As small and medium-sized businesses increasingly rely on location-based search to attract nearby customers, the demand for tailored local SEO solutions has grown significantly. For agencies and consultants aiming to meet this demand at scale, partnering with a local SEO reseller offers an efficient, behind-the-scenes solution.
But what exactly does a reseller take responsibility for? The role extends far beyond rankings; it’s a strategic function that supports visibility, credibility, and customer acquisition.
Conducting Location-Specific Keyword Research
One of the core responsibilities of a local SEO reseller is identifying the most relevant and competitive keywords for each client’s geographical area. These terms differ from national or global search trends and often require insight into regional behaviour, language nuances, and local competitors. Effective research lays the groundwork for everything that follows.
Optimising Google Business Profiles
A client’s Google Business Profile (formerly Google My Business) is central to local search visibility. Resellers are responsible for setting up, verifying, and continuously optimising these profiles with accurate NAP (Name, Address, Phone number) data, service categories, attributes, images, and regular post updates. This significantly boosts a business’s presence in the coveted local pack.
Managing Local Listings and Citations
Consistency across online directories and local listings helps reinforce trust in a business’s legitimacy. A local SEO service typically handles the submission and synchronisation of NAP information across platforms like Yelp, Bing Places, Apple Maps, and industry-specific directories. Any discrepancies can harm rankings, so regular audits and updates are vital.
On-Site Local Optimisation
While off-site signals matter, on-site elements play a crucial role. A reseller ensures that websites are optimised for local intent; this includes location-specific metadata, embedded maps, locally focused service pages, and schema markup. They may also advise on content strategies that incorporate local news or events to boost relevance.
Review Strategy and Reputation Management
Online reviews directly influence both rankings and customer trust. Resellers often set up systems for soliciting, monitoring, and responding to reviews on Google and other platforms. They may provide templated responses or integrate tools that automate the feedback loop, helping clients maintain a positive digital reputation.
Performance Tracking and Transparent Reporting
Resellers are expected to deliver ongoing reports that track key local SEO metrics, map pack rankings, traffic sources, call volumes, and conversion rates. These insights are essential for proving ROI and identifying opportunities for further optimisation. Reporting is typically white-labelled to preserve the agency’s brand in client communications.
A local SEO reseller acts as a specialised operational partner, taking on the tactical responsibilities required to help businesses succeed in location-based search, quietly but crucially supporting agencies behind the scenes.
