I still remember the first time I spent hours optimizing my site for Google Maps—updating every obscure setting and crafting pages for every suburb from Lebanon to Springboro. Then, when the results trickled in, I realized some tactics paid off while others felt like tossing coins into a wishing well. If you’ve ever wondered if all this local SEO stuff is worth your time for your Ohio business (or if you’re just searching for a smarter strategy in 2025), grab a coffee. I’ve crunched the numbers, checked the competition, and I’m not shy to share what really worked (or what made me scratch my head).
Learning from the Competition: Real Numbers, Real Surprises
When I first considered investing in local SEO for my Ohio business, I made a classic mistake. I obsessed over ranking #1 for the most obvious keywords. Big mistake.
What changed my approach? I got nosy about my competition.
What's Really Driving Their Traffic?
I decided to look up my top competitor in Lebanon (and later another in Mason) to see what was actually bringing them web traffic. The results shocked me.
Using SEMrush (though Keywords Everywhere works too), I analyzed their traffic sources. Guess what?
- 36% of their traffic came from branded searches—people typing their business name + location
- A whopping 60-70% total traffic came from people who already knew who they were
- Only 6% came from primary service keywords I'd been obsessing over
This completely shifted my perspective. I'd been planning to create dozens of location pages targeting every suburb around Springboro, Lebanon, and Mason. But was that really the best use of my resources?
The Keywords That Actually Matter
Here's the thing about local SEO that nobody tells you—the keywords driving actual business aren't always the obvious ones.
In my research across several med spas in southwestern Ohio, I discovered Google Maps visibility drove far more new leads than fancy blog posts or location pages. Go figure!
"If you know that on average your web pages convert 4% of the time... is it in your best interest to create a page?" – Chris Palmer
That quote hit me hard. Let's do some simple math:
- If a keyword gets 40 clicks/month and costs $12 per click via ads
- Your pages convert at the average 4% rate
- That's just 1-2 conversions monthly from a page that might take weeks to rank
Is that worth the investment? Sometimes yes, sometimes no—but at least now I had real data to decide!
How to Legally "Spy" on Your Competition
Want to do this yourself? It's surprisingly easy:
- Identify your top local competitor in places like Lebanon or Mason
- Use SEMrush or Keywords Everywhere to analyze their traffic
- Look specifically for branded vs. non-branded terms
- Note which service+location terms actually bring them traffic
Just remember—the goal isn't to blindly copy competitors. It's to understand where they're actually getting results and decide if similar approaches make sense for your business.
In my case, I completely reallocated my resources based on these findings. Instead of chasing low-traffic keywords across dozens of Ohio suburbs, I focused on building brand recognition and optimizing Google Maps presence—where the real action was happening.
Don't Just Build Pages—Calculate If They're Worth It
I fell into that trap. You know the one - creating endless location pages because "that's what you do" for local SEO. "Mason hair removal," "Springboro HVAC," "Lebanon pest control" - I was building them all without stopping to ask a simple question: was it actually worth it?
Let me break down what this actually costs:
- Page creation: About $40 (and that's being conservative)
- Basic SEO optimization: Another $50
- Link building: At least $100 per page
That's $190 minimum per location page - and I haven't even factored in my own time! As a business owner, I had to get real about the math.
The Brutal Math of Local Pages
Here's what I learned the hard way. If I'm selling a $500 service, and a new location page only brings in 1-2 extra customers per year... sometimes it's just not worth it.
"My own pages sometimes took hours to write and promote, but only moved the needle when the keyword brought real traffic."
I had to ask myself with brutal honesty - could my time and money be better spent elsewhere? Often, the answer was yes.
Every Ohio Town Is Different
What's fascinating? Even nearby towns can show completely different ROI. A page targeting Mason might bring in consistent business, while one for Springboro (just minutes away) barely registers a blip.
For example, my Lebanon page converted at 4% while Deer Park was under 1%. Same service, same distance from my business - wildly different results.
Calculate Before You Create
Before you build your next location page, do this quick analysis:
- Check what traffic you might realistically get (tools like SEMrush can help)
- Calculate your total investment (page creation + optimization + links + YOUR TIME)
- Estimate conversion rate (be conservative)
- Multiply by your average service value
Is the math favorable? Great! If not... put your resources elsewhere.
The Hidden Cost We All Forget
The biggest mistake I made? Ignoring the opportunity cost of my own time. Those hours spent creating a page for "Iverness window cleaning" could have gone toward building better systems, training staff, or just taking a break!
Ask yourself: What else could I do with these 5-10 hours that might bring a better return?
Sometimes the smartest strategy isn't creating more pages - it's making your existing ones work harder or focusing on the locations that already show promise.
