How to Leverage Local SEO for Coworking Spaces: An SEO Playbook

If you run a coworking space, you already know how exciting—and challenging—it can be. You’ve got a diverse group of freelancers, startups, remote workers, and small businesses all looking for a flexible, collaborative place to work. But how do you make sure these potential clients can find you? That’s where Local SEO comes in.

Local SEO (Search Engine Optimization) is all about making your coworking space visible to individuals searching for a place to work in your area. When done right, it can drive more foot traffic, attract long-term memberships, and help you stand out in an increasingly crowded market. In fact, according to Google, over 46% of all searches have a local intent—meaning people are specifically looking for something “near me” or in a specific city or neighborhood. For coworking spaces, these localized queries present a golden opportunity to connect with new customers who are ready to sign up and show up.

Why Local SEO Matters for Coworking Spaces

Before we jump into the nitty-gritty, let’s talk about why Local SEO is so crucial for coworking spaces in particular.

1. High Local Competition: Coworking spaces are popping up everywhere. According to research by the Global Coworking Unconference Conference (GCUC), the number of coworking spaces worldwide has been growing steadily by around 10-15% each year. In cities with booming startup scenes or large numbers of remote workers, local competition can be stiff. Local SEO can help you stand out in a crowded field.
2. Location-Specific Demand: Many people searching for a coworking space have specific criteria: they want something within walking or biking distance, near transit stations, or close to certain neighborhoods. Local SEO ensures that you appear prominently for those location-based searches, making you more likely to attract individuals who are ready to lease a desk or rent a conference room.
3. Immediate Customer Intent: When someone searches for a coworking space near them, they’re often close to making a decision. These are high-intent customers looking to sign up right away or schedule a visit. By ranking well for local searches, you can meet them right at their moment of need.
4. Community Building: A strong local presence helps position your space as a community hub. Coworking thrives on connection and collaboration. Appearing in local listings, events pages, and community forums can make your space seem more welcoming and visible, encouraging even more locals to check you out.

Understanding Local SEO Basics

Local SEO is similar to traditional SEO in many ways, but it has some unique elements designed to connect users with businesses in their immediate area. Here are the main factors that affect your local rankings:

1. Relevance: How closely your coworking space matches what a user is looking for. For example, if someone searches “coworking space with private offices,” Google will try to serve results that mention private offices.
2. Distance: How close your business is to the location used in the search (this could be the user’s device location or a specified city name).
3. Prominence: How well-known and reputable your coworking space is, both online and offline. This often includes factors like review scores, backlinks from credible sources, and social media mentions.

In the sections to come, we’ll dive deeper into how to optimize each of these factors.

Building Your Google Business Profile

When you think of Local SEO, the first tool that should come to mind is Google Business Profile (formerly Google My Business). This platform is vital for showing up on local search results and Google Maps. If you don’t have a Google Business Profile for your coworking space yet, make that your top priority.

Step 1: Claim and Verify Your Listing

• Create or Claim: Go to google.com/business and create a listing for your coworking space if it doesn’t exist. If one already exists, claim it to ensure you can manage and update the listing.
• Verify: Google will usually send you a postcard with a verification code to your business address. Make sure you promptly complete this step to gain full control of the listing.

Step 2: Optimize Your Profile Information

• Name, Address, and Phone (NAP): Keep your business name consistent with your official branding. Provide your physical address and phone number in a standard format. If you have multiple coworking locations, create separate listings for each one.
• Category: Select “Coworking Space” as your primary business category. You can also add relevant secondary categories (e.g., “Office Space Rental Agency,” “Event Venue”) to attract different kinds of searches.
• Description: Write a concise but detailed description of what makes your space unique. Mention specific amenities like high-speed internet, coffee bars, private meeting rooms, and networking events.
• Hours of Operation: Be accurate. If you offer 24/7 access, indicate that. If you only staff the front desk during certain hours, specify those, too.
• Photos and Videos: High-quality visuals are key. Include images of your lobby, coworking areas, meeting rooms, and community events. Show happy people using your space—it resonates more than empty rooms.

Step 3: Encourage and Respond to Reviews

• Request Reviews: Ask your members to leave reviews on Google. You can send a friendly email with a direct link to your Google Business Profile.
• Respond Promptly: Always reply to reviews—both positive and negative. Thank members for their feedback and address concerns in a polite, solution-focused manner.

A properly set up Google Business Profile can dramatically improve your local search visibility. It can also serve as the first impression for many potential members.

On-Page Optimization for Coworking Websites

While your Google Business Profile is crucial, you shouldn’t ignore the basics of on-page SEO for your coworking space’s website. Search engines look at signals on your website to determine how relevant your business is for local searches.

