I got my first local SEO client
It got me thinking about a massive opportunity right now...
So I landed my first client.
It was a referral from my boxing coach.
The sale happened so naturally and organically I was surprised. (A testament to how much trust is built into a referral.)
In the upcoming newsletter I’ll share what the business is and how I’m going to grow it.
But for today, I’m going to share my thoughts on the local business opportunity I see right now.
The Local Businesses Advantage
If your business serves a local community, you have an advantage compared with big international brands.
A big part of that, is mainly because you’re overlooked.
Everyone is focused on AI and billion dollar tech startups.
Which means that there are less marketers working in the space. This increases the odds of successfully marketing your business, and beating the competition.
(That’s important with Google, since there can only be 3 businesses at the top of the map pack)
On top of that…
There’s money to be made with a local business. And local SEO is the best way to tap into that opportunity.
When someone needs an emergency dentist.
When someone needs to take their dog to the vet.
When someone wants to get a facial at a local med spa.
You best believe they’re going to search Google for the businesses that are close to them.
Yes, they might check TikTok for recommendations, but when it comes to local business, the ultimate deciding factor is Google Maps (and the Google Business Profile).
They’re going to browse reviews, check out photos, and most importantly they’re going to CALL to make an appointment and get their questions answered.
Phone Calls = Money
Picture this. You want to work with a local nutritionist because it's time you take your health seriously.
But what exactly do they do?
How much does it cost?
What's their approach like?
You don't want to fill out a form and wait 24-48 hours for a response. You want to speak with someone NOW and book an appointment to get your questions answered.
You want to speak with a real human.
And that's where local businesses have a massive advantage over big brands.
While Fortune 500 companies are replacing human touchpoints with chatbots and AI, local businesses can still pick up the phone.
When someone calls your local med spa, they're not getting transferred through three departments or stuck in an automated phone tree.
They're talking to Sarah at the front desk who knows exactly what services you offer and can book them an appointment for tomorrow.
That personal connection? It's becoming more valuable every day.
Think about it: when was the last time you called a big company and actually felt heard? Probably never.
But when you call Tony's Tire Shop, Tony himself might answer the phone. He remembers that you drive a Honda Civic and that your front tires were looking worn last time you were in.
That's the kind of experience that builds loyalty and drives referrals.
The "We're in This Together" Advantage
One of the biggest hurdles any business faces is building a clear persona.
You've got to do audience research, figure out who your ideal client is, understand their problems, and then create content that speaks directly to their pain points.
It's complicated. And expensive.
But local businesses? You get to skip most of that headache.
Your audience research is already done for you.
You're only targeting people in your geographic location. That's a demographic filter right there. But it's more than that—it's also a psychographic you automatically share with your customers.
You both live in the same place. You deal with the same weather, the same traffic, the same local politics. You probably shop at the same grocery stores and complain about the same potholes.
There's built-in persuasiveness in that shared experience.
Just think about how proud people get about their city's sports team. When the local team wins, everyone says "WE won!"—even though all they did was watch from their couch.
They weren't on the field. They didn't make the plays. But that emotional connection is real.
That same psychology works for local healthcare businesses.
The Bottom Line
While everyone else is chasing the latest AI marketing trend or trying to build the next unicorn startup, there's a massive opportunity hiding in plain sight.
Local businesses have built-in advantages that online businesses would kill for:
Less competition from savvy marketers
Customers who actually want to talk to a human
Automatic audience research and shared community identity
High-intent searches that convert into phone calls (and revenue)
The best part? Most local business owners don't even realize these advantages exist.
That's where the opportunity lies.
If you're a local business owner reading this, you're sitting on a goldmine. You just need someone who understands local SEO to help you tap into it.
And if you're a marketer like me, maybe it's time to stop overlooking the "boring" local businesses and start seeing them for what they really are: undervalued assets in an overcrowded digital world.
Either way, the local game is wide open right now.
The question is: are you going to play?
Next week, I'll share exactly how I'm planning to market my first local client and the specific strategies I'm using to dominate their local market. Stay tuned.
Warmly,
Nicholas