When to Bet Big on Google Maps (And When Not To)
I've seen it firsthand in my Ohio business journey - some local companies in Springboro absolutely crush it in the Google Maps "Map Pack" while others barely make a dent. The difference in lead generation is night and day.
How I Figured Out If Maps Was Worth My Investment
Last year, I was debating whether to pour resources into my Google Business Profile or focus elsewhere. The answer wasn't obvious at first.
So I did what any curious business owner would do - I stalked my competition. Not literally, of course! 😉
Using SEMrush (though any similar tool works), I analyzed top competitors in Mason and Lebanon. The results were eye-opening.
"This tells you that whatever your keywords are... you're probably doing something different than what I'm showing, but what I am showing you is that when you put in your leading competition… you can see that the traffic that's coming in for this keyword is because they're in the map pack." – Chris Palmer
When to Double Down on Maps
After digging through the data, I discovered three scenarios where investing in Google Maps makes absolute sense:
- When your competitors dominate the Map Pack - If they're getting significant traffic from Maps for your target keywords, that's where the customers are looking.
- For hyper-local services - Especially in smaller Ohio towns like Lebanon and Springboro where "near me" searches are common.
- If you serve multiple areas - Being in the Map Pack for "Med Spa Lebanon" can drive more awareness than a dozen blog posts.
I found that optimizing my service areas, consistently posting updates, and aggressively pursuing reviews moved the needle significantly in Mason.
When Maps Might Not Be Worth It
But here's the thing - Maps isn't always the golden ticket. I learned this the hard way.
If your main competitors' traffic is mostly from:
- Direct name searches (brand recognition)
- Services different from what you're targeting
- Organic search results below the Map Pack
Then you might want to reconsider your approach.
The Surprising Reality Check
One thing that shocked me? Sometimes the most clicked service isn't what I expected!
For example, one Springboro business I studied ranked for "med spa" but got most of their traffic from "botox treatments" - which wasn't even their main service!
Check the actual search data before investing. I've seen businesses in Lebanon dominate by focusing on very specific service+location combinations rather than generic terms.
Bottom line: if your competitors are killing it in the Map Pack with similar services to yours, that's where you need to be. But if not, your marketing dollars might be better spent elsewhere.
Wild Card Wisdom: Making the Final Call (Plus, a Tangent on Mailers)
I've spent way too many hours going down the SEO rabbit hole for my Lebanon hardware store. And if there's one thing I've learned? There's no magic formula.
Seriously. Some days I feel like throwing my laptop out the window.
Reverse-Engineer What Actually Works
Here's my honest take: stop chasing what everyone says you "should" be doing. Instead, I've found success by reverse-engineering what's already working in my specific market.
As SEO expert Chris Palmer points out:
"This gives us another clue... what other type of marketing are they doing? Are they dropping mail? Are they running PPC?"
That's the million-dollar question right there! When my competitor in Springboro was suddenly crushing it online, I did some digging. Turns out they weren't just ranking on Google—they were dropping direct mail pieces all over town.
Old-School + New-School = Smart Business
Here's something weird I discovered by accident: those "outdated" marketing tactics can actually supercharge your SEO efforts. How? By driving branded searches.
When people see your flyer, postcard, or newspaper ad, they don't always call the number. Many grab their phone and Google you instead.
Those branded searches? Pure gold for your SEO juice.
The Mason Flyer Miracle
Quick story: My friend Julie runs a small bakery in Mason. Last summer, she was struggling to get traction online despite having a beautiful website.
Her solution wasn't some fancy SEO package. She printed 5,000 colorful flyers highlighting her website URL and distributed them at community events.
The result? Her branded search traffic doubled within three weeks. Her Google Business Profile views shot up 78%.
It wasn't rocket science—just smart, local marketing that acknowledged how Mason residents actually discover new businesses.
Final Thoughts: Stay Nimble, Stay Local
What works in Cincinnati might flop in Springboro. What drives traffic in Lebanon could be crickets in Middletown. Each Ohio community has its own quirks.
My biggest advice? Test both digital and traditional approaches, then double down on what delivers results for YOUR specific situation.
Sometimes that means embracing seemingly contradictory strategies—like using paper mailers to boost digital performance.
The SEO landscape keeps shifting, but understanding your local market never goes out of style. And that, my fellow Ohio business owners, is something I wish someone had told me years ago.
Has your business found success with an unexpected marketing approach? I'd love to hear about it in the comments!
TL;DR: You don’t have to guess where your local SEO dollars are best spent—look at what’s actually driving clicks for your local competitors, then focus your resources there.
