Standing out in the Motor City requires strategic efforts, especially in today’s digital-first world. In Metro Detroit’s innovative and competitive business environment, even outstanding businesses can struggle if they aren’t easily found online. Whether you operate a small pop-up shop or serve clients nationwide – local SEO ensures that your business appears when and where people are searching nearby.

If you’re a Michigan-based business trying to get a competitive edge in 2025 and keep up with Detroit’s transformation you’re in the right place. Local SEO will help customers find your brick-and-mortar location(s), drive traffic and increase revenue. Improve the visibility of your business and attract more customers in your back yard with these tips & tricks:

1. Claiming local listings
2. Optimizing your site
3. Leveraging social
4. Embracing uniquely Michigan things

Claiming Local Listings

Step one to getting your small business noticed using local SEO is claiming and optimizing your Google Business Profile (GBP). Formerly known as Google My Business (GMB), Google Business Profiles are the business listings you see on Google Maps (and map packs in search results). When claiming and optimizing your GBP and other local listings (like Bing Places and Apple Maps), it’s important to:

• Use the same name, address and phone number (NAP) across all listings
• Include high-quality photos of your business, products/services
• Encourage reviews and respond to them

Optimizing Your Site

If you have a website for your small-medium business (SMB), make sure to optimize it for local searches. Start by including cities, neighborhoods and landmarks in your content, titles & meta descriptions. Consider creating dedicated landing pages for specific locations and service areas. Avoid creating low-value doorway pages solely to rank on Google, as this can harm your site’s credibility.

If you don’t have a website, make sure to invest in a good one ASAP. A well designed, SEO-friendly and performant website is a must-have when it comes to being discovered online. It’s the hub that connects all your other marketing initiatives together.

Content Strategy

Creating locally focused content is a must for optimizing your website for local SEO. Focusing on content that’s relevant to the community will benefit your local SEO more than keyword stuff content with keywords for target cities. Try creating blog posts, videos, and/or guides that address topics such as:

• Industry trends in Metro Detroit
• Local events your business is participating in
• Guides for local attractions with industry-specific insights
• Interviews with local community leaders, influencers or businesses

Meta Data & Schema

When optimizing your website for local SEO it’s important to include geographic references (cities, states, neighborhoods etc.) in titles and meta descriptions. Title tags and meta descriptions are often the first thing potential visitors see on Google search results when your website shows up. Let them (and search engines) know your local by calling it out in your meta data. Lastly, using structured data markup such as schema allows you to include geographic information in meta data outside of just titles and meta descriptions. Implementing local business schema is particularly effective for optimizing small to medium-sized businesses (SMBs) for local search.

Backlinks

Acquiring backlinks from reputable local sites enhances your site’s perceived relevance and trustworthiness in local searches. Some methods for building high quality backlinks include:

• Joining a Chamber of Commerce
• Getting featured in local news
• Writing guest blog posts for local businesses
• Participating in community events
• Providing expert insights to local journalists
• Collaborating with local influencers and bloggers
• Partnering with non-profits

Additionally, it’s helpful to submit your business to credible directory sites such as Yelp and the Better Business Bureau. Often it’s better for SEO to focus on being listed in a few trustworthy directories than getting a citation from every directory on the internet. Check out my previous blog article on how to build backlinks in three easy steps for more tips!

Engaging on Social Media

Engaging with locals on social media platforms like Facebook, Instagram, TikTok (if it’s still legal?) and LinkedIn is a great way to get your business noticed. Tagging your location in posts, using locally focused hash tags and interacting with local followers is a great way to boost your visibility. While many social media platforms (such as Facebook) count as a local listing/citation, the impact of social media signals on SEO is questionable at best. But leveraging social media is still a great way to get your Detroit business found online regardless.

Embracing Uniquely Michigan Things

One of the most powerful ways to resonate with potential customers is to showcase what makes your business uniquely Michigan. As a Michigan business owner, you know that our state is unique – but also many regions, cities and neighborhoods within the Mitten have their own cultural considerations. While the automotive industry has traditionally dominated the Detroit market and overall state economy – there’s clear signs of diversification happening all around. Michigan auto industry jobs have decreased by 35% since the 1990s, and more recently changes at The Big Three have caused significant indirect job losses in Detroit too. Meanwhile, Amazon expanded their investments in Metro Detroit in 2021 and Apple just announced a Manufacturing Academy will soon be coming to the area.

The point is you want to embrace all things that make your business, location and community unique – without the stereotypes. Make sure to include hyper local references about your business’ location and the local community in your content, meta data and local listing descriptions. Embracing your local identity will build trust and make your brand more authentic in the process. In addition to hyper local content, you can try:

• Supporting local causes
• Sharing your origin story
• Featuring local content/imagery
• Celebrating local events & festivals

Get Your Detroit Business Noticed

Local SEO isn’t a magic solution to your marketing needs, but with ongoing effort it can completely transform your business. Utilizing these strategies can significantly improve your company’s online presence and visibility. It doesn’t matter whether you’re targeting customers in single neighborhood of Metro Detroit or expanding nationwide – local search is a great way to get found and grow your business. Just start with the basics – building and optimizing overtime. And of course, feel freel to reach if you’re looking for help with your local SEO!