1. Title Tags and Meta Descriptions
   • Include local keywords like your city name or neighborhood in your title tags. For example, “Coworking Space in [City Name] | [Brand Name].”
   • Write meta descriptions that summarize what users can expect. For instance, “Looking for a modern coworking space in downtown [City]? We offer flexible memberships, private offices, and community events to help you thrive.”
2. Header Tags (H1, H2, H3)
   • Use an H1 tag that clearly states the purpose of the page: “Welcome to [Brand Name] – A Coworking Space in [City].”
   • Use subheadings (H2, H3) to organize information about amenities, pricing, membership plans, and location details.
3. Local Content
   • Dedicate a page on your site specifically to local information. Talk about the surrounding neighborhood, transit options, and nearby restaurants or coffee shops.
   • If you have multiple locations, create a unique landing page for each location, ensuring each has unique content and location-specific keywords.
4. NAP Consistency
   • Make sure your Name, Address, and Phone number are consistent across your website. Place them clearly in the footer or on a “Contact Us” page.
5. Mobile-Friendly Design
   • Over half of local searches happen on mobile. Ensure your website is responsive and loads quickly on mobile devices.
   • According to Google, a 1-second delay in mobile page loading can reduce conversions by up to 20%. For a coworking space, that could mean losing a potential long-term member to a competitor.

Local Keyword Research

Keywords are crucial for ranking in local searches. You want to find terms that blend coworking-related phrases with your geographic location.

1. Start with Core Terms
   • Think about what people might type into Google: “coworking space,” “shared office,” “meeting room rental,” “flexible workspace.” Combine these with local terms like “[City Name],” “[Neighborhood Name],” or “near me.”
2. Use Keyword Tools
   • Tools like Google Keyword Planner, SEMrush, or Ahrefs can give you ideas about search volume and competition. Focus on keywords that have decent search volume but aren’t overly competitive.
   • Look for long-tail keywords like “24/7 coworking space in [City]” or “affordable private office near [Neighborhood].”
3. Optimize for Voice Search
   • Voice search is becoming more popular with devices like Google Home and Amazon Alexa. People often use natural language when speaking, so consider phrases like “Where can I find a coworking space with parking in [City]?”
4. Include FAQs
   • On your website, create an FAQ section that includes questions in a conversational style: “What amenities does [Brand Name] offer at its [City] location?” This approach can help you rank for voice searches and question-based queries.

By incorporating these localized and long-tail keywords naturally throughout your site, you’ll increase your chances of ranking highly for specific, high-intent queries.

Local Citations and Online Directories

Citations are online mentions of your business name, address, and phone number. They act as trust signals to search engines, confirming that your coworking space is a legitimate local business. You can build citations on:

1. Local Business Directories
   • Yelp, Yellow Pages, Foursquare, Bing Places, and TripAdvisor are common general directories. Make sure your business information is 100% consistent across all these platforms. Inconsistent details like different phone numbers or abbreviations (e.g., “Street” vs. “St.”) can confuse search engines.
2. Coworking-Specific Directories
   • There are specialized platforms like Coworker.com, Deskmag, and ShareDesk. Listing your space here not only boosts your Local SEO but also puts you directly in front of potential customers who are actively searching for coworking options.
3. Chamber of Commerce and Local Associations
   • If your city has a Chamber of Commerce, consider joining. Many local business associations have an online directory that offers valuable backlinks and increased visibility for members.
4. Event Platforms
   • Host events in your coworking space and list them on Eventbrite or Meetup. Each event listing can include your business details, further building your local presence.

Building these citations may feel tedious, but the payoff can be significant. You’re reinforcing to Google that you’re a real, credible coworking space in your specific location.

Reviews and Reputation Management

People want to know what current or past members think of your coworking space. Reviews don’t just influence potential members—they also impact your Local SEO rank. A study by BrightLocal found that 77% of consumers always or regularly read reviews for local businesses.

1. Encourage Positive Reviews
   • Ask happy members to leave a review on Google, Yelp, and other platforms. Provide a direct link to simplify the process.
   • Consider placing a small sign or poster in your lobby reminding people to review their experience.
2. Address Negative Feedback
   • If you get a negative review, respond politely and offer to make things right. This shows both the reviewer and potential new members that you care about your community.
3. Showcase Testimonials on Your Website
   • Display snippets of user reviews or testimonials on your homepage or dedicated testimonial page. Social proof goes a long way in convincing new visitors to join.
4. Leverage User-Generated Content (UGC)
   • Encourage members to share photos or experiences on social media using a branded hashtag. When people see others enjoying your space, they’re more likely to come check it out themselves.

Keeping a constant pulse on your online reputation can help you catch issues early, whether it’s a billing complaint or a comment on the cleanliness of your restrooms. Addressing these problems quickly can turn a negative review into a neutral or even positive one.

Content Marketing with a Local Focus

A great way to set your coworking space apart is by creating high-quality, locally relevant content. This not only helps with SEO but also positions you as a thought leader in your local business community.

1. Local Guides and Resources
   • Write blog posts about local amenities, “Best Coffee Shops in [City/Neighborhood] for Your Next Meeting,” or “Where to Host a Networking Event in [City].”
   • By including location-based keywords, you can rank for those queries and attract local professionals who might need a workspace.
2. Community Spotlights
   • Interview local businesses, successful entrepreneurs in your coworking community, or local artists. Showcase their stories on your blog or social media.
   • This kind of content fosters community spirit and encourages these individuals to share your posts, widening your reach.
3. Events and Workshops
   • Host workshops, hackathons, or networking events at your coworking space. Post event recaps or previews on your blog.
   • Include keywords like “[City] networking event” or “startup workshop in [City]” so you rank for those event-based searches.
4. Video Tours and Virtual Open Houses
   • Create short videos that offer a tour of your space. Not only does this help locals see what they’ll be getting, but video content can also boost engagement on social platforms.
   • Optimize the video title and description for local keywords, and share it on YouTube (the second-largest search engine).

