creating referral systems with professionals in adjacent fields—CPAs, real estate agents, therapists, and other attorneys. These kinds of connections often generate better leads than any algorithm ever could.

Final Thoughts

There’s no one-size-fits-all solution to SEO. Agencies offer tremendous value in the right contexts, but if you’re a small business or solo professional, your best move might be working with a flexible, experienced consultant who can give you customized attention without the overhead.

If you have questions or want to talk through your specific situation, feel free to drop your question in the comments. I’m always happy to help point you in the right direction.

P.S. I’m putting together a growing directory of done-for-you organic marketing plans tailored for different types of small businesses. So far, I’ve built 16 unique plans—each based on real-world experience, insights from Reddit discussions, published case studies, and deep dives into what’s actually working out there.

You can explore them all here: 👉 [SEO Beyond Google: Small Business Directory]
(You'll just need to drop your email to get access.)

Whether you’re looking for inspiration or a practical roadmap, this might give you the jumpstart you need.