Indianapolis SEO: What to Do vs. What Not to Do for Local SEO
If you run a business in Indianapolis, your customers aren’t just searching online. They’re searching locally by typing phrases like “best coffee shop near me,” “plumber near Carmel,” or “marketing agency Indianapolis,” then choosing from the top results that show up.
That’s the power of local SEO, or search engine optimization. When it’s done well, it helps your business rise above the noise, reach nearby customers who are ready to buy, and show up exactly where people are searching. But when it’s done poorly? It can quietly hurt your rankings and limit your visibility in the Indy market.
In this post, we’re breaking down exactly what to do (and what NOT to do) for effective Indianapolis SEO, so you can strengthen your local presence and avoid the mistakes that cost businesses traffic, leads, and growth.
Why Local SEO Matters in Indianapolis
Indianapolis is home to a competitive mix of small businesses, fast-growing startups, contractors, restaurants, retail shops, and service providers. Whether you’re serving customers in Carmel, meeting clients in Fishers, or delivering services in Greenwood, people are using Google to find you.
Years ago, potential customers would likely pick up a phone book and be able to find your business listed in the yellow pages. The technology of today has dramatically shifted local search behavior. Customers now search using:
“Near me” keywords
Neighborhood and suburb names
Mobile searches while on the go
If your business isn’t optimized for local visibility, you miss out on the foot traffic, calls, and conversations going to your competitors. Strong local SEO in Indianapolis ensures your business shows up in map results, local packs, and neighborhood-specific searches where buying decisions are happening in real time.
What to Do for Indianapolis Local SEO (The Must-Do List)
If you want stronger rankings, more visibility, and more local customers, start with these must-do steps.
1. Optimize Your Google Business Profile
For local businesses, your Google Business Profile (GBP) is your most valuable digital asset. Keep your information accurate and up to date, including:
Your name, address, and phone number (NAP)
Normal business hours and any holiday hours
Services and service area
Add fresh photos, publish updates, and encourage customers to leave reviews. A strong Google profile helps you rank higher and makes your business more trustworthy.
2. Use Indianapolis-Specific Keywords
Geo-keywords help Google understand where you’re located and who you serve. Go beyond “Indianapolis” and incorporate:
Neighborhoods like Broad Ripple, Fountain Square, Irvington, etc.
Suburbs like Carmel, Fishers, and Greenwood
Landmarks or districts your audience recognizes
The key is using these naturally within service pages, blog posts, and metadata, and not forcing them or using them in a repetitive way. If you have the opportunity to add in a specific location, do it! But avoid saying “Irvington” 17 times in one paragraph, because you accidentally get dinged by Google by trying to stuff too many keywords into your blog.
3. Build Local Citations
Local citations help Google verify your business's legitimacy. Submit your information to:
Indianapolis-area chambers of commerce
Visit Indy or other business directories
Local directories and business associations
Make sure your NAP is consistent across every platform. Even minor mismatches can hurt your local rankings.
4. Create Locally Relevant Content
Local content gives your site authority and relevance. Try creating blog posts tied to Indy events or customer behavior, having location-specific services pages, and neighborhood guides or FAQs. Search engines reward contextual relevance, so the more localized your content, the better!
5. Leverage Customer Reviews + Reputation Management
Reviews influence visibility, trust, and conversions. Encourage your customers to leave reviews on Google, Facebook, Yelp, and any other industry-specific platforms. Responding to reviews, both good and bad, helps your ranking and shows your customers you're engaged.
6. Optimize for Mobile + Page Speed
Most local searches happen on mobile devices. If your website loads slowly or is difficult to navigate, visitors will quickly leave your website and move on to the next choice. Improving page speed and mobile responsiveness is one of the fastest ways to boost conversions and local SEO performance.
What NOT to Do for Indianapolis Local SEO (Common Mistakes to Avoid)
These common mistakes can seriously hurt your visibility, even if your intentions behind using them are good.
1. Do NOT Keyword-Stuff with “Indianapolis” Everywhere
People used to cram “Indianapolis” into every other sentence on their website, thinking it improved their rankings. Today, Google penalized this. Use your geo-keywords thoughtfully. Natural, meaningful usage always wins.
2. Don’t Create Thin Location Pages
Copying the same service page and having swapped in a different city name be the only change you make will damage your credibility because Google sees this as duplicate content. High-quality location pages need unique value, helpful info, and neighborhood-specific details.
3. Avoid Inconsistent Business Information
If the phone number for your business is different between Yelp and Google, or if your address changed but your listings didn’t, your rankings will slip. Customers could end up unable to contact you because of an incorrect phone number, or give up trying to find where you’re located if you have different addresses listed. Consistency matters more than most businesses realize. Be sure to update all platforms with an accurate NAP.
4. Don’t Ignore Negative Reviews
Silence can be interpreted as acknowledgement or worse, indifference. Address negative reviews with professionalism, clarity, and solutions. Google rewards active engagement, and customers appreciate transparency.
5. Do NOT Buy Backlinks
Buying links is a fast track to penalties. Instead, earn local links through partnerships, sponsorships, interviews, and Indianapolis events. Authentic relationships lead to trustworthy backlinks.
6. Don’t Skip Tracking + Analytics
Guessing isn’t a strategy. Track Google Business Profile insights, Google Search Console data, and your top-performing keywords. Businesses that measure always outperform those that assume.
Indianapolis SEO Strategies That Give You a Competitive Edge
If you want to go beyond the basics, here are the tactics that help your business stand out in a competitive Indy market:
Create hyperlocal content like neighborhood guides, local FAQs, or even-based blog posts.
Partner with Indianapolis creators, influencers, or community organizations for collaborations.
Build local backlinks through sponsorships, volunteer events, or industry partnerships.
These strategies add depth, credibility, and long-term value to your local SEO efforts.
Great Indianapolis SEO isn’t just about doing the right things. It’s also about avoiding the wrong ones. When you follow best practices, stay consistent, and focus on long-term optimization instead of quick fixes, your business builds visibility that lasts.
Whether you’re serving customers downtown, in the suburbs, or across Central Indiana, strong local SEO ensures the right people find you at the right time.
Ready to strengthen your SEO in the Indianapolis area?
Stillwell+Co helps Indianapolis businesses get clear, confident, and strategic about their local SEO.
If you want to improve your rankings, attract more local customers, or understand where your SEO stands today, we can help!
Book a strategy call or request a free SEO audit with us. Let’s help your business show up where it matters most.