The key to content marketing is consistency and authenticity. Offer real value—such as practical tips, local insights, and interesting interviews—and you’ll attract more people to your coworking space over time.

Leveraging Social Media for Local Visibility

Social media can be a powerful ally for Local SEO. While likes and follows might not directly affect your search ranking, social platforms can indirectly boost your local presence by driving traffic to your website and helping you build brand awareness.

1. Facebook and Instagram
   • Create an official Facebook Page and Instagram profile for your coworking space. Regularly post updates, highlight member stories, and showcase your space with engaging images and reels.
   • Use location-based hashtags (#CoworkingIn[City], #[City]Startups) and tag your location in your posts to attract local audiences.
2. LinkedIn
   • Since coworking spaces often cater to professionals, LinkedIn is a great platform to share blog posts, job opportunities, and partnership announcements.
   • Encourage your members and staff to share or comment on your updates to increase visibility.
3. Community Groups
   • Local Facebook Groups, LinkedIn Groups, and Nextdoor communities can be excellent places to connect with potential members. Share events, promotions, or tips. But be sure to follow group rules and avoid coming across as spammy.
4. User Engagement
   • Promptly respond to comments and messages. Show that there’s a human behind the brand who values community input.
   • Engage with local influencers, community leaders, or small business owners who might be interested in coworking.

While social media isn’t a direct ranking factor for search engines like Google, the awareness and website traffic it can generate will have a positive impact on your overall Local SEO efforts.

Tracking and Analytics

To truly leverage Local SEO, you have to track what’s working and what’s not. Otherwise, you might waste time (and money) on strategies that don’t move the needle.

1. Google Analytics
   • Set up Google Analytics to track how many visitors come to your site, how long they stay, and what pages they visit. Pay attention to how many of these visitors are local.
   • Look at metrics like “bounce rate” (are people leaving quickly?) and “conversion rate” (how many visitors are signing up for a tour or membership?).
2. Google Search Console
   • Use Google Search Console to see which keywords are bringing in traffic. Pay special attention to location-based keywords.
   • Check for any site errors or crawl issues that might hinder your rankings.
3. Google Business Profile Insights
   • Google Business Profile offers data on how many people viewed your listing, clicked on your phone number, or requested directions. This is invaluable for measuring local foot traffic.
4. Review Platforms
   • Track your average rating and number of reviews on Google, Yelp, and other platforms. If you notice a dip in positive reviews, investigate and address issues immediately.
5. Lead Tracking
   • Whether someone fills out a contact form on your website or calls directly from your Google listing, have a way to track that lead. Tools like CallRail can help you measure phone call conversions, while form submissions can be tracked in Google Analytics.

Regularly reviewing these metrics keeps you informed about your progress. It also helps you make data-driven decisions, such as adjusting your keyword strategy or doubling down on a certain social media campaign.

Common Challenges and How to Overcome Them

Even with a clear plan, coworking spaces often face some unique hurdles when it comes to Local SEO:

1. Multiple Locations
   • If you run multiple coworking spaces in different parts of the city or different cities, it can be tricky to keep each location optimized.
   • Solution: Create separate Google Business Profiles and unique location pages on your website. Keep all contact details accurate and consistent.
2. Shared Addresses
   • Some coworking spaces share addresses in large office buildings, which can confuse local listings.
   • Solution: Use suite numbers or floor numbers to differentiate your address. Make sure to mention the building name or any unique identifiers clearly in your listings.
3. Frequent Turnover
   • Coworking memberships can be month-to-month or short-term. It might be hard to get a steady stream of reviews if your members leave quickly.
   • Solution: Implement a system to request reviews once a member’s first month is completed. Offer incentives like a small discount for leaving honest feedback (as long as it follows review platform guidelines).
4. Competition from Global Brands
   • Big, well-known coworking brands might dominate search results due to their strong backlinks and brand recognition.
   • Solution: Focus on local community engagement, reviews, and specialized content. You can compete by offering a more personalized, community-centric experience.

Being aware of these challenges can help you stay proactive. Keep your information updated, continuously gather reviews, and differentiate your brand through localized content and community involvement.

Conclusion

Local SEO might feel like a maze of reviews, directories, and keywords, but it’s one of the most effective ways to ensure your coworking space stands out in a crowded market. By optimizing your Google Business Profile, honing your website’s on-page SEO, building consistent citations, and engaging your local community, you’ll attract a steady flow of new members who live or work nearby.

With the strategies outlined in this playbook, you’ll be well on your way to becoming the top coworking destination in your neighborhood. More importantly, you’ll build a vibrant, engaged community of professionals who support and benefit from your space. So start optimizing, keep iterating, and watch your membership grow!