Local SEO Tips for the Holidays: How to Capture More Foot Traffic

A local retail customer shops on Black Friday

The holidays are a magical time, especially for local businesses. Shoppers are searching, exploring, and spending. But with more competition than ever, and online search behavior shifting toward hyper-local queries, you need a little extra marketing sparkle.

You need holiday-optimized local SEO.

Whether you run a boutique in Sherman Oaks, a fitness studio in Venice, or a bakery in Pasadena, local search visibility can dramatically boost your foot traffic and revenue during the busiest shopping season of the year.

Below are the top ways to give your business a festive boost in local search results during the holidays.

Why Local SEO Matters More Than Ever During the Holidays

Holiday shoppers are laser-focused. They want:

  • Gifts near them
  • Restaurants open now
  • Holiday events in their neighborhood
  • Local places with great reviews
  • Businesses with updated hours
  • The closest store with what they need right now

Searches like these surge dramatically in November and December.

  • “best holiday gifts near me”
  • “open Christmas Eve restaurant LA”
  • “Santa Monica toy store open now”

Local SEO ensures that shoppers not only find you, but choose you.

1. Optimize Your Google Business Profile for Holiday Success

Think of your Google Business Profile (GBP) as your business’s digital storefront: the wreath on your shop door, the hot cocoa smell drifting out into the street. It’s often the first impression customers get of you.

Update Your Holiday Hours

You want to avoid frustrating your customers, especially during the holidays. Google even highlights businesses with updated holiday hours, which builds instant trust.

Add hours for:

  • Christmas Eve
  • Christmas Day
  • New Year’s Eve
  • New Year’s Day
  • Any extended holiday shopping hours

Open late for gift shopping? Tell Google so your customers can stop by during extended hours.

Add Fresh Holiday Photos

Google loves active profiles.

Post photos of:

  • Holiday displays
  • Limited-time items
  • Festive décor (even a tasteful string of lights counts)
  • Gift bundles

Seasonal photos show customers (and Google) that your business is thriving, and ready for holiday action.

Use Google Posts for Seasonal Promos

Google Posts are free mini-ads inside your listing.

Use them to promote:

  • Holiday sales
  • Gift card specials
  • Catering menus
  • Extended hours
  • Events

Add a CTA like “Order Online,” “Call Now,” or “Get Directions.”

Update Your Categories If Needed

Adding temporary categories, such as the following, can help your visibility during the holiday surge.

  • “Gift shop”
  • “Holiday store”
  • “Seasonal items retailer”

2. Target Holiday-Specific Local Keywords

Holiday shoppers don’t just browse your website during the holidays, they search with intent. They’re looking for convenience, speed, and location. Local keyword updates help your business appear in high-volume seasonal searches.

Identify Local Holiday Search Terms

Examples include:

  • “Los Angeles holiday gifts”
  • “Holiday brunch near me”
  • “LA Christmas desserts”
  • “Last-minute gifts Pasadena”
  • “Holiday events in West Hollywood”

These are searches with purchase intent wrapped in urgency, like the perfect present waiting to be opened.

Add Local Keywords to Your Website

Update:

  • Homepage
  • Service pages
  • Product listings
  • Location pages
  • Blog posts

Add phrases naturally, like: “Looking for last-minute holiday gifts in Venice? Our shop has curated gift bundles ready for pickup.”

Use Hyper-Local Signals

Include neighborhood names, nearby landmarks, or cross streets. Example: “Located steps from The Grove. Perfect for holiday shoppers looking for unique gifts.”

3. Encourage Customer Reviews (’Tis the Season for Social Proof)

Online reviews matter all year. But during the holidays, they’re gold ornaments for your credibility. Shoppers choose businesses that feel trustworthy, reliable, and well-loved.

Here’s how to spark more positive reviews:

Ask at the Right Time

Ask customers right after:

  • Buying a gift
  • Picking up an online order
  • Dining in
  • Attending a class
  • Completing a service visit

Make the ask friendly: “Thank you for supporting our small business this holiday season. If you enjoyed your visit, we’d love a quick review!”

Make Reviews Easy with Direct Links

Include your Google review link on:

  • Receipts
  • Thank-you emails
  • QR codes near your register
  • Signs in-store

Respond to Every Review

Responding shows you care. Google rewards engaged businesses. Customers reward kindness.

Even a simple “Thank you! We’re so glad you enjoyed your holiday visit!” goes a long way.

4. Add Holiday Content to Your Website

Search engines love fresh, relevant content. Especially when it’s tailored to seasonal searches.

Create Holiday Landing Pages

Examples:

  • “Holiday Catering in Los Angeles”
  • “2024 Holiday Gift Guide – Los Angeles Edition”
  • “Where to Buy Holiday Desserts in Santa Monica”

These help you rank for high-intent local searches.

Publish Holiday-Themed Blogs

Post articles like:

  • “Best Places in LA for Holiday Photos”
  • “Top 10 Local Gift Ideas Under $50”
  • “Your Local Guide to Holiday Dining in Pasadena”

Think of holiday blogs as SEO stocking stuffers: small but surprisingly powerful.

Highlight Holiday Events & Specials

If you’re hosting events, tastings, workshops, or special menus, give them their own pages and add event schema markup.

5. Boost Local Visibility Through Backlinks & Partnerships

Winning the holiday season requires that you not only seen, but are also recommended.

Partner with Local Influencers or Bloggers

Gift guides, holiday shopping roundups, and “best of LA” lists can send quality traffic your way.

Join Holiday Markets or Community Events

Join holiday markets and community events, such as pop-ups, fairs, and artisan markets, where local listings often include backlinks that act like SEO candy canes.

Think:

  • Holiday pop-ups
  • Small business fairs
  • Local artisan markets

Collaborate with Neighboring Small Businesses

Collaborate with nearby small businesses through cross-promotions, shared giveaways, and gift bundles. It’s holiday cheer that boosts visibility, community, and backlinks.

Consider:

  • Cross-promotions
  • Shared giveaways
  • Gift bundles

6. Make Sure Your Mobile Experience Shines Bright

Most holiday searches happen on mobile, especially “near me” queries from people already out shopping.

Ensure Fast Load Times

A slow page is the holiday equivalent of Santa without Rudolph.

Simplify Menus, Checkouts, and Calls-to-Action

People browsing from their phones do not have patience for complicated navigation.

Make Click-to-Call and Click-for-Directions Effortless

One tap should get shoppers either calling you or heading your way.

Small SEO Tweaks Can Mean Big Holiday Wins

During the holidays, people want the best local options. And fast. With updated business listings, seasonal keywords, fresh content, and a sprinkle of holiday charm, you can make sure your business is the one they find first.

Local SEO is a simple, high-impact way to boost:

  • Foot traffic
  • Online orders
  • Customer trust
  • Repeat business

If you want help optimizing your Google Business Profile, refreshing your local content, or getting found by holiday shoppers, COLAB is here to help. Let’s make sure your business shines bright this season.